NOW Co-Founders

Elizabeth Ellames | Co-Founder 

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Creator and Director 

Master your talents, create your art, always give generously, and never give up on your loved ones or yourself. 

Hello, I’m Elizabeth, an Archetype Specialist and Creative Producer who has a passion for social change. I started my own business back in 1984 – with an extensive career in the world of personal and professional development, combined with studying Cinema and Film at Flinders University; I have applied this comprehensive body of knowledge to become an expert in the field of archetype branding for personal, career, business, and leadership development. I help people and businesses gain clarity about the value and culture connected to their story, their brand, and their purpose. I also create video content that validates people, culture, and community.

As a co-founder and principal team member of NOW it is my pleasure and responsibility to uphold the vision and integrity of the NOW Empowerment Collective brand. 

Elizabeth Ellames – seeded the original idea “social and spiritual synergy creates social change” back in 2011 – For many years it had been her vision and passion to create positive social change in the world. Naively she thought she could do it on her own, but fortunately, she came to the conclusion that in order for her vision to become a reality, it would require building a community of like-minded people…Elizabeth needed to align her vision with the visions and hearts of others. Elizabeth shared her heartfelt vision in Adelaide, South Australia, by simply emailing 24 women from her social and professional networks, inviting them to participate in a 12-month social synergy venture, whereby they would learn a new way of contributing and collaborating. Over the years, this seed idea continued to grow – It grew into The Unite Your Light New Style Leadership Program and United Projects Initiative, which formed an integral foundation for the NOW Empowerment Collective.

Cherie Rowett | Co-Founder 


Creator and Director of

The brain or mind is amazing and is interconnected with our emotions, behaviors, instincts, and choices. Understanding how it all works can help us understand ourselves in social situations and team situations, and when facing or leading change.

Hello, I’m Cherie a passionate Praxis Consultant and as an experienced occupational therapist and lecturer, I bring a practical understanding of neuroscience to share. My motto is to be Mindful and Heartfelt in life. I have a holistic view of human wellbeing – where the quest for meaning and purpose is central – growing praxis for purpose. 

I relish the heartfelt vision and commitment as a co-founder with Elizabeth. I love supporting people to grow their resilience and wellbeing as leaders at this time in history when that is exactly what humanity wants and needs.

Cherie Rowett – As a participant in Elizabeth’s social synergy venture, Cherie enjoyed learning experientially about leadership and collaboration. She discovered that her archetypes provide her with supportive, innovative, and directive elements in her leadership style, which together with her pre-existing professional skills in occupational therapy, and her personal brand story and values, has enabled her to identify her life purpose more clearly than ever before. Cherie accepted the invitation to become a co-founder of NOW Empowerment Collective, with a sense of responsibility to build a positive legacy for the next generations, who will benefit from new tools and pathways to cope with significant societal changes in livelihood and lifestyle. Cherie brings an occupational and humanitarian lens to her role in co-creating transformative spaces, events, and programs with the NOW team.

CONTACT US TODAY  –  Elizabeth Ellames | Cherie Rowett