As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Tricia Sybersma.
Tricia Sybersma is the founder of HeartWorks, an innovative project where animals become artists, creating intention-infused paintings that are transformed into wearable pieces, home décor, and tools for daily grounding.
A certified HeartMath® trainer and advanced student of Dr. Joe Dispenza, Tricia combines science, energy, and creativity to help others navigate change with more coherence and clarity.
In this interview, she reflects on the pivotal moments, hard-earned lessons, and defining wins from her journey in building thriving online ventures.
What inspired you to start your business, and what problem were you passionate about solving?
HeartWorks was born from listening to animals. I’ve always felt their presence as healers and teachers, but when I saw horses, the cat, and the dog creating art with such intention, I knew this was more than novelty. It was a way for people to feel transformation daily. So many of us are busy, overwhelmed, or in-between life chapters. HeartWorks offers an important touch point, including art, blankets, scarves, and socks that carry animal wisdom into ordinary moments.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
We started in 2023 with a handful of paintings and wearable products. Since then, HeartWorks has expanded into meditations, gallery exhibits in New York, and upcoming immersive programs. A key decision was blending art with intention and energy science (HeartMath® and quantum biofeedback). It gave us both depth and credibility.
In your view, what truly sets your brand apart in today’s competitive market?
Animals are not mascots here; they are the artists, or, as we like to call them, Heartists. Each piece carries their heart energy, scientifically measurable and deeply felt. Unlike passive art, HeartWorks creations provide interactive support for transformation: you live with them, wear them, and engage with them.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Storytelling. Sharing the animals’ journeys and the intentions behind each piece resonates more than any sales tactic. When people hear that a rescue horse like Gwen or a Humane Society dog like Hanna painted their blanket or tumbler, they don’t just buy a product; they join a story.
How do you stay connected to your ideal audience and understand their needs or behaviors?
By listening. We invite people to pause with a mini-meditation or notice the feeling of putting on socks with intention. Their feedback often includes surprise: “I didn’t expect to feel so much.” That guides us in creating more supportive tools for the “messy middle” of life transitions.
What’s one branding move or campaign that helped elevate your business to the next level?
There are two moves equally impactful. First, participating in fundraising efforts for like-minded causes locally and internationally, such as Riding for the Disabled in the UK, and secondly, participating in international art exhibits. Seeing HeartWorks art in New York galleries validated the work as more than a niche idea. It positioned us as part of both the art world and the wellness space.
What does success look like for you, not just in numbers, but in purpose or impact?
Success is when someone feels calmer, braver, or more connected because of a HeartWorks piece. It’s in the stories of people saying a blanket felt like a hug during grief, or socks reminded them of their “infinite potential” before work.
How do you personally define success, beyond revenue and growth metrics?
Success, to me, is when HeartWorks creates a moment of connection, like someone feeling supported and welcomed into the herd because of a piece we’ve shared. It’s about resonance and impact. Revenue increases our outreach and offerings.
Can you share a challenge or setback that ultimately became a turning point for your brand?
At first, people thought, “Cute, animals making art.” That was discouraging. But it pushed me to refine the message: HeartWorks is not novelty, it’s intentional, energetic co-creation. That clarity turned skepticism into curiosity, and then into a deep connection.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Every day, I practice HeartMath® heart-focused breathing, gratitude reflection, and time with the animals. Even pausing for a “heart check-in” shifts my energy and opens me to creativity.
How do you approach innovation and risk in your business strategy?
With curiosity. From experimenting with wearable art to exploring biofeedback integration, I reframe risks as experiments. Some are learning opportunities, and many lead to unexpected breakthroughs.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Stay authentic and heart-centered. Technology is powerful, but don’t let it replace presence. Build your foundation on values and stories that resonate, then let tech amplify, not dictate, your message.
Where can our audience connect with you and learn more about your work or offerings?
Follow the herd and opt in on the website for offerings and be the first to see new paintings.
Soon to be released, HeartWorks’ first book, “Walking with the Herd”, A Heart-Centred Guide to See, Feel and Live YOUR Life.
- Website: https://heartworks.horse
- Instagram: @heartworks.horses
- Facebook: HeartWorks
- YouTube: HeartWorks Channel
