The Heroine’s Journey of Gabriella Angel

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

When it comes to upcycle clothes I like the challenge of making something completely “new” out of material/items that already exist so you really have to be innovative and resourceful in a different way say if you create something if you are using newly produced textiles that have not been used before.  It is a challenge that I feel is really meaningful and has a purpose since now is the time for all of us to change our behaviour and way of thinking when it comes to resources. I want to contribute and take part in this shift and be the best influencer and creator that I can. I love thinking out of the box, doing things differently that is not necessarily mainstream, breaking old patterns and be to a bit of a rebel.

What is my idea of perfect happiness?

My idea of happiness is an idea of freedom. A freedom to be myself, express myself. That combined with a sense of calmness. Inner and outer calm. A peace of mind and a clear consciousness. All wrapped in love.

What is my greatest fear?

Right now I fear what is happening to our environment at our planet, our oceans, rainforests, coral reefs, air and the direction it is going.

What is the trait that I most deplore in myself?

My anxiousness.

Which living persons in my profession do i most admire?

When it comes to sustainable fashion especially I admire people who started recycling, upcycling, from the beginning, years and years ago “before it became really trendy” and mainstream companies started to greenwash their brands. So for example the founder of Beyond Retro, Steven Bethell, and fashion icon Vivienne Westwood who has always been an environmental activist. I agree with her motto that “Fashion is art – not consumption”.

What is my greatest extravagance?

Sweets, dark chocolate. I eat it almost every day. I especially like the fancy swizz ones.  

On what occasion would I lie?

I would lie for someone that I love, and to save someone’s life.

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

If you start to think about prestige or worrying what others might think too much.

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

For example when I have done my training in sustainable fashion for the past 2 years for Stockholm Remake (co-founded by award winning fashion designer Marie Teike) ,a non-profit social enterprise by Stockholm city mission. 

It has really opened up my mind for new ways of thinking – and given me great rolemodels of everyone working there since it is really driven by doing good both for the environment and the people involved.  It has literally been the best working environment I have ever seen. And everyone there are true heros and heroines.

If I could, what would I change about myself?

That I would not worry too much.

What is my greatest achievement in work?

As a whole when I completed my international bachelor’s degree in London, specialising in business and marketing, since it will be useful in whatever profession that I do and a good combination with my creative work.  Also that I have lived studied and worked in both France, Italy and the UK is an achievement since it has given me the international experience and confidence to work with different nationalities and cultures.

Where would I most like to live?

I do love Stockholm where I live now because it´s surrounded by clean water, nature and not to big city but in the future I would like to live in Skåne, in the south of Sweden whew my family is from and where I use to spend my summers as a child. I love the ocean and want to live nearby so that I can go swimming in the summer, and just go for walks by the seaside. Another benefit with moving south would be that the winters would be a bit milder and shorter there and it would be easier to travel by train to the rest of Europe. Also the atmosphere and mentality is a little more laid back and relaxed compared to Stockholm.

What is my most treasured possession?

My acoustic white “vintage” piano.

What is my most marked characteristic?

I am pretty down to earth.

What is my most inspirational location, in my city?

Anywhere by the water but I really think that walking around in the old streets of the old town that is the original part of the city from hundreds of years ago I think is really inspiring.

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

At my friend`s house who lives in the citycenter and who is a really good cook.

Otherwise if the weather allows I would prefer a picknick at Djurgården, the largest park in the city, it really feels like you are in the countryside.

What books influenced my life and how?

When I red the book “Ondskan” which means “Evil” by Swedish author and journalist Jan Guillo.  I happened to get it in my hands just when I started a boarding school at the age of 15 years old and the book is just about that, his own experiences of a boarding school when he was young and some abuse that he had experienced from older students at the school but also outside.

I think it somehow inspired me to stand up for myself and not to “take any crap” so to speak both in the school environment but also outside. I thought that I could also write about my experiences later on and so I have for the past years, hoping to publish in the future.

Who are my favourite writers?

As I mentioned above Jan Guillo whom I read several other books of, but lately also the Swedish author Alex Shulman since I find his writing very poetic and moving, especially his latest book “Bränn alla mina brev” which means “burn all my letters” and it is about a rather dramatic  love story that takes place during several decades,  based on a true story. Shulman writes beautifully about love and complicated family relations between partners, siblings and parents.

But last not least of course Astrid Lindgren whom I read as a child – especially Pippi Långstrump. (or Longstocking as she is called in English) amongst many others of her stories. I think I liked the fact that she often wrote about little girls who where brave and courageous but did not always had an easy life, just as herself.

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

Classical strings and piano. I find it very “heavenly”, and that is where I hope to go. So Beethoven, Bach, Pachelbel, Vivaldi and Mozart.

Who is my hero or heroine in fiction?

Katness Everdeen in The Hungergames. She is a fighter.

Who are my heroes and heroines in real life?

In my personal real life my grandparents on my mother’s side has been “my heroes” since day 1, since they have been great role models and still are past their lifetime.  

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

Fantasia by Walt Disney. It´s magical.

What role plays art in my life and work?

It is completely essential. I see art in everything. It is the colour of life, and especially in nature, the sunrise and sunset, the clouds in the sky, the raindrops and snowflakes, it´s everywhere.  

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

I have a few artistic and intellectual friends and mentors who keeps encouraging me when I come up with new crazy ideas and projects. They know who they are.

People that you have known for a long time like over decades can sometimes remind you even of things you have forgotten about yourself. That is truly valuable.

Whom would I like to work with in 2020?

Other creatives, idealist, entrepreneurs and visionaries driven by their passions, such as artists, writers, environmental activists and social entrepreneurs who are contributing to a change. I am open for new exciting collaborations.

Since I have been involved with the Stockholm city mission upcyling work in Stockholm I am curious to learn more how other charities, such as the Salvation army  are working with their recycling of vintage textiles locally in Stockholm and maybe do some upcyling with them as well. I think there is a lot to be done in this area. 

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

Likeminded people who are working towards similar goals and values towards the conscious shift and climate goals. People who is working in sustainable fashion in the recycling, upcycling business, sustainable design and innovation.

And as a fashion blogger/ co-editor I would for example love to see more what other inspirational fashion designers such as Rave Review in Stockholm are doing. I really like their stuff.   

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

 “Hållbart” – designing and making upcycled my own line of clothes, continuing to spreading awareness about sustainable fashion and new exciting collaborations.

And writing as co-editor of the soon launching british fashion site Sustainable Diva (founded by environmental expert Caroline S Asante), writing about sustainable fashion in Stockholm.

Hopefully I will be writing on my book as well as developing my music too for the future.

Where can you see me or my work in 2020? Gabriella Angel ,

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

Passion is a need of something that you simply cannot resist. It is something that you don´t want to be without since it gives you pleasure and meaning.

A passion is not something you have to do but that you want to do, because you love it.

Which creative heroines should Peter invite to tell their story?

The one and only composer and opera singer Angela Molineux.

How can you contact me?

PM on Facebook

Dm on Instagram

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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