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I’m AJ, I’m a Creative Mindset Coach who helps creative freelancers and entrepreneurs strengthen their mindset and inner critic so they can get the success they want.

Are you a creative that is striving for a fulfilling career? Then you're in the right place!

Starry Sky

Here is my story and how I can help you...

I used to work as an assistant producer and script supervisor a few years ago. I was juggling my film gigs with video games gigs. And although I loved my job, and working with other creative people, I was deeply unfulfilled. I felt stressed, anxious about the next job, frustrated with some decisions… I wasn’t in a good place. I was doing what I loved, and yet I wasn’t happy. There was this part of me that felt like I was wasting my time, and I should work on my projects instead.

I put all of this on hold when I got my children. I had more opportunities to work on set, but it didn’t feel right to me. I felt guilty as a mother, I felt guilty as a crew member, and I felt like I was letting down people that were relying on me. Same with the video games industry.


So what could I do to be happy?

I was always waiting for something; I was always seeking someone's else approval. I didn't have time, or money, or even an agent, so I couldn’t possibly achieve anything. Until I realised something. I had the most important part of the equation. Me.

I started working on my mindset.

I had a stable job as a trainer in a video games company, and I realised how mindset could shift people’s capabilities. My colleagues were coming during their break to talk about their problems, to the point where I took an armchair from the break area and put it next to my seat, because I always had someone every day coming over for a pep talk.

And it felt right.

It is so uplifting to help others. To empower others with mindset tools that free them from their struggles and help them become their true self.

As I dug deeper in my mindset, I realised how my limited beliefs were holding me back.  Becoming a mother made me realised who I wanted to be too. If I want my children to believe in themselves and pursue their dreams, surely, I need to lead by example, right?

And this is how I started this business. From helping friends during their breaks, to train hundreds of people in a business environment, to now, on my own adventure, helping you on your own adventure.

I have found the right balance between my work, my dream, and my family. I’m ready to face any obstacles because I know deep down where I need to go. And I want to help you feel that way and achieve your dream.


My services

Passionate About Empowering Artists


Contact Me

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Join my membership for mindful artists. Reframe your mindset, achieve your dream goals.

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Learn more about my

12 week premium coaching programme and how you can get a fulfilling creative career.


Learn more about my services for festivals, associations and other events.