Meet Justine Jamieson. “She feels a lot,” that’s how someone recently introduced her — Justine giggles; her charm is magnetic.
“I live my life by feeling my way through it. Kind of like how a caterpillar just knows where to find the good leaves,” she beams. “I want to try every leaf before I die.”
Like every compelling hero’s journey, Justine’s has a shadow protagonist — one that exhales beauty, miracles, and death in the same breath.
“I’ve seen so many miracles happen,” says Justine. “And when I leave this earth — as we all will — I want to know I lived fully. I want to feel more than I think. I want to co-create beauty. And I want to make good choices for the wellbeing of the planet, myself and my community. Maybe by sharing cool stories, I’ll inspire others to do cool things.”
Her voice wavers in saying this. Her eyes well up. Justine feels a lot.
To understand how Justine came to lead the rebirth of Good — as founder of Potency Publishing, and now its publisher, editorial lead, and commercial weaver — is to know her journey through darkness, and her evolution and return to the light.
“Good has always been a really shiny thing,”
Justine says of the magazine she’s worked with twice since 2019 — first as commercial manager, then as editor-at-large. “People loved it because it told good stories about good things. It had a kind of magical glow.
“But then it all just fell away.”
The April/May 2025 edition of Good, Issue 99, was to be the last from publisher SCG Media. The team was devastated — although Justine sensed it coming. Her contract had ended just before she left for a healing retreat in Costa Rica; a journey funded by generous humans who believed in Justine’s recovery from a life-threatening condition.
But the timing was a blow.
“I was trying to save my life, pay for expensive alternative treatments, and suddenly I lost my only income — my passion; the one thing that was still bringing me a spark. That’s when you have no choice but to surrender and trust the unfolding; when you have no view of what’s next, and you’re in real survival mode — in the truest sense of the word.”
It was Justine’s turning point; her do or die.
“You can sink into suffering and think, ‘Poor me,’ or you can be present, dance in joy at an ecstatic beach party, eat juicy soursop fruit, and ask the ocean the quiet question: ‘What’s the opportunity in this moment?’ I chose to believe in the voice, to ‘buy Good’.
“Some people suggested I go on a sickness benefit, rest and just scrape by,” she says. “But a bold friend — one more aligned with my way of being — encouraged me to submit a bid for Good.”
Justine had just one week.
“I sat still, leaned in, and called it in. People aligned to the vision started to feel my wolf-like call — the first investors literally called me and I asked them for investment.”
Her bid — more than she ever imagined offering — was guided by intuition.
“I believe once you fully commit, the universe aligns. One person said, ‘I’ll give you $5,000 just to be part of the dream,’ and that was all I needed to know the ball was rolling. I call it interabundance — collective prosperity, many people giving for Good.”
On the day the hammer fell, Justine’s bid won. All the money came in. “So yes, I believe in magic,” Justine laughs.

Building Community
It wasn’t just money or magic that revived Good. It was the strength of Good’s community — its readers and a network of passionate, values-led people that Justine has cultivated over the years.
“Mum taught me about caring for others,” Justine reflects. “She was always bringing people together. As kids, we’d bake and deliver it to elders, just to check in. Mum taught me that no one gets left out.”
That imprint led Justine from her childhood in Purau Bay, Banks Peninsula, into her adult life as an entrepreneur, connector, and now media visionary.
Today, Justine’s shaping Good into a purpose-driven social enterprise powered by community.
“The media is powerful, yet it can be stressful and disconnected. I learned that the hard way. So with this opportunity, I want to do it differently.
“There are so many incredible creators out there — and I want to connect with them, and connect them with each other. I want to bring back events, interactive series, podcasts, and real-life experiences. I want us to give more than we take — including giving back to the Earth, which gives us everything.”
Justine and her team are building a new Good platform that supports co-creation.
Putting Wellness First
“Working long hours alone behind a screen isn’t healthy. Co-creation brings more balance,” Justine explains.
She adds that integrity is at the heart of Good. “Everyone in our creative community is passionate about their craft. We care for ourselves, each other, and the planet. We give back.”
That same sense of connection extends to Good’s readers. Justine, who won national awards for her Ti Ora Tea Talks, believes that aligning people with mindful brands doesn’t always need a financial motive.
“Connection is the purpose. That’s alignment.”
Justine backs her Good team to live well, and has embedded wellness values into the community. Curators receive monthly wellness gifts, like massages, and the team gathers regularly with their wellness coach, social entrepreneur and shareholder Daring Donna Murray.
“Our wider community is also supported by Wendy Douglas — who runs Wendy’s Wellness at Splore Festival. These two are powerful community weavers. Their essence is joy, and I know they’re the right people to help bring us together as Good.”
Justine doesn’t just talk about building community — she lives and breathes it as a co-owner of a regenerative eco-region in the Kaipara Harbour. She’s learned how a community can thrive.
“Radical responsibility is the heart of true community,” Justine adds. “You take ownership of your wellbeing, your choices, your impact. You choose what you want to activate. That’s sovereignty. That’s living well.”
Justine’s also embedding systems into Good that enable her creators to thrive — not burn out.
“We honour natural rhythms. We don’t expect women to work hard through their bleed cycles. We don’t glorify late nights working. Creativity should flow — you should feel the words, not just read them. We don’t force anything here.”
Justine is clear, too, that Good isn’t about profit. “It’s about purpose”, she says.
Advertising revenue goes toward community experiences, tech development to make things easeful and to elevate team wellbeing. A portion of every dollar earned goes back to nature — through ocean clean-ups, tree planting, and environmental regeneration.
“Everything is connected,” Justine adds. “Every act, no matter how small, makes a difference to the collective, it’s called tensegrity.”
Good’s slogan is ‘live well’. But this is not just a slogan — it’s Justine’s life goal.
Buying Good was a Good thing.
About Justine Jamieson
Justine is an award-winning, purpose-driven entrepreneur with over 16 years of experience spanning publishing, leadership, strategic innovation, and values-based storytelling.
Achievements with Good include:
- 2020 Webstar MPA Awards (NZ):
- Best Sales/Marketing Solution (Winner, Good Magazine & Ti Ora Tea Talks)
- Most Valuable Team Member (Winner, Justine Jamieson)
- 2020 Best of Natural Awards:
- Launched in partnership with HealthPost to celebrate ethical, sustainable brands
- 2022 Best of Natural Awards:
- Revived post-COVID with HealthPost to spotlight outstanding natural products