The Heroine’s Journey of Sonia Ferreira

What do I love most about my work? 

I like so many things ! The imagination fascinates me every day, our power to create, to imagine new things every day. The creation stimulates me and I love this idea to be able to do it every day !

What is my idea of perfect happiness ?

Happiness for me has arrived every day to live in the present moment ! To live what one has to live today calmly, to live in the acceptance, for me it is the secret of the happiness.

What is my greates fear ?

Fear limits us and prevents us many times from moving forward. When I happen to be afraid, I breathe quietly, I return to my inner self and I visualize my goal. There it is magic, the fear disappears.

What is the trait that I most deplore in myself?

I think we must not deplore anything in us, I think we must love each other and accept each other !

If there is something that displeases us in ourseves, for m the best is to understand the why and to tame it.

Which living persons in my profession do I most admire?

I admire all these young entrepreneurs who want to change the codes of consumerism, creating brands whith meaning, a social and environmental ethics, stories that inspire!

What is my greatest extravagance ?

I am passionate about travel and I hope it is my greatest extravagance ! I am in love with discovery and curious to learn while travelling, it is very motivating to learn this beautiful way !

On what occasion would I lie ?

I do not do it very often, but if I had to do it, maybe to avoid making someone sad.

What is the thing that I dislike the most in my work ?

I like less the bureaucratic, the things a bit boring !

When and where was I the happiest, in my work?

There were some nice moments, but if I have to choose then, the shooting of my first collection, the realization of two years of work.

If I could, what would I change about myself ?

What to say ? I am a still imperfect, for that I have many things to improve. Sincerely, I do not think too much, in fact I am convinced that by our different experiences we change and we become better people with better thoughts and actions.

What is my greatest achievement in work ?

I am far from a great achievement ! But today, I can say that itw as the creation of my brand, my project !

Where would I most like to live ?

Have a house with view a beautiful lake. I have more and more desire of total connection with the nature, it is like entering inside me, it’s a huge well-being !

What is my most treasured possession ?

My freedom !

What is my most marked characteristic ?

My integrity !

What is my most inspirational location, in my city?

The mountains around me. For me nature is the source of my creativity of my work !

What is my favourite place to eat and drink, in my city?

Home ! I love preparing meals and having friends.

What books influenced my life and how ?

The alchimist, Paolo Coelho, Gratitud, Louis Hay

These are books that help me to have another vision on life. Pursue our dreams and our desires, do not let anyone decide for ourselves. Have the freedom to chosse and give yourself the opportunity to reach our biggest dreams. Be the main actor of your life !

Who are my favorite writers?

Eckhart Tolle, Paolo Coelho, Louis Hay, Elyzabeth Gilbert, Raphaëlle Giordano

You only die once. What music would I listen on my last day ?

When someone doubts : Who you say I amHillsong worship

Who is my hero or heroine in fiction ?

Wonder woman ! She represents the strength of the feminine, the warrior !

Who are my heros end heroines in real life ?

My grandmother ! It’s the woman who inspired me the most ! She gave me her strength, her kindness and her simplicity.

Which movie would I recommend to see once in a lifetime ?

I love story « Me before you »

What role plays art in my life and work?

Great artists from different fields inspire us every day, a huge legacy has been generously light to humanity and it is the best legacy that an artist can have to inspire himself and propose his own artistic vision.

I like great artists like Botticelli, Leonardo Davinci, Gustav Klimt with the famous down, the pop art of Andy Warhol, his humor and his proposals of colors !

Niki St Phalle and her grandiose and very feminine sculptures.

For me creativity will always remain infinite and never will it be fully exploited, I compare it to the cosmo !

Who is my greates fan, sponsor, partner in crime ?

My friend Jad Ahdab, I am grateful to him to have trusted me and to have agreed to create my project with me.

Whom would I like to work with in 2019/2020 ?

I do not have a particular choice, I believe in the strength of the energy of the universe and I know who will put the right people in my path. His people will help me to grow as professionally and to grow my project as far as possible.

Which people in my profession would I love to meet in 2019-2020 ?

If she was still alive Coco Chanel, an eternal icon of fashion and a visionary !

Stelle McCartney and Isabel Marant I Think they would have a lot to teach me ! I would also like to meet other young creators because I think it’s also important to share with people who have experiences similar to mine and who can bring me their points of view and how they face the challenges of the world. It is with his people that we learn the most and there is also a lot of mutual help, we feel less alone !

What project in 2019/2020, am I looking forward to work on ?

Well, I have a lot of ideas and I hope I can do it all ! But my next collection is my priority.

Where can you see me or my work in 2019/2020 ?

What do the words “Passion Never Retires” mean to me?

For me to live from his passion is to give myself the opportunity to be happy and I hope to do it all my life !

When your love what we do, we do not want to stop !

Which creative heroines should Peter invite to tell their story ?

How can you contact me ?

Here follows a message of Peter de Kuster, founder of The Heroine’s Journey 


Are you a creative leader or creative professional looking to develop your business skills and storytelling?

Amidst today’s uncertainty, it is more important than ever to reconnect with yourself and others, develop your creative business, and build your story. Dive deep into your unique business style and areas for growth with the coaching of Peter de Kuster.


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    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

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    You are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. Coaching can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.

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    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

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    You are curious and want to engage in online learning.

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    You are motivated to work in-between sessions on yourself (e.g. working on homework assignments that will help you develop new storytelling, skills, and behaviors).


The Heroine’s Journey Coaching is all about your development. To make the most out of your sessions, we ask you to prepare topics to work on with Peter. These topics can serve as a starting point for further in-depth exploration with Peter.

These coaching topics typically resonate with the creative leaders Peter works with:

How can i tell the most powerful story possible about myself and my creative business?

How can I handle self promotion and marketing of my creative business better?

How do can I stay authentic and with focus when having difficult conversations with potential clients?

What are my creative values and how do I align these with my business values?

How can I manage my time and energy better?

How can I radiate confidence to my clients while feeling anxious inside?

How can I steer myself towards creative excellence without becoming rigid?

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

individual coaching for leaders


The Heroine’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Heroine’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Heroine’s Journey online coaching?

Creative leaders and creative professionals who wish to improve their business story and develop their business skills and mindset.

Should I choose 1:1 coaching?

Our The Heroine’s Journey experiences in world cities allow you to learn not only from the coach but also from your peers. For the small group coaching (1 – 4 people), we have selected important, relevant topics that we find regularly come up for creative professional: purpose, storytelling, creative confidence, self promotion, time & money and resilience.

If you would prefer to work alone or on a different topic, individual coaching is a better fit for you.

What language do we speak in the coaching sessions?


Can I buy coaching for my organization?

Yes, you can! We support many organizations around the world with their coaching needs. Please contact us for more information.

Can I bring my own topics?

Yes, for individual coaching you get to choose your own topic.

Are coaching sessions confidential?

Yes. Peter will not share anything that is discussed in the coaching sessions.

Where will the coaching sessions take place?

Sessions will take place online (as per the times we live in) via an online tool like Zoom or Skype. Peter will let you know.

How do I sign up?

Send Peter a mail to to start booking your coaching sessions.

How do I pay?

After you send the mail, you will receive an email with a link to pay.

How do I book and reschedule sessions?

Once we’ve received your payment, Peter will contact you and book your coaching sessions. He will also support you with rescheduling sessions if needed.

What is your cancellation policy?

Individual coaching sessions can be postponed up to one week before the session.

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