There’s something deeply grounding about speaking with a woman who hasn’t taken the straight road - as so many of us don’t. This conversation with Jo was a beautiful reminder of how purpose can unfold quietly, intuitively, and without a map.
Jo has photographed a couple of shoots for Dew & Dawn, and I’m always in awe of the immense presence she brings to her work. Her ability to guide and hold space - with gentleness, depth, and authenticity - is a true gift.
Recently, I visited Jo at her home to take part in a practice she’s currently refining before sharing more widely. It was a photoshoot, but not in the usual sense. We began by pulling oracle cards, burning eucalyptus leaves (and with them, some old emotions), and gradually dropped into a slower, more embodied awareness; of breath, of body, of the anchors within. I started the session feeling awkward and self-conscious… and ended it feeling open, relaxed, and deeply free. That shift was entirely due to Jo’s intuitive way of creating space, guiding with ease, and gently allowing.
In this conversation, Jo shares her journey of reconnecting with her purpose - not through a single lightbulb moment, but through soft nudges, curiosity, and a willingness to start again.
It's a reminder that purpose doesn’t always arrive with clarity or certainty. Sometimes it unfolds slowly, softly, and over time.
As we learn to listen, trust, and take the next right step.
Check out Jos work at @tender.edgestudio and if you are in the Melbourne area look out for beautiful upcoming offerings from her.
What does the word ‘purpose’ mean to you, and how has your understanding of it evolved over time? (is it a thing you do, a feeling you feel, a desire for something, a knowing or a resonance)
Purpose means engaging in something meaningful that feels personally fulfilling—something that sparks joy in me, aligns with my values, and allows me to use my unique strengths and gifts in a way that contributes something to the world.
Can you share a moment or experience that was pivotal in helping you discover your purpose?
I remember at 39 feeling like I was not where I wanted to be approaching 40, no job, no purpose, no house, no partner. I read The Squiggly Career book which kept bringing me back to photography, a passion I’d rejected as a career because it felt too insecure. I was also afraid that turning it into a job would put pressure on my creativity, but when I looked deeper the root was fear of failure.
My 2nd interest was mental health, also rejected as I had no desire to commit to a degree and years of study.
The universe however started presenting me with small opportunities and little pokes — a paid photoshoot here, a conversation with someone there, a government funded course in mental health popping up on a search etc. Things kept appearing and I just followed those golden threads without thinking about the end result.
Now 2 years later I have a photography business, I facilitate womens circles and I’m studying a 6 month Cert4 in Mental Health full time with the intention of working 2-3 days a week in that field to create financial stability, which gives me the freedom to dedicate 2-3 days a week to my photography—on my own terms.
There hasn’t been one pivotal moment—it’s felt more like slowly adding bricks to a house I’m building without no blueprint. Purpose, for me, has been something that’s unfolded after I surrendered to the unknown, and has taken shape gradually, through small decisions, reflections, and course corrections along the way.
Ruby: How do you balance pursuing your purpose with the demands of everyday life?
Jo: Truthfully, I don't! I never quite feel like I'm on top of anything (or will be) and that seems to be a shared experience amongst my peers.
Ruby: Do you think purpose is something we find, or something we create? Why?
Jo: A bit of both, If you're passively waiting for it to find you, you may be waiting forever. But if you chase it and push it too intensely, you can lose sight of opportunities in the present & miss what truly matters.
Ruby: Are there any daily practices or habits that help you stay aligned with your purpose?
Jo: I always do too much & overextend so I try to repeatedly bring myself back to slow quiet pockets of me-time to help me reconnect with myself so I don't loose touch with my purpose. But it's a constant relentless practice! My natural state is fast.
Ruby: What challenges have you faced in living with purpose, and how have you overcome them?
Jo: Fear of failure, financial anxiety and feeling like there's never enough time. I wouldn't say I've overcome them, I just try to view them as passengers on this journey and not let them take the wheel. I'm aware they're there and their job is to keep me 'safe'.
Ruby: Who or what inspires you to stay connected to your purpose when things feel overwhelming?
Jo: I actually surrender to the overwhelm, I try to take time out and allow myself to just be overwhelmed, messy, down etc. I also try to surrender to the guilt that comes with that!
I have a support group of two other women and we meet to talk about our businesses, and sometimes simply being seen and sharing our similar challenges helps us feel like we're not alone and not be so hard on ourselves. A support network is important!
Ruby: If you could give one piece of advice to someone searching for their purpose, what would it be
Jo: Try not to think about (or overthink) the end result, because the journey isn't be linear and things will pivot. Instead follow the things that bring you joy and see where they lead, whilst staying tuned into your intuition and your 'why' (your deeper reason or intention behind doing anything that you do)
Self Portrait by Jo + A moment captured on film at a Dew & Dawn shoot.