The Heroine’s Journey of Dina Udupa

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

Joseph Campbell’s words ring true for me if you want to ask me how I should live my life, I ask you, what is the most meaningful thing to you, your raison d’etre, and I suggest you ally yourself with that – your bliss.”

I am a fashion designer and creating something from nothing is my raison d’etre. My work is my bliss. It gives me the freedom to explore, design and view fashion from my artistic lens.

What is my idea of happiness?

I am the happiest when I am content and at peace in both my personal and professional space

What is my greatest fear?

To lose my loved ones

What is the trait that I most deplore in myself?

Over thinking and over analyzing

Which living persons in my profession do i most admire?

No one in particular. I admire all people who are committed to achieving a goal in their field without compromising their values and beliefs.

What is my greatest extravagance?


On what occasion would I lie?

When I can’t do otherwise. Although I try my best not to lie at all.

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

Commercialization of pure design form

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

I will always treasure the day I started my fashion label (DinaUdupa). As an advocate of thoughtful consumption, I wanted to create a brand that not only supports itself as a business but also helps spread awareness for slow fashion and considered consumption.

If I could, what would I change about myself?

I get bored with things easily and lack patience so to speak. I am working on changing this.

What is my greatest achievement in work?

It’s still too early for me to talk about my achievements. I only started my brand in December 2019, which was a huge turning point in my career. I am excited about the future and to see where this takes me professionally.

Where would I most like to live?

London where I already live.

What is my most treasured possession?

Heirloom jewellery passed on to me by my mother

What is my most marked characteristic?


What is my most inspirational location, in my city?

Dover Street Market

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

London has a lot of great places to eat and drink; however, our go to place for fabulous Indian food is Dishoom at Kings Cross and drinks is Blind Pigs in Soho.

Which movie would I recommend to see once in a lifetime

A Beautiful Mind– it is a brilliant and beautifully sublime movie about a mathematical genius.

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

Over the rainbow by Israël Kamakawiwo’ole.

Who is my hero or heroine in fiction?

Me in the storybook of my life.

Who are my heroes and heroines in real life?

Women as mothers, daughters, sisters, wife’s and friends are the real heroines.

What role plays art in my life and work?

Art IS my life and work.

What do the words ‘You are the storyteller of your own life’ to me?

I own responsibility for being me and my actions.

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

My parents and my husband

Which people or companies would I like to work with in 2020? 

Sustainability and clean living are the most important factors for me; therefore, I would like to collaborate with like-minded creative individuals/companies.

Being a hybrid Anglo-Indian brand myself, it would be creatively intoxicating to match sensibilities with other such brands seeking inspiration in different cultures and traditions.

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? 

Sanjay Garg from Raw Mango, Miuccia Prada, Phoebe Philo and Consuelo Castglioni

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

Due to Covid all my projects for this year are on hold.

Where can you see me or my work in 2020?

My collection can be seen:

My website:

Instagram: @dinaudupa



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

When you are passionate about something, it becomes pleasurable. And one never retires from the pleasures of life.

Which creative heroines should Peter invite to tell their story?

Phoebe Philo and Consuelo Castglioni

How can you contact me?

You can contact me via email at and my social media handles.

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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