welcome to itsmuse

As I approach 30 years in the entertainment industry, I feel blessed and am proud to have achieved a lot of my dreams.

In this industry everyone embraces change continually, new styles, new thoughts, new feelings, but the rapid changes of late led me to fall out of love with the business. The reason I got into the industry in the first place was the respect and adoration I had for my peers and mentors. Together with the eagerness to learn, listen and get out of my comfort zone. As a teenager, I would happily sit for hours and listen to a peer or an established person in the industry who I aspired to be like. I was hungry, enthusiastic and understood the value of a foot in the door above just a pay check. Now, in life I feel there is a lack of mentors. Mentors changed my life. I would love to reignite the traditional ways of learning any creative craft.

Whether it be photography, fashion, sport, filmmaking, digital media, advertising - all forms of entertainment are over-saturated with the desire of five minutes of fame. There is a lack of education and opportunity for the truly gifted. Social media has forced the industry to make changes to meet high speed consumption. This is the digital age where anybody can be anything but are they authentic? As I said before, I’d fallen out and itsmuse is my love letter to where it began... and also where I hope it ends. Opportunity for all and the beginnings of a foundation and a legacy founded with the help of some amazing people/artists/trail blazers.

Perhaps the dream dearest to my heart and arguably the most important was to provide a platform that would create opportunities for young, enthusiastic creatives like I was, and that is how itsmuse came to be. itmuse will hopefully become a destination for audiences to enjoy the stories of established artists while being introduced to emerging talent, who are each trying to make their own impact. The "Undiscovered and Unappreciated Treasures!" Ultimately, I would like this to become a foundation that carries on to do great things for all Australians. itsmuse is completely self-funded and built with the goodwill, enthusiasm, and input of similar-minded people. I know you'll enjoy my mentors and muses, as much as I've enjoyed discovering or being shaped by them.

With a little bit of luck and a lot of ambition, I was able to develop my skills under the guidance of some incredible industry peers during a groundbreaking time in London. I experienced Alexander McQueen and Isabella Blow’s non-comprimising attitude change fashion forever, work on the debut project with the The Spice Girls and the birth of girl power, book my first big editorial with STORM management which led to the full circle moment of joining the cast of Hollyoaks which has lead to many great TV and film opportunities. MY influences in the early 2000s shaped me into the creative entrepreneur I am today and on that note, I'd like to give a special nod to Sarah Doukas, who always encouraged young, emerging talent and was a female boss with an amazing vision and immense drive. STORM taught me the real meaning of brand. I was especially inspired by powerhouse women who had to work extra hard to break through. This included Sarah Dukas (STORM), Melinda Collette (Cameron's Australia), Dannii Minogue (musical artist), and the exciting discovery and development of Lily Cole.

Mentors, Muses and Moments can change your life! Enjoy itsmuse, may it inspire and help you with your creative freedom.