The Heroine’s Journey of Jelena Pjevic

What is the best thing that I love about my work?
As a painter and creative designer, the best thing about my work is freedom to create, express thoughts and feelings, research and explore. For me it is a place where I can stay playful, be curious and experimental, without any boundaries and rules.

What is my idea of happiness?
Happiness is based on being comfortable with yourself in the first place. It is not something that is given to you, it is something you need to create and take responsibility of your own. For me it comes from small things in life that we need to appreciate more, being grateful for what we have. Happiness is seeing my friends happy, family gatherings, waking up next to a person I love, morning coffees, sounds of nature, warm cuddles with my dog.

What is my greatest fear?
Fear of losing someone I love. Fear that I didn’t fulfill my life with the greatest amount of value. Fear of wasted opportunities, of time passing so quickly.

What is the trait that I most deplore in myself?
Sometimes I’m insecure, never completely satisfied with my work, always think I could have done more.

Which living persons in my profession do I most admire?
I admire anyone who dedicated themselves fully to what they stand for. That can be an artist who is giving everything to his art, or a friend achieving something they work hard on that I am proud of. I admire people not blinded by success and money, but those who can give everything they have for the community, making other people happy.

What is my greatest extravagance?
I don’t think I’m too extravagant, so I don’t care about status symbols. I spend money on travelling, books, decorations …  Maybe I would impulsively buy something online which I regret later.

On what occasion would I lie?
If I need to protect someone.

What is the thing that I dislike the most in my work?
Art market, young artists not being able to compete on the same level as ones who are wealthy, and have to make compromises to survive, doing something that makes them distant with art. Not being able to create something I want because I dedicated that time for something that pays bills.

When and where was I the happiest, in my work?
When I successfully translate my idea on work, when I finish a work and I’m satisfied, because those moments are rare as I always feel like my work is not finished or not good enough.


If I could, what would I change about myself?
I wish I could be more confident and optimistic.
I wish I could manage my time better.

What is my greatest achievement in work?
Being able to refuse a job I don’t like.

Where would I most like to live?
Somewhere in nature, on the sea coast.

What is my most treasured possession?
I don’t want to call it possession – friends and family, people who I love and who are my support. My dog.

What is my most marked characteristic?

What is my most inspirational location in my city?
I don’t have a precise location, it depends on the mood, sometimes it is city park and nature around the city, sometimes it is  bar where I hang with my friends, sometimes it is my backyard

What is my favorite place to eat and drink, in my city?
No place specific, somewhere with nice garden and not too many people

What books influenced my life and how?
I can’t decide on only one book. There are several writers that influenced some parts of my life. Right now – various Serbian poetry writers: Miljkovic, Ducic, Crnjanski…

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

Who is my hero or heroine in fiction?
They would be more anti-heroes than heroes: Holden Caulfield, Huckleberry Finn, Tyler Durden, V

Who are my heroes and heroines in real life?
My mother, my best friend
People who fight against injustice

Which movie would I recommend to see once in a lifetime?
Enter the Void,Love
by Gaspar Noe
Everything from Sorrentino

What role plays art in my life and work?
Plays a fundamental role. My work is based on creating art, I love being surrounded by art.

What do the words ‘You are the storyteller of your own life’ to me?
As I said before, about happiness, it is just like that – it is something you need to create and take responsibility of your own, not expecting that anyone will do your battles better than you.

Who is my greatest fan, sponsor, partner in crime?
My boyfriend, my best friend, my parents

Which people or companies would I like to work with in 2020?
I don’t have any names specific, it is more important to me what kind of people I would work with. Someone who cares for art, who is inspiring, dedicated to something we work on. Some organizations which are focused on the humanitarian part of work, helping others…

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? 
Gallery owners, publishers, anyone who is looking at art world through creation and helping other people develop

What project, in 2020, am I looking forward to work on?
Maybe some public group projects contributing to the community. I would love to create an open door studio, gathering artists of different fields working together.

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Where can you see me or my work in 2020?
I would like to have more time working on my art, so I am not sure if I could manage any exhibitions in 2020.

What do the words “Passion Never Retires” mean to me?
You are never too old to work on something you love.

Which creative heroines should Peter invite to tell their story? Katarina Stojanovic, Aleksandra Kovacevic, Kristina Pavlovic… those are my friends, inspiration, support, great artists who are persistent in doing what they love the most.

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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