Moment with Our EDTP Graduate – Giovonna Clifton of Gi Clifton Doula Services
Giovonna Clifton is the owner of Gi Clifton Doula Services and alumna of LAEDA’s Entrepreneurial Development Training Program. Gi Clifton Doula Services provides sexual and reproductive health counseling, birth and postpartum doula services, childbirth education, lactation support, mentorship, and education for aspiring doulas. We had a chance to sit down with Giovonna to ask about her experience with entrepreneurship and LAEDA’s training programs.
(1) What made you decide to become an entrepreneur?
If I had to put it simply, I would say that entrepreneurship chose me this time around! I was immersed in learning, serving families, and gaining the experience and knowledge I needed to become a skilled and effective doula. At the time, I was thinking on a much smaller scale, even though the vision unfolding before me was much bigger than I realized.
Then, one day, a doula colleague asked me whether I had been saving for quarterly tax payments because I was a business professional now. I literally had to do a double take. I wasn’t even sure what that entailed at the time! It was then that I began to see myself differently. As my colleague put it, I was a businesswoman!
That conversation was a turning point. I realized that the work I felt called to do was also a business, and I needed to embrace the responsibilities and opportunities that came with it. I may not have initially set out to become an entrepreneur, but entrepreneurship became a natural extension of my purpose and commitment to serving families.
(2) Why did you choose your industry?
My journey into this industry began with a simple question: What the heck is a doula?
I was blown away by the fact that this kind of support existed, yet I had never heard of it, even after having three children of my own. I immediately started asking questions. Where are these professionals? Who has access to this care? How do families learn about it? And why hadn’t I known this kind of support was available when I was navigating my own challenging pregnancies?
Naturally, I began thinking about the women in my family and throughout my community who could benefit from this knowledge and support. I knew I needed to learn how to do this work and help educate communities about a resource that so many people did not even know existed.
What began as a desire to support families grew into a much larger commitment to maternal health advocacy. I have been providing evidence-based, culturally responsive care since 2017 and became certified in 2018. Over the years, my work has expanded beyond direct client care into advocacy at the local and state levels.
I have worked tirelessly to advocate for Medicaid reimbursement for doula services in New Jersey, greater hospital access for doulas, and policies that protect our ability to support families in these settings. I have also advocated for clear, accessible hospital policies and designated doula liaisons who can help address concerns and improve communication between doulas and hospital staff.
This work has allowed me to contribute to the ongoing development of doula access, reimbursement, and workforce support in New Jersey.
For me, this is more than a profession. It is a calling rooted in education, advocacy, and community, as well as the belief that every family deserves to feel informed, supported, and empowered throughout their perinatal journey.
(3) Tell me about your experience while attending EDTP.
What have been the major takeaways? Have you had any “aha!” moments? How did the program help you? The EDTP program reintroduced me to business concepts and skills that I thought I understood, but it gave me a much deeper understanding of how to apply them in real-life situations. It helped me connect what I was learning to the decisions I make every day as a business owner.
Some of my biggest takeaways were learning how to budget more effectively, understanding the purpose and value of a business plan, identifying my target market, and establishing sound business practices. The program helped me develop an actual business plan, something I did not have when I first started my business.
One of my “aha!” moments was learning more about the role business credit can play in building a sustainable business. Understanding how a business line of credit or business credit card can be used responsibly, rather than relying solely on personal funds, gave me a different perspective on managing and growing my business.
Another significant lesson was learning how to calculate the cost of goods and services and determine appropriate pricing. Because I operate a service-based business, pricing has been a challenge. I have often found myself undercharging for my services while taking on too much work, which contributed to anxiety and burnout.
EDTP helped me recognize that being passionate about serving others does not mean I should undervalue my time, skills, or expertise. I can be committed to making care accessible while also recognizing that my business must be financially sustainable.
Overall, the program helped me shift my mindset from simply doing the work to intentionally building a business that can grow, serve families well, and remain financially sustainable. It reinforced the importance of working on my business, not just in my business.
(4) Tell me about your journey to starting your business. What have been some of the challenges, successes, and lessons learned?
My journey into business ownership began with a desire to serve families and make a difference in maternal health. I started by learning the work, gaining hands-on experience, and building relationships within the community. Over time, I realized that meeting the needs I was seeing required more than passion and a willingness to serve. It also required building a business.
One of my biggest challenges has been balancing the heart of this work with the business side of entrepreneurship. As a doula, I am deeply invested in the families I serve. It can be difficult to establish appropriate pricing, manage the demands of client care, and protect my own time while ensuring that services remain accessible and meaningful.
I have also learned that being good at providing a service does not automatically mean you know how to run a successful business. I have had to learn about budgeting, business planning, marketing, pricing, and setting boundaries. There have been times when my desire to help others outweighed my attention to the financial and operational needs of my business. That is something I have had to acknowledge and work through.
At the same time, some of my greatest successes have come from the families I have supported and the relationships I have built throughout the years. Another major accomplishment has been advocating for changes that affect not only my business but also the broader doula community.
One milestone I am particularly proud of is becoming one of the first documented Medicaid doula providers in New Jersey, beginning in April 2021, when the state’s Medicaid doula reimbursement initiative was getting underway. This was an important step toward making doula services more accessible to families and establishing a pathway for doulas to be reimbursed for their work.
I also advocated for doulas to retain hospital access during the COVID-19 pandemic, when their role in supporting families was especially important. My continued advocacy for transparent hospital policies and better communication between facilities and doulas reflects my commitment to ensuring that this work is recognized and respected.
These experiences have taught me that entrepreneurship is an ongoing learning process. There will be challenges, adjustments, and moments when you have to reconsider your approach. I am learning to embrace those experiences as opportunities to strengthen my business, advocate more effectively, and become a more intentional entrepreneur.
(5) Could you tell me a little about where your business is today?
Gi Clifton Doula Services provides birth and postpartum doula services, childbirth education, lactation support, mentorship, and education for aspiring doulas. My work is grounded in evidence-based, culturally responsive care and a commitment to maternal health advocacy.
I have been serving families since 2017 and became certified in 2018. My professional training also includes perinatal mood disorder training and advanced psychotherapy-related training through Postpartum Support International (PSI). These areas of training help inform my approach to supporting families through the emotional, educational, and practical aspects of the perinatal experience.
Beyond direct client services, I am passionate about developing the next generation of doulas. Through mentorship, skill-building, educational conversations, and community programming, I want to help aspiring professionals build the knowledge and confidence needed to provide thoughtful, compassionate care.
I am also the co-founder of Roots of Wellness NJ, a community-centered initiative dedicated to awakening the power of individual and collective care. Through community-curated workshops and intentional programming rooted in ancestral wisdom, cultural knowledge, and shared family values, we create opportunities for families and communities to connect, learn, and grow together.
Currently, I am focused on expanding Gi Clifton Doula Services over the next 12 months by bringing like-minded professionals and additional support staff into the practice, including experienced doulas. This expansion is intended to support our anticipated growth and respond to the ongoing need for greater access to doula care throughout South Jersey.
Growing the practice will allow us to serve more families while maintaining the quality, individualized attention, and culturally responsive care that are central to our work. It will also create opportunities to strengthen doula workforce development through training and mentorship.
I am excited about the partnerships and collaborations we are working toward. My vision is to continue building a sustainable, community-connected practice that supports families while helping strengthen the broader maternal health workforce.
(6) Do you have any advice for future or existing entrepreneurs?
Follow your dreams, live in your purpose, and stop waiting for the perfect time to do what you feel called to do.
Sometimes, the moment the idea comes to you is the moment you need to begin. Do it afraid! You do not have to know everything before you start. Some of the most important lessons will come through the experience itself.
Accept the challenges, remain open to change, and give yourself permission to pivot when necessary. Growth requires a willingness to learn, adapt, and sometimes do things differently than you originally imagined.
I would also encourage entrepreneurs to invest in learning the business side of their work. Passion is important, but you also need a plan, an understanding of your finances, appropriate pricing, and the ability to recognize the value of your time and expertise. You can be committed to serving others without sacrificing your own well-being in the process.
Most importantly, do not mistake every obstacle for a sign that you should stop. Sometimes, the challenge is teaching you something you need for the next stage of your journey.
And remember, the help you need will often show up when you need it. Stay open to learning from others, building relationships, and accepting support along the way.
You do not have to have everything figured out to get started. You simply have to be willing to take the first step and keep moving forward.
Gi Clifton Doula Services can be reached at:
Website: https://www.gicliftondoula.com/
Location & Service Area: Woodbury, NJ (serving a 25-mile standard service range)
Phone: 856-726-1549
Email: advocate@gicliftondoula.com
Hours: Monday–Friday, 9:00 AM – 5:00 PM (Sat–Sun: Closed)
About the Entrepreneurial Development Training Program (EDTP):
The Entrepreneurial Development Training Program (EDTP) is a free, nine-week business skills training course offered in Camden, NJ in the spring and fall each year. Qualified entrepreneurs receive 72+ hours of training from industry professionals, business planning, and continued technical assistance. For more Information, visit us at laeda.com or use the refer an entrepreneur form.