In a world saturated with cookie-cutter horoscopes and one-size-fits-all advice, STARTELLING is a breath of fresh air, bringing some much-needed edge to astrology. The brainchild of Larissa Xavier, a trained fashion editor turned astro-entrepreneur originally from Brazil, Startelling is what happens when creative savvy and cosmic curiosity collide. Think of it as astrology remixed: sharp, visually immersive, and deeply personal. Larissa takes astrological insights and spins them into artful narratives that are tailor-made for the creative, modern soul seeking more than just sun sign clichés.
Adana Vincent: STARTELLING has a distinctive voice and approach—can you share what excites you most about the company right now? What makes this project meaningful and innovative for you?
Larissa Xavier: After months of development and one-on-one interactions, I’m thrilled to finally share STARTELLING publicly. Our debut at a Brazilian creativity and innovation event was particularly exciting, as it sparked stimulating conversations and new insights.
Regarding the meaningful aspect, firstly, I am working on reclaiming Astrology’s roots, which was envisioned to align people’s needs and actions with their personal cosmic forces. On the other hand, if Astrology is known for providing the best time to act toward a specific goal, it can also give us a better idea of what our creative nature is. Recently, I posted about Tim Burton’s birth chart and why, astrologically, his style is marked by the combination of the horror and the satiric. Burton is free to explore other aesthetics and themes, but he’s been loyal to his preferences. So, having the chance to show people that astrology points out our creative inclinations, why and how we are prone to create things in a certain way, has been delightful.
AV: When you first conceived of STARTELLING, did you imagine it evolving into what it is today, or has it surprised you in unexpected ways?
LX: Yes, but we got some surprises along the way. Ever since we launched, we have had to adjust much of our communication. For me, the idea was so clear in the conception. Still, once we made our debut, we found that working on two purposes, one reviving the ancient roots of Astrology and the other exploring the creative side of it required reshaping our narrative, which ended up putting us closer to a specific niche rather than the general public.
AV: How do you see STARTELLING standing out in today’s rapidly growing creative field? What do you think captures people’s attention the most about your work?
LX: Firstly, by demisting many of the stereotypes. Astrology has suffered much automation for some modern astrologers who wanted to make it popular by adding the psychological aspect. So people became fixed on the idea that astrology is only how their personality manifests, which is so controversial from the historical standpoint.
I believe one of our taglines, Not Just the Zodiac, became a catch to the public getting curious about our work. In our communication, we highlight the planets mainly because, as we say, they are the stars of the show. In contrast, we teach astrology through an artistic lens. Instead of explaining astrologically what Mercury in Leo means, we write about it by highlight an artist, for example, Ernest Hemingway, who had this placement. Thus, people can get a better sense how Mercury operates in life and in art.
AV: You have an impressive background in fashion and content editing. How did those early years shape your creative process at STARTELLING?
LX: I feel that every company or project I’ve been a part of was preparing me for what I’m creating today. Working in the fashion industry with brands like C&A, Riachuelo, and Havaianas refined my aesthetic sense. As a PR agent at MktMix, I honed my ability to write profiles and tell people’s stories. My time at advertising agencies like Score Group taught me how to craft strategies, and my experience at magazines like Dafiti Magazine gave me the skills to create editorial calendars. Each of these experiences has shaped my creative process and given me a 360-degree view of how to effectively manage different workforces, ultimately enabling me to start my own business.
AV: What editorial principles do you carry into your astrological practice? Are there specific storytelling techniques or editorial strategies that you’ve adapted to craft more engaging readings for your clients?
LX: The core principle is transparency. People often perceive astrology as a tool for achieving happiness or, at worst, as a source of entertainment through memes. But that couldn’t be further from the truth. Astrology mirrors reality, and sometimes reality isn’t all sunshine and rainbows—a fact that becomes clear when analyzing planetary transits. So, while my aim is to inspire people, both conceptually and practically, I want to make it clear that our content won’t sugarcoat the truth.
When it comes to storytelling techniques, I draw inspiration from literature. I love to play with figurative language, metaphors, and analogies—like saying, “get literary excited”—to engage the reader. I also dedicate time to planning plot structures to create a cohesive narrative when giving readings, ensuring that the information flows like a well-told story.
AV: I know you have some exciting events and workshops planned. Can you tell us more about what’s coming up for STARTELLING and how you envision these events enhancing people’s connection to astrology?
LX: I am so excited to “materialize” STARTELLING‘s universe. We will be going to an art fair in San Francisco to showcase some exclusive products that we created inspired by our brand. From postcards to stickers, we made things representing exactly what creative astrology is. By that, we don’t only mean creating products inspired by the zodiac, as we see everywhere. Still, each creation carries the meaning of old and forgotten astrological concepts. So, it is not merely merchandising but a way to creatively democratize astrology’s expansiveness.
Also, I will teach an exclusive workshop for the Brazilian community about finding the “best” idea using astrology. For me, the offline aspect is crucial to making connections real and having the chance to meet people so they can see how much I vibrate in my purpose of making astrology serious without going serious about it.
AV: What’s the next big goal for STARTELLING? Are there new areas you’re looking to explore or collaborate in?
LX: One of my goals is to expand our collaboration catalog by accommodating different art practices. The illustrator Niege Borges has been a long-life partner in my creations, so I look forward to reaching out to other artists in music, writing, etc, and creating more stories through the Stars.
AV: If you could offer one piece of advice to someone trying to merge their creative career with a more esoteric field, like astrology, what would it be?
LX: In college, I struggled with my lack of talent in drawing and sewing, but a fashion journalism class revealed that I could express my love for fashion through writing. Meanwhile, astrology has always been a subject of personal interest. One day, I realized my time in fashion was ending, and I needed a new direction. During my annual astrology session, my astrologer helped me see that my next path was in the esoteric field. What I want to convey through this story is that most paths are not linear. Don’t be afraid if your ideas seem far from what others expect. Instead of focusing on what the esoteric world already offers, reflect on your own journey and discover what you can bring from your background to make your work stand out. We each have unique paths, so your approach will naturally be different from what people have seen before. And finally, book an astrology session to help clarify everything, lol!
