Today we’d like to introduce you to Ashley Moore.
Hi Ashley, please kick things off for us with an introduction to yourself and your story.
Guiding Sol Doula Services started with two nurses, Ashley Moore and Rosa Dominguez , who both recognized how overwhelming serious illness, end-of-life decisions, and loss can be—not only for the person going through it, but for the entire family.
Through our nursing experience, we saw that even when someone has a wonderful medical or hospice team, families can still feel unsure about what questions to ask, what decisions need to be made, or where to turn for additional support. We felt there needed to be someone who could slow things down, help families understand their options, and walk alongside them through the parts that are not strictly medical.
That is what led us to create Guiding Sol. We provide nonmedical support through advance care planning, care navigation, vigil support, memorial planning, legacy projects, grief and loss education, and help with the practical details that come after a death. We also offer community workshops that make these topics easier to understand and a little less intimidating to talk about.
Since starting Guiding Sol, we have continued building relationships with local organizations and finding new ways to serve the greater Lynchburg community. What began as an idea between two nurses has grown into a meaningful community resource. Our goal is still simple: to help individuals and families feel more informed, more prepared, and less alone.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has definitely not always been a smooth road. One of our biggest challenges has been helping people understand what an end-of-life doula does and how our role is different from—but can work alongside—hospice and other healthcare providers. Many people have never heard of an end-of-life doula, so a large part of our work has been education, building trust, and clearly explaining the value of nonmedical support.
We have also had to learn the business side while continuing to work in healthcare and manage our own family responsibilities. We came into this work as nurses with a passion for helping people, not as marketing or business experts. Learning how to reach the right families, build community partnerships, price our services, and create sustainable systems has taken time and plenty of trial and error.
Another challenge is that our work involves subjects many people would rather avoid. We are asking people to talk about serious illness, death, grief, and planning ahead—often before they feel ready. We have learned that we cannot force those conversations. We can only create a safe place for them, provide practical information, and meet people where they are.
The road has not always been easy, but every workshop, partnership, and family we support reminds us why we started. Each step has helped us become clearer about who we are, what we offer, and how we can best serve our community.
Appreciate you sharing that. What should we know about Guiding Sol Doula Services?
Guiding Sol Doula Services provides compassionate, nonmedical support for individuals and families navigating serious illness, end of life, and loss. Our work includes advance care planning, care navigation, legacy projects, vigil support, grief and loss education, memorial planning, and practical guidance after a death. We also offer community workshops that help make these topics easier to understand and less intimidating to discuss.
One of the most important things we want people to understand is that we do not replace hospice, medical providers, therapists, or other professionals. We work alongside existing care teams and help individuals and families with the conversations, planning, education, and personal support that may fall outside of traditional medical care.
What sets us apart is that we are both nurses as well as trained end-of-life doulas. Our nursing backgrounds help us understand the healthcare system and communicate effectively with care teams, while our doula training allows us to slow down, listen, and focus on what matters most to each person and family. We are able to bring both practical knowledge and a deeply personal approach to the work.
We are especially proud that the Guiding Sol brand feels warm, approachable, and honest. Conversations about illness, death, and grief do not have to feel cold, clinical, or frightening. We try to create a space where people can ask real questions, explore their options, and make decisions based on their own values and wishes.
More than anything, we want readers to know that they do not have to wait for a crisis to begin these conversations. Planning ahead is not about giving up hope. It is about making sure your voice is heard, easing the burden on the people you love, and allowing everyone involved to feel more prepared and supported.
Do you have recommendations for books, apps, blogs, etc?
We pull from a variety of resources rather than relying on one specific app, book, or podcast. The National End-of-Life Doula Alliance has been an important source of education and connection for us, along with continuing education, healthcare resources, and conversations with other professionals working in end-of-life care.
The book *Being Mortal* by Atul Gawande has also helped shape conversations around quality of life, personal choice, and what truly matters to people as they age or face serious illness.
Honestly, some of our greatest resources are the people around us. We learn so much from the individuals and families we serve, other doulas, hospice professionals, healthcare providers, and community partners. Those real-life conversations continually challenge us to listen better, keep learning, and approach every person without assuming we already know what they need.
Contact Info:
- Website: https://www.guidingsol.com
- Instagram: https://www.instagram.com/guidingsols/
- Facebook: https://www.facebook.com/guidingsols
- LinkedIn: https://www.linkedin.com/in/guidingsols/
