Our founder Sarah's core values are wonder, justice, community, and adventure. The corporate world made her feel like she had to hide those parts of herself, fit the mold, be "buttoned-up." 

So she created a company that fostered an ability to do meaningful work without sacrificing who she was. Work that complemented a rich life, not consumed it. Work that encouraged showing up fully and imperfectly.

And she suspected other visionary leaders wanted to do things differently, too.

The Alchemist by Paulo Coelho has always been a guiding force. Santiago, the main character in the book, embarks on a journey seeking his "personal legend”: his purpose and destiny. He learns that the real treasure is the growth found in the journey itself, and trusting his own intuition even in the face of uncertainty. We bring that spirit into everything we do.

In choosing a name, Sarah kept coming back to the juniper: a tree that grows on the side of a mountain where nothing else can. Despite the elements, it adapts, and even thrives, in scarcity. It flourishes quietly, growing in beauty and wisdom.

That tension captures what we bring to our work: perseverance and heart, fearlessness and intention.

WHY Juniper Collective

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If this resonates with you, then you're probably our kind of person. We'd love to meet you.