This research examines the new social media site, Pinterest, to uncover the processes through which mothers construct self- and public-identities. Despite being valued at over $3.8 billion dollars (Perez 2013), having an impressive user retention rate (Moore 2014), and having a highly gendered user base (Tekobbe 2013), Pinterest has been the site of limited sociological inquiry. Seventeen semi-structured qualitative interviews on mothering and Pinterest use were conducted with central Florida mothers who have a Pinterest account and at least one child between 6 months and 10 years old. Through analysis based in a grounded theory approach, three central themes emerged from the data: (1) mothers negotiate motherhood ideals, perpetuated through Pinterest, through drawing on gendered ideologies; (2) mothers' use of Pinterest both supports and impairs construction of positive self-identities, complexly overlapping with concerns of technology overuse; and (3) the compartmentalized nature of Pinterest facilitates the activation of multiple identities which allow 'escapes' from the pressures of motherhood and everyday responsibilities. Insights derived from this research can also be helpful in explaining the overlaps between online and offline identities, how women manage motherhood ideals, and the compartmentalization of self-identities.