Ashlee Jowett
Identity Architecture & Personal Consulting
Eras of experience
I know this terrain because I've lived it.
–2013
Woman, Wife, Mother — Still a Girl
The era I drove without brakes.
I moved out, moved in, got married and had two babies in 3 years. Everything changed so fast and I was driving it like a car without brakes. Motherhood grew me up and I loved it. My relationship to myself and everyone around me changed. HR career, maternity leaves, and a divorce by the age of 30.
–2019
Overdrive Mumzie to Professor Jowett
Pendulum Swing era.
Single mumming, grad school, a thesis on Social Entrepreneurship. Moved out to the lake and renovated while managing sports and school runs. Teaching assistant to Professor across Liberal Arts, Business and Social Services. Program review, course creation, loving every minute of it. Femmyst was seeding. Until I burnt out.
–2023
Femmyst — Alchemy & Archetypes
Dark & Stormy. Hermit, healing, spinning.
The world shifts and we go online. I miss the discourse, the student interaction, the office hours and leadership. I simultaneously feel the burnout and the hard pivot. I want my own thing. I want to create for myself and I have to change the way I create work and self-regulate. I name Femmyst, record a podcast diary and alchemize daily.
Transmutation and Metamorphosis
What was ambient becomes articulate.
Femmyst morphs into Aureva Atelier, clarifies into Ashlee Jowett. One-on-one sessions, a huge vision, iterating and creating constantly. What was arriving in very abstract and ambient ways is being realized through practice and articulation.
–now
Devotion, Practice, Refinement, Presence
Chop wood. Carry water.
The showing up. The building in public. The distillation into post-AI language. This is the practice era — where everything that was learned gets lived out loud.
The same questions I asked about systems, I eventually had to ask about myself. That's where the work began. And it's where we begin together.
I'm a private consultant based in Ontario.
I work 1:1 with women who have a decision or change in front of them and can't get it moving. Before this I spent years teaching and training in colleges and companies, and I've made some big changes myself.