by Robbi James

At Creative Plus Business, our advisors and mentors are not only experts in their fields—they are passionate professionals dedicated to guiding creative individuals and businesses toward long-term sustainability and success.

With a combination of deep industry knowledge and lived creative experience, they support clients across Australia. One of these amazing experts is Robyn Saurine, a dynamic creative industry specialist whose diverse professional background brings a wealth of insight to her clients.

A Multifaceted History

Robyn began her professional journey in 2003 as an engineer, later transitioning into IT and project management in Australia’s education and mining sectors. Her career eventually took her abroad, where she expanded her expertise across Asia and beyond. During this time, Robyn also explored her passion for the arts, becoming a recognised abstract expressionist and performance artist. 

Her creative alter ego, Jolene Maleficent, channels music into visual storytelling through bold, experimental works that use unconventional materials to convey raw emotion and narrative.

After stepping back following the devastating 2022 floods, Robyn is now gently easing back into her artistic practice—reconnecting with the expressive roots that continue to shape her approach to business, coaching, and creativity. Her current work involves concrete and mixed media on wood, often responding to specific subject matter or exploring colour, emotion, and movement. In time, this evolving practice will reconnect with her background in performance, weaving together physical expression and visual form.

Robyn has exhibited in both solo and group shows internationally, and has extended that experience into project and artistic support for businesses across Asia, the UK, and the Americas.

She has cultivated an ability to view creativity through multiple lenses—cultural, professional, and personal—and she excels in helping creatives adapt, grow, or transition their businesses, offering expertise in visioning, strategic planning, marketing, operations, and community engagement.

Over the years, Robyn has built a strong reputation not only as an artist but also as a strategic thinker. Her entrepreneurial ventures include founding Humane Yoga, a thriving studio in the Northern Rivers region, and working as a human potential coach who integrates astrology into personal and business development. She previously served on the board of the Outpost Studios, a regional arts collective, further deepening her connection to the local creative community.

Blending Strategy with Creativity

Robyn brings a rare combination of creative intuition and analytical precision to her advisory work. With formal qualifications in Management and Business (Information Systems), and over ten years of experience running a multi-faceted private company, she supports creatives in fine arts, wellness, and business strategy. Her approach blends visioning with practical execution, addressing business goals while also considering the life balance, mental blocks, and transitions that creatives often face.

“I help individuals and businesses express their authentic potential. Whether that’s through a canvas, a business model, or a yoga practice, my aim is to foster meaningful connections between people and their communities.”

She is especially skilled in visioning, strategic planning, marketing, operations, and community engagement. Her coaching process often begins with identifying a client’s long-term goals, then breaking them into manageable, strategic steps. Robyn’s guidance is not one-size-fits-all—it is informed by deep listening and an intuitive understanding of the creative process.

Empowering Creative Businesses

As a business advisor, Robyn thrives on helping her clients find clarity and confidence. She has supported artists, performers, and organisations through economic shifts and periods of transformation, helping them realign with their purpose and sustain their operations. One notable success involved guiding a multidisciplinary arts organisation through a strategic pivot, resulting in greater community engagement and diversified income.

She also helped several early-stage creative businesses develop sustainable business models, mentoring them through branding, marketing, and building operational systems. Her ability to combine practical knowledge with a strong sense of creativity and empathy makes her an invaluable guide through complex transitions.

Robyn is also passionate about demystifying the business side of creativity. She works to ensure creatives feel empowered—not overwhelmed—by the tools of business, offering tailored, jargon-free advice in a supportive environment. “Many creatives feel excluded by traditional business language and systems,” she says. “I aim to translate those concepts into something that makes sense and feels empowering.”

A Client-Centred Approach

Building strong relationships is key to Robyn’s practice. She focuses on active listening and creating personalised strategies that respect each client’s vision and circumstances. Her coaching style is collaborative, empathetic, and deeply grounded in trust.

“My clients are the experts of their own lives,” she says. “My role is to walk beside them as a guide and a support. I build relationships on mutual respect, compassion, and curiosity.”

She also places high value on ongoing support, celebrating her clients’ wins—big or small—and remaining available as they grow and evolve.

Navigating Trends in the Creative Sector

Robyn remains attuned to both challenges and opportunities within the creative industries. On the positive side, she notes the rise of global connectivity, cross-sector collaboration, and demand for authenticity. At the same time, she acknowledges the impact of economic instability, burnout, and market saturation on artists’ well-being and viability.

“There’s more opportunity than ever to connect with audiences, but also more pressure to produce constantly,” she says. “Balancing that tension is something I often help clients navigate.”

Looking ahead, she believes technology and wellness will play increasingly vital roles in the sector. “AI, AR, and digital platforms will change how art is experienced, while well-being will become more central to creative practice.”

Advice for Aspiring Creative Entrepreneurs

Robyn encourages creatives to embrace their uniqueness, learn essential business skills, and build strong networks. “Stay authentic, adapt to change, and take care of yourself,” she advises. “Growth is a journey—celebrate your small wins and stay connected to your passion.”

She also stresses the importance of long-term thinking. “Know where you want to go in five or ten years, and start building toward that vision today. Strategic clarity can be a powerful motivator.”

Robyn brings a rare blend of creativity, strategic foresight, and emotional intelligence to the creative industries — a true guide for anyone building a sustainable and meaningful creative practice today.

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Keen to know more about how you could book up to 8 hours of free advice, guidance, and mentoring with Robyn? If you’re based in NSW you can do this now through Service NSW Business Connect. If you’re elsewhere get in touch with our team at hello@creativeplusbusiness.com.

Visit our Business Connect page to learn more about the program or get in touch with Creative Plus Business team for tailored help.