Annamari Lammassaari, a seasoned executive and entrepreneur, brings forth 35 years of international experience in her role as VP of multinationals with global responsibilities. Having led a humanitarian international child-centred NGO in the past, her transformative journey has shaped her into a recognised journalist and a dedicated mentor for change. Currently devoting all her time to advancing sisterhood, Annamari organises transformational retreats and provides mentorship.

Raised in the Finnish Lapland by a resilient mother, she learned early on to carve her path independently, drawing upon inner resources often referred to as Sisu—a Finnish expression embodying grit, resilience, and bravery. The arctic gentle flame she calls joyhood, a chosen attitude to life, has guided her through situations where a combination of sisu and joy was indispensable. In 2014, Annamari founded her women empowerment organisation and collaborated with governments and leading international women-centred organisations in countries struggling with gender equality. Her transformative events have touched the lives of women across diverse cultures and backgrounds, emphasising the belief that sisterhood has the power to move mountains and that defining our identity is within our grasp.

Annamari specialises in teaching women aged 50 and above to strengthen the courage muscle while nurturing the innate joy of life—a birth gift that resides within us all. As a journalist, she shares empowering stories of women who have embraced joy despite challenging circumstances. Through signature retreats and mentoring, Annamari imparts the wisdom of sisterhood, unlocking the inner, unshakable resources we all possess.

In today’s rapidly changing world, Annamari advocates that women need more courage, joy, and sisterhood than ever. At the age of 64, she stands unshakable, refusing to dwell in the shadows. Her arctic flame has left an indelible mark on women across continents, earning her the reputation of a trusted authority and thought leader for La Joie—the joy of life as a life force for change. International women leaders recognize her as a superconnector and woman of wisdom.

Having relocated to the enchanting Provence five years ago with a one-way ticket and only two suitcases, Annamari dedicates her time to assisting smart, solo, and independent women aged 50 and above in taking charge of their lives. Based in beautiful Provence, France, for the past five years, she believes that togetherness and sisterhood, combined with the joy of life, open hearts to new powers.