Emerge

a spiralic path to unconditional self-love and belonging

Hi, I’m Joeli…

…and I help TIRED PERFECTIONISTS stop editing themselves and learn to like who they really are.

I’m a queer, slightly witchy life coach who comes at everything with the lens of “how could this be different?”, and I’ve spent the last seven years helping high-achievers who feel lost finally come home to themselves.

But I didn’t start out doing this work. Not even close.

“As a late diagnosed Autistic, there have always been things that I have struggled with but never been able to put into words. Since joining Emerge, I have a much deeper understanding of what's going on beneath the surface. Joeli encourages us to swap shame and judgement for acceptance and curiosity. I've genuinely learned something completely new every month in the masterclasses, and the group chat is such an incredible source of ongoing support. Honestly, since starting Emerge I've felt more peace than I have in forever.” A.L.

Being "good" nearly broke me.

For most of my life, I was excellent at being what other people needed. A+ student. Responsible. Reliable. Caretaker of everyone’s emotions.

It worked — until it didn’t.

Underneath the gold stars and high-functioning exterior, I was exhausted. I couldn’t tell the difference between what I wanted and what I thought had a chance of making my dad proud. (And if I could achieve that, then maybe I would finally feel good enough.) I was chasing growth, healing, success — but everything still felt…off. Like I was watching my life go by but not actually participating in it.

I tried to fix my unhappiness by going to therapy, coaching, reading every self-help book I could find. Looking for the secret that would allow me to be grateful and happy without actually making any changes in my life, without actually looking at the source of my unhappiness.

Eventually, I cracked. Burnout. Identity crisis. The kind of “what am I even doing with my life?” spiral that feels like grief and rage and numbness all at once.

That breaking point was the beginning of something else.

I stopped trying to fix myself and started listening instead. I learned how to work with myself, not against. And what I discovered was a version of me that didn’t need to be “better” to be worthy of love, a version that was easy to love all along, a version that I actually liked.

Which brings me to Emerge.

“One unexpected benefit that I’ve gotten from being in Emerge is realising that what I wanted wasn't what I thought I wanted – or perhaps, more accurately, realising that I could have what I really wanted and let go of a lot of things I thought I wanted/ought to want.

Before Emerge I was a busy human constantly responding to other people's demands. Now I prioritise my own wants and needs and seem to have all the time in the world to do so.” - K.T.

EMERGE

Emerge was born out of a desire to create a different kind of coaching space. See here’s the thing I’ve noticed throughout my years of coaching — if we’re not careful, coaching becomes another place for perfectionists to perform. They give the right answers, become an A+ client, and expertly avoid getting to the roots where all the messy, imperfect parts live.

It feels like you’re working on things but you’re not actually taking action and making changes. You’ve just replaced trying to get your dad’s approval with your coach’s approval. (No shame, I’ve been there.)

Emerge is all about helping people create a life in which they get to be the driving force — not other people’s thoughts and expectations. It’s a space where you’ll be continuously asked to find your choice and agency, to be deeply honest in a way that you’re not used to being, and to trust yourself.

🌀 TUNE IN
Recognise the patterns and roles that kept you safe — and how they show up now. What is true? What’s been hiding?

The Emerge Methodology

🌀 REDISCOVER
Peel back the old rules about being lovable, successful, safe. Who are you without them? What do you want?

🌀 EMERGE
Practice showing up as your full, flawed, real self. Learn to move from self-trust instead of self-doubt. What becomes possible when you’re able to do that?

This is for you if…

  • You’ve been everyone’s go-to person, and you’re so tired

  • You want to stop performing, but you don’t know how

  • You feel self-aware but stuck — like you’ve already done all the “inner work” and nothing’s helped

  • You miss the you underneath all the roles and responsibilities

  • You long for love that isn’t fragile — love you don’t have to earn

What’s inside Emerge…

🌀 Monthly 90-min group coaching + integration calls

🌀 Weekly Voxer sessions with me for personal, asynchronous coaching

🌀 A Notion resource library + reflection space to guide your inner work

🌀 A community chat in Voxer, because you’re not in this alone

🌀 Ongoing access and support — stay for as long as the container serves you

This is a high touch, high permission container that you get to design. We can be in touch multiple times a week or just once a month. You can use all the tools or just one. It’s completely up to you!

What the work entails…

  • Learn to recognise your activation patterns — the ones that make you lash out, shut down, or spiral — and build ways to slow down and notice what’s happening before you react.

  • Explore the roles you’ve had to play to survive — caretaker, peacemaker, overachiever — and get curious about who you are underneath.

  • Reclaim your wants, needs, and desires — not the ones that sound impressive, but the ones that feel true.

  • Practice telling the truth, even when it’s messy (especially when it’s messy).

  • Rebuild your relationship with power and responsibility — so it doesn’t feel like either total control or total collapse.

  • Learn to take action without overthinking, catastrophising, or waiting for the perfect moment.

  • Develop emotional fluency — so you can name what you’re feeling and what you need, instead of hoping someone else will guess.

By the end of your time in Emerge, you’ll have:

  • A deeper understanding of why you do what you do — and how to choose differently

  • The capacity to ask for what you want and set boundaries that feel both kind and firm

  • Permission to be imperfect, emotional, too much, not enough — and still loved

  • A felt sense of self-trust, even when the path forward is unclear

  • A life that fits the real you, that’s not perfect but it’s yours

PRICE: £450 per quarter

Emerge is an on-going coaching program that operates on a 3-month payment cycle. When you join you’ll be on a quarterly subscription plan until you cancel.

Most people stay in the program 12-24 months.

“Joeli has this innate ability to help you see your potential from a fresh perspective. Her confidence and naturally energetic style allowed me to believe in mine and take the steps I needed to build my business. If you need someone to help you push past your comfort zone and take those courageous steps, Joeli is absolutely the coach for you!” S.B.

Have we met yet? Hi, I’m Joeli!

I'm a queer, tummy ache girlie who runs anxious, needs a daily nap, and gets depressed in the winter. I'm also a total nerd who loves D&D, winning at board games, and seeing how fast I can put together a jigsaw puzzle.

As a fellow recovering perfectionist and A+ student, I get it. I spent years trying to edit myself to fit other people's expectation. But here's what I've learned: the real magic happens when you stop trying to get it "right" and start being unapologetically yourself.

That's why I created Emerge — to help folks like us remember who we are beyond all the roles we play and expectations we're trying to meet. Because your wants and desires matter and you deserve to feel fully alive and unreasonably excited about your life.

My qualifications:

  • International Coaching Federation (ICF) accreditation- Associate Coach Level

  • Certified Cycle Coach from Cycle Coach School with Claire Baker

  • Certified Self-Belief Coach from Self Belief Coaching Academy with Sas Petherick

  • Certified Wellness & Life Coach through Coach Training EDU

  • Graduate of CULTIVATE, a program on trauma-informed space holding, with Katie Kurtz

Questions you might have…

  • That’s okay. This isn’t school. There’s nothing to “catch up on.”
    Emerge is designed to meet you where you are — not where a better, shinier version of you should be. You can show up messy, quiet, behind, confused, and you’ll still be welcome. The work often continues even when you’re not “doing” it.

  • Yes and no. Emerge is a hybrid: part coaching container, part self-led journey, part soft place to land. It has structure — monthly calls, weekly check-ins, a Notion space — but it’s not linear or prescriptive.

  • That’s entirely up to you. Some people check in weekly and come to every call. Some dip in and out as needed. There’s no “right” way to engage. You could spend 20 minutes a week reflecting in Notion, or come to monthly calls and just be witnessed. Either way, the work still works.

  • They happen once a month on Tuesdays at 11am London time.

  • No. Emerge is coaching — which means I won’t diagnose, treat, or offer clinical care. We will talk about feelings, trauma patterns, shame, longing, identity, power, and your inner world. This space pairs beautifully with therapy, especially if you’re ready to move from insight to integration.

  • That’s actually the perfect time to join. Emerge isn’t about knowing where you’re going — it’s about getting honest about where you are. We’ll explore what’s underneath the fog, fear, and fatigue. You don’t need a 5-year plan. You just need a little willingness to meet yourself where you are.

  • Readiness is a story perfectionism tells. If you’re waiting until you feel certain, grounded, healed, or clear — you’ll wait forever. Emerge is a space where you don’t have to be ready. You just have to be willing.

  • That depends on what you think working means. If you’re hoping for a step-by-step system that fixes you in 30 days, this isn’t it. If you’re longing for a space where your full, flawed, brilliant self is welcome — and where change happens through presence, not pressure — this might be the space that changes everything.

Feel free to reach out if you have any other questions!