As this work requires vulnerability and commitment, I share my journey to offer a space where you can feel seen, safe, and inspired to begin your journey forward.
Ashley noor, certified jungian coach + Shadow work guide
As this work requires vulnerability and commitment, I share my story to offer a space where you can feel seen, safe, and inspired to begin your journey forward.
my jounrey From Survival strategies → conscious inner authority
The Foundation of the Imprint
Forming the Persona
I was raised in a home marked by dysfunction, extremely low income, and unpredictable chaos. I became an adult long before my time, serving as the emotional caretaker from early childhood onward.
By age five, I was solving for my mother’s complex mental health disorder (BPD), which included addiction and extreme mood swings, while simultaneously navigating my father’s rigid religious beliefs and unpredictable behavior.
In that environment, a survival code began to form, and unbeknownst to me, would set the course for my years ahead.
I learned that love equated to self-sacrifice. That my worth was tied to over-functioning. My safety relied on being agreeable and anticipating everyone's needs meant surviving.
Though my deepest desire was for stability and love, living in what I perceived as the opposite environment imprinted a core belief upon me, which I internalized and would become my deepest driving assumption...my anthem, so to speak.
"I was unworthy of the love and stability that others had - and that it would always be hard."
From childhood into adulthood, I carried the hidden belief that I was inherently less than others because of my circumstances.
the greatest gift WE CAN GIVE OURSELVES is learning
how to choose authenticity over attachment
the greatest gift WE CAN GIVE OURSELVES is learning how to choose authenticity over attachment
The Persona
The Illusion of Success
As an unconscious adaptive strategy, I built a meticulous Persona: polished, highly capable, and hyper-independent. This mask became the identity I clung to, the image I believed I needed to survive the world.
I successfully became the high-achieving, resilient girl who made it out, culminating in a career as an executive leader of global hospitality brands. This Persona helped me achieve physical escape and professional success.
Yet, beneath the facade, lived a distorted self-concept and an exhaustion beyond measure. Operating at an unsustainable pace, endlessly managing everyone around me, while excessively numbing myself to cope, I became a master of contortion.
I learned how to be whatever anyone needed me to be as an unconscious strategy to keep the peace - and try to find somewhere to belong. I was applauded for my self-abandonment and over-functioning, and the reinforcement helped me thrive. I wore my burnout like a badge of honor.
Survival mode was my baseline—and the place I mistakenly believed my value lived.
The Persona in the Making
What beliefs about how you need to be PERCEIVED are working against you?
HOW I NEEDED THE WORLD TO PERCEIVE ME
The easygoing one who was accommodating
The hyper-independent one with no needs
The strong, resilient one who “made it out”
The overachiever who could handle anything
The one who silenced truth to protect others
The perfectionist who could execute anything
The reliable, problem-solver
The fun-loving host who made others feel seen
The “nice girl” who kept everyone comfortable
CARRYING THAT PERSONA ACTUALLY MEANT
I was consumed by survival - caretaking for my family, struggling to stay afloat, and pushing past my limits at work.
I attracted partners who lacked emotional and intellectual depth; distant, unfaithful, and under-functioning - and I poured my energy into trying to fix them.
I had few to rely on, surrounding myself with people that mirrored my past, and I didn't know how to ask for help.
Internal exhaustion and resentment, hidden behind a smile, and driven by the need to belong.
I numbed myself and abandoned my own health and needs.
My controlling upbringing taught me to be agreeable to keep others comfortable — but at the cost of my own sense of self.
No matter how much I worked, fixed, loved, or pleased, life kept mirroring the same story back to me - not because it was true - but because my unconscious survival strategies kept pulling me into the same type of dynamics, again and again.
I poured myself into achievements and relationships, unknowingly recreating the very dynamics I had been fighting to escape since childhood.
Transcending Pain to Purpose
The quest for clarity → The catalyst for change
In a relentless quest to dismantle survival mode, I began an intensive inward journey when I realized that my choices in love, work, and family were all a direct reflection of what lived inside me.
Driven by this discovery, I immersed myself in Jungian Depth-Psychology and Shadow Work, seeking to unravel the unconscious patterns and make real, lasting change.
Then tragedy struck. Of all the things I had endured in this lifetime, never could I have imagined what was ahead.
One random Friday, I received the phone call that would forever change my life. My younger sister had passed away unexpectedly—and just like that, my entire world collapsed.
The devastation took with it everything I was gripping onto so tightly, fooling myself that I could fix or manage. I was faced with everything I had worked so hard to escape—and the role that I was playing.
Grief shattered everything I thought I knew to be true. Yet, in that darkest devastation, something deeper awakened.
The illusion of control completely crumbled, and for the first time, I stopped abandoning myself. A slow drip, planting one foot on the ground, day-by-day.
This was a raw and messy reckoning of allowing myself to fully see what was happening inside, and begin to let go of the identities I was clinging to, one step at a time.
If willing to let go, something new emerges.
From the depths of pain came purpose—and from this catalyst, a rebirth.
"it's always darkest before the dawn" ~ Florence + the machine
In Loving Memory of MARWA
Marwa symbolically represents the "Mountain," and it is named in honor of my younger sister, Erica Marwa Marie, who tragically passed away at 34.
Her life was marked by unimaginable hardships, yet even as she carried a heaviness within, she radiated a light that uplifted others.
I didn’t know it then, but I now understand that my sister and I were reflections of each other’s Shadow.
We adapted to our childhood in opposite ways - unconsciously creating personas that helped us survive, while mirroring back the disowned shadow parts of ourselves in one another - and triggering each other in that reflection.
I shaped myself into someone who was composed, controlled, people-pleasing, and overly responsible.
She became chaotic, carefree, rebellious, and unafraid to speak her mind. I tried to hold it all together; she let it all spill out.
Her expression to the world was colored in the very qualities I worked so hard to contain, just as mine embodied the ones she could not hold.
Together, we danced in the duality that lives within us all - the inner conflict - the unseen war of opposites - between what we allow ourselves to express to the world to be accepted, and what we bury deep inside.
In losing her, I came face-to-face with the very parts of myself I spent a lifetime trying to escape.
And in the depths of my grief, I found the courage to slowly, intentionally, bring those parts into the light—a journey towards individuation.
A rebirth of her spirit, woven into my own shadow integration.
The freedom we seek - the full expression of our light - lies hidden within the layers of our story and in the parts of ourselves we unknowingly repress.
It is my deepest hope that through this work, I can honor my sister and the life we endured - not only by carrying her light forward, but by helping others uncover their own.
Ashley Noor
MY JOURNEY HERE
From my early days as an executive in hospitality marketing and events to empowering people in business and life today, each moment represents the passion and dedication I bring to helping others succeed.
BS in Marketing; put myself through school, first graduate in internal family.
Chased luxury & built a successful career as a marketing executive in NYC.
Was an accomplished mentor and leader, and burnt out and disconnected.
Listened to the internal voice and went on a mission to find my purpose.
The path led me to the study of Jungian Psychology.
Marwa - a rebirth from the depths of grief - created as a space to support and empower women through the many layers of their life journey, beyond their origin story and conditioning.
