Our Story

OUR STORY

It all began with Jessica Tagle — a Latina from Miami, wife, mom of three, and marriage and family therapist for over 20 years. Through her work, Jess saw how often people were waiting for “the big moments” to feel joy, while missing the beauty in the middle.

In 2015, during a session with a client, the idea for Why Wait Till Friday was born — a mindset rooted in the belief that joy isn’t something we wait for, it’s something we choose. It’s about consistently finding the good in the everyday, even in the messy middle.
From that moment on, Jess began living it — practicing self-love, documenting her middle moments, owning her joy, and doing the work to be present. She kept it simple, intentional, and consistent, learning that loving herself was key to truly living in the now.

In 2023, after a raw and honest conversation with her friend Jeni Vazquez, the two brought WWTF to life — not just as a brand, but as a movement. A call to stop waiting and start living now.

Because joy doesn’t live at the finish line. It lives in the middle.