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Stop being so hard on yourself.

You've tried pushing through. You've tried creating more willpower. It's time for a fresh approach. One that is more kind.


SelfCareSchool gives you tools that feel like relief, not pressure.


  • 🔧 Mindset shifts that work for people with busy, complex, real lives

  • 💬 Language that makes sense of your patterns without shame

  • 🤝 A calm, practical way to stop abandoning yourself

  • 🌿 Insight that actually sticks – even on your hardest days


You don’t need fixing. You just need one tool which transforms the way you speak to yourself.


Inside SelfCareSchool I walk you through every single step, with a simple, repeatable formula, you can use in every area of your life.

SelfCareSchool membership teaches you

how to solve problems like:

  • "I can't say no without feeling guilty"

  • "I overthink everything"

  • "Why has diet culture still got a grip on me?"

  • "I'm overwhelmed"

  • "How to stop apologising for everything"

  • "I'm stuck"

  • "Why can't I just ask for a raise?"

  • "I keep f'ing things up"

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Here's what I'd guess about you

You're generally fine. Until something goes wrong. Then you go straight back to the story about how you mess everything up

You want to set boundaries but you're scared you'll upset people.

You want to rest but you feel guilty when you're not doing something.

You overthink everything, then bottle it, then beat yourself up about bottling it.

You're your own worst enemy.

And you're exhausted.

Join SelfCareSchool and get coaching, classes and community

Stop the self sabotage and create more kindness

Learn how to stop being your own worst enemy, so you can live the life of your dreams.
Get instant access

What is SelfCareSchool Membership?

A quick explainer

If you're someone who knows you'd never speak to a friend the way you speak to yourself.

Here's How to Stop:
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Here's the secret... 🤫

It's as simple as learning ONE method. You don't have to "fix" yourself or become a different person. You just have to learn to catch your inner critic before it takes over. That's it. I'll show you exactly how inside SelfCareSchool.

SelfCareSchool is a group coaching community

Where we focus on emotional wellbeing, reclaiming our power from the capitalist patriarchal nonsense living rent-free in our heads. This is a space we learn how to apply our politics to ourselves, our bodies and our lives. For wisdom, for kindness, for ourselves and others.

Do you have any brain gremlins?

Tell me if this sounds familiar... You have this brilliant idea, you are just about to start it and then a brain gremlin pops up and tells you that you’re a bit rubbish and you don’t know what you are doing.


Or your friend does something really good

... and even though you love them, you can’t stop measuring yourself against them, and for some reason, you always seem to fall a little bit short?


You've read the anti-capitalist manifestos and bought the pin badges

but you still catch yourself working too hard and basing your value on your productivity.


And you have share feminist memes and champion your sisters

...and yet, still catch yourself being really damn mean to yourself in the mirror.

I am going to let you in on a little brain breaking secret:

there is nothing wrong with you.

A collection of tools

to support you in your journey to make peace

  • With Your Confidence

    From body image to communication to second-guessing ourselves - when we build our confidence we pave a path to self trust.

  • With Your Time

    From scheduling to decision-making to people pleasing, we have courses to guide you through the time and energy sucks which are holding you back.

  • With Your Mind

    The way we think changes everything. We teach tools to notice what our brains is telling us, notice the stories we tell ourselves and find ways to take a fresh approaches.

You don't have to become a different person.

You don't have to wait until you're "ready"


You just have to learn to interrupt the pattern before it makes the decision for you.

That's it.

I walk you through every single step inside SelfCareSchool.

I'll show you everything you need to know, and you'll learn exactly what to do if you get distracted.

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Blending counselling, coaching, mindfulness and guided introspection techniques

SelfCareSchool helps you unpack your thoughts and connect the way you care about the world to your own self care.


If you are someone who often finds themselves saying "I know that, but I just don't feel it" or "I would never speak to anyone else the way I speak to myself" - this work is for you.


These are methods which robustly test those thoughts you keep undermining yourself with and map a path to where you want to be.


I know I have tried it. These are the tools which have helped me shift stuff I spent over 20 years in therapy trying to resolve. They have proved to be so solid in their results that I decided to train with my teacher's teacher.


I feel like I have a toolkit for life, and I am on a mission to make these tools as accessible as possible.


If you're looking to try and establish some new patterns in your life and see some epic results, you're in the right place.

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A simple, repeatable formula

You can use every time your inner critic shows up. We learn with:

  • Coaching (connect)

  • Video lessons (learn)

  • Workbooks (apply)

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"I heard it was accessible pricing"

It is! (but the buttons only allow me to link to one price)


Click here to apply for the scholarship option:

Hardship scholarship application



People who are able to pay the full fee help me ensure no one is ever turned away for financial reasons.

If you'd like to Pay Forward and sponsor someone on the course, please let me know.

SelfCareSchool is a space for people who care deeply, feel too much, and want to stop abandoning themselves in the name of being “good.”

Inside, you’ll find the tools no one taught you — to set boundaries, build confidence, and unlearn the stories that keep you stuck.

If you're looking for a clear, practical methodology to bring about concrete change

This is what we do.

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Working on our mindset changes everything

What would you love more of?

  • Better Body Image?

  • More Confidence?

  • Better Boundaries?

  • More Time?

  • More clarity?

  • More hope?

Who am I?

Hi, I'm Anna, also known as HeardinLondon

I'm Anna, a mindset coach, empowerment photographer, feminist, Buddhist and circus expert, and I have spent over two decades focusing on social justice and how to find creative solutions to help people reclaim their bodies and minds. I am a confidence coach for people who hate having their photograph taken. I believe by taking on the responsibility to do our own work, we resource ourselves to support more people. I have helped thousands of people untangle the stories they tell about themselves, so they can lead more joy-filled, relaxing lives. I am on a fierce mission to equip people with the mindset tools they need to break through their own self-sabotage and live their wildest dreams. We all deserve that. And I don't think we should all magically know how to manage our minds, if no one ever teaches us.

Anna HeardinLondon

Confidence coach and empowerment photographer

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  • Purple background with a caucasian woman holding a megaphone with a testimonial for HeardinLondon's SelfCareSchool
  • Pink background with a woman holding a megaphone with a testimonial for HeardinLondon's SelfCareSchool

This is a place where we learn

With kindness, laughter and self-compassion. And a large spoonful of social justice and practicality thrown in for good measure.

  • Why mindset is the key

  • Why you keep tripping yourself up

  • Why self-sabotage is a time and energy thief

  • Why toxic positivity doesn't work

  • How to train your brain to create habits which serve you

  • Tools to stop running from your emotions (so you have more time and energy for the important stuff in life)

What you will leave with


⭐️ More confidence, energy, and time (for your relationships and for everything else in your life - yourself front and centre)

⭐️ The ability to stop feeling overwhelmed by everything, all the time

⭐️ A solid method to implement clear boundaries

⭐️ The ability to be more present and authentic for yourself and others

⭐️ A robust methodology to solve any problem


FOR THE REST OF YOUR LIFE

Join the Membership

Get the goods for your brain

  • £97.00 / month

    Full Wage Monthly Membership - Weekly coaching call and over 25 courses

    Join in here

  • £47.00 / month

    Concessions Monthly Membership

    Join in here