From designing outfits for my Barbies to leading global campaigns in Dubai.

Storytelling has always been my thing. But, I first took the “sensible” route: business degree, corporate ladder, big brands. On paper? Impressive. In reality? Misaligned.

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After 15 years in media and advertising—telling the stories of the likes of BMW, Red Bull, Swarovski—I burned out. The whisper of “this isn’t it” turned into a roar.

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As much as I loved the buzz, I realised I didn’t want to spend the next 20 years of my life doing the hours, executing someone else’s plans. So I did what most wouldn’t: I started over.

Photography was my way in. But I quickly realised I didn’t just want to capture women—I wanted to help them show up fully. Strategically. Authentically. Unapologetically.

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I learned the hard way that entrepreneurship isn’t just about being good at what you do. It’s about using your voice in a way that it's heard. Felt.

I fell into all the traps—comparison, perfectionism, the never-ending course loop. And somewhere along the way, I lost the fun. And with it came the realisation that I didn’t start a business only for it to feel like a chore.

That moment—that ugh feeling—was exactly what I needed.
It kicked off my unapologetic era.

No more waiting for permission. No more thinking I need to be more this or less that. Full confidence in that everything I needed was already inside of me.

So here I am.
With a backpack full of experience, strategy and stories.

Ready to help you put the fun (and heart) back into your business.