Why I Started 528
by Jasmine Monaco, Founder of 528 Wellbeing
Life until quite recently, for me, was a long corridor of coats or maybe a huge wardrobe instead – a bit Narnia-esqe. Different roles and different versions of myself that I tried on. Some beautiful, some necessary, some heavy, some borrowed. I wore the coats the world handed me, and the coats I thought I needed to survive or succeed.
But somewhere between airports, treatment rooms, board meetings, and bedtime stories, I realised something quietly life-changing – the only coat I wanted was the one I was born with. The return to myself might just be the best journey of all.
In my teens and twenties, I tried on many coats:
- the spa therapist
- the healer who focused on nothing else
- the consultant
- the corporate strategist
- the fixer who could solve anything
- the woman who could do all of the above without resting herself
- the burnt out woman who thought I should maybe give this all up
- the mother who never wanted to be apart from her babies but also needed a breath
I loved each of these coats (apart from the old, moth-eaten burn out coat).
Each coat taught me something. Each coat brought me closer to myself. But none of them were the perfect fit.
I realised over time that none of this was 100% me nor ever could be 100% me:
Not 100% polished.
Not 100% professional.
Not the version shaped by expectation.
Not the stay at home mum nor the girl boss.
The version that felt true was the one rooted in messy, beautiful humanity, holding all of the above but also granting myself the grace to put these roles down or dial them up whenever life asks and more importantly, whenever it feels right.
That realisation became the seed of 528.
Trying On Coats — And Taking Them Off
My true coat, this coat, the one that finally felt like home was woven from motherhood, experience, intuition, lineage, land and the strong inward pull to choose a deeper path.
528 Wellbeing is the expression of that path.
The Pulse Beneath 528
528 is the frequency I returned to — a vibration of repair, harmony, love and heart.
For years, I have worked across luxury hospitality, shaping spas, retreats, and wellness concepts around the world. I love the work, truly — but I also see what is often missing.
I want to create a home for the kind of wellness that doesn’t chase trends — but remembers. A timeless devotion to the wellbeing of mind, body and spirit.
Wellness is continually evolving, and I welcome that. But wellness is also ancient, and I protect that.
528 stands at the intersection of both — honouring the past while shaping the future.
What We Hope to Achieve
1. We Protect & Celebrate Ancient Wellness Traditions
We champion healing artists whose work is rooted in depth, devotion, and cultural integrity — amplifying their voices, honouring their lineages, and creating pathways for their work to be seen and valued.
2. We Curate Soulful Spaces Around the World
Through our Soulful Space Guides, we celebrate sacred spaces, hotels, studios, retreats, and sanctuaries shaped by intention, beauty, and humanity. We honour the places led by kindness — where service is heartfelt, teams are valued, and wellbeing is held as a genuine commitment. Regardless of star rating or location, spaces that care for people deserve to be seen. Our role is to help share these story with clarity, reverence, and integrity.
3. We Build Wellness Concepts That Feel Alive
Our consultancy blends operational excellence with soul — creating healing spaces and guest experiences that feel both modern and deeply human.
4. We Hold Space for Community & Connection
From time to time, we host virtual gatherings that invite people into conversation, healing, and shared experience — weaving a global community that values depth over performance. These sessions are open to all: accessible, inclusive, and rooted in the belief that wellness is a human right, not a privilege reserved for a few. We reject any energy that suggests otherwise!
5. We Help Restore Soul and Humanity to Wellness
Above all, 528 is here to bring wellness back to what we feel it truly is: a remembering of who we are, where we come from, and what keeps us well.
Starting 528 Wellbeing was not only a business decision but it was a homecoming, A return to the cosy coat that finally fits (even it it feels a little big at times!). A return to the frequency that feels true.
And from that place, all we hope to offer is something gentle and useful: work that steadies, supports, and quietly contributes to a world that, in many places and within many people, is trying its best to heal.
J x
If this resonates, I’d love you to stay with us
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