In the ever-growing world of health and wellness, few stories stand out quite like that of Desiree Alford, founder of West Coast Wellness. A born-and-raised West Coast native, Alford has woven together her deep entrepreneurial roots, 15 years of sobriety, and a passion for holistic transformation into a thriving coaching business that is helping individuals break free from harmful habits and rediscover their best selves.
From Fashion to Wellness: A Story of Reinvention
Desiree’s entrepreneurial journey began over a decade ago when she launched Harts & Pearls, a fashion brand that reached six figures within three years. As a single mother, she built that business with just a couple hundred dollars and a leap of faith. But by 2020, a new calling began to stir within her—one born from her own recovery journey.
“I realized early in my sobriety that alcohol was just a symptom,” says Alford. “When you remove the drinking, you’re left with the root causes—things that need real healing.” That revelation led her to apply the principles of recovery to every area of her life, including health, fitness, and overall wellness.
In 2022, she launched West Coast Wellness, a coaching company built around the idea that real, lasting transformation starts from within.
West Coast Wellness: Breaking the Cycle for Good
West Coast Wellness is not your average health coaching business. It’s a full-spectrum wellness brand focused on getting to the root of personal challenges—whether those are weight-related, addiction-based, or driven by years of emotional cycles and unhealthy coping mechanisms.
Unlike one-size-fits-all programs, West Coast Wellness offers individualized coaching plans tailored to each client’s body, lifestyle, schedule, and goals. “We don’t do band-aid fixes,” Alford explains. “We go deep—because that’s the only way to get true, sustainable results.”
What started as a few word-of-mouth clients quickly grew into a packed 1:1 coaching schedule, prompting Desiree to launch a group coaching program in 2025. The response? Over doubled her goal in participants within the first launch.
Honoring Legacy, Embracing Purpose
The name West Coast Wellness is a tribute to Desiree’s late father, an entrepreneur who built multiple businesses and never worked for anyone but himself. “One of his businesses had the word ‘coastline’ in it,” she recalls. “Naming this business was my way of honoring him and everything he stood for.”
Her mission is deeply personal: to help others experience the kind of holistic healing that transformed her life. “I’m not here just to help someone lose 10 or 100 pounds—I’m here to help them change their lives. This is about freedom.”
Today, with her new website up and her Instagram presence steadily growing, Desiree is poised to take West Coast Wellness to the next level. But one thing remains the same: her commitment to serving others, staying grounded in truth, perseverance, and fun—and transforming lives from the inside out.
For those ready to break free from the cycle and reclaim their health, West Coast Wellness is the place to start.
