I was finishing my third music degree and given a choir of twenty-five wonderful women. Our Wednesday night rehearsals were the highlight of my week; we laughed, made music, and grew into a family. It became clear that one of my gifts is creating spaces that spark connection, growth, and creativity. Over the next couple of years, my then-boyfriend-now-husband and I added more choirs for kids, teens, and auditioned singers. Our little group of twenty-five members quickly exploded into a full blown arts organization of 150+ people. 

By midway through 2019, Andrew and I quit our teaching jobs to run Crescent Choirs full time. The magic of this wasn’t lost on us. We would look at each other at least once a week and say how lucky we were to spend each day doing what we love.

2017: CHOIR ERA

Even though we swiftly pivoted and our choir community rallied hard, online Zoom rehearsals just weren’t the same. Andrew and I realized that we needed to think about the next chapter of our lives. Two things happened during lockdown:

1) I took a web design course and decided to officially launch my design business. I wanted a flexible job that would let me work remotely, be my own boss, and flex different creative muscles. 

2) Andrew applied for a doctorate program. When he was accepted, we moved to Edmonton, Alberta and officially closed the Crescent Choirs Chapter.

2020: PANDEMIC ERA

your magic makes the money

permission to pivot

Business was slow at first. I chased any hint of a lead and quoted a whopping $500 for custom websites to convince less-than-dreamy clients to hire me (spoiler, they usually didn’t). My process felt rushed, misaligned, and was the exact same as every other designer who took the same ‘how to launch your website business’ course I did. 

Investing in mentorship (even when it didn’t make sense yet) changed the game. Mastering tried-and-true growth strategies transformed my business. I figured out how to market myself and make selling feel good. I leaned into my strengths and magic: when my website clients raved about how valuable our strategy calls were, I incorporated one-on-one coaching into my process. Within a matter of months, I went from barely scraping by to being booked months in advance with $6000+ brand and website packages.

2020: DESIGNER ERA

learn the rules, then break them

When I launched 1:1 coaching as a standalone offer, everything in my business finally clicked into place. My clients experienced the most beautiful transformations. And, my own business made more money than I had ever imagined was possible as a creative solopreneur. I had a $10,000 month, then immediately a $22,000 month, followed by a six-figure year. 

What wasn’t fully working though? Me. My energy. Self-care. Between balancing design projects, coaching clients, course launches, building a group program, trying to conceive, pregnancy loss, IVF, and growing a baby, I was burnt out and exhausted by the end of 2023. I spent maternity leave caring for the most perfect little human in the world and feeling immense relief for the break from my business.

2022: COACHING ERA

your energy is your greatest asset

In this season of life, I’ve rebuilt my business to prioritize one thing: feeling really good every single day. I work 20 hours/week, spend Fridays off with my son, travel for at least two months of the year, and serve my coaching clients incredibly deeply.

I’m available for soulmate clients who are ready to leap into action to create (or recreate) their feel good business. I’m unavailable for hustling, complex strategies, comparison, shaky boundaries, or *anything* that doesn’t align with my integrity, goals, and commitment to a freedom-filled life.

2024: FEEL-GOOD ERA

you get to have it all