Most women within their lifetime will experience pregnancy, birth and motherhood. Despite this almost universal experience, the process is far from uniform. Throughout the childbirth continuum, expectations and experiences of women are diverse and ever-changing (van Teijlingen et al 2017). THis article explores an innovative idea, well placed within this 'Shiny roads' edition of The Practising Midwife. It explores the birth of the EMPOWER project within a NHS trust. EMPOWER was developed to empower mothers and provide options, education and relaxation for pregnancy, birth and the postnatal period.