Juliana Ramos da Costa
Founder & CEO
Juliana has a multidisciplinary creative background spanning film, lighting design, architecture, and graphic design. She has worked across the UK and Europe as both an independent creative and in collaboration with corporations, charities, and publishing organisations.
Following a life-changing accident that led to several years of recovery, Juliana experienced a significant decline in her self-esteem, mental health, and sense of purpose. During this difficult period, she recognised the powerful role that creativity, mindful making, and human connection could play in emotional wellbeing and recovery.
From this experience, she envisioned a programme that combined creative skill-building with community support, creating safe and welcoming spaces where people could feel calmer, connected, and supported. This vision became the foundation of Lady Stitch Embroidery.
David treece
Non-Executive Director & Chair
David is Emeritus Professor at King’s College London, where he spent thirty-five years teaching and researching Brazil’s culture, literature and music.
In 2000 he was awarded the Order of Rio Branco by the Brazilian Government for services to Brazil-UK relations.
David brings extensive experience in the charitable sector, having served as a council member and trustee for organisations including Survival International Charitable Trust, the Modern Humanities Research Association, and Latin America Bureau Ltd.
More recently, he has begun volunteering with Samaritans UK, reflecting his strong interest in mental health and his commitment to supporting individuals in emotional distress through compassionate listening and community care.
Iona ocak
Non-Executive Director
Iona was one of the very first beneficiaries of Lady Stitch Embroidery, attending a Christmas themed course back in 2024.
Since then, Iona’s input has been pivotal. She now provides independent, high-level guidance, governance, and oversight to Lady Stitch Embroidery, focusing on long-term strategy, risk management, and performance. While she does not manage day-to-day operations, she offers objective, expert advice to support growth and ensure sound corporate governance.
Julian Maynard-Smith
Non-Executive Director
Julian is a multidisciplinary artist who has led the performance theatre group Station House Opera since its foundation in 1980. As a charity bringing cultural events to a broad and diverse public nationally and internationally, the company closed in 2025.
He brings his extensive expertise in the charitable sector and continues to use his art as a form of resistance and activism.
Julian was an Arts and Humanities Research Council Fellow in the Creative and Performing Arts, a Kettle's Yard Fellow at Cambridge University, and a visiting professor at Central Saint Martins.