Shannon Pfeffer

What did you do before lovelew?: 

My story starts in test kitchens at major food companies, developing marketing plans, launching products, and working on strategic digital storytelling. I eventually got burned out and transitioned into a role with a more flexible schedule and a subject that was important to me - health and mental health. I created my own company guiding individuals how to grow their businesses in the space, as well as coaching 1:1 clients on integrating health & wellness into their busy lives.

What is your role at lovelew?: 

I joined lovelew to strategically grow the brand, team, and services. My role wears many hats, but it’s very similar to my background. Ensuring we’re creating the best services that our clients really need to help them along their grief journey’s. Working at lovelew has been my most fulfilling work to date.

Do you have a grief story?:   

I do. I was on a family vacation with my soon-to-be husband and his family. We had a blast and flew home. The very next day we got a phone call that our niece, Saige at age 2.5, accidentally drowned at home in the pool. Shocked and confused we got on the next flight not knowing what time would bring. Ultimately, Saige passed away a few days later, leaving everyone with sudden grief over a tragic, too soon loss.

I’m incredibly proud of what my family turned their grief into. A North Star for positivity, optimism, and helping other families avoid this very same fate. They created The Water Guardian Foundation, a non-profit, that spreads awareness of childhood drowning and gives you actionable steps - like installing a lockable, tall pool fence - to take to prevent this type of loss.  

What was missing when you were moving through your grief?:

Even though it was a person in my soon-to-be family, I still felt like an outsider. Despite my sadness, theirs was more. I felt that my experience didn’t need to be processed like theirs did. That was a mistake! Especially when we moved into our current home, with a pool, with my son who was Saige’s exact same age. The fear hit hard and so did the grief. 

That’s the surprising thing about grief is that it doesn’t end, especially when something happens to you when you’re young. It shows up - welcomed or unwelcomed - throughout your life, often when you least expect it. 

What’s something you would tell your 25-year-old self?: 

Hold onto that feeling of invincibility as long as you can. That’s something you won’t get back as you get older and the responsibilities pile up. Don’t worry too much though… as an adult you’ve got that feeling captured in magical moments: a peaceful vacation, the first few hours after having a baby, a big accomplishment at work, reading a lifechanging book, etc.