Edna Swart, the founder of ed&i is used to sharing her life online. Without thinking twice, she’d upload a blurry photo of a night out, a fab meal, a beautiful moment on holiday, a behind-the-scenes moment working hard on her business, or behind the scenes of the reality show Boss Babes. But now, Edna‘s completely changed how she approaches social media. Becoming a mother – and running a growing business – means she’s had to refocus: every ounce of her energy must now be spent with intention. Here’s her story, in her own words.
I grew up in the golden era of social media, the days when posting was fun, messy, and real. A blurry photo, a quick caption, a memory with friends, that was enough. It wasn’t curated or calculated. It was about connection, not performance.
But I feel those days are gone. Social media isn’t social anymore. It’s structured, strategic, and trend-driven. Unless you’ve built a massive following or play the algorithm’s game, posting a beautiful photo doesn’t reach far. Attention spans are short. Trends dictate relevance. And loyalty, the kind that once defined early online communities, now feels fleeting.
Sometimes it feels like people scroll past your post not because they don’t care, but because the platforms are designed that way, to push what’s popular, not what’s personal. It’s not just about algorithms; it’s about culture. Platforms reward consumption over connection, performance over presence. And with that shift, the joy of creating authentically has been replaced by the pressure to keep up.
For me, that pressure hit differently when life changed. Becoming a mum and running a growing business means every ounce of energy must be spent with intention. What once felt exciting, sharing every detail, every thought, every win, began to feel exhausting. The pressure to be visible, relevant, keep up with trends, and be “on” 24/7 clashed with the quieter, deeper season I’ve entered.
There’s beauty in evolution, but also grief, the kind that comes with letting go of what used to feel natural. As much as I’d like to “stay relevant” and create content within trends so that it would be pushed out, I had to make peace with the fact that it just didn’t fit within the framework of who I was becoming. But this has opened the door to becoming more authentic in how I show up online.
I used to think boundaries meant shutting people out and losing opportunities, that saying “no” or pulling back would make me seem cold or disconnected. But I’ve learned that boundaries are actually love in action. They protect what matters most, so that when you do show up, you can do it fully and with heart.
For me, that means:
People boundaries – knowing that not everyone in your life actually supports you. Sifting out sub-par friendships and focusing on a handful of people who understand you deeply, the ones you can truly reciprocate with.
Emotional boundaries – learning not to internalise opinions about how I choose to live, work, or parent. Everyone has an opinion, but not every opinion deserves access to your peace.
Digital boundaries – logging off when my energy dips instead of forcing myself to “stay visible.” I’d rather be real than constantly reachable.
Time boundaries – saying no to people, projects, or habits that pull me away from what truly matters: my family, my wellbeing, and the creative work that lights me up.
Motherhood didn’t create the need for these boundaries; it just made them impossible to ignore. My energy doesn’t just fuel me anymore; it fuels my family, my community, and my business. Protecting it isn’t selfish, it’s essential. I respect those who can do it all, but I can proudly say that I can’t.
There’s a quiet strength in stepping back, in being selective, in choosing peace over pressure. The world teaches us that visibility equals success, but I’ve learned that peace, and control over your own time, is the real power move.
So yes, you’ll see me showing up differently. Not disappearing, just doing it with more depth, more purpose, and more presence. I won’t be a trend chaser. I won’t share everything, all the time. But what I do share will be intentional, honest, and aligned with where I am right now.
Because here’s the truth: social media has changed, and so have I. The way I show up has to evolve with that. I don’t want to create for algorithms; I want to create for meaning. I want what I share to add value, to spark thought, or simply to remind someone that they’re not alone in whatever season they’re in.
The community I’ve built still means everything to me. I love connecting. I love creating. I love building something that matters. That won’t change, it will just look different.
Growth means releasing what no longer fits and embracing what does. It’s about honouring your capacity, trusting your timing, and letting go of the need to constantly prove your worth online.
If you see less of me, it’s not because I care less, it’s because I care more. About my health, my family, my peace, and the work that truly fulfils me. I’m still here, just living a little more offline. And I want the way I show up online to reflect that — slower, softer, and more soul-driven.
Because the goal isn’t to be seen all the time, it’s to be seen when it matters.
