Today we’d like to introduce you to La-Toya S. Gaines.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
You know, my journey really started long before I ever became “Dr. La-Toya.” I grew up surrounded by strong, beautiful Black women; women who loved deeply and carried everything on their shoulders. They were the backbone of their families and communities, but I also saw how that strength came with a heavy cost. They were tired. They were often caring for everyone else while quietly neglecting themselves. Watching that planted a seed in me about what healing could look like for women who’ve been taught to survive, but not necessarily to rest or receive.
When I became a psychologist and opened my private practice, Family Matters Counseling and Psychological Services, I started seeing that same pattern over and over again, incredible, high-achieving, loving Black women sitting across from me, holding it all together on the outside while feeling overwhelmed and unseen on the inside. I knew that was bigger than individual therapy sessions; it was a cultural story that needed to be told and rewritten.
That realization inspired everything I do now. I created spaces, through my workshops, groups, and my Nourishing the Strong Black Woman Journal, where Black women can finally exhale, be honest about how they’re feeling, and learn that vulnerability isn’t weakness; it’s actually a form of strength. Today, whether I’m leading my team or hosting a group for Black women, my mission is the same: to help strong Black women redefine what strength looks like, so they can take off the cape, put themselves back on the list, and start living from a place of wholeness instead of constant survival.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth road? Definitely not. My path has been full of twists, losses, and lessons that have stretched me in every possible way. Like many women I serve, I’ve worn the “strong Black woman” cape for a long time, juggling motherhood, marriage, being a caretaker, running a business, and showing up for everyone else while trying not to lose myself in the process.
There were times I felt burned out, questioning if I could keep holding all the roles I’d created for myself. As a Black woman in psychology, and especially as a business owner, I’ve had to navigate spaces where I wasn’t always seen or heard, and I’ve had to learn to trust my own voice even when it shook. Building a private practice from the ground up while still caring for my family wasn’t easy. There were financial sacrifices, long nights, and moments of deep doubt.
But every challenge pushed me to practice what I preach; to slow down, set boundaries, and let vulnerability guide me instead of perfection. I learned that asking for help doesn’t make me less strong; it makes me human. That lesson has been at the heart of everything I now teach other strong Black women: that you don’t have to suffer to be successful, and you don’t have to do it all alone.
As you know, we’re big fans of Family Matters Counseling and Psychological Services, Inc. . For our readers who might not be as familiar what can you tell them about the brand?
Family Matters Counseling & Psychological Services, Inc. is the heart of my work. It’s where I get to merge my clinical training with my passion for helping Black women, families, and communities heal. We specialize in culturally responsive therapy for African American men, women, teens, and families, focusing on helping people unlearn survival mode, manage stress, and create healthier emotional patterns.
Over time, my work has evolved beyond one-to-one therapy into something much bigger. Through workshops, groups, webinars, and my Nourishing the Strong Black Woman Journal, I help women release the burden of strength, prioritize themselves, and embrace vulnerability as a source of power. I’m known for creating safe, affirming spaces where strong Black women can finally take off the cape, whether that’s in the therapy room, a group session, or on a conference stage.
What sets my brand apart is that I live what I teach. I understand firsthand what it means to be “the strong one” — the one everyone depends on — and how easy it is to lose yourself in that role. Everything I create, from journal prompts to workshops, comes from both my clinical expertise and lived experience.
I’m most proud that Family Matters has become more than just a counseling practice. It’s a community of women learning to care for themselves as deeply as they care for everyone else. Whether someone joins a group, picks up my journal, or hears me speak, I want them to walk away knowing this: you are worthy of rest, softness, and support, not after you’ve done everything for everyone else, but right now.
How do you define success?
For me, success isn’t about titles, degrees, or how many things I can check off a to-do list. Success is peace. It’s waking up and feeling aligned with who I am and what I’m called to do. It’s being able to serve others without losing myself in the process.
As a psychologist and a Black woman, I’ve had to unlearn the idea that success means constant striving and perfection. These days, I measure success by my ability to rest without guilt, to show up fully present for my family and my clients, and to create spaces where other women can do the same.
When a woman in one of my groups says, “I finally took a day off and didn’t feel bad about it,” or “I told someone no and it felt good,” that’s success to me. Because it means she’s starting to live differently, softer, freer, more whole. That’s the kind of transformation I want my work to create, and that’s the kind of success that truly lasts.
Contact Info:
- Website: https://fmcounselingmichigan.com/
- Instagram: https://www.instagram.com/dr.latoyagainesspeaks/
- Facebook: https://www.facebook.com/drgainesspeaks/
- LinkedIn: https://www.linkedin.com/in/dr-la-toya-s-gaines-psyd-5b72b02a7/
