Meet your guide

I’m Jae: curiosity nerd, brand strategist + somatic coach

I have always been fascinated by the 'why', in particular, why people make the choices they do. I’m a natural observer, explorer of fractal connections and seer of synergies.

My intention is to support Healers, Creators and Change-makers facilitate meaningful transformations for more of the people you're inspired to serve.

I do this by helping you to define your unique magic, embody your purpose and shape your brand identity to attract aligned clients, then i guide you to position your brand in ways that create meaningful connections for growth and prosperity.

Empowering Purpose is a consolidation and sharing of the skills + exposure from which I have benefited. I offer a unique people-centred + purpose-led approach that guides my clients to shape and grow authentic, transformative brands that people value, trust and advocate for.

Person with curly hair wearing a white jacket, standing among large green palm leaves.

How i’ve arrived here...

It started in corporate...

I spent 10 years honing my skills and developing my expertise as a Brand Manager in some of the leading Global spirits companies.

A highlight was my time as the UK Brand Manager for Wray & Nephew Overproof Rum. My Caribbean heritage meant that I was more than familiar with Uncle Wray, but once behind the scenes, to discover that sales of the iconic brand were stagnating in the UK, was actually a little bit heartbreaking.

Wray & Nephew is as authentic as it gets when it comes to brands. It’s not a rule breaker, it exists in a world where rules aren’t necessary, just understanding and pure respect (if you know, you know lol). So that’s exactly what I leveraged to engage and educate a new audience through the ‘Jamaica Rum Tings’ campaigns which was adopted as global best practice, sowing the seeds for the campaigns that you see today.

I loved my time as a Brand Manager, but there was more that i wanted to explore that I knew I wasn’t going to be fulfilled within a corporate setting. In 2015 I took redundancy and stepped away from corporate life to work independently as a brand consultant.

Group of six friends smiling and seated around a table with drinks and sauces, inside a bright wooden-furnished setting.
Vinyl record with yellow and green label on a wooden surface, surrounded by a bright green and yellow border.
Poster for Wray & Nephew Jamaica Soundclash event listing three matches, featuring Section Sound vs Reggae Roast & Ramon Judah, Necessary Mayhem ft Tippa Irie vs Wrongtom & Ragga Twins, and Rompa's Reggae Shack vs Disorda & downundadjay, against a purple and blue gradient background.

I felt called to bring purpose to my business

A person sitting cross-legged on a cushion, meditating in front of a ceremonial setup. The arrangement includes candles, flowers, cards, and small bottles placed on a turquoise cloth. The individual is wearing a yellow outfit and appears to be in a peaceful, focused state.

After practising Yoga for years and experiencing the benefits first hand, I took advantage of my new found flexible consultant life to travel to India and train as a Yoga teacher.

This started a journey that has deepened my understanding of the importance of safer, free thinking, creative spaces. I began to re-focus my expertise towards people and brands that I’m inspired by, seeking work that aligned with my evolving vocation as a wellbeing practitioner.

Then 2020 happened and say no more. Empowering Purpose, which had been organically unveiling itself, suddenly took it’s own shape.

Over time the two worlds of my work have become enmeshed, deeply informing the vision for my life, the way i work and how i support my clients. It has become a journey towards personal and collective liberation.

Let’s find your clarity

What’s the journey of your purpose?

No one size fits all! eurocentric world view has you believing in one way, a right way. Well I’m here to reaffirm that there are many ways. And you get to choose your way. Define the world you want to play in.

It’s your story to tell or retell.

Shall we get started....?

A woman extending her hand out in colorful attire poses against a backdrop of large tropical leaves, with a vibrant orange moon in the sky.
I’m ready to explore my purpose →

A world without representation
is missing out

World held up by three pairs of hands belonging to different racial groups

We all have a unique contribution to offer the world. When we aren’t able to fully realise our gifts, everyone misses out on the possibility of the richness that we each have to offer.

My work is people-centred and purpose-led to help create authentic brands that sustain and grow your business in line with your own values and purpose. It’s a re-purposing, rather than a replication, of the tools I picked up during my career.

This is an invitation to build new houses, repurposing what is useful and creating new tools that positively shift outdated paradigms towards more access, exposure and opportunities for all people.

Scholarships and community rates are available for group programs and workshops for people from under-represented groups who are seeking support. I deliver imaginative brand workshops at schools with the aim of inspiring the change making entrepreneurs of the next generation.

I’d like to find out more →