ME
ABOUT
Hey, I’m Ffion.
I’m on a mission to see more heart-led women sharing their soul work, fuelling their creativity (and confidence), and making real impact - while building businesses that support the life they truly desire, with time for the moments (and people) that matter most.
Brand Alchemist. Website Artist. Wordsmith. Photographer.
Your Ultimate Wingwoman.
I work with big-hearted, intuitive, creatively-fuelled women who want to build a brand and business that not only looks good but feels good, does good, and supports them to live life on their terms.
Originally from Wales, my heart is scattered across oceans and held by people and places dear to me, each of them weaving their unique magic into who I am, today.
These days, I call the Northern Rivers ‘home’, with my soul-mate, Kiwi hubby who I vowed to be ‘silly forever’ with just over a decade ago, our two stunning, wild-hearted daughters and our ridiculously cute labradoodle, Pearl.
Clients call me their ultimate wingwoman because I support the whole you - the dreamer, the doer, the woman raising a family while building a business. I’m here to remind you of your brilliance, whisper “let’s go” when it’s time to leap, and drop your name in every room I walk into.
I got you, babe!
You have the vision.
I help you bring it to life.
My superpower is bridging the gap between your big, bold, beautiful vision and the noise pulling you in a million directions so you can hush the overwhelm, ground into what’s true, and move forward with clarity and confidence.
I help you pluck the golden thread from the sea of ideas swirling in your mind to uncover what’s truly aligned for YOU and YOUR brand - your values, your voice, your visuals, your vibe.
Together, we simplify and shape your brand and website from the inside out. Because great design isn’t just about how it looks - it’s about how it feels, inside and out.
WANNA KNOW MORE OF MY STORY? LET’S TAKE IT BACK…
I’ve always been a storyteller
As a kid, I was always writing, lists, poems, journal entries, capturing moments and feelings on the page.
That love of story soon evolved into picking up a camera and photographing as many memories as I could through my lens and then later, that turned into a love for theatre and performing on stage. Soon enough this led me to assisting and managing major West End shows like Mamma Mia, Billy Elliot, Driving Miss Daisy, and producing iconic industry events like the Olivier Awards as well as taking my own shows to the Fringe festivals.
In hindsight (because, oh what a wonderful thing!) what I loved most was bringing visions to life. Turning an idea into something that moved and inspired people. And working with others to do so. That’s where the magic lives for me: collaborating with other like-minded, open-hearted, creative souls to bring something truly meaningful into the world.
After a decade in my theatre era, I followed another dream taking myself to East Africa where I fell in love with the country, it’s people, the warm temperatures, my now hubby (also a photographer) and photography itself. Soon, I followed him and the sun to the East Coast of Australia where we now get to call ‘home’.
I spent the next few years teaching yoga, and leading an epic team and community at global brand lululemon. That’s where I fell in love with purpose-driven branding, smart leadership and coaching - and later I became a certified life coach.
Not too long after that I stepped into my most transformational role yet: motherhood.
Motherhood cracked me open.
It reshaped everything, my pace, my priorities, my purpose, and gave me the clarity I didn’t even know I was craving. That clarity led me to coaching, to brand building, and to storytelling in a whole new way.
Now, I bring it all together, my creativity, my strategic brain, my 20+ years of experience, and my yoga-coaching heart, to help other purpose-driven women and mothers do the same.
You can do work that lights you up and build a business that supports your vision and values, while still being present for school drop offs, a random Tuesday morning assembly and being ‘that’ mum cheering, tearing up and snapping away, sitting front row at the Easter hat parade.
You really can do it on your terms m'dear. Let’s just lay those clear, grounded, aligned AF foundations first, shall we?
Working with me means creating in a way that honours both your vision & values, your soul & your season of life.
This isn’t just a service, this is a creative partnership.
I’m here to listen deeply, think strategically, create intentionally, and support you every step of the way.
I’ll hold space for you and help you make aligned decisions, stay focused on what matters, and we’ll absolutely have fun along the way - because what’s the point otherwise?!
Work With Me
BrandAlchemy
// FOR BRANDS WITH SOUL
Your brand deserves to be as bold and beautiful, purposeful and powerful, intentional and inspiring as the work you’re here to do in the world.
WebsiteSprint
// FOR WEBSITES THAT WOW
Your website should do more than just look gorgeous, it should reflect you and your brand; your story and your style to support the life you’re here to lead.
CopyWriting
// FOR COPY THAT CONVERTS
I’m your wordsmith wingwoman here to take your big, bold, ideas and shape them into aligned messaging that speaks directly to your dream clients.
Photography
// FOR IMAGES THAT CONNECT
Whether I’m capturing you, your brand, a retreat, a production, or your seasons of motherhood, I create visuals that move, magnetise, and are remembered.
You’re not looking for a regular designer or a cookie-cutter package…
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Which is lucky my friend because you won’t find that here. I am…
Rooted in experience and led by heart. With 20+ years across creative, coaching, branding, and wellness industries, I bring a rare depth of experience, creative fire, and a whole lotta heart. I know what it takes to build something that’s real and resonant, because I’ve walked the path myself.
Part intuitive, part strategic. As a certified coach and lifelong creative, I blend clear, intentional strategy with soulful insight. You bring the vision, I’ll help you ground it, grow it, and bring it to life with clarity, confidence, and magnetic alignment.
Passionate about building purpose-led brands that grow our business and support your life. As a mum and business owner of 9 years, I believe your brand should support your vision, values, and the life you're here to live. This work is about honouring your energy, the season you’re in and the life you’re creating.
Your Wingwoman. This isn’t just a service, it’s a soulful collaboration. I’ll listen deeply, and dream big with you, create intentionally, and support you every step of the way. We’ll simplify what’s swirling, make aligned decisions & have fun along the way.
Get to know me
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I started my career as a wide eyed, bushy tailed 22 year old in Londons West End, managing award winning international musicals and plays, organising massive industry events and even taking my own play up to the Edinburgh Fringe. All of these experiences pushing my growth and showing me how to show up as a leader and innovator. I still count my lucky stars that I got to cut my teeth and earn my stripes in this way!
Fast forward a few years, I swapped the London theatrics for Australia’s golden beaches, sharing the inner and outer teachings of yoga and meditation in some of Sydneys most renowned studios. During this time I also landed myself an epic leadership role at the global, wellness and fitness brand, lululemon athletica. I hit the ground running, learning a ton about all things leadership, coaching, and what it takes to build a hugely successful brand. I led initiatives like opening new stores, managing photo shoots and organising huge community events - like yoga for 100+ people on a Sydney beach, charity fun runs for our city community, Earth Day meditation at night, on one of the biggest beaches in Sydney as well as a weekend retreat of personal and professional development for 40+ ambassadors and influencers from our local communities.
I then landed myself the mother of all roles… I became a Mother! This new chapter had me partnering with a global health brand and crafting my own wellness empire. During this time I qualified as a life and business coach, supporting visionary women bring their heart-led brand and business visions to life.
Which is exactly what you’ll still find me doing today, whilst also snapping some killer photos and designing stunning online homes, for said women.
Over 20 years in the game, and I've dabbled in everything from making coffee to acting to birth doula’ing! My journey's taken me around the globe, from the lush hills of Wales to Greek island hopping, from road-tripping the US (Thelma & Louise style!) to finding my now hubby on the plains of Africa!! For the last 12 years I’ve been living my vision board life, between rainforest and beach, on Australia’s East Coast with my Kiwi hubs and our two deliciously wild-hearted daughters. And, as much as adventure runs through our veins, I think we’ll be here a while longer too.
It’s in these experiences, these pivots and plot twists, that have shaped me into who I am and given me a burning desire to help other multi-passionate, creative women to connect with their unique gifts and weave their stories into heart-led brands whilst gathering a community of like-hearted, kick ass souls around them.
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As an Aquarius Sun it explains my innovative spirit, wildly independent nature and desire for social change.
With my moon in Gemini, I’m adaptable with a thirst for knowledge and deep, open communication.
With my Libra Rising, I naturally seek harmony and beauty with a keen sense of balance.
Yes, I’m a triple air sign folks! It’s a wild ride around here!!
Mix that with my 2/4 Sacral Generator energy in Human Design, and you've got someone who's not just full to the brim with ideas but also has the drive to make them happen, all while keeping things fluid and connected… with a need to hunker down and winter at times too.
I'm here to blend creativity, connection, and a touch of magic to make our shared dreams come to life.
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In my happy place when I’m sun drenched, salty skinned and surrounded by a cacophony of my kids’ giggles, knowing that with each season comes both love and grief, calm and chaos - there is always both and I welcome the full spectrum of life!
I’m also in my happy place when I’m dreaming and strategising, crafting and designing with and for my soul clients with my fave beats playing in the background whether I’m alone at home or in a cool cafe surrounded by other creatives folks.
I’m an introverted extrovert, Yin and Yang, a home body hermit who thrives amongst my people. Stubbornly independent with a strong need to be held, daily - gimme all the hugs please! Spontaneous and soulful. Always striving to live in the moment whilst simultaneously holding my big, bold, badass visions… and yours Coffee and chai (or a lush glass of Pinot Noir) book end my days and, like most of us, I’m in constant negotiation with what balance looks and feels like, to me and mine, on the daily.
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A few things that bring me joy and soothe my soul.
I start my day with a big glass of warm’ish sea salt and lemon water followed up with a home-brewed coffee - the smooth, full bodied with coconut milk kind. The stunning birdsong at dawn and the deafening silence at dusk has me falling in love with where I live, again and again and again. Expressing myself through written word soothes my soul. African music lights me up and takes me riiiight back to that life changing adventure in 2010 - ask me about it, it’s a great story! I love a kitchen dance party and I’ll sing pretty much anywhere! Living at the beach was once a dream of mine - since watching my first episode of Home & Away - I think I was 8… and here I am, living it! I think I was born in the wrong country! Gazing at the sunrise or a goddess full moon connects me right back IN *taps chest. Making time to make shapes on my yoga mat is heaven for my nervous system. My core values are my anchors and guiding lights. Casting big visions and guiding others in theirs, is my soul work. You’ll mostly find me bare foot on the beach or in my garden making in-the-moment memories with my family. Having the real, raw, relatable conversations with brilliant women fills me right up. Cosy, rainy days snuggled up with a tea and the kids on the couch is an afternoon well spent. Living consciously, sustainably, connected to Mumma nature and doing it all with my family by my side is my non-negotiable. Books, books, more books... I might not read them all but the intention is there, and that count's, right?! What feeds my brain, feeds my soul. Adventures to far off lands has always been my thing, soaking up cultures and communities expands my whole being. A good Netflix show and a Thai take out with the hubs after a big day of living and parenting is like a big, beautiful exhale for me. Bubbles or Margies and belly laughs with my soulies will always be one of my all time faves. I live amongst the stars with my barefeet nestled into the earth… how ‘bout you my love?
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I’m a loud and proud life-long student with an insatiable curiosity and, over the years, have studied with many incredible teachers within a wide range of studies and certifications including:
>> BA Hons in Drama and Theatre
>> ‘Stage One’ West End Producers course
>> RYT 500hr (Hatha, Vinyasa, Yin, Pregnancy and Postnatal)
>> Lightyear Leadership Level 1 and 2 with Susan Conrad
>> Playing Big Facilitators Training with Tara Mohr
>> Beautiful You Life Coach Training with Julie Parker
>> Squarespace Web Design Course with Paige Brunton
>> Brand Training with Kadie Smith of Drop Cap Designs
Join the squad.
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Think less ‘newsletter’ and more love letter. Weekly-ish emails on creativity, design, soulful business, doing life your way—and the threads that connect us through it all.
From one big-hearted woman to another—let’s build a beautiful life and biz on our terms. Come hang!
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@ffionpetriejones
