We caught up with the brilliant and insightful Joanna Woodford a few weeks ago and have shared our conversation below.

Joanna, thanks for joining us, excited to have you contributing your stories and insights. What’s the best or worst investment you’ve made (either in terms of time or money)? (Note, these responses are only intended as entertainment and shouldn’t be construed as investment advice)

The best investment I’ve ever made in my business wasn’t in a tool, software, or even a new hire—it was in myself.

As business owners, we juggle countless responsibilities—wearing multiple hats, putting out fires, and trying to squeeze in enough sleep to keep going. But amidst all this, the one thing we often overlook is the importance of taking care of ourselves. I didn’t realise this until I burnt out in my first year of business. That experience made it clear: the most crucial investment I needed to make was in my own well-being.

When you commit to building a business, you’re essentially committing to a deep, often uncomfortable, journey of self-discovery. You confront who you really are—how you think, how you feel, and how you act under pressure. To succeed, you have to learn to manage your emotions, navigate tricky client relationships, adapt to new systems, and step outside your comfort zone. But none of this is possible if you’re not in the right headspace.

By 2022, two years into my business, I was mentally exhausted. I had big ambitions but found myself constantly self-sabotaging. I realised that if I truly wanted to take my business to the next level, I needed to get out of my own way. That’s when I decided to invest in an alternative form of therapy after years of traditional CBT. I found a Rapid Transformational Therapist and embarked on a program to dig deep into the root causes of my self-esteem issues.

The experience was life-changing. I confronted past experiences that, while seemingly insignificant, had been undermining my confidence and holding me back. By facing these issues head-on and reframing them, I emerged from the sessions feeling lighter, freer, and ready to fully embrace my ambitions for both my life and my business.

Ultimately, the relationship we have with ourselves is the foundation of everything we do in our businesses. It’s the source of our creativity, our abilities, and the impact we can make with our work. By investing in myself, I not only improved my well-being but also unlocked my full potential as a business owner. That’s why the best investment I ever made in my business, was in myself.

Joanna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

**For folks who may not have read about you before, can you please tell our readers about yourself, how you got into your industry/business/craft?**

I’ve always been a curious soul, drawn to art, music, and the beauty in everyday objects. As a child, I’d lose myself in creating, exploring, and finding meaning in the ‘things’ around me—the stories they told, the emotions they evoked.

After leaving school at 16, I tried to follow the status quo by attending university, but I quickly realised that traditional learning wasn’t for me. I felt disconnected and uninspired, so I dropped out and spent some time lost, unsure of my future. My creative spark dimmed for a while.

It wasn’t until I moved to Cambridge and started working for a small event company that I rediscovered my creativity. This new environment allowed me to learn on the job, experiment and fall in love with storytelling through photography, copywriting, and design. I grew into a marketing professional, eventually landing a role at an architecture firm. But then in 2020, I faced redundancy. However, I saw it as a sign to take a chance on myself. And so, I started my own business, combining my expertise in branding, marketing, and content creation.

My journey has been anything but conventional. This winding path led me to eventually establish Studio Florere—a place where creativity and authenticity take centre stage. I believe that the conventional path doesn’t always suit those of us who crave more from life. It’s this difference, this willingness to explore, that gifts us with unique perspectives and fuels what we can contribute to the world. Studio Florere is a testament to this philosophy, where I help others embrace their stories and craft a future anchored in their vision.

**What type of products/services/creative works do you provide, what problems do you solve for your clients, and what sets you apart from others?**

At Studio Florere, the philosophy of “to bloom, blossom & flower” is at the core—helping brands blossom by aligning their vision with strategy, design, and content that truly reflects who they are. I work as a brand-aligned creative partner, offering everything from brand identity overhauls to refreshed social strategies and captivating content.

What sets me apart is my deep commitment to each brand’s unique narrative. I believe that every brand has a story waiting to be told, and it’s my mission to uncover that story and bring it to life. It’s not just about creating something beautiful; it’s about crafting something that resonates, something that’s authentically you. I’m here to walk alongside you, helping your vision bloom into its fullest expression.

**What are you most proud of and what are the main things you want potential clients/followers/fans to know about you/your brand/your work?**

I’m most proud of creating a space for my clients to step into their purpose and own their vision. Nothing brings me more joy that to see a client bloom. Studio Florere is where authenticity and creativity are celebrated and where stories are given the room to grow. It’s about empowering clients to believe in the power of owning their story and embracing the journey that shapes them.

My core of creativity and rich background of experience in marketing enables me to approach my work with a wide understanding of the challenges and opportunities available to brands today. By observing & a heck of a lot of hands on experience, a wide skillset and capabilities to connect the dots, means I understand and embody practises and processes to actualise clients visions. ⁠

We’d love to hear about how you keep in touch with clients.

Communication is key in running a business, but it goes beyond emails or Whatsapp or slack channels with clients. Social media plays a significant role in staying connected with clients and fostering brand loyalty.

Here me out (social media manager speaking here…). Social media is a space for us to be social, to share our journeys and stay top of mind with our audience. A lot of my work is helping clients with social media and so naturally, we follow each other online. I share a lot of my day-to-day online, BTS from meetings or shoots with clients and they love to see all that, especially when they are involved in it. This not only keeps us connected but also builds a sense of community, even when we’re not directly communicating.

When I meet with clients, I balance listening and directing the conversation (even asking them about the things they’ve shared on their Instagram stories showing I’m tuned into their life and business). Embracing pauses and allowing space for clients to express themselves fosters trust. Listening is crucial—it helps clients feel seen and valued, which is essential for building long-term relationships and brand advocacy. A satisfied client, who feels seen, heard and empowered is more likely to recommend you to their network. And remember, your network is your net worth!

Ultimately, my biggest piece of advice for maintaining client relationships and building brand loyalty is to be yourself and be visible, in all senses. Check in with your clients of course, but also don’t forget they’re on this journey with you. So share in it together. Align your business with your values and passions, and you’ll naturally attract like-minded individuals. This alignment not only strengthens your bond with clients and makes your work easier because you actually care about it, but creates a deeper, more meaningful connection with them and their businesses.

How’d you build such a strong reputation within your market?

**What do you think helped you build your reputation within your market?**

Not all of us are one-trick ponies—I’m definitely not. I’m a Jack of all trades, a multi-faceted creative. As a creative director, I wear many hats—photographer, copywriter, strategist, designer.

For some, that’s too much. For me, it’s the only way I know how to be.

Embracing my varied skillset has allowed me to position myself as a one-stop shop for businesses. I market myself as a creative partner, and I’ve been fortunate to work with some clients for over three years now. I’m there every step of the way—from helping them choose the right words and perfecting their brand identity, to selecting photos for their print ads, designing their website layout, and structuring their communication strategy.

I intentionally keep my client roster small so I can truly dedicate myself to their vision. I’m not interested in just being another agency churning out projects for the sake of scaling. I invest my energy, support, interest, time, and expertise into people and ideas. For me, it’s about more than just capturing a pretty picture—it’s about translating an idea into something tangible, something that makes an impact beyond aesthetics. It’s about manifesting a vision into reality.

So, don’t hide who you are or let others make you feel like what you do is ‘impossible’ or that you ‘can’t do it all.’ Your journey has made you unique, with a distinct skillset and perspective. Own that and let the world know.

Contact Info:

• Website: https://studioflorere.com/
• Instagram: https://www.instagram.com/studioflorere/
• Linkedin: https://www.linkedin.com/in/joanna-woodford-7755a1109/
• Soundcloud: https://open.spotify.com/playlist/3dlvDWumEilGhIVCxP76i8?si=e61fc6f0394242ac

Image Credits

Brand photos by Rajen Mistry – https://www.founderstory.co.uk/