Ayumi Momozono is the mother of the main protagonist, Love Momozono, in the anime Fresh Pretty Cure. She lives in Clover Town with her husband, Keitarou Momozono, and their daughter Love. Ayumi works as a clerk at a local supermarket, a job that often keeps her busy alongside her household duties of cleaning and cooking. She has fair skin and large, partially curved brown eyes. Her short, dirty blonde or russet hair is worn at chin-length and is naturally fluffed, causing it to stick out on the sides, with short, pointed bangs that are mostly brushed to the side. Her typical outfit consists of a work sweater, an apron-like dress, and simple heels.

Ayumi is defined by her deep kindness and loving nature, particularly towards her family. She is a caring mother who genuinely wants the best for her daughter, though she can be stern when she feels it is necessary. This is most often seen in her efforts to encourage Love to eat vegetables, especially carrots, which Love dislikes. Her persistence with healthy eating comes from a place of good intention, and she shares many personality traits with Love, including being picky about food. She is known to dislike spinach herself and has been shown to pout when she is unhappy or denied something she wants, much like her daughter does. Despite her gentle demeanor, Ayumi can become frustrated, as seen when a misunderstanding leads to an argument where Love angrily says she hates her mother.

A significant part of Ayumi's role in the story involves her relationship with Love. A key early moment is when she surprises Love with a concert ticket, which sparks her daughter's initial motivation. The most prominent conflict between them occurs when Love plans to make hamburgers for dinner. Ayumi suggests adding carrots, which Love rejects. After a monster created by the series' antagonists causes the prepared hamburgers to vanish, Ayumi mistakenly believes Love ate all the food without her. Her frustrated reaction causes Love to storm off, leaving Ayumi saddened. The conflict is resolved when Love later returns home to apologize.

Ayumi's role as a mother expands when she and her husband agree to become the foster parents of Setsuna Higashi, a former antagonist who becomes one of the Pretty Cure warriors. Ayumi welcomes Setsuna into the family with the same maternal care she shows Love and appreciates the help Setsuna provides around the house. This acceptance is a key part of Setsuna's integration into a normal life.

Later in the series, Ayumi demonstrates significant character development when she learns that her daughter and Setsuna are Pretty Cure. Her initial reaction is one of distress and reluctance, driven by fear for their safety. However, she ultimately comes to accept their mission and responsibilities. In a heartfelt moment, she offers Love a hug before the girls depart for a critical battle, showing her support and trust in her daughter's choices. A quote from her during this time reflects her desire for her daughter to live without regret. While Ayumi does not possess any supernatural abilities herself, her unwavering love and support act as a vital source of strength for her daughter. One notable piece of background information is that she was a former beauty pageant champion in the town.