find my heart story: feel the magic of the aesthetic way

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My story to get to where I am today had quite a few plot twists over the last five years.

Both my husband, Michael, and I have felt uninspired with our roles in life — him with a “dream job” that turned out more like a nightmare, and me at home, feeling like I was on the wrong path, with no idea of how to get set back on the right one.

So I started a business, converting my floral design hobby into a full-blown mission. I worked on my Instagram while our son, Arthur, napped and toiled away on my website after Michael came home at night from his second job waiting tables. I didn’t make a dollar. In fact, I was embarrassed about the money I was investing in education and supplies and flowers with the money my husband worked hard to earn for our family

My Story

Things weren’t bad, but they weren’t great.

And that’s when the ground seemed to get even shakier as we approached a real crossroads of sorts.

Michael knew he needed to step away from teaching after finally quitting the job that was making him miserable. And, amidst a frantic job search, we realized just about every job that sounded interesting was going to require more formal education (costing roughly the equivalent of one year’s teaching salary) without any guarantee that it would be the fulfilling career he was so desperately seeking.

With some one-on-one help, I gained clarity on what I could offer. I got my start with $60 worth of supplies from Home Depot scattered around the floor of my living room. I opened a styling shop selling photography backdrops I created myself and antique pieces I curated from antique fairs.

That’s when I got bold, and said “what if we invest in me instead?” and I hired my first business coach.

I thought maybe I could help other creatives by teaching them what I knew and help them apply it themselves.

I got my first two clients by asking my Instagram followers if anyone needed help (Seriously.) Those first two clients opened my eyes to a world of potential — both of them went from being almost completely unknown to totally killing it in their niche. Both clients experienced serious growth in popularity and in revenue in just a few months.

After I helped them find the direction their hearts wanted to go and gave them the tools to get there, they did the hard work and had the most incredible transformations.

Sharing these two clients’ stories brought me a dozen more, and I realized that I could have real impact in the world by helping artists and creatives cultivate success for themselves by infusing strategy into their already brilliant work. Perfecting the system I used to coach my clients led to creating and launching my signature course, The Aesthetic Way — a launch, that by applying the strategies I teach my students, brought in multiple six figures in its first year. 

Things started going so well in my business that I realized I’d figured a few things out — like how to have a cohesive brand, create luxurious, artistic products people would actually hand over money for, and build a working strategy for a business.

That life I’d been dreaming of for my family? It was really possible — and not only for us, but for my clients, too. 

Because of the success we had with The Aesthetic Way in 2018, my family spent six weeks away from the business traveling before the arrival of our second child, a daughter, Mary in February 2019. Our audience grew from just a few thousand before the launch to more than 12k and a vibrant community formed around simple strategies that enable creatives to establish real financial stability — something I don’t take for granted for one second. I teach the exact same strategies I apply in my own business to my coaching clients, and we shoot for even better results together. 

KIND WORDS

She worked to gently and patiently tease out first my own personal journey and then used that to define and contextualize the story of my business from all of the jumbled pieces I had been looking at for so long.?

- LOREN SMITH, PAPERMAKER & PRINTER

"After working with Emma, our launch went so well that the number of orders and requests we had went beyond our capacity to fill them all in the time we had planned.”

She worked to gently and patiently tease out first my own personal journey and then used that to define and contextualize the story of my business from all of the jumbled pieces I had been looking at for so long.?

- LOREN SMITH, PAPERMAKER & PRINTER

“After working with Emma, our launch went so well that the number of orders and requests we had went beyond our capacity to fill them all in the time we had planned.”

“Emma has shown me a vision of how it is possible without just focusing on making money."

"I gained skills to make art in school but never learned to be an artist who can support myself without having to work a part-time job. Emma has shown me a vision of how it is possible without just focusing on making money. Emma let me value what I think is important in my life."

- KANASA KINJO, ARTIST

"I gained skills to make art in school but never learned to be an artist who can support myself without having to work a part-time job. Emma has shown me a vision of how it is possible without just focusing on making money. Emma let me value what I think is important in my life."

- KANASA KINJO, ARTIST

“Emma has shown me a vision of how it is possible without just focusing on making money."

“Emma had taken her business to the height.”

"Emma had taken her business to the heights I was working towards while being genuine, connection-focused, but also so strategic. I trusted Emma to get me there and I was so happy how right I ended up being."

- STEFANI LEFLER, WEB DESIGNER

"Emma had taken her business to the heights I was working towards while being genuine, connection-focused, but also so strategic. I trusted Emma to get me there and I was so happy how right I ended up being."

- STEFANI LEFLER, WEB DESIGNER

“Emma had taken her business to the height.”

“Emma helped me find my niche, my voice, and my love for working again."

- PAULA CASTILLO, STRATEGIST

- PAULA CASTILLO, STRATEGIST

“Emma helped me find my niche, my voice, and my love for working again."

Simply Put

I’m an art trained business coach who digs in deep on the nerdy stuff to seamlessly bridge the gap between the creative-driven art world and the profit-driven business world. 

It’s my mission to nurture a community of wildly successful, self made, creative entrepreneurs to innovate using proven systems that deliver dramatic results, so that they can build the life of their dreams in an era when people think it’s impossible to succeed and change the world as an artist. 

My greatest goal is to bring you the very best of what I’m learning (both in business and in life). While I might ramble on about why Van Gogh marketed his stuff all wrong or how a Turkish rug salesman changed my entire perspective on sales...you can expect insight and wisdom that will ultimately change your perspective and move your business forward. 

You’ll often find me talking to the camera on Instagram Live or investing in my clients during strategy-infused conference calls, but I also try to disconnect as much as possible (whether it’s diving into a biography or exploring local parks with Arthur and Mary). If you want to stay updated on all the latest, my email newsletter is the place for you- you’ll usually hear from me once a week (or a little bit more if something important is going on).

And, when you sign up, you’ll also get my comprehensive, free guide: How to Get Your Work Seen, Understood, and Valued by ANYONE. It will show you the three strategies you can start using today so that you can get traction, recognition, and make an impact with the work you were meant to do in this life. 

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About Emma.

When I’m not coaching clients or talking to you all via the screen of my iPhone, you can find me

CHATEAU DE CHILLON 4 AUG 2018

LONDON 17 OCT 2019

MURREN, SWITZERLAND 3 AUG 2018

Enjoying life with my husband, Michael and our kids, Arthur and Mary. We love a good train ride or stroller walk to our favorite local spots in NYC.

Scouring cute boutiques and antique fairs to find the next beautiful addition to our home. (Especially if it’s linen, stone, wood, brass, or ceramic—count me in!)

Holding my babe in one arm to nurse and a book in the other. Lately it’s Elizabeth Gilbert, Anne Lamott, and Cheryl Strayed keeping me company during early morning feedings.

Spending entirely too much of my day in a NYC museum. My faves? The Cloisters, the Met, and the MOMA.

Planning a new travel adventure — either in my head or in reality. My family lived in Germany for four years when I was growing up. I got bit by the travel bug early and fully plan to pass it on!

Refining my palate for the best pizza, milkshake and cookies NYC has to offer.

Curling up on the couch with a La Croix to watch my favorite shows. (Currently: The Good Place, This is Us, and Brooklyn 99 with a healthy dose of The Bachelor.)

FaceTiming with my parents and four sisters to alternately talk about the deep truths of life and giggle about the randomest, dorky jokes.