The Heroine’s Journey of Alexandra De Assunçao

What is the best thing that I love about my work? What I love the most about my work is sharing it with people who is discovering and watching my art. I’m very grateful to all of them because they are the ones who make me move forward creatively and who stimulate me.
What is my idea of perfect happiness? I feel I’m currently having the perfect happiness : combining my artistic work and giving it a committed meaning by touching people. It also makes me happy in my private life because what I give in my work is always a part of me.
What is my greatest fear? My biggest fear is to no longer being able to draw, that I will no longer live off of it and to be crushed by the design trends. I’m also frighten by censorship set up by our society.
What is the trait that I most deplore in myself? I can be easily distracted when I have many projects at the same time and in these moments, my ideas can overwhelmed me.
Which living persons in my profession do i most admire? I have many muses but the people I admire the most are my grandmother, my friends because they are the ones who inspire me in my daily life. At the moment among my favorite artists are : Ivan Le Pays, the « Sacrées frangines », Alisha Bitsieva, Clémence Gouy or Jeka daza.
What is my greatest extravagance? My dresses and my collection of plastic dinosaurs.\
On what occasion would I lie? I would lie to save a situation from getting worst
When and where was I the happiest, in my work? I really feel happy when I get warm feedback about my work as an artist, whether it’s from a client or from a person who simply follow my work. I love to meet them, talk with them, and having their point of view about my artworks .
I’m glad I’m able to draw anything, anytime, anywhere.
What is the thing that I dislike the most in my work? I never feel comfortable when I have to work on any project or task that is not in accordance with my personal values. However, what I hate the most is to be censored in my artistic work, especially when it is concerned with a woman’s body.
If I could, what would I change about myself? I’m not sure I would change anything if I got the opportunity. I’m more of a « perpetual evolution » kind of person. It is crucial as an artist to be able to move forward and not to stand still.
What is my greatest achievement in work? One of my biggest works is a fresco I did for an association that reintegrates women into the workforce. It’s a sensitive subject in France and it was a wonderful project that brought several women together around my work. It was beautiful to see the cheerful and reassuring reactions of the women of the association.
Where would I most like to live? I would like to live in a large house in the countryside, between the sea and the mountains, with an artist « atelier » and a large vegetable garden. Nature is very important to me, it allows me calm and a retreat from life in general.
What is my most treasured possession? My most precious belongings are surely small travel souvenirs, photos of my Franco-Portuguese family and my cuddly toy which has been following me for 27 years.
What is my most marked characteristic? I am very stubborn in my work and in my relationships, I like to see things through to the end and go deeper.
What is my most inspirational location, in my city? I have been living in Paris for 4 years but I am originally from Vertou, a small French town by the sea. One of the places that inspire me in Paris is Père Lachaise or Montmartre.
What is my favourite place to eat and drink, in my city? I don’t have any favorite places to eat or drink in Paris. I always like to discover new places because I get bored quite quickly.
What books influenced my life and how? There are two books that have nothing to do with art that have influenced me, such as Bernard Werber’s Les Fourmis about nature and Les Liaisons dangereuses for learning about human relationships. These are two great classics to discover in my opinion.
Who are my heroes and heroines in real life?  My heroine in real life is my grandmother. She’s the woman who inspires me, who made my desires as a woman artist take off. She’s so brave that I want to follow her example every day. 
Another of my heroins is Esther Perel who speaks with a lot of love and intelligence about human relationships.
What role plays art in my life and work? Art balances my personal life. For me, the two are linked in an intimate and sensitive way. If I feel good in my art, I would feel good in my life in general and vice versa. It therefore plays an essential role in my daily life and my travels.

Who is my greatest fan, sponsor, partner in crime? My biggest fan is my mom, no hesitation! She constantly supports me and encourages me in my commitment to women.

Whom would I like to work with in 2020? I  would very much like to work with associations, organizations helping women such as “Nous Toutes”, the “Women’s Foundation” or brands committed to women.

Which people in my profession would I like to meet in 2020? I would like to have dinner with Ines Longevial, who is an incredible painter.

What project, in 2020, am I looking forward to work on? I am working on a beautiful and committed project that is still a secret, but will be visible for World Women’s Day on March 8. I can’t wait to unveil this project to you. I am also working on a Women Talk exhibition project which is a series of nude photographs and paper collage, denouncing the censorship exercised by the media.

Where can you see me or my work in 2020? You can follow the progress of my work on my Instagram account: @alexandradea and maybe at two upcoming exhibitions, which are still secret. I will give more information in the coming weeks on my Instagram account.

What do the words “Passion Never Retires” mean to me? I think it’s a beautiful combination of words and that we must not lose the passion, no matter what our life choices are. These words represent the balance between the passion of a job and the personal passion of one’s own life. It’s all about balance.

Which creative heroines should Peter invite to tell their story? Several women do important and meaningful work such as: Clémence Gouy, Jeka Daza, Helena Pallarès, Jeanne Chauveau, Alix Leroy aka Studio Hortie, Léa Morichon…

How can you contact me? You can contact me on Instagram: @alexandradea or on my website : : and

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.


  • tick

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

  • tick

    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.

  • tick

    You are curious and want to engage in online learning.

  • tick

    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.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s