WHSmith set to become Fertility Friendly employer

Fertility Matters at Work (FMAW) has announced WHSmith as the latest company to sign up for its membership as the retailer seeks to become a Fertility Friendly employer.

The retail giant has partnered with the social enterprise educational training provider FMAW to implement policy-backed best practices when supporting its colleagues experiencing fertility challenges. By creating a dedicated policy focused on fertility, WHSmith will be able to ensure its employees feel recognised, safe, and supported through what can be a challenging journey.

The desire to gain the accreditation came after several employees within the organisation talked about their own fertility journeys and reached out to their line managers for support.

Juliette Cavilla, Group Head of Wellbeing, WHSmith commented on the partnership: “We are at the beginning of this journey, and we are committed to work towards being Fertility Friendly accredited™️. FMAW have been really supportive and great at listening and understanding the differences and challenges we, as a retailer, face.

“We have a wellbeing strategy which is underpinned by wanting colleagues to feel WHSmith is a safe place to talk to managers about anything outside of work that is causing stress in their lives so we can support them as much as possible. We recognise that any colleagues on an alternative route to parenthood, or childless either by choice or otherwise, fall into this category – and we want to help them on their journey.”

Further echoing their supportive nature as an employer, WHSmith recently launched the Stella App to colleagues and any family members going through menopause or perimenopause to coincide with Menopause Day 2023.

Juliette added: “Women’s health issues are complex and unique, and our gender network is passionate about how we can best support our people. By working with partners such as FMAW we can provide a rounded suite of support and also ensure our managers have access to research, as appropriate, to become empowered to support as required.”

The organisation will also have a series of dedicated webinars and panel discussions in line with International Mens Day (19th November), where employees will share their fertility journeys with their colleagues.

Natalie Silverman, co-founder of Fertility Matters at Work, added: “We’re really excited to have WHSmith on board, working with us to become a Fertility Friendly organisation.

“It’s incredibly positive that such a well-known business like WHSmith is dedicated to supporting their employees by gaining the knowledge required to implement changes and create support consistencies across the organisation by undertaking our Fertility Friendly accreditation.

“We’re looking forward to working with the WHSmith team in continuing the conversation and journey to creating a safe and supportive space for their employees.”


To educate businesses and raise awareness of how fertility issues affect their employees, Fertility Matters at Work (FMAW) is on a mission to find the first 100 UK companies to commit to becoming Fertility-friendly employers.

For more information on becoming a Fertility Friendly workplace, please visit: Services – Fertility Matters at Work


About Lisa Baker, Editor, Wellbeing News 4369 Articles
Editor Lisa Baker is passionate about the benefits of a holistic approach to healing. Lisa is a qualified Vibrational Therapist and has qualifications in Auricular Therapy, Massage, Kinesiology, Crystal Healing, Seichem and is a Reiki Master.