ABOUT US

FIRST LOVE YOURSELF (F.L.Y.) was founded from a deeply personal place of reflection, healing, and purpose. What began as one woman’s journey toward self-love and emotional healing has evolved into a movement dedicated to empowering young girls and women to recognize their worth, embrace their identity, and grow into emotionally healthy individuals.

Founder Alisa Denise James created F.L.Y. after reflecting on her own life experiences — moments of feeling overlooked, misunderstood, ridiculed, rejected, and emotionally unsupported. Those experiences, while painful, became the foundation for the woman, leader, mentor, and advocate she is today.

Throughout her journey, Alisa began revisiting pivotal moments from her childhood, adolescence, and adulthood. She recognized the lasting emotional impact of unhealthy relationships, broken self-esteem, fear, rejection, silence, and the absence of affirmation that so many young girls and women experience. She remembered what it felt like to long for guidance, encouragement, and someone willing to say:
“You are valuable.”
“You are capable.”
“You are more than your mistakes.”

As she grew personally, spiritually, and professionally, Alisa realized that the same emotional struggles she once faced were still affecting countless girls and women in communities everywhere. Rather than simply observing the problem, she made the decision to become part of the solution.

The F.L.Y. Movement was born.

For more than 20 years, F.L.Y. has organically created spaces for empowerment, mentorship, healing, self-discovery, and community connection through gatherings, Vision Board events, “girl talk” sessions, mentorship initiatives, and educational experiences centered around emotional wellness and personal growth.

Today, FIRST LOVE YOURSELF (F.L.Y.) continues to evolve into a transformative nonprofit organization committed to empowering, equipping, and encouraging individuals through emotional wellness education, mentorship, self-development, and community impact.

We believe true transformation begins within — and when individuals learn to value themselves, heal emotionally, and walk confidently in purpose, entire families and communities can change.

In order to change the world around us, we must first be willing to impact the people within it.

At F.L.Y., we are committed to helping individuals discover their worth, strengthen their emotional foundation, and learn to F.L.Y. higher.

A Letter From Our Founder

Dear F.L.Yers,
How many of us truly understand that in order to love others fully, we must first learn to love ourselves?
The way we allow others to treat and love us is often a reflection of how we see ourselves internally. When we lack self-worth, confidence, healing, or emotional stability, it can affect every area of our lives — our relationships, our decisions, our purpose, and even the way we view our future.
The inspiration behind FIRST LOVE YOURSELF (F.L.Y.) was born from a desire to help young girls and women understand that they are worthy of love, value, healing, growth, and purpose exactly as they are. You are not defined by your mistakes, your appearance, your past, your pain, or society’s opinions of you. Your life has purpose, and your story still has value.
Every struggle, hardship, failure, success, lesson, and accomplishment has contributed to shaping who you are. Even the moments that tried to break you can become the very foundation that helps build your strength, wisdom, and resilience.
One of the greatest gifts we can give ourselves is acceptance — the ability to embrace who we are while still growing into who we are becoming. Healing begins when we stop allowing our past to disqualify us from our future.
At F.L.Y., we want young girls and women to know that emotional wellness, self-love, confidence, and healing are not weaknesses — they are necessary foundations for healthy living and purposeful growth. We want every individual connected to this movement to understand that they are capable, deserving, and valuable.
I am honored and excited to continue this journey of healing, growth, empowerment, and self-love alongside you. Supporting and uplifting others has become part of my life’s purpose, and there is nothing more fulfilling than watching others discover their worth and learn to F.L.Y. higher.
With love and purpose,
Alisa D. James
Founder, FIRST LOVE YOURSELF (F.L.Y.)