The Heroine’s Journey of Tamar Frank

What is the best thing that I love about my work?

That I can express myself and do what I love most. That I have the freedom to follow my passion. The medium I work with never tires and I continue to be amazed at what is possible. Light is magic.

What is my idea of perfect happiness?

I can be at bliss when I’m working but being with my family tops it for now. My son has this age where the whole world is one big wonder. I enjoy watching him and being with him. He is my biggest light.

Lightspace 20 years Tamar Frank from Tamar Frank on Vimeo.

What is my greatest fear?

Losing those I love most. The thought is unbearable.

What is the trait that I most deplore in myself?

I find it hard to let go of things. If something bugs me, it keeps me up at night and I chew on it.

Which living persons in my profession do i most admire?

James Turrell is an icon in the field of light art. When I discovered his work, it was a feast of recognition, but it also humbled me. His light installations take over the space and you feel like you can dissolve in them. I have observed Skyspace after sundown and it is an hour of pure visual meditation.

What is my greatest extravagance?

Travelling for work. I love travelling and exchanging experiences with people. However, these days I am made more aware of the impact of travel on the environment.

On what occasion would I lie?

I am telling my son the biggest lie about Sinterklaas. This is what we celebrate in The Netherlands more than Christmas. We all make him believe that he exists.

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

I dislike the obligatory business side of my work. I am a one-person company and need to do everything myself. If I could afford to hire someone to help me out I would but an artist doesn’t have that luxury.

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

I am happiest when I am in the creating process and all the pieces fall together. It is that moment of discovery when you manage to surprise yourself. That eureka moment.

If I could, what would I change about myself?

I could be more assertive and loosen up a bit.

What is my greatest achievement in work?

What I am most proud of is that I managed to self-publish a book for my 20th work anniversary. The book Lightspace 20 years Tamar Frank a retrospective of all my work from 1997 till 2017 was released this year. In making this book I learnt so much. From printing, to binding, to paper and from the skilled people who contributed and collaborated with me. At the same time, it gave me new insight in my own work. I also was intent on including an artwork in the book which can be found in the center spread in the form of a phosphorescent silkscreen print. It is the most intense project I have worked on.

Where would I most like to live?

I grew up on a Spanish island in the Mediterranean Sea. I do miss the warmth, the sea and the nature. Practically though it is better to live here. I am happy anywhere close to nature.

What is my most treasured possession?

A clear mountain crystal that used to belong to my mother. She kept it for its healing powers, but it is also beautiful to look at and see the light reflections inside when you rotate it.

What is my most marked characteristic?

My perseverance is what keeps me going. When I have my mind set on something, I pursue it. Even with setbacks I will not give up.

What is my most inspirational location, in my city?

I live in a small town just outside of Amsterdam called Hilversum. It is not really thriving like the city, but you can find nature and a lot of interesting architecture. Landgoed Zonnestraal is a very inspirational place. It is a former tbc clinic built by Jan Duiker located in beautiful green surroundings.

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

I recently discovered two great places café Meddens is a grand café in a beautifully renovated art deco building. Parc, located at the old harbor, is a restaurant in a former salt storage bunker built by Willem Dudok whose architecture marks this town.

What books influenced my life and how?

As a child I was most captivated by Alice in Wonderland and the Lion the Witch and the Wardrobe. Stepping into another world through a rabbit hole or a wardrobe appealed to my imagination. As a student I was most influenced by the doors of perception by Aldous Huxley. Continuing the search of opening door to altered realities. A contrast in my search for other world was the search for understanding the reality of life. The diary of Anne Frank moved me because it gave a true sense of the human perspective in the darkest times.

Who are my favourite writers?

I have a great list of favourites but for now I’ll name Aldous Huxley, Haruki Murakami. I am drawn to the surrealism versus reality in writing.

You Only Die Once. What music would I listen on my last day?

My grandfather Herman Nieland wrote a piano piece when I was born: Berceuse de Tamar in the style of Debussy. I would listen to that over and over.

Who is my hero or heroine in fiction?

My childhood hero is Alice from Alice in Wonderland. She embraces adventure and faces the strangeness of altered realities with an open mind and without judgement.

Who are my heroes and heroines in real life?

Many of my real-life heroes and heroines are no longer in this world: my mother, my mentor JCJ Vanderheyden and recently another heroine passed. Mique van Eggermont was an art historian who did so many great things for the art community from founding the art initiative Hedah to building a school and art residency project in Africa. She helped me in many ways firstly by scouting me at artschool and recently she contributed in my book with a beautifully written piece ‘Light and magic.’

Which movie would i recommend to see once in a lifetime

Paris, Texas

What role plays art in my life and work?

Art is my life

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

My husband who has supported me over 20 years and more

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

I am open to working together with anyone

Which people in my profession would i love to meet in 2019/2020?

I would love to meet the new curator of the Pont Museum in Tilburg: Martijn van Nieuwenhuyzen. My work belongs there.

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

I am looking forward to working in my studio with new experiments. Looking back through the retrospective of my work has made me aware of how important and fruitful it is to continue with small scale tryouts. I will retreat but at the same time open my studio for the public because I want to connect and interact with the audience and exchange ideas with colleagues in art but also with other professionals.

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

You can find me in my studio in Hilversum, in Vancouver in the summer of 2020, hopefully you will see my work at Glow 2020 and/or Amsterdam Light Festival 2020

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

I will be following my passion for the rest of my life

Which creative heroines should Peter invite to tell their story?

Hadassah Emmerich, Irina Birger, Lucia Luptáková, Nicky Assmann, Esther J Ending, Su Tomesen

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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