As a child growing up in Abbotsford, B.C., Canada, Amelia Reigstad questioned gender disparities. When her mother explained the changes Amelia would experience as she became a woman, she wanted to know why what boys went through during puberty differed so vastly from what girls endured. As she grew older, beyond physical distinctions, she began to challenge stereotypes and question the many ways in which society treats boys and girls differently. She sensed there was something larger at play, though she could not yet identify it.

Still, like many young women, Amelia conformed to what others expected of her. A people pleaser and perfectionist, she followed the rules, excelled academically, participated in extracurricular activities, made her parents proud. She dreamed of a successful career and one day writing and publishing a book. In college, she found herself surrounded by marriage-obsessed undergrads. Her primary focus shifted to manifesting a loving husband and happy family—and that’s the life she started to build soon after college. But it all came crashing down when she lost a pregnancy and ended her not-so-perfect marriage.

Amelia realized her own identity had been lost before it had even fully formed. She’d become so focused on the picture-perfect life she created in her mind that what she truly wanted for herself had fallen to the wayside.

She started a journey of self-discovery, which included a couple of months of travel. She focused on building her career in academia, bought an apartment, and launched a communications consultancy. Lifting up women became central to her work. She recognized the connection between patriarchal and societal expectations on females and how they can push girls and women toward perfectionism. She earned a master’s degree in gender communications. Things began to click.

In 2012, she moved from British Columbia to the United States, where she remarried and continued to teach and consult. In her consultancy, Amelia partnered with organizations to help them solve communications problems among teams and leaders. In the years that followed, she earned a doctorate in media and communications with a focus on gender differences in communication styles and their influence in the workplace. She created The Women’s Empowerment Series to encourage women to use their voices to initiate change. She now tours the U.S. and Canada and shares her wisdom on these topics as a keynote speaker. Her message to women: You don’t need to be perfect, you just need to be you.

Amelia recently fulfilled her lifelong dream of writing and publishing a book. Titled, “Hello Ms. Perfect: Navigating the Path of Perfection and Claiming Your Identity,” it was inspired by her own journey. Each chapter explores ways the patriarchy pushes women to strive for its ideals of perfect—as daughters, sisters, partners, lovers, mothers and more—even though these standards are often unrealistic or unattainable. Chapters conclude with practical advice and reflection questions to help readers buck the system and become agents of change.

In addition to the book, Amelia took the leap on a new business idea that aligns with her purpose of empowering women. In 2024, she launched The Women Collective, a brick-and-mortar retail store and gathering space in White Bear Lake, Minnesota. The shop features a curated collection of products exclusively from women-owned businesses—more than 70 in total. Shoppers can find brands and items like Explicit Essentials bath bombs, BitchStix lip balms, Brightland olive oils and vinaigrettes, plus candles, stationery and more. The adjacent space is used for hosting women-centric and community events and coworking.

Amelia has fully realized the woman she is meant to be, imperfections and all, and is content in her life and career. She has no plans of slowing down anytime soon and is enjoying the process of bringing her book and work to the world. Her retail venture has been so successful that Amelia plans to add another location. She’s also exploring a franchise model.

To learn more about Amelia’s work, business and book, visit AmeliaReigstad.com and TheWomenCollective.com, and follow @ameliareigstad and @thewomencollective_wbl on Instagram.