about justine

“Life is at its best when love, money, and creativity are growing in harmony.”

—Gay Hendricks

hi, I’m Justine.

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

When I moved from London to New York in 1996, with little more than a psychology degree and English accent, the concept of being a successful entrepreneur with a passion for marketing and business were as foreign to me as putting maple syrup on your bacon (I’ve since become a convert!) After a stint waitressing (what kind of a New York coming of age story would it be without that?), I landed my first job answering the phone in a design agency.  I’m almost 100% certain the only reason I got the job was because of 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 positioning, managing, and growing the careers of creative professionals. From spotting great talent and putting together a portfolio that stood out, to making new business calls, writing a winning proposal, pricing and negotiating top rates, and managing a project from beginning to end, I learned that every element was crucial to building a successful and profitable creative career.

In 2006, 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 on great projects with clients who valued the talent and paid what they were worth.

And then the recession of 2008 happened.

Almost overnight, the 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.

I wasn’t the only one experiencing an overnight plummet in clients and income – freelancers and creative businesses of all shapes and sizes were struggling – and it seemed they were all beating a path to my door hoping to find work!

While I didn’t have projects for them, 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 – along with a wealth of expertise, experience, and relationships in the advertising and design world – I had an uncanny ability to help creative folks identify their value and package it into a marketable and profitable proposition. What if I could share these essential business strategies, processes, and tools with the creative community on a much larger level?

And so, my coaching business was born.

I’ve spent 10 years developing and testing a step-by-step approach that will teach any creative professional how to identify and articulate their value, land the clients they want, and proactively build a fulfilling, efficient and profitable creative business.

Imagine discovering that business fundamentals are lot simpler (not to mention fun and creative) to master than you thought. Imagine feeling confident and proactive in your business, deciding who to work for, when, and for how much.

Imagine finally shaking the feelings of self-doubt, overwhelm, and perfectionism, that have held you back, and coming to your desk every morning knowing exactly what you need to do to move your business forward?

If you’re ready to re-write your story and learn the tools and strategies for making your own success, regardless of the market or economic conditions?  I’d love to chat. 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!