Hi, I’m Ffion.
CREATIVE DIRECTOR, BRAND STRATEGIST,
WEBSITE ARTIST, PHOTOGRAPHER, MENTOR.
My mission is to see more women sharing their soul work, fuelling their creativity, and making the impact they wish to see in the world - while building purpose-driven businesses that support a life they thrive in, where they get to prioritise time and space for the things, and people, that matter most.
My promise is simple, but intentional: I craft brands, and online homes that help you expand your impact and your income.
Spaces that hold your magic, reflect the heart of your work, and invite your dream clients to connect with you.
And along the way, I help you move from idea-overwhelm to magnetic clarity as we untangle the swirl, anchor into your vision, and build from that steady, soulful place.
Because I believe that when your brand and online home feel like you - warm, grounded, and full of soul - you can show up fully, share your truth, and make space for others to feel at home too.
I’m here to help you build a place of connection, community, and quiet confidence. One you’re proud to share, that supports you to thrive, and keeps you rooted in the work that truly lights you up.
LET’S TAKE IT BACK A BIT…
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 co-producing major West End shows such as Mamma Mia, and Billy Elliot and managing iconic industry events like the Olivier Awards.
What I loved most about this work was bringing visions to life. Turning an idea into something that moved and inspired people. Whether I’m producing a show, creating a website, or taking photos - collaborating with big-hearted souls to bring something truly meaningful into the world is where the magic lives for me.
After almost a decade in the theatre industry, I followed my heart towards something new…
… and I travelled to Africa, where I fell in love - with the land, the people, the energy, the rituals… and my now-hubby! I then just kept following my heart and the warm sunshine all the way to the East Coast of Australia… and the rest, as they say, is history!
The next few years were filled with wild growth and creative exploration. I became a 500hr certified yoga teacher, started a kids’ yoga and drama company, and eventually found myself leading a powerhouse team and community at the (now) global brand lululemon. It was there I truly learned what it takes to build a purpose-driven brand - through leadership, connection, culture and community. It’s also where I discovered coaching, and knew instantly it would be part of my path.
And then, a few years into my role, I stepped into my most transformational season yet… I became a Mother.
After almost a decade in the theatre industry, I followed my heart towards something new…
… and I travelled to Africa, where I fell in love - with the land, the people, the energy, the rituals… and my now-hubby! I then just kept following my heart and the warm sunshine all the way to the East Coast of Australia… and the rest, as they say, is history!
The next few years were filled with wild growth and creative exploration. I became a 500hr certified yoga teacher, started a kids’ yoga and drama company, and eventually found myself leading a powerhouse team and community at the (now) global brand lululemon. It was there I truly learned what it takes to build a purpose-driven brand - through leadership, connection, culture and community. It’s also where I discovered coaching, and knew instantly it would be part of my path.
And then, a few years into my role, I stepped into my most transformational season yet… I became a Mother.
Motherhood cracked me open.
It reshaped everything I thought I knew about myself: my pace, my priorities, my purpose. It brought a deep clarity I didn’t even know I was craving - and led me back to creativity, coaching, storytelling, and brand building with fresh eyes and a full heart.
Now, I bring it all together to support fellow heart-led women as they build purpose-fuelled businesses that feel true to who they are - aligned with their vision, values, energy, and season of life.
Clients call me their wingwoman because I’m here for all of it - the strategy, and the visuals, the heart and the human. Whether I’m designing a stunning Squarespace site that feels like home or capturing the radiant moments of your story through my lens, I’m here to support the whole woman behind the brand.
The dreamers, the doers, the mothers, the makers, the visionaries, the action takers.
The one holding all the things… and was never meant to do it alone.
I’m here to help carry the load, reflect your brilliance back to you, and whisper “let’s go” when it’s time to leap. I got you!
Working with me - whether we’re building your brand, designing your website, or capturing your story through photos - means co-creating in a way that honours your vision, your values, your strategy, and the season you’re in.
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, Kids)
>> 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 Design
Join the squad.
Love notes to your inbox.
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!
@ffionpetriejones
