Meet Muna, founder of Mom Wellness, a maternal health clinic reshaping the way mothers receive care. Muna is one of 24 inspiring entrepreneurs taking part in the second edition of the Orange Corners Alumni Accelerator, powered by Forward·Inc — a programme that brings together outstanding alumni from 11 countries across Africa, the Middle East and Asia, driving impact through businesses that matter.
Rooted in her own journey, Muna set out to create a space where women feel truly seen, supported and empowered during one of life’s most transformative experiences. With a focus on compassion and evidence-based care, Mom Wellness is redefining maternal health from the inside out.
Hi Muna! Can you tell us a bit about your business and what inspired you to start it?
My business, Mom Wellness, is a maternal health clinic that supports mothers and pregnant women through evidence-based services in breastfeeding, nutrition and childbirth preparation. We also provide training for healthcare professionals in lactation consulting and maternal care.
The inspiration came from my experience as a clinical dietitian and International Board Certified Lactation Consultant (IBCLC). Over the years, I met so many mothers who felt overwhelmed, lost and unsure where to turn for trustworthy, compassionate guidance. It broke my heart to see how isolated many of them felt navigating pregnancy, birth and breastfeeding without a clear path or support system.
That’s when I knew I wanted to be more than a healthcare provider. I wanted to be their guide. Someone who could walk alongside them, offering not just professional expertise, but also reassurance and empowerment. That’s also why I chose to pursue a master’s degree in Women’s Health, to deepen my understanding and ensure I’m always giving my clients the care they deserve.
Mom Wellness was born from a deep belief that every mother deserves to feel heard, supported and informed during one of the most vulnerable and powerful phases of her life.
Mom Wellness was born from a deep belief that every mother deserves to feel heard, supported and informed during one of the most vulnerable and powerful phases of her life.
Muna Al Haj Eid, founder of Mom Wellness
What is something you’ve learned the hard way while building your company?
One of the toughest lessons I’ve learned is how challenging it can be to navigate bureaucratic systems, especially when trying to obtain the professional license (رخصة المهن) for my clinic. What I expected to be a straightforward process turned into months of delays, back-and-forth visits, inconsistent instructions and endless paperwork. It took over three months to finalise, during which I couldn’t officially operate, despite having already invested time, energy and money into preparing the space. It was not only frustrating but emotionally draining, and it tested my resilience on many levels.
From this experience, I learned the value of patience, persistence and the importance of knowing how the system works, or finding the right people who do. Sometimes, progress doesn’t come from pushing harder, but from asking for guidance and building relationships that can open doors.
Another challenge I’ve faced is wearing too many hats. As a founder, I’ve had to be the clinician, the marketer, the accountant, the social media manager and more. It’s easy to get burned out when you’re trying to do everything on your own, and it made me realise how vital it is to build a strong team and ask for help when needed. Sustainable growth requires delegation, and I’m still learning how to balance that while maintaining the quality and vision of Mom Wellness.
Sometimes, progress doesn’t come from pushing harder, but from asking for guidance and building relationships that can open doors.
Muna, Mom Wellness
What’s a moment you felt really proud as an entrepreneur?
One of the proudest and most emotional moments for me was the day I officially opened the doors of our physical clinic on Khalidi Street. That moment wasn’t just about opening a business; it was the result of years of dreaming, sacrificing and pushing through obstacles that, at times, felt impossible.
What made it even more meaningful was that the clinic was fully self-funded. Every piece of furniture, every piece of equipment, every detail was paid for through the revenue I had generated from offering online consultations and services. I started with almost nothing, just a laptop, my qualifications and a deep belief in the mission. Slowly, session by session, I built something real.
Walking into that space for the first time after setting everything up, I felt a wave of emotion: relief, pride and overwhelming gratitude. It was a small clinic, but to me, it felt like I had built a sanctuary—a place where mothers could finally feel safe, supported and truly seen.
Knowing that this space existed because I didn’t give up, even when it would have been easier to stop, reminded me why I started Mom Wellness in the first place. It wasn’t just about business success, it was about creating a positive, lasting impact on the lives of women and families.
I started with almost nothing, just a laptop, my qualifications and a deep belief in the mission. Slowly, session by session, I built something real.
Muna, Mom Wellness
What is currently your biggest business challenge?
The biggest challenge I’m currently facing is how to grow Mom Wellness sustainably, without compromising the quality and trust that are essential in maternal healthcare. While more mothers are reaching out and demand is increasing, scaling up responsibly has proven difficult.
One of the main obstacles is funding. Without access to consistent financing or investment, I’m limited in how much I can expand. I want to hire staff, offer more services and serve more women, but I also need to do it in a way that keeps our care deeply personal and evidence-based. Right now, I’m wearing too many hats: running sessions, managing operations and trying to grow the business all at once.
Marketing has been a particularly tough area. Even though I know Mom Wellness is meeting a real need, reaching the right audience and building visibility with limited resources is extremely difficult. We rely heavily on word of mouth, and while that speaks to the quality of our work, it’s not enough to sustain long-term growth. Investing in professional marketing—whether digital, community-based or partnerships—requires funding I haven’t yet been able to access. And without strong marketing, it’s hard to attract both new clients and collaborators who could help expand our reach.
Legal and administrative issues add another layer of complexity. Navigating the requirements for licensing, registration and compliance is time-consuming and often unclear, especially for a small, woman-led business. These delays hold us back from scaling as fast as the need demands.
In short, my biggest challenge is how to grow Mom Wellness in reach, visibility, and capacity, while keeping our mission and quality of care at the centre of everything we do.
What have you most enjoyed (or are most looking forward to) as a participant in the Orange Corners Alumni Accelerator?
What I’ve enjoyed most is the sense of connection and community. As an entrepreneur, especially in the early stages, it’s easy to feel isolated, like you’re carrying the weight of everything on your own. But through the Orange Corners Alumni Accelerator, I’ve been able to connect with other passionate entrepreneurs who truly understand the ups and downs of building something from the ground up. Sharing experiences, exchanging ideas and simply knowing you’re not alone has been incredibly powerful and uplifting.
I’m also deeply grateful for the unwavering support of the accelerator staff. They’ve gone far beyond logistical support. They genuinely care. You can feel that they want each of us to succeed, and that kind of belief is rare and incredibly meaningful. Whether it’s words of encouragement, practical guidance or just being there to listen, they’ve reminded me that I don’t have to figure everything out by myself.
Having someone in your corner, cheering you on, reminding you of your purpose and offering help when things get tough makes all the difference. I’m truly thankful to be part of this programme and community.
I want Mom Wellness to be part of shaping a system where every mother, no matter her background, has access to high-quality care that honours her dignity and choices.
Muna, Mom Wellness
How do you hope your business will impact your community in the long term?
My deepest hope is that Mom Wellness becomes more than just a clinic; it becomes a movement. I want it to be a model for what maternal healthcare should look like in our region: compassionate, evidence-based, respectful and centred on the real needs of women and mothers. I dream of a future where no woman feels lost, unheard or dismissed during one of the most vulnerable and powerful times of her life.
In the long term, I hope our impact ripples far beyond the walls of our clinic. I want to help raise a new generation of healthcare professionals who are not only well-trained but also deeply empathetic, who listen to women, advocate for them and support them with knowledge and heart. Through our training programmes, I want to create a community of caregivers who will carry this vision forward in their own spaces.
But my vision doesn’t stop there. I want to influence maternal health policies in Jordan and the region so that women’s voices are no longer an afterthought; they are at the centre of every healthcare decision. I want Mom Wellness to be part of shaping a system where every mother, no matter her background, has access to high-quality care that honours her dignity and choices.
This work is personal. It comes from my own experiences, and from the countless women I’ve met who just needed someone to guide them, to see them, and to remind them that they matter. That’s the legacy I hope to build! One where care, respect and empowerment are not the exception, but the norm.
Muna’s story reminds us that purposeful entrepreneurship changes lives. Her journey proves that with passion and perseverance, real and lasting impact is possible. We’re excited to see how she continues to grow and make a difference through the Orange Corners Alumni Accelerator!
