Today we’d like to introduce you to LaToya ‘Toi’ Powell.
Hi LaToya ‘Toi’, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve always been a builder—of ideas, of teams, and of experiences that help people feel something and take action. My background is rooted in marketing operations and program/project leadership, where I’ve spent over two decades leading creative work at scale: managing cross-functional teams, building systems that keep work moving, and translating strategy into execution across multiple brands.
My passion for helping others has allowed me the space to build a platform that houses my many talents and skills—services, storytelling, creative arts, and more. My current goals include selling Dreama’s Wellness™ products, which are bath salts made with ancient minerals, herbs, and 100% natural essential oils. Brand partnering with Young Living Essential Oils and Wyld Notes has helped me see the potential in my wellness business.
Over time, I realized my sweet spot sits at the intersection of structure and creativity. I’m equally comfortable building an operating model for a complex marketing ecosystem as I am directing a shoot, producing brand content, or shaping a live experience. The common thread is storytelling—making sure the message is clear, the visuals are intentional, and the work actually connects with the audience.
That’s what led to me legalizing the name The TOI House, LLC. I created it in 2010 as a multidisciplinary creative home where strategy meets art, and where innovation—especially responsible AI—supports the creative process rather than replacing it. TOI stands for Take On Innovation and is also my nickname. Today, I partner with entrepreneurs, brands, and artists who want their presence to be elevated and cohesive: strong story, strong visuals, and a clear plan to show up consistently.
I’m currently offering 4-week classes and building a community choir at my local YMCA to create safe spaces for my community to explore their full artistic and creative potential.
Whole person life coaching and my recent relationship with God has created a dynamic perspective in my life, and it plays a part in the healing journey—not only for myself, but also for others who come to my classes and sessions. Unlocking grief, trauma, and spiritual uneasiness helps my clients break through into their potential—because if it isn’t discovered and addressed, it can keep blocking their best spiritual gifts and talents, and the success and thriving they’re meant to experience.
Art therapy has helped me maintain good self-care and mental health. I appreciate using art as a resource for healing, and although I am not a therapist, as a whole person coach (mind, body, heart, soul, and spirit), I utilize these tools to help my clients encounter themselves and explore who they are in a safe space—with my support and the support of other coaches employed by The TOI House.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not at all. It’s been rewarding, but it hasn’t been smooth.
One of the biggest struggles has been learning how to carry a big vision without burning out. When you’re multi-talented and you genuinely want to help people, it’s easy to say yes to everything—projects, people, opportunities—and then look up and realize you’re doing too much without enough structure or support. I’ve had to learn how to pace myself, set boundaries, and build systems that keep me consistent without exhausting me.
Another struggle has been being taken seriously when your work doesn’t fit into one box. I do marketing leadership, creative direction, wellness, coaching, community programming—so sometimes people don’t know where to “place” you. I’ve had to get really clear about my message, my value, and what The TOI House stands for. I’ve learned that alignment matters more than approval.
I’ve also faced personal seasons that tested me—grief, transitions, trauma and spiritual growth. Those moments forced me to do my own healing work while still showing up for others. But that’s also what deepened my purpose. It taught me the mission isn’t just creating beautiful work—it’s creating safe spaces where people can grow, heal, and step into who they’re called to be.
And honestly, creating “space” is what I do—I love making space for others. I place myself at the front of my welcome mat and usher people in with a huge smile and a big hug. I listen for what they’re really going through, what they need, and what they want, and I’ll say, “Ok, let’s start with the hardest thing you’ve ever done and work our way backwards from there. Let’s discover how you did it. What were the obstacles, and how did you overcome them?” From there we can figure out what to keep, what to prune, and how to translate that model into something more finessed for where they are now—whether that’s a curriculum they’re working through, tasks they need to accomplish, or a new goal they want to set.
That’s my superpower—getting under the hood of someone’s life, understanding them, and leading them with grace, strong conviction, and pleasantries… because not everyone reacts or receives information the same way. To truly be valuable, I’ve learned I have to stay flexible and adaptable to what people actually need.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My work sits at the intersection of structure, creativity, and healing. Through The TOI House, LLC, I build experiences, programs, and systems that help people and brands get clear, show up consistently, and create something that actually connects.
What I do and specialize in is a mix of:
+ Marketing operations + program/project leadership (I’m the person who can take the big idea and build the plan, the timeline, the process, and the follow-through.)
+ Creative direction and storytelling (helping brands and individuals communicate who they are with strong visuals and a clear message.)
+ Whole person life coaching (mind, body, heart, soul, and spirit—helping people work through grief, trauma, and the things that block their gifts.)
+ Community programming (classes, workshops, and building spaces like my community choir where people can explore their creativity safely.)
I’m known for being able to “get under the hood.” I listen deeply, I see patterns fast, and I can help people take what feels messy and overwhelming and turn it into something workable—something they can actually move on. I’m also known for creating space. People feel welcomed, seen, and supported, but they also know I’m going to keep it real and help them do the work.
The spiritual portion of my work goes back to my upbringing in a Pentecostal family. My grandparents are Bishop and Pastor of our family church, and my mother, aunts, and uncles are all uniquely gifted and talented. Music has been part of my life since early childhood—and so has dance and discipline. As an alum of a militant style marching band, an instructor of marching band and a purple belt in mixed martial arts, I learned the discipline and leadership I needed to fulfill a dream and destiny that I believe God placed on my life.
After a traumatic event, I prayed and prayed for healing and relief from torment—and God heard my cry. That in itself is a miracle, because I truly believe I wouldn’t be here today if it wasn’t for His mercy, love, forgiveness, and the power of miraculous healing. Placing my faith in God has opened doors, but placing my burdens at His feet has also taught me how to release control and trust Him. I’m still learning, but I’m much further along than where I started—and I can feel God’s hands on my shoulders even as I participate in this interview.
What I’m most proud of is building The TOI House as a home for all of what I carry—my leadership, my creativity, my faith, my love for community, and my commitment to helping others heal and grow. I’m proud of every client and every student who has walked away with more clarity, more confidence, and more courage than they came in with.
What sets me apart is that I’m not one-dimensional. I’m a woman of God. I can be strategic and creative, nurturing and direct, spiritual and practical. I can help you build the system, tell the story, and do the inner work it takes to sustain the results. I also create stories, music, ads, and short films for my own pleasure to share with my community of readers and viewers. That combination—plus the way I genuinely care—is why people don’t just hire me. They stay connected.
And Dreama’s Wellness is my wellness brand created to bring rest, release, and relaxation to my community as they explore who they are. In Genesis 2:2–3, God created the world and when He was finished, He rested. As creators made in the ultimate Creator’s image, we have to remind ourselves that even God needed to rest—so why shouldn’t we?
How can people work with you, collaborate with you or support you?
People can work with me, collaborate with me, or support me in a few different ways.
Work with me through The TOI House, LLC:
+ Creative direction + storytelling (branding, visuals, content strategy, campaigns)
+ Marketing operations / program + project support (systems, planning, execution, and keeping the work moving)
+ Whole person coaching (mind, body, heart, soul, and spirit—clarity, healing, and next steps)
Book me for speaking engagements:
I’m available for panels, workshops, keynotes, and community conversations on topics like purpose + identity, healing and resilience, creativity as a tool for growth, faith and discipline, building systems that support your vision, and innovation/AI as a support for creators and entrepreneurs.
Attend my events (and stay connected):
I’m building a full events schedule that includes classes, workshops, retreats, and community outings designed to create safe, inspiring spaces for growth, creativity, and wellness. The best way to stay in the loop is to subscribe to my website, become a member, and check my events page for what’s coming next.
Collaborate with me:
If you’re a brand, artist, entrepreneur, nonprofit, or community organization and you want to build something meaningful—an event, a workshop series, a creative project, or a wellness experience—I love partnerships that are purpose-led and community-centered.
Support me and what I’m building:
+ Purchase and share Dreama’s Wellness™ products
+ Join my 4-week classes and help spread the word
+ Participate in or sponsor the community choir I’m building at my local YMCA
+ Share my work—my stories, music, short films, and content—with someone who needs it
If someone wants to start, the easiest way is to connect with me on social media or reach out directly, tell me what they’re building (or healing through), and we’ll figure out the best next step.
Pricing:
- $75 Creative Wellness Coaching
- $25 Dreama’s Wellness Single Vials
- $60 Dreama’s Wellness Bath Salt Triad Set
- $155 The Rose Codex — Apothecary Edition
- $250 The Rose Codex — Full Collector’s Edition (Limited)
Contact Info:
- Website: https://www.toipowell.com
- Instagram: https://www.instagram.com/thetoihouse/
- Facebook: https://www.facebook.com/TheToiHouse/
- LinkedIn: https://www.linkedin.com/in/latoya-powell-pm/
- Youtube: https://www.youtube.com/@ToiPowell
- Other: https://linktr.ee/ToiPowell
