about justine

Your unique gift is the vehicle through which you positively transform the lives of others

hi, I’m Justine.

I’m a business coach, entrepreneur, writer, and speaker, dedicated to helping purpose-driven creative entrepreneurs and freelancers position, market and profit from their unique creative expertise.

After 20 years of working with creative professionals in form or another, I’ve built a business around what I love, and was put here, to do.

But I remember a time when it wasn’t that way.

When I moved from London to New York in 1996, with little more than a psychology degree and English accent, I had no network, no credentials and no idea what my calling was. After a stint waitressing (I had bills to pay, calling or no calling!), I landed my first job answering the phone in 
a design agency. I’m pretty sure the only reason I was hired was my English accent, but I didn’t care, it was my ticket to somewhere. A year later, 
I was hired by an up-and-coming creative representation agency, where I learned every aspect of managing independent creative professionals. From spotting great creative talent, putting together a portfolio, making new business calls and writing and negotiating a proposal, I learned that every element was crucial to building a successful creative career.

In 2005, I branched out and opened my own creative services agency, Plum Creative, where I built a reputation within the advertising and design industry for helping retail and lifestyle brands find the perfect talent for their projects and managing the project from beginning to end.  We were working with top quality clients, doing great work and making good money.

And then the recession of 2008 happened.

All of a sudden advertising budgets were slashed and clients stopped outsourcing creative projects, choosing to 
take the work in-house, or use cheaper talent.   Almost overnight, our work dried up.  I was paying myself out of my savings and the pressure of not knowing how long I’d be able to hang on had my stomach in knots.

Little did I know, this seeming “disaster” was about to lead me from a business I enjoyed, to the one I was born for.

As the freelance work situation worsened, more and more creatives were turning up on my doorstep looking for work.  I didn’t have projects for them, but I did have time. I’d spend an hour or two with anyone who asked, helping them identify what made them stand out from the crowd, define who their ideal client was, re-work their portfolio to resonate with those clients, and sharing a few names of people they could call. They walked out of my office transformed; lighter, clearer and armed with a plan.

I had an epiphany:  I had a gift that I could share with the creative community on a much larger level.  Along with a wealth of expertise, experience in the advertising and design world, I realized I had an uncanny ability to help them identify their unique talent and package it into a marketable proposition.

And so, my gift was unearthed and my coaching business was born.

I spent the next 6 months creating a step-by-step program called Align & Thrive and now work with a range of creative professionals, empowering them play a much bigger game, fulfill their potential and build the lifestyle they want for themselves and their families.

Let me help you do the same!

If you’re ready to make monumental changes in your creative business and life, I’d love to support you.

Book your free 30-minute introductory call with me and share your business challenges, ask questions and we’ll talk about solutions.

Let’s chat!