Empowering Women Through Modern Self-Reliance

Amber, the voice behind the Amber Elle brand, has spent much of her life helping others build confidence in their ability to protect themselves and live with greater independence. Raised in a preparedness-minded family, she developed a passion early on for equipping people—especially women and families—with the mindset and tools needed for modern-day self-reliance.

For Amber, teaching self-defense isn’t just about techniques or gear. It’s about overcoming the biggest barrier she sees in her students: hesitation.

Overcoming Fear and Hesitation

In Amber’s experience, the thing that most often holds people back from making the impact they’re meant to have in the world isn’t a lack of ability—it’s fear.

Many women doubt what they’re capable of when it comes to protecting themselves. Cultural messaging, uncertainty, and lack of exposure to self-defense training can create a mental barrier that keeps them from feeling empowered.

But Amber believes confidence is something that can be learned.

“We were created with the ability to defend our lives and live with confidence in our security,” she explains. “The tools that make that possible shouldn’t feel barbaric or like something we’re not allowed to use.”

The Search for a Practical Option

While training women in self-defense, Amber noticed a recurring challenge: many people wanted a way to protect themselves but didn’t feel comfortable with the limited options they knew about.

For some, carrying a firearm wasn’t the right fit—whether due to legal restrictions, personal readiness, or comfort level. Others weren’t confident relying solely on tools like pepper spray.

That gap left many women feeling stuck between extremes.

Amber began looking for a solution that could bridge that gap—something effective, accessible, and empowering for a wider group of people.

Discovering a Less-Lethal Alternative

When Amber discovered Byrna’s less-lethal launchers, she immediately recognized their potential.

They offered something many of her students had been searching for: an option that could create distance, disrupt an attacker, and give someone time to escape—without requiring lethal force.

For the women Amber trains, this option often becomes a turning point.

Instead of feeling like their choices are limited to “nothing” or a firearm, they realize there is a practical middle ground.

Confidence Changes Everything

Amber says the transformation she sees in her students is immediate.

When women hold the tool for the first time, their posture changes. Their confidence grows. The idea of defending themselves no longer feels out of reach.

They begin to understand that self-defense isn’t just about reacting in a crisis—it’s about awareness, voice, and decision-making.

Situational awareness becomes their first line of defense. Using their voice to set boundaries becomes the second. And if a situation escalates beyond that, they now have a tool they feel confident using.

A New Sense of Possibility

Perhaps the most powerful moment for Amber is seeing the realization on someone’s face when they learn this option exists.

There’s often a pause, followed by excitement.

Many say the same thing:

“I’ve been looking for something like this.”

For Amber, those moments are why she does what she does. Empowering women with knowledge, confidence, and practical tools allows them to move through the world differently—more aware, more prepared, and more certain of their ability to protect themselves.

And sometimes, all it takes is discovering the option they didn’t know they were looking for.

About Amber Elle

Amber Elle (Amber Landry) is a preparedness educator, speaker, and advocate for modern-day self-reliance. With a background as a registered nurse, she brings a practical, real-world perspective to personal safety, emergency readiness, and family preparedness.

She previously served as the Director of Family Preparedness at Fieldcraft Survival, where she helped women and families develop the mindset, skills, and confidence needed to navigate uncertain situations.

Through training events, online education, and the Amber Elle brand, she continues to teach practical strategies for situational awareness, self-defense, and personal resilience.