The Heroine’s Journey of Alexandra Mitsiou

What is the best thing that I love about my work? Freedom and independence. I have the freedom to make my own schedule and I am challenged every day to be creative, inventive and work independently or with others to make something beautiful together.

What is my idea of perfect happiness? Feeling calm and happy from within. At home wherever I am living and connected with family, close friends and people that are special & important to me.

What is my greatest fear? My greatest fear is that one day I might stand still, settle, stagnate, that I wont be thirsty anymore to learn something new or move further. I fear that I might find comfort in one place and sink in a moving sand ground base for the rest of my life. I feel that I can prolong time by gaining new experiences. Settling down might make time extend to an infinite point that in the end I will look back and feel that I did too little for a lifetime. I fear to say in the end that I have missed that one chance I was given.

What is the trait that I most deplore in myself? Extreme self-critisism, and more often than not low self confidence. They are both my moving forces and poison at the same time that I am trying to neutralise it on a daily basis.

Which living persons in my profession do I most admire? Lucy Ruth Hathaway – one of the most innovative contemporary food stylists to my opinion. Her highly technical sophisticated food installations and her impeccable food textures leave me in awe.
Giorgia Eugenia Goggi – a lady chef based in Puglia region in Italy. She uses the traditional locally grown ingredients and her resourceful recipe development skills to create sophisticated fine dinning courses that also look elegant & beautiful!
Olafur Eliasson – a multifaceted artist focusing on light & space ; for the overarching between interiors and food; for the interplay between his witty use of light to provoke certain emotions at interior constellations and him highlighting the notion and importance of common gatherings around pure hand-made food for his talents team.

What is my greatest extravagance? Cooking equipment, from the smallest tiny miniature icing tip to the largest baking mixer. Bespoke handmade ceramics from local makers, tableware, more ceramics, little spoons, more spoons, speciality coffees…

On what occasion would I lie? I like honesty from others and I do try to be true to myself. However, I will tell minor lies here and there if the facts are about to hurt someone’s feelings. What is true or false is similar to what is right or wrong thought. I would say that depends on our point of view or judgement.

What is the thing that I dislike the most in my work? Being loud about what I am doing … Most of the times I want to create something without having to advertise it all the time 🙂

When and where was I the happiest, in my work? I think the moment i was flabbergasted and extremely proud of myself was the time when I got my first food styling assignment a few years ago. It was for a tv commercial for a big international baking goods brand and I had to style the cakes that played in the commercial. I literally had to ask my brother who is a film director with experience in advertisement, if he thought I could do it… I was so scared and stocked at the same time.

If I could, what would I change about myself? I try to be more appreciative every day. Train myself to be grateful of where i am now and what i have achieved. Appreciate life as it is and the people I have close to me.

What is my greatest achievement in work? It is a continuous path. Every time I think this is it ‘i am doing it’ there is something else to top the previous achievement up… and it goes on like that. I think it has to do with my mind set. I like to think that way. Everyday is a different battle earned or a lesson learned. Each time another client will trust their brand on me it is an achievement of appreciation of my work. I am never satisfied enough and I never settle for what I already have.

Where would I most like to live? Somewhere by the sea side where the sun shines for the most days within a year time. Closer to nature with a lot of green around the house preferably tropical vegetation. I don’t care about extended large spaces as long as the ceiling is high and the glass doors around it big enough to create a connection of the interior to the outside natural surroundings.

What is my most treasured possession? I have a little collection of objects that are very dear to me that I gather mostly during my travels. My stones, feathers, tropical plant material, two glass bottles with sand samples from the american west coast dessert. I feel a very special connection with this place that I think I keep it alive via these earthy elements.

What is my most marked characteristic? I am quite dreamy and a gypsy heart, independent, and stubborn when I up to something and set my mind on it.

What is my most inspirational location, in my city? By the water side on the bridge where I can see the sun go down. In Rotterdam, this is by the Maas river at a spot where you can see all three main bridges of the city. In Athens, i would go by the beach side close to my house to enjoy the sea scent and listen to the waves.

What is my favourite place to eat and drink, in my city? I mostly choose local coffee bars with speciality coffees and freshly baked pastries. Harvest Coffee is my favourite in Rotterdam. In Athens, the Morning Bar at Koukaki area.

What books influenced my life and how? I Ching: the book of changes; it is my spiritual guide from time to time and a great reference to understand the positioning of oneself within the cosmos. The poetry of William Blake; His poems blend a feeling of darkness and despair with a hind of powerful hope in the end where I drawn inspiration for my own life. Pancakes for Findus by Sven Nordqvist _ a magnificent children’s book on the adventures Pettson and his witty cat Findus in a picturesque scandinavian countryside setting. Looking back to it now, I feel like it was the first glimpse of my later life living in the northern Europe baking cakes (among others).

Who are my favourite writers? Edgar Alan Poe, William Blake, D.H. Lawrence, Jack Kerouac, F. Dostoevsky, Constantine P. Cavafy, Carlos Castaneda

You Only Die Once. What music would I listen on my last day? Lana del Ray – Fucked My Way Up To The Top

Who is my hero or heroine in fiction? Alice in Wonderland

Who are my heroes and heroines in real life? People that see good things in me that I am not able to see. My family and a group of closest friends and collaborators.

Which movie would i recommend to see once in a lifetime? Alejandro Jodorowsky’s The Holy Mountain – beautiful art, and light years ahead of its time

What role plays art in my life and work? Art is my daily inspiration manifesting in symmetry, forms, textures, colors, tastes. Art is the moving power to create something aesthetically satisfying and hopefully a positive change maker. It is the essence of the creating process behind any market driven purpose, clients framework or production budgets.

Who is my greatest fan, sponsor, partner in crime? People that resonate with the essence of my work, understand and visualise what I attempt to show are a great support. A sponsor might be the friend that buy you a drink when you are are broke and still waiting for your money check to come in or the client that signs a new project.
Partners in crime are a few and special, for example my dear friend E., with which we have a special connection as humans and as coworkers. It is a resonance in spirit and creativity without having to use any kind of language. It is such an empowering feeling and the absolute essence of a team where you feel understood and then with the same building materials at hand you create sth you might never even was able to imagine. Grateful for any form of support!

Whom would I like to work with in 2020? Being closest to my family this year, I am longing to collaborate with them on new projects together. Create together and be inspired from each other.

Which people in my profession would i love to meet in 2020? Some local tribe people in Mexico preparing a mind blowing traditional Mexican meal to share with me.

What project, in 2020, am I looking forward to work on? WW LUCA workshop
Creative gatherings with an educational aspect in it related to food preparation techniques. A couple of few more that I can’t reveal yet and many more others that I don’t know their existence yet 🙂

Where can you see me or my work in 2020? Online mostly on social media where I post updates per project that is been done usually before I even publish it on my website. Depending on how the client wants to use the content it might be online on their website, social media channels, in stores, print or tv.

What do the words “Passion Never Retires” mean to me? I will to do what I love until I die

Which creative heroines should Peter invite to tell their story?
Daantje Bons // photographer Deniz Terli // footwear artist Diana Roig // Paintraise Eva Rafaella Menga // interior designer Mandy Papadaki // stylist Margarita Kouvatsou // filmmaker Maria Karahaliou // art director Marilena Zografidi // art director Michele van Vliet // photographer Roosje Andriesma // jewelry designer

How can you contact me?
Just call me! A direct chat is the best.. otherwise DM me on instagram @alexandra.mitsiou, or email … find my contact details and a glimpse of my work at

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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