The Story Behind the Digital Alchemy Lab
If you’ve ever felt that gap—between what you know is in you and what you’re actually putting out into the world—I want to invite you into this experience.
Seven years ago, I launched my first online course: Behind the Scenes of a 6-Figure Squarespace Business.
It was my first year crossing the $100K milestone, and I wanted to share everything I was learning. On the surface, customers were satisfied. But something about what I was offering didn’t sit right with me.
You often hear about the “skill gap” in creative fields like design, music, or art—that stretch between your taste and your technique. But in coaching and mentoring, that same stretch often goes unspoken.
I started asking myself harder questions:
Could I repeat this “success” reliably?
Could I share the dream I was living—without selling the dream?
And most importantly: How can I hold space for someone else’s transformation while I’m still in the middle of my own?
A few months later, I took the course off the market—and went back to the lab.
The Seven-Year Experiment
Over the next seven years, I stress-tested everything: my philosophy, my purpose, my commitment.
I started new Squarespace businesses.
Built SaaS tools.
Bought and sold digital assets.
Ran workshops.
Gave talks.
Sat on panels.
Launched products.
Shut others down.
Refined the way I worked, taught, and moved through the world.
I needed to see the path clearly—and be honest about what gets in the way, both inside and out.
So I could finally answer the real question:
How do you do this sustainably?
Not just once.
Not just for a launch or a season.
But in a way that continues to create freedom, impact, and income—without burning out, selling out, or losing yourself in the process.
From Theory to Practice
Last summer, I invited a small group of designers and developers into a 1:1 coaching experience.
I wanted to see what would happen if I brought everything—my frameworks, my philosophy, my full attention—into direct relationship with a handful of people doing the work.
No curriculum.
No fluff.
Just presence, perspective, and practice.
Over nine months, we unpacked pricing blocks. We refined offers. We rewired how they thought about time, energy, and ownership.
Most importantly, we turned the raw material of their past projects into systems that could scale.
That’s what the Digital Alchemy Lab is all about.
Learn more about the Digital Alchemy Lab, a monthly mentorship and community for freelancers who want to build systems that compound.
