The Heroine’s Journey of Carla Mura


What’s the best thing I love about my job? The thing I love about my job is the open-mindedness it gives you. Both in creating, and in relations with experts in the art sector in general and in specific contemporary art, both for a unique fulfillment for women above all.

What is my idea of ​​happiness? Happiness is serenity. When we are not serene we are not even happy. You can experience total happiness often in life, if you are a lucky person.

What is my biggest fear? Fear? Good question! Not being able to be closer to my daughter, who is currently 2 years old. This is the biggest fear.

What is the trait I deplore most about myself? To be too sensitive and therefore sometimes with harmful consequences. Before, I suffered more from this, now however, you can only make it a plus.

Which living people in my profession do I admire most? I admire some art critics, I admire some Italian and foreign artists, I admire some journalists, above all with the characteristic of being real and genuine people.

What’s my biggest extravagance? I have had many extravagances. Let’s say I had very special sentimental stories, when I was a teenager, I watched Heater Parisi on television while dancing and I liked that type of dance very much, then as a woman I got engaged to the same man who has been with her for years. It makes you laugh, but I’ve always had a lot of these things. Strange. Oddities. Funny.


When should I lie? Just to do good. Never to cheat or deceive anyone. I have never liked liars and the world is full of them.

What is the thing I don’t like most about my job? I don’t like that you have to do a forced apprenticeship when people who believe in you and give you space don’t happen.

When and where have I been the happiest in my job? In Rome I lived 10 magical years, I worked a lot, I attended artists, art inaugurations, exhibitions, ateliers, they were years as a true artist. Now I have another path, different in another city, in Veneto. Those years remain in the heart.

If I could, what would I change about myself? I could be a little more superficial, maybe it would be better (I laugh).

What is my biggest job success? My success comes from the technique and materials that I have chosen to work and explore and create and express myself. My paintings are unique and original pieces.

Where would I most like to live? At sea, abroad, I think, or if I have to choose in Italy, these moments would go to Milan because Milan has been working a lot for years now.

What is my most precious asset? My goodness. Without malice or subterfuge.

What is my most marked characteristic? Being a woman free from pre-established canons and approvals.

What is my most stimulating location in my city? The city where I live now, Padua, I don’t know it well, I have been there for a few years, I will see in the future.

What is my favorite place to eat and drink in my city? There are two fish restaurants, I love raw fish. They cook very well. Nice parts and Cichetto.

Which books have influenced my life and how? The scent goes where the heart takes you – Eva luna- bar sport 2000 – Frida Kahlo – Geltrude stain – Van Gogh – shopenauer – Kant – were the books that gave me so much. As a girl I read many novels, then I switched to art books, both autobiographies of artists rather than short stories or essays – now I read art mainly – but also Bahuman – philosophers and scientists.

You only die once. What music would I listen to on my last day? Morricone’s new Cinema Paradiso.

Who is my hero or heroine in fiction? Leonardo or Einstein

Who are my heroes and heroines in real life? Women who have suffered irreparable physical damage and can still tell life positively.

Which movie would I recommend seeing once in a lifetime? Rain Man

What role does art play in my life and in my work? Art is my life and my job. No game, pure reality.

What do the words “You are the narrator of your own life” tell me? It is true that we are the narrators of ourselves, sometimes despite this, life puts us in front of impossible life changes even if we are not spectators but narrators and there, we no longer live as we should, in total freedom.

Who is my biggest fan, sponsor, partner in crime? I have various partners, friends who love my job and support me. They believe in me.

Which people or companies would I like to work with in 2020? I would like to do a personal exhibition with the Poggiali gallery in Florence, I would like to have an article in magazines such as Vanity Fair or Marie Claire to talk about my life, also artistic, I would like to collaborate with a brand of clothes for a “metropolis” line. I would also like to make a chosen perfume. Etc ahaha

Which people in my profession who can really make a difference in my creative career would like to meet in 2020?  – entrepreneurs art collectors, Tornabuoni gallery owners, some passionate singer like Cesare Cremonini or Francesco Gabbani – some actors like Carlo Verdone or Raul Bova

Which project in 2020 am I looking forward to working on? New paintings, I bought 4 new canvases yesterday, I can’t wait to get to work!

Where can you see me or my job in 2020? I am waiting to reschedule the exhibitions that I had to postpone because of Covid19 – one at the Bocca bookshop in Milan, the other at the Turtle Gallery in Rome. For now I have these two dates.

What do the words “Passion never retires” mean to me? True, passion flows through your veins.

Which creative heroines should invite Pietro to tell their story? Andrea Vetrano, Alessandro Riva, Cristina Mantis, Pasquale Palmieri (Snappy), Manfredi Maretti, Luca Maselli

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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