The Heroine’s Journey of Natalia Puiggros

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

What I love the most is to discover new inspiring brands, and trying to be partners with small ones which don’t distribute in Spain, in order to grow together. I also love to meet inspiring people and share experiences with them; it makes me so happy when I see their exciting faces while they are in the truck. And last but not least, having the opportunity to travel anywhere and spend some time discovering new cities.

What is my idea of perfect happiness?

Go sailing in a sailing boat while enjoying nature and the feeling of freedom. Waking up in a small deserted bay, seeing the sun shining on the water, taking a dip and then having the time to have a great breakfast while music is playing and I’m enjoying an exceptional book.

What is my greatest fear?

The death of my loved ones. Death is something that unsettles me since I was a little girl, and knowing that we will disappear at some point is something that I can’t handle.

What is the trait that I most deplore in myself?

Being so perfectionist. It drives me to stressful situations and it isn’t very healthy. On the other hand, being that way also gives you the opportunity to be where you had never imagined. Having a dream and working to achieve it is the basis to be motivated.

Which living persons in my profession do I most admire?

I admire good people in general, open-minded people, sensitive, and always with a smile on their face, being able to demonstrate you that the genuine miracle is in the human nature.

What is my greatest extravagance?

I would say drinking coffee with milk with a spoon, and eating a good chocolate bar at the same time.

On what occasion would I lie?

I don’t like lies but… I would tell a small lie to not hurt anyone’s feelings, but always if it is a small issue.

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

People who are overbearing.

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

In Formentera, Balearic Islands, the first year of the project, when I saw people’s reaction.

If I could, what would I change about myself?

Being so so perfectionist.

What is my greatest achievement in work?

Being able to put in practice my ideas in a creative way.

Where would I most like to live?

In Formentera, I love its energy, beaches, people, restaurants ; it is my happy place.

What is my most treasured possession?

My adorable dog, TULA, I love her so much.

What is my most marked characteristic?  

I would say having so much energy, I’m always doing something I can’t be still.

What is my most inspirational location, in my city?

My home, I love to spend some relaxing moments there.

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

Les Filles.

What books influenced my life and how?

“Las mujeres que aman demasiado”. When I read the book I was going through a rough period in my life, and I saw myself reflected in some parts of the book.

Who are my favorite writers?

Many, I can’t choose only one.

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

Probably I will be listening any song of Jack Johnson.

Who is my hero or heroine in fiction?

I don’t have any hero or heroine in fiction. There are a lot of people who risk their life in order to help someone else, these people are real heroes.

Who are my heroes and heroines in real life?

My mom and some Friends.

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

Closer. I saw it in a complicated moment of my life and I identified myself with the story.

What role plays art in my life and work?

Inspiration in everything.

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

My friend Christopher.

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

Leandre Medine.

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

Alessandro Michele or J.W. Anderson

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

Right now there are many things going on, so excited about what is going to come.

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

Who knows, right ?

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

It’s simple. I believe that without passion there is no project. I admire people who are both passionate in their work and personal life.

Which creative heroines should Peter invite to tell their story? 

MARINA IGLESIAS: One of the founders of the biggest european outlet located in Igualada (Barcelona)

ANDREA RUIZ: One of the founders of the fashion brand Bless the Mess

BLANCA MIRÓ : Stylist, business woman and influencer @blancamiro

Rossana Bellorini

How can you contact me?

Through my email

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.

  • tick

    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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