A membership for creative soulpreneurs
Raw material goes in.
Something worth sharing comes out.
PLR, journal prompts, half-finished things and ideas can all be transmuted into newsletters, journals, and digital products that become uniquely yours. This is what I do.
And inside the Lab, I show you exactly how.
Here's the thing about building an online business no one tells you...
At some point you have to stop chasing the thing that works for someone else and figure out what actually works for you.
For me, that took about 27 years. I've tried the big courses, the live workshops, the complicated funnels, the strategies that promised to change everything. I've also built and rebuilt after AI killed an income stream, after the pandemic took another, after I had a heart attack and took a year off and then came back anyway.
And when I finally sat down at the end of last year and asked myself what I actually wanted, the answer was embarrassingly simple.
I just want to write my newsletters and make my journals.
That's it. That's the whole thing. And when I looked back at 30 years of doing this, I realised I'd been doing the same thing all along, taking whatever raw material was in front of me and turning it into something that was unmistakably mine. A classified ad newsletter in 1997. A pseudonymous blog when I was too broken to use my own name. A media company built from scratch. Journals, planners, digital products, bundle sales.
Different raw material every time. Same alchemy.
The Alchemy Lab is where I do that now, and share what I learn with you.
THE MEMBERSHIP
Where the Transmutation Happens
So, here's what I mean by alchemy, practially speaking.
I take raw material: PLR content, journal prompt packs, conversation starters, half-formed ideas, even something I read that makes me think and I put it through a process.
It's all about figuring out what the material wants to become, and then I build it into something that couldn't have come from anyone else.
And then I document it and share it with you. Not the polished finish, but the full process... the raw material, the thinking, the wrong turns and rabbit holes, and the thing that finally clicked... usually at about 2 a.m. on a Thursday.
There's no formal curriculum. Just the work... done, documented, and shared in a way that makes sense and makes it easy to take what resonates and leave the rest behind.
Lab Notes... from inside the process
Every week I write Lab Notes. It's not a newsletter in the usual sense. It's really the heart of the membership.
It's more like the seven pages of lined paper that I wrote by hand before I ever opened a word doc, because some raw material needs the slow way first.
It's the thing I figured out this week. The thing I tried that didn't transmute the way I expected. The PLR I bought and what I'm turning it into. The astrology card I pulled that reoriented the whole week. The price decision I made and exactly why. The moment my little voice said something obvious that I'd been overthinking for months.
It's real. It's long sometimes. And it comes from inside the actual alchemy, not from a content calendar.
You'll also get access to the community on Heartbeat.
And a growing library of completed transmutations: screen recordings, written walkthroughs, GPT tools, and resources from projects I've actually finished and feel good about sharing.
How it all works...
There are no live sessions in the Lab. No Zoom calls, no scheduled events, no feeling bad because you missed something.
Alchemy doesn't happen on a schedule. I built the Lab to reflect that. Everything here is async, everything is documented when it's ready, and nothing requires you to be anywhere at any particular time.
Lab Notes lands in your inbox. The community is there when you want it. The library is there when you need it. You can go deep on a Tuesday night or catch up on a Sunday morning or just read the notes and feel like you're not doing this alone.
That last part is maybe the most important part.
This is for you if...
You're building a solo online creative business and you want it to feel like yours, not like a slightly worse version of someone else's.
Maybe you're sitting on a hard drive full of PLR you paid good money for and haven't touched, because you're not sure how to make it sound like you. Maybe you've got notebooks full of ideas that never seem to make it to a finished product. Maybe you have the raw material and you're missing the process that turns it into something worth sharing.
Or maybe you've been at this for a while and you're just tired of advice that assumes you have a team, unlimited energy, and no problem performing your progress for an audience. You want to see how someone who's been doing this for thirty years actually does it, including the parts that don't go smoothly.
You want a community that doesn't require you to show up on cue. Resources that come from real work, not theory. And someone to write to you every week from inside the actual process and say, here's what I took in, here's what came out, here's what I learned.
This is not for you if you need live coaching, a done-for-you service, or a structured curriculum with a clear start and finish. The Lab doesn't work that way. It moves at the pace of real work, and the raw material changes as my business does.
YOUR HOST
Hi. I'm Ruth.
So, I've been doing this since 1997. My first online business was a weekly newsletter where I sold classified ads on Clickbank, because PayPal didn't exist yet. Since then I've published newsletters under my own name and under a pseudonym, built a media company, hosted bundle sales, created PLR content, made journals, sold digital products, had a heart attack, rebuilt from zero more than once.
Looking back, every single version of my business was the same thing: take whatever was in front of me and transmute it into something that was unmistakably mine. The raw material changed. The alchemy didn't.
I'm a soulpreneur who runs her business to fit her actual life, not a productivity template. I use Human Design, astrology, and tarot to inform my decisions, and I'll tell you about that when it's relevant. I price in Canadian dollars because it's a values thing. And I write Lab Notes by hand first, because some things need the slow way.
The Lab exists because I finally understood that the transmutation itself is worth sharing, not just the finished product. If you're sitting on raw material of your own and you want to see how that process works, I'm glad you found this.
Frequently Asked Questions
Nope. The Lab is designed to work around your flow — not the other way around. Everything’s delivered through email and the member area so you can dive in when your energy (and schedule) say “go.”
Lab Notes every week from inside whatever I'm working on. Access to the Heartbeat community (Monday, Wednesday, Friday check-ins). And a growing library of completed projects ... screen recordings, written walkthroughs, and GPT tools from things I've actually finished and are ready to share. And whatever other goodies I come up with along the way.
Yep! As soon as you sign up, you’ll get an email with your login details and an invitation to start exploring.
You’re absolutely welcome here. The Lab is about experimenting, learning, and finding what feels aligned — whether you’re just planting your first seeds or already knee-deep in projects.
Yes. You’re never locked in. If you decide to leave, you can cancel with a couple of clicks from your account. You’ll still have access until the end of your current billing cycle.
A new newsletter system, products from repurposed PLR, journals and printables for my shops, and whatever else decides to show up. I'm pretty sure there'll be a custom GPT or two in there as well. The honest answer is I don't plan it all in advance. That's kind of the whole point.
Not at all. Just because I use "woo" tools to blend intuition and strategy doesn't mean you have to. You can take as much (or as little) of the woo as fits your vibe.
No. The alchemy is in the process, not the tools. I work primarily in Systeme, Canva, and Heartbeat, but you don't need my stack to apply what you learn.
The raw material is already there.
The Alchemy Lab isn't a promise. It's not a blueprint or a system or a guarantee that your business will look a certain way by a certain date.
It's a place where someone who has been transmuting raw material into something worth sharing for thirty years does her actual work, writes about it honestly, and hands over the findings. Where the community is warm and the resources are real and nobody is performing their success for an audience.
If you've been sitting on raw material: ideas, PLR, half-finished things, a vision you can't quite make tangible, and you want to see what the transmutation actually looks like, this is the place.
Come on in.
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