HER STORY ⟡ Elena Roth
Hey all!
My name is Elena, and I’m the founder and owner of As You Are Counseling Services in Lititz, Pennsylvania. I live a full, busy life with my family and animals, and that balance between real life and meaningful work is something I deeply value and intentionally bring into my business.
As You Are Counseling Services was created because I saw a gap in the mental health world. Too often, therapy felt sterile, intimidating, or disconnected from real life. People were expected to show up polished, prepared, and “ready,” when in reality most people come to therapy feeling overwhelmed, unsure, or just plain human. I wanted to create a practice where clients could come exactly as they are and feel safe, welcomed, and understood from the moment they walk in.
Why I started:
I started AYA because I believe healing happens through real connection, not rigid clinical environments. My South African culture also played a significant role in shaping this vision. There is a strong emphasis on warmth, directness, community, and showing up authentically, even in hard moments. I wanted therapy to feel more like a conversation and less like an interrogation, while still being ethical, thoughtful, and clinically sound.
What I love about being a business owner:
I love having the freedom to build something that truly aligns with my values. I get to create a space that feels comfortable, inviting, and human, for both clients and clinicians. I love leading a team of thoughtful therapists and creating a work environment where people feel supported and respected. Being able to shape my schedule, be present for my family, and still do deeply meaningful work is something I don’t take for granted.
What type of impact do you hope to have on those you meet or work with?
I hope people leave feeling seen, safe, and less alone. I want clients to feel that therapy doesn’t have to be scary or uncomfortable to be effective. I also hope to normalize mental health care and help people feel more at ease seeking support. For clinicians, I hope AYA models that you can do good work without burning yourself out or losing yourself in the process.
Who or what inspires you?
I’m inspired by the people who show up honestly to do hard work, my family, my culture, and the strong women I surround myself with. I’m inspired by real conversations, shared humanity, and the courage it takes to be vulnerable in a world that often pushes perfection instead.
What is your favorite piece of advice or quote?
Come as you are. You don’t have to be ready, polished, or fixed to begin.Messy is where change happens.
What does BEAUTY mean to you?
Beauty means authenticity, self-acceptance, and feeling safe enough to be yourself. It’s not about perfection, it’s about being real and honoring where you are in your own journey.
What advice would you give your past self just starting out?
Trust your instincts. Build it the way you believe it should be built, even if it looks different than everyone else’s.
What would you like Beauty Boost members to know?
That I genuinely believe in the power of women supporting women, and I’m grateful to be part of a community that values authenticity, growth, and showing up fully as yourself.
Where our community can find you:
Website: asyouarecounselingllc.com
Instagram: @ayalititz
