hi, I'm Joei. I'm a magical storyteller.
Tell the story only you can tell
I help you remember and express your magic, one-to-one, in storytelling circles, and on stage.
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come join us
Places to find your story
Saturday 28 November
Joy of Life Retreat
When was the last time you focused on your joy? A full day in the countryside to slow down and celebrate the joy of being alive. We get messy with paint, feelings, and stories, in the beautiful Lavender House, one hour from Paris. Hosted with my dear friends and partners, Anu, and Katharina.
See the retreat →
online and in Paris
Storytelling Circle
I bring a different prompt each time. It's not about performing or telling a “good” story. Come to be silly, spontaneous, and imperfect, and leave with new perspectives, unexpected connection, and a reminder of your own voice.
See upcoming dates →
screen-free, in Paris
Creative Morning
Art making and storytelling, co-hosted with art therapist Katharina Voit. For anyone tired of endless scrolling and AI-generated everything, or who hasn't made art since primary school (even better). You leave with new friends, permission to play, and a reconnection with your magic.
See upcoming dates →
about me
From brand director to magical storyteller
After 12 years helping tech unicorns tell their story, I realized I prefer actual unicorns.
I spent my whole career helping everyone else tell their story and forgot to tell my own. My millennial career crisis forced me to ask: who am I really?? What's my magic?
Turns out finding your magic and building your brand start the same way: find out who you are, and do it on purpose (thank you, Dolly Parton). Your magic is the thing you're naturally good at, that people already come to you for, that you often dismiss or downplay because it doesn't look like a “real” skill.
When I finally allowed myself to tell my story and share my magic, I realized, wow, this is SO freeing. Sharing what I do stopped feeling like self-promotion and started feeling like self-expression. That's what I do now: help you believe in your magic, and tell the story only you can tell.
AI made it easy to sound like everyone. I'm here to help you sound like you. The things you think make you weird, messy, or too much are your magic.
for children too
Magical storytelling circles for kids
Storytelling circles for kids aged 5 to 9, at schools, festivals, and events. We play, imagine, and make up stories together, and every child gets their moment to share theirs.
Kids are naturally magical. They don't need to be taught. They need a safe space to play and express it.
At my first circle, I told 40 kids I was Lumi the fairy and asked them to help me turn on my magic. Spoiler: it worked.
work with me
Three ways to work together
one to one
Express your magic
A 3-month storytelling journey. I help you believe in your magic and express it. We uncover the old story that's kept you from telling your real one, and find the one thing that makes you uncopyable.
for speakers
Speaking coaching
For TEDx talks and keynotes, from the first messy idea to the stage: the story, the script, and the delivery.
for teams
Storytelling for teams
Circles, creative mornings, retreats, and leadership offsites for teams who want their creativity back.
what people say after a storytelling circle
Whimsy I didn't know I needed
Tap anything in the drawing to hear from someone.
You can discover more about a person in an hour of play than in a year of conversation.”
my newsletter
Brand New
I write about leaving corporate, finding my magic, and what happens after, on Substack.