Meet Etre Britta of St Soleil

Today we’d like to introduce you to Etre Britta.

Hi Etre, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I founded St Soleil in Australia in 2016, initially as a creative exploration of art, symbolism and the inner life. What began with tarot gradually evolved into a broader independent publishing practice, bringing together my interests in visual art, literature, philosophy and the ways we make meaning of our experiences.

Over the years, St Soleil has grown into an independent publishing imprint producing tarot, journals and symbolic works. Each edition brings together original writing, research, art direction and considered print production, with an emphasis on creating objects that can be kept, returned to and lived with over time.

The journey has taken me internationally, including a period establishing the business in Downtown Los Angeles. Today, St Soleil works with selected retailers and distribution partners across international markets, with inventory held in the United States, Australia, Asia, Europe and Scandinavia.

More recently, my focus has expanded toward longer-form writing, art history and archetypal psychology, shaping the next chapter of St Soleil as a publishing house.

I still oversee the creative direction of the imprint, from initial concepts and writing through to materials and production. That independence is something I value deeply, as it allows each work to develop with a clear creative vision rather than simply following commercial trends.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
St Soleil was bootstrapped from very little, and I was fortunate to experience remarkable organic growth in its early years. But the creative entrepreneurial path certainly isn’t for the faint of heart.

There’s a constant push and pull between the creative work you set out to do and the realities of running a business. Some days you’re immersed in writing, art direction or developing a new publication; others you’re navigating manufacturing, international logistics or putting out unexpected fires.

I’ve had to learn almost every aspect of the business firsthand, often through trial and error. Perhaps the greatest lesson has been learning to protect the creative vision while building the infrastructure needed to sustain it. It’s an ongoing balancing act, but one that’s taught me an enormous amount about resilience, independence and trusting my own direction.

Alright, so let’s switch gears a bit and talk business. What should we know?
St Soleil is an independent publishing imprint creating original works across tarot, journals and symbolic literature. Our publications sit at the intersection of visual art, philosophy, mythology and the inner life, bringing together original writing, research and considered print production.

What distinguishes St Soleil is our approach to each publication as a complete work, rather than simply a product. From the symbolic systems and editorial content to the artwork, typography, materials and binding, every element is considered as part of the reading experience.

We’re particularly known for our tarot editions and annual Celestial Journal, which explore symbolism and cyclical time through both visual and written forms.

What I’m most proud of is that St Soleil has developed a distinct creative identity while remaining entirely independent. We’ve never been particularly interested in following trends or producing for the sake of volume. The intention has always been to create thoughtful, enduring publications that people can return to over many years.

As the business grew and investor interest emerged, I found myself making a very deliberate decision about what I wanted St Soleil to become. I realised I was far more interested in making a meaningful creative contribution than pursuing growth and profit for its own sake. Commercial sustainability matters, of course, but I’ve always wanted it to support the work, rather than dictate it. Preserving that independence has become one of the things I’m most proud of.

As the imprint evolves, we’re expanding further into literary and art-led publishing, continuing to explore the relationship between symbolism, self-inquiry and the human experience.

If you had to, what characteristic of yours would you give the most credit to?
Oh gosh, there are so many you need in order to step away from the mainstream path in order to build your own. I would say discernment, coupled with a willingness to persevere. Creativity gives you the ideas, but discernment allows you to recognise which ones are worth bringing into the world, and which opportunities might take you further away from what you’re trying to build.

I’ve learned that not every opportunity for growth is necessarily an opportunity for progress. Sometimes the most important decisions are the things you choose not to pursue.

Running an independent publishing house requires resilience, adaptability and a certain tolerance for uncertainty. But I think the ability to remain curious, trust your creative instincts and protect the integrity of the work has been the most important quality of all.

Contact Info:

• Website: https://www.stsoleil.com
• Instagram: https://www.instagram.com/st.soleil_/

Image Credits
© St Soleil