Jessica Armstrong stands out in a world of people who are happy to sell their services but lack lived experience of what they are offering. Her story—from working in hospitality to becoming a successful life coach with two businesses—is one her ideal client can inspire and relate to. Where once her experiences forced her into a downward spiral, they now influence groundbreaking techniques with real-world effects.
But before there was Jessica Armstrong Co., a flourishing life coaching business, there was the person who started it all. Like those of the people she works with, her story is unique. Exploring it is central to discovering how Jessica took a deep dive into herself, found her purpose, and got to where she is today.
Let go or set free?
Jessica Armstrong aspires to a world where people can accept their flaws without fear of judgement. To that end, she would be the first to admit that alcohol was a feature of her early years, distracting her from the unfulfillment she felt. She had already reached a self-proclaimed ‘rock bottom’ when she took a restaurant management job, which only made her onward journey more fascinating.
“I was feeling lost, hopeless, and depressed,” Jessica confessed. “I ended up being overworked in a restaurant management position. But before starting, I was already deep into using alcohol to cope.”
Fortunately, even a young Jessica had a goal: to save for a sea kayaking trip to Alaska. When she finally had the money, it turned out to be the leap she needed to take. Not long after returning and discovering her true self without distraction, the restaurant let her go. In retrospect, it set her free, as the door to the next stage of her life opened before her eyes.
Entrepreneurship from the embers
It wasn’t an overnight transition. Before Jessica could become the coach she is today, she had to learn a few more things about herself and her aspirations.
While a career in real estate led to her first step as an entrepreneur, it was the things she learned about herself that would prove the most valuable. She was repeatedly told ‘No’ by higher-ups when she tried to progress, which led to the realisation that if she wanted success, she’d have to make it for herself.
With a little encouragement from her partner Travis, she started a real estate transaction coordination business called ‘TCCREATED.’ The affirmation of self-made success and healthy working relationships gave Jessica a newfound confidence in her abilities. But the journey she had been on inside revealed her true purpose; not real estate, but life coaching.
A future born from the past
The ‘wellpreneur’ founded Jessica Armstrong Co. with a simple mission: to help others see the same transformation in their lives that she did. One could endlessly discuss the outcomes different clients achieve: finding their true desires, healing traumas, or accepting their imperfections. But two simple things were instrumental in Jessica’s journey to her best self.
“Negative self-talk, for example, telling yourself that you aren’t good enough, is one of the main connectors between my clients and me,” Jessica said. “One of the hardest things I went through was being stuck in a negative narrative and not knowing how to get out. Finally being awakened to it can change your outlook on success in life and business.”
Secondly, Jessica believes helping her clients to create space in their minds is a gateway to unlocking their success. Having filled that gap with alcohol for many years, she understands how having no room to think creatively can stunt progress. “I’ve been able to be a good leader, partner, friend, and mentor because of the space I’ve created for myself,” she said.
From a seemingly inescapable place of depression and substance abuse, Jessica Armstrong now feels joyful each day. In contrast to other life coaches, who claim overnight epiphanies led them to prosperity, her journey was gradual, sustainable, and real. Finding similar realities in her clients’ stories and showing them the way forward will be the hallmark of her coaching business long into the future.
