My name is Joana, I'm 43 years old and I'm from Setúbal. I am the founder of Helliza. What few people know is that as a child, I dreamed of being an actress, singer, painter, musician... basically, an artist. I wanted to tell stories, give voice to emotions, live many lives in one.
Life took me down a different path — perhaps not so far from my initial dream. I chose to study Social Communication, interned in a newsroom, and ended up pursuing a career in journalism for 14 years.
Those were intense years, filled with learning, rigor, and dedication. Years where I learned to observe, to listen, to seek truth between the lines. But at a certain point, I didn't feel fulfilled.
I moved to Costa Vicentina to join a tourism project focused on sustainability. It was a change of pace, priorities, and vision. Soon after, I became pregnant. Motherhood brought new clarity: the lack of a support network and, above all, the deep desire to spend more time with my daughter made me rethink my path.
Today I continue to tell stories — but in a different way. Through Helliza, I tell a story of identity, heritage, and purpose. A story made of noble raw materials, time, and intention. Helliza is born of love, resilience, and the desire to build something beautiful and lasting.
Perhaps, deep down, I never left the stage.
I just changed the scenery.
