Meet Clear Quartz Creative's Cast of Characters

In my work, I use client characters—detailed, fictional representations of my ideal clients. Each character reflects the specific details, goals, challenges, and values of the people I work with most often. Most of my work has been and continues to be with wellness & creative entrepreneurs. Having worked with many naturopaths, massage therapists, nutritionists, hypnotherapists, wedding and event planners, astrologers, etc, I've created these characters so that I can focus on the unique needs of different types of entrepreneurs, just like you.

Why I Use Client Characters—and How They Help You

They Make Big Ideas Relatable

When I share concepts about business alignment, decision-making, or branding, client characters help bring these abstract ideas down to earth. By illustrating how these concepts apply to real-world scenarios, it’s easier to understand how they fit into your own business. It’s not just theory—it’s actionable insight tailored to situations that might match yours closely.

They Help You See Yourself in the Process

The more detailed the character, the more likely you are to relate to them. When you see how one of these characters is navigating a decision or facing a challenge, it gives you a clearer picture of how you might approach it in your own business. You’ll feel a sense of connection and start to see your own potential path to growth and clarity.

They Showcase Diverse Experiences

Every entrepreneur has a unique journey. Some may be just starting out, while others might be refining an established business. By sharing multiple characters, I can show how different business owners benefit from the tools, strategies, and approaches I offer—no matter where they are on their path.

In essence, my client characters serve as a mirror and a guide—allowing you to see what’s possible and what works for people like you. As you explore the characters in my posts and offerings, I hope you’ll find inspiration, clarity, and the confidence to take action in your own business.

Each “pretend person” on this page represents a real-life example of my clients, and their stories are used throughout my work to illustrate concepts in different business types.

With that in mind, I’d like to introduce you to the cast of characters who help me bring concepts to life. Let’s meet the characters who will guide you through the practical application of the strategies I share.

Imani - Lactation Consultant at Breathe and Bond

Breathe & Bond Lactation Support is a mobile lactation consultancy led by solo entrepreneur Imani Ellis, offering personalized breastfeeding guidance, empathetic newborn care consultations, and community-focused workshops for parents navigating the challenges of early parenthood.

Imani's Origin Story

Imani’s journey started with supporting her best friend on her new motherhood journey, which reminded her of how she had searched alone for answers in a whirlwind of conflicting advice. That experience ignited a passion for helping parents feel empowered, supported, and seen. What started as one mom helping another evolved into a heart-centered business that champions connection and confidence. From supporting a mother struggling with her first latch to guiding a family through their third baby's unique feeding challenges, working with Imani is an experience of trust and care.

Imani's Ideal Client

A parent or set of parents seeking compassionate, practical support for their breastfeeding journey and early parenthood. They value expert guidance that feels accessible and deeply personal.

Imani's Offers

Imani provides in-home or virtual consultations that focus on understanding each family’s unique circumstances and challenges. From latch techniques to milk supply concerns, these sessions are personalized and judgment-free.

Workshops are important to Breathe & Bond, fostering community among parents and offering evidence-based insights on breastfeeding, infant sleep, and postpartum health. Imani also collaborates with local paediatricians, doulas, and prenatal yoga instructors to ensure parents receive holistic support. As well, she hosts tailored training sessions for healthcare professionals to deepen their understanding of lactation support and communication strategies with new parents.

Get to Know Imani Better

• Imani uses a digital Business Binder™ to track her growth and decisions – see how she organizes hers here.

Grace - Upholsterer at Haven Furniture

Haven Furniture is a custom upholstery business led by solo entrepreneur Grace Patel offering personalized design consultations, reupholstering existing furniture pieces (sofas, chairs, ottomans, and benches) and DIY kits for enthusiasts who want to learn the basics of upholstery.

Grace's Origin Story

From restoring a client’s grandparent’s rocking chair for sentimental reasons to creating a unique bench for a small business owner’s store, Haven Furniture works on projects that have emotional significance for clients. Grace got into upholstery through her love of vintage furniture. When she inherited pieces from her grandparents’ victorian home, she started reviving some beloved heirlooms and this sparked a passion that became a booming business. 

Grace's Ideal Client

An individual or family who values high-quality, custom-designed furniture and wants to transform their space with personalized pieces that blend style, functionality, and craftsmanship.

Grace's Offers

Grace uses traditional hand-stitching techniques. Her custom service combines luxurious fabrics with vintage furniture for a modern classic look, to match her clients’ colour palettes and add texture to the design of their space.

The design consultation is personalized and collaborative. In this one-on-one session, clients share their vision, style preferences, and functional needs. Haven guides them through fabric selections, style options, and custom designs, presenting sketches and swatches to help visualize the final product.

The DIY upholstery kits are a unique feature for Haven. Grace started offering these kits after hearing from friends and clients that they wished they had her skills. Helping people discover the satisfaction of working on smaller projects themselves is the main goal, while the kits also teach them an appreciation for Grace’s artistry. Each kit includes personal touches from Grace and handwritten notes.

Find Grace Featured Elsewhere

• Grace's complete brand voice guide is featured in my book Beyond Brand Voice.

• Grace chose to create a print Business Binder™ - see how she's set it up in this example.

Zarya - Physiotherapist at WorkWell

Zarya Morozova is the solo entrepreneur founder of WorkWell Physiotherapy, a wellness-focused practice. Specializing in remote workers' needs, WorkWell offers virtual consultations, customized wellness plans, and ergonomic workspace solutions to help clients achieve relief and resilience everyday.

Zarya's Origin Story

Zarya’s journey began with her passion for helping people live healthier, more balanced lives. After years of working with clients in traditional physiotherapy settings, she noticed a recurring trend—many of her patients were struggling with posture-related issues and discomfort caused by long hours spent at desks or in home offices. Seeing how these challenges impacted their overall well-being, Zarya realized there was a growing need for accessible, tailored care designed specifically for remote workers and office-based professionals.

Determined to bridge this gap, Zarya founded WorkWell Physiotherapy to bring relief and resilience to those who often put their physical health on the back burner. Her mission is to empower clients to thrive in their workspaces while maintaining balance in their bodies, using a combination of education, practical tools, and compassionate care.

Zarya's Ideal Client

A remote worker or office-based professional who seeks personalized, sustainable strategies for physical wellness. They value accessibility, proactive solutions, and expert guidance that actually fits into their daily routines.

Zarya's Offers

Zarya provides one-on-one virtual consultations, offering remote workers actionable advice on improving posture, reducing physical strain, and establishing healthier habits. These sessions are designed to fit into her clients’ busy schedules and focus on achievable, incremental progress.

For those looking to enhance their work environment, Zarya offers ergonomic workspace assessments. These evaluations help clients optimize their home offices with furniture and setups that support their bodies' natural alignment.

In addition, WorkWell hosts workshops for remote teams, addressing topics like preventing burnout through movement, creating effective daily routines, and stretching techniques for long work hours. These group sessions build camaraderie while promoting collective well-being.

See Zarya Here as Well

• Zarya's Business Binder™ helps her track her decisions and systems – explore her setup here.

• See how Zarya's self-talk shifts in this article about what I've dubbed the Careful Calibration Effect.

Client characters and their stories appear throughout my work.

When you encounter these characters in one of my think pieces, blog posts, social media content, courses, or workshops, consider how their experiences and challenges might be similar to your own. These characters face real business decisions, just like you, and have navigated hurdles in ways that align with the strategies and tools I offer.

Ask yourself:

• How does this character's approach to decision-making align with my current challenges?

• What lessons can I learn from this character' growth?

• Are there elements in the character's journey that could inspire a change or shift in my own business?

Whether you're refining your brand, building your client experience, or working through tough decisions, the character examples I share can help you to reflect on your decision-making in entrepreneurship.

Each character's story is more than just an example—it's a guide for how to approach challenges with intention and confidence.

By connecting with these characters, I hope you’ll see that the strategies I share aren’t just theoretical—they can be practically applied, tailored to your unique journey. Your journey is yours alone, but with the right tools and insights, you can align your business with your values and goals—just as Imani, Grace, and Zarya's characters have done. Reflect on what resonates, and move forward with confidence!