Grouned in experience. Guided by creation
I’m a multidisciplinary creative and entrepreneur with over 25 years of experience turning ideas into tangible form — from day spa builds and skincare formulations to digital brands and events. My work sits at the intersection of creativity, business, and people.
At twenty, I bought a small beauty clinic and transformed it into Sheer Bliss Health & Beauty Spa, a 200-square-metre, double-storey hydrotherapy day spa, one of the few of its kind in Aotearoa in the early 2000s. It was my first real lesson in design, business ownership, and leadership.
From there, my career evolved through wellness, product development, and creative direction. I built teams, launched brands, and supported others to bring their own visions to life - learning how to hold both detail and direction, aesthetics and strategy.
Nearly two decades later came HER. Brand and HER. Day Spa on Phillip Island, Victoria - the culmination of years of refinement. I led every stage of the project, from architecture and interiors to brand identity and client experience. The spa was nominated for Design of the Year and Best Newcomer at the Australian Beauty Industry Awards - recognition of the precision and professionalism behind the brand.
Over time,
my work has continually bridged creativity, commerce, and connection. Whether designing a brand, formulating a product, or facilitating an event, the focus has always been the same: transforming vision into something purposeful and lasting.
That depth of experience allows me to move seamlessly between strategy and creativity — to help people and projects find both direction and depth. If you’re seeking a collaborator, facilitator, or speaker who blends practical insight with creative vision, you’ll find that story throughout my work below.
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• Founded and scaled multiple day spas and aesthetics clinics across New Zealand and Australia
• Directed full design and construction projects, managing budgets, builds, and teams
• Created Social Brand Lab, providing brand development, website design, and digital strategy for businesses across Australasia
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• Designed brand identities, websites, and campaigns for lifestyle and wellness ventures
• Directed product launches, photoshoots, and visual storytelling
• Delivered digital strategies that helped new brands establish their online presence
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• Degree in Health Science (Dermal Science & Cosmetic Formulation)
• Developed skincare and cosmetic formulations for boutique and major cosmetic houses
• Created and launched natural skincare lines from concept through to production
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• 1:1 life and business coaching focused on clarity, growth, and grounded strategy
• Trained and managed multidisciplinary teams across service, leadership, and operations
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• MC and facilitator for events including Breast Cancer Awareness Month, International Women’s Day, and wellness symposiums
• Designed and delivered workshops on wellbeing, leadership, and creativity
• Experienced in concept development, logistics, and full-scale event management
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• Founder of Young Royals, a children’s clothing brand that reached 10 000 followers in six months
• Professional make-up artist for Fashion Week, weddings, and editorial shoots
• Co-founded a PR and sports representation venture managing brand partnerships and public profiles for athletes and media talent
Today my work spans two distinct but connected spaces
Ora Aroha and Crystal-Jae Creative - each shaped by the same purpose: to help people and projects thrive with clarity, creativity, and intention.
Ora Aroha is where I hold space for growth — through workshops, wānanga, and facilitation centred on hauora, leadership, and connection.
Crystal-Jae Creative is where vision meets execution. I work with entrepreneurs and organisations to shape brands, design spaces, and build strategies that move ideas from concept to reality. From brand and website design to consulting and mentoring, every project is grounded in purpose and built to last.
Together, these two arms of my work reflect a simple truth - wellbeing and creativity belong together. One strengthens the other, and both lead to meaningful, lasting impact.
