We spoke to Viennese photographer Isabella Jöch about Journey. Isabella worked for one of the biggest banks in Austria for over 10 years, helped set up Too Good To Go, and is now a successful photographer.
1. At first glance, your stations are very diverse, is there a common thread in your journey through the different professions?
That’s very true - looking at my career path, it might seem like I’ve taken a few detours. But today, I know, there has always been a clear common thread: people, purpose, and passion.
Human connection was always the most important part for me. Banking taught me how to create structure, work in teams, and support others in their professional growth. At 30, I quit and lived for two years in Australia, I studied project management while working in hospitality—one of the best experiences of my life. I loved being around people, working in a team that holds together, and creating positive experiences for others – and for sure, living at the ocean 🙂 In building up Too Good To Go, my passion for sustainability and community came together. I worked in Sales, met people from all walks of life, and led a team, realizing how much I love creating an environment where people feel seen, heard, and supported. After these very intense and fast-paced years, my health told me to stop and take a break.
Photography, in a way, was always there – many years without people in front of the lens. When I finally allowed myself to pause and listen to what I truly wanted, I realized that my love for human connection, my eye for aesthetics, and my ability to create a space of trust all come together in photography. Now, I capture not just faces, but personalities, emotions, and stories and I empower others to show up. In that sense, my path has never been disconnected—it has always been about making a difference, understanding people, and making them feel seen. And I’ve now finally found a creative way to do it.
2. Which stations on your journey have shaped you the most and why?
Sounds like a cliché, but looking back, each phase of my journey has truly contributed to the person I am today and the business I’m building. If I had to pinpoint one turning point, it would be my time in Australia where I stepped completely out of my comfort zone: I had to rebuild my life, travel on my own, make new friendships, learn a new language, and navigate the unknown on my own. This experience taught me how important it is for me to have a purpose and how deeply connected I am to nature. It was the foundation for everything that came after – it was that time that I truly found myself.
And another one was my burnout. Although it was one of the most difficult chapters of my life, it forced me to slow down and reevaluate my life and values. It taught me the importance of living in alignment with my passion but at a healthy pace. The skills I gained through my certification as a stress reduction trainer during this time are helping me manage my work-life balance every day. I think this combination of self-discovery and personal growth is what shaped me the most.
3. What would you do differently today?
If I could give my younger self advice, it would be to trust my inner voice sooner and not wait for a breaking point to make a change. I wish I had allowed myself to explore different paths earlier – without worrying whether they fit my past choices. Australia taught me that I could start fresh, follow my curiosity, and redefine success on my own terms.
I would also have prioritized my well-being earlier. I was great at taking care of my team and my responsibilities, but I often neglected myself. I pushed myself, always moving forward without questioning the pace.
Today, I make an effort to look after myself. My passion and drive is still there, but now I make sure to take care of my mental and physical well-being along the way. Not always easy and I’m still learning every day, but the difference to my past self is huge.
4. What can other people learn from you?
How important it is to prioritize your health —mental and physical – it’s essential for long-term success. Passion and hard work alone won’t get us far if we don’t take care of ourselves. I’ve learned the hard way how important it is to check in with myself regularly, understand what nourishes me, and take time for breaks. For me, true success comes from balancing work with well-being, so that we can keep doing what we love, long-term.
I hope my experiences also show the importance of trusting your inner voice, embracing new beginnings, and understanding that every experience—good or bad—contributes to the person we become. Life is a journey, and it’s not about getting everything perfect or ‘arriving’ at some destination. It’s about staying true to who we are, being disciplined when things get tough, and having the courage to change when necessary.
5. How will your journey continue?
First of all, in February I’ll finally launch my new website which I can’t wait for!
Looking ahead, my journey will continue with a focus on empowering women and creating visible role models. I’m especially passionate about showcasing businesswomen whose stories and successes are often underrepresented. Through my #WomanInFrontOfTheBrand on Instagram, I create a space for women to show up authentically, celebrate their talents, and share their unique journeys across all fields and positions.
I’ll keep creating empowering and mindful experiences through my work, combining photography with mindfulness and stress-reductions tools and I will also continue photographing inspiring events that bring people together to celebrate growth, collaboration, and shared values. A great balance for me.
My wish: I’d love to work on campaigns that align with my values, creating powerful visuals that support my mission of promoting female empowerment and mental and physical health.
I’m excited about new opportunities and collaborations with like-minded people, magazines, and organizations that will help me expand my impact, and I’m open to new experiences — whether through collaborations, projects, portrait days where women come together to network, or even living abroad again. I trust that my journey will unfold in ways I can’t predict and I’m ready to take each step as it comes – learning and growing along the way.