
samantha wills is a multidisciplinary creative, based in new york city——-storyteller. author. artist.
Recent Writings—————-
I have a habit of chasing new ideas—the exciting, shiny ones that don’t demand work, just possibility. But the ideas I’ve already started? They’re standing at the picket line, refusing to let me move forward until I finish what I began. No new inspiration, no fresh creative sparks—until I honour the ones that got me this far.
Nos·tal·gia (noun):
A longing wrapped in warmth. The ache of a memory too distant to touch, but close enough to feel. A bridge between who we were and who we’ve become. The past, golden at the edges, whispering that time once moved slower, that moments once held more weight. A love letter to what was, signed with the quiet knowing that we can never return—only remember.
One question keeps surfacing in nearly every Q&A session: “How do you move past the fear?”
It’s often asked by someone who feels they want to pursue a creative dream, an intuitive whisper, or even the more broadly ambiguous “The Thing.” Yet, they feel held back by fear.
Today, Marigold’s Magic Stars finds its way into the world. This is the story of how it almost didn’t make it—of rejections, redirections, and trusting creative instincts when the path was anything but clear.
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samantha wills institute———-
where your creative ideas meet their strategic compass.
This is a platform crafted for those who stand at the intersection of vision and action.
RECENT ARTICLES: FOR CREATIVES / ENTREPRENUERS
People don’t connect with perfection. They connect with recognition. A sense of oh, you’re like me. A moment of I see myself in you.
As creatives, we’re wired to chase new ideas. It’s what makes us visionaries, problem-solvers, and innovators. But it can also be what holds us back.
As creatives, we’re constantly encouraged to think outside the box, but what if—at least sometimes—the answer, or at least the starting point, is actually thinking inside the box?
Creative Depression is not clinical depression (though it can overlap), but rather a deep sense of frustration, exhaustion, or doubt that settles in when creative flow feels out of reach.
That restless feeling, the urge to make something, to express ourselves, but without any clear direction. It's that space between knowing we want to create something and not knowing what that can feel both exciting and frustrating.
Manifestation is not magic. It’s a process. A shift.
It’s about stepping into the trajectory of the opportunities we want—so that when they appear, we’re already in motion, ready to meet them.
We’ve been taught to seek approval over trusting our inner voice. Reclaiming our intuition means unlearning those patterns and trusting we know what’s right for us.
Many of us were taught as children that creativity wasn’t as valuable as academic success. As adults, that belief lingers, showing up as imposter syndrome or procrastination, sidelining our creative passions.
“Take your Broke Heart & Turn It Into Art”… or “Take Your Raging Fire And Build It Higher”…..
Paying attention to how your spirit feels during various tasks and in different environments can offer profound insights into your well-being and creativity.
Whether for a company, brand, or individual, harnessing distinctive statements and ownable language is a powerful way to define your voice and make statements your own (think Tim Ferriss: "Lifestyle Design", Marie Kondo's question of "Does it Spark Joy", or one that was never meant to be owned, but stuck anyway—Gwyneth Paltrow's "Conscious Uncoupling").
Start the work. Complete the work. Put the work out into the world. Begin the next work.
Our energy is our most precious currency. Like money in our wallets, we must spend it wisely and replenish it often.
This flood of information can be a double-edged sword, easily leading us down a rabbit hole of comparison and despair. Falling into this trap can swiftly propel us into a scarcity mindset, where we focus more on what we lack rather than what we have or can achieve. Understanding the impacts of scarcity versus abundance mindsets reveals much about how we approach our creative endeavours and career growth.
The halo effect is a cognitive bias in which an observer’s aesthetic impression of a person, company, or product influences their feelings or judgments about that entity’s character or properties.
If you don't own the platform where your community resides, your business is vulnerable. Make it a priority to lead them to your subscriber list, which you fully own. Don't build your entire house on borrowed foundations.
I have always been the Exhibit A of wanting things before my time, something my dad reminded me of growing up and even into my early twenties when my frustration overflowed. Some examples being….
In a world overwhelmed by choices, finding your unique niche is about more than just what you're good at; it's about combining your diverse talents in a way that resonates. This post explores the art of skill stacking, a method for creatives to navigate the sea of possibilities and carve out a space that's truly their own.
What I envisioned as a mere side quest turned out to be not a side quest allocation at all, and it was naive to even assume it would be as such, reaffirming my self-awareness that as a creator, I am not one who can compartmentalise. The breadth of the project consumes me relative to its breadth and density.
Surround yourself with people who encourage you (and hold you accountable) to create.
This faith is a deep-seated trust in our creative journey—a profound recognition that there's more at play than our conscious grasp can hold.
It is so easy to see currency as virtual love hearts, but if we prioritise the algorithm over our authentic work—our art, our business, our identity—we risk being remunerated only in fleeting digital approval.
Often the refining of what they want we want to create and why is the hardest bit for a creative.
RECENTLY PUBLISHED: LIFESTYLE / LOVE LETTERS
I have a habit of chasing new ideas—the exciting, shiny ones that don’t demand work, just possibility. But the ideas I’ve already started? They’re standing at the picket line, refusing to let me move forward until I finish what I began. No new inspiration, no fresh creative sparks—until I honour the ones that got me this far.
Nos·tal·gia (noun):
A longing wrapped in warmth. The ache of a memory too distant to touch, but close enough to feel. A bridge between who we were and who we’ve become. The past, golden at the edges, whispering that time once moved slower, that moments once held more weight. A love letter to what was, signed with the quiet knowing that we can never return—only remember.
One question keeps surfacing in nearly every Q&A session: “How do you move past the fear?”
It’s often asked by someone who feels they want to pursue a creative dream, an intuitive whisper, or even the more broadly ambiguous “The Thing.” Yet, they feel held back by fear.
Today, Marigold’s Magic Stars finds its way into the world. This is the story of how it almost didn’t make it—of rejections, redirections, and trusting creative instincts when the path was anything but clear.
The waterfalls and springs are believed to be the abodes of deities. .. it felt like visiting an ancient time.
“A tree house, to me, is the most royal palace in the world”
― MUNIA KHAN
A story about packing up all my belongings, letting go of my apartment & living in airbnbs, forgetting to pack underwear + a recent experience of a questionable massage…
…Move this experience to the top of your bucket list; every moment truly takes your breath away.
The pure joy of creating simply for creativities sake had no socket, I never sought a new creative outlet just for the pleasure of it; I built a creative business, but I didn't replace the hobby.
I am my own muse, I am the subject I know best. The subject I want to better.”—— FRIDA KAHLO
But until then, on this magical afternoon on the majestic Amalfi Coast and the final dip in the Mediterranean for a while... I am going to jump in.
Just one more dive.
We held heaven in our hands for days, yeah
You wait a long time for something wild to take you somewhere
And all I needed was to fly
It's a long way from paradise to ordinary
Picture us just smiling there, we didn't have a care
—-Tina Arena, Sorrento Moon (I Remember)
"Rome was a poem pressed into service as a city." - Anatole Broyard
"If London is a watercolor, New York is an oil painting. And Barcelona is a mural." - Ned Rorem
We are tiny amid this vast, wild, beautiful world. And venturing out into new areas of this world brings vast, wild, beautiful new ideas to me
sobremesa: the time spent around the table after lunch or dinner, talking to the people you shared the meal with; time to digest and savour both food and friendship.
“Madrid is enjoyed from the ground up.” —- Luis Antonio de Vega
A little story about caution, thrift, impulsivity and frivolity, travelling with a Scotsman and the mini-bar bankruptcy phobia.
Spain feels like the pace at which life is meant to be lived. And it is lovely.
Stumbling upon this gorgeous 1920s art deco, pre-war apartment felt like finding hidden treasure.
Its previous tenant had called it home for a quarter of a century. I could still detect the smell of the landlord's fresh coat of paint when I first stepped inside. I was the first person the owner showed the place to, and without hesitation, I said, "I'll take it!"
“Where’s Hilda?” someone enquired as we looked about unsuccessfully. Our search party continued for a few more minutes before it was discovered she was already out and about, straddled on the back of a party guest’s roaring Harley-Davidson cruising around town.
“Got no place to go, but there’s a girl waitin’ for me down in Mexico. She got a bottle of tequila, a bottle of gin, and if I bring a little music, I could fit right in …”
— THE COUNTING CROWS
I posted this quick before-and-after swipe of it on Instagram and received hundreds of messages asking what I used for the cosmetic, renter-friendly kitchen makeover — so this is how I did it!
Over the years I have seen a wedding proposal, a penis, a shoplifter entering the train carriage just as the doors closed — with the NYPD — behind him, I’ve seen a man ice a cake, many breakups, musical performances, drug addicts yelling abuse, and missionaries preaching for Jesus.
I recently spent a few beautiful days exploring Tiverton, Rhode Island. A bit over three hours’ drive from New York City, this part of the East Coast is known for its lobster and oysters — and it did not disappoint.
I reached out to my good friends here in NYC and asked them to share with me their three favourite things to do in the city over the festive season.
Here is our list. x
This city is at its most magical among its late autumn leaves and crisp December air. At this time of year, it hugs you and invites you into cosy cafes for a hot chocolate or bold merlot.
So, let’s see a tiny slice of the city, starting at Bryant Park and heading uptown…
Captured by photographer Corinne Parker
Luxury lounges, cabin and culinary, plus world-class in-flight entertainment — grab your passport because I want to take you with me as I fly from SYD to JFK (via HKG) so you can see what all the hype is about regarding one of the world’s most luxurious airlines.
It’s no secret that flying Business Class is not cheap. The only reason in those early years I was able to make my way into the Business Class cabin was through alliance loyalty and building my status and miles points. Here is a quick overview of how I flew luxury for less.

Marigold’s Magic Stars——-First Edition
now available
The tension between quantity and quality is a constant dilemma in creative work. Every creative professional, at some point, faces the question: should I produce more, or refine a single piece to perfection?
Knowing when to prioritise one over the other can shape your growth, output, and overall satisfaction in your creative career.