Hi! I’m Robin, the founder of Starling Publishing.
Way back in 2003, I was a young, blue-haired library clerk minding the archives of a major daily newspaper when the entertainment editor approached me: Would I be interested in writing a weekly music column?
I had zero experience and no training. Obviously, I said yes.
More than two decades later, I've written about business, travel, lifestyle, and the arts for dozens of publications; created content for major brands in the luxury, tech, and nonprofit sectors; helped ambitious students craft admissions essays that earned Ivy League offers; and ghostwritten speeches for UNICEF directors. Along the way, I served as a magazine copyeditor and built a freelance editing business specialized in books from the ground up, personally completing more than 11,000 proofreading and editing projects for clients worldwide. Time magazine even featured me in an article about the gig economy.
Meanwhile, I began experimenting with self-publishing and became an expert the old-fashioned way: through lived experience.
In 2025, I brought everything I'd learned about writing, editing, and publishing together to launch Starling Publishing, a boutique studio dedicated to helping independent authors create beautiful, professionally published books they're proud to put their names on. We published 50 books in our first year.
Most importantly, I once edited a few words written by Keith Richards. (!!!)
Why Starling?
I've always believed in the independent spirit. Playing music in punk bands has taught me that you don't need a major record label's permission to release your own music or to tell you what you’re doing has value. You can make something wonderful and put it out into the world yourself.
I believe the same is true of books.
After many years of working directly with authors and publishers, I've seen firsthand what goes into making a great book: thoughtful editing, beautiful design, attention to detail, and a lot of care. But I've never believed that those things should be exclusive to some and not others.
An independently published book can be every bit as beautiful, polished, and professionally produced as one released by a major publisher. It deserves to stand proudly on the same shelf.
That's why I started Starling.
We're a small, independent publishing studio helping authors create books they're proud to put their names on. For some, that means having an experienced team take care of the entire process. For others, it means having access to the knowledge, tools, and guidance to do it themselves.
Either way, the goal is the same: to make great books, on your own terms.
About Starling Publishing
Who We Are
We're a small publishing studio for self-publishing authors of nonfiction, memoir, and fiction.
Founded and led by Canadian editor Robin Schroffel, we keep our main office in Helsinki, Finland, where good design and good coffee are a part of everyday life. We work with authors across the United States and around the world.
Drawing from a background playing in punk bands, Robin brings a DIY ethos to her work. Starling is built on the principle that everyone has the power to make things happen for themselves—including authors. Sometimes we just need a great team behind us to get past the complex processes and show us how.
We love and value the authors we work with, and we take a lot of pride in the books and self-publishing resources we create!
What We Do
Starling specializes in helping authors self-publish high-quality, professional books. We offer all-inclusive, end-to-end packages that take authors from draft manuscript through to published book in hand.
Every package includes comprehensive copyediting and line editing with targeted feedback, interior layout for print and ebook, custom cover design, professional SEO and sales description optimization, publishing upload to your Amazon KDP account, and more. Your manuscript is edited according to our meticulous standards, and you retain 100% of your copyright and royalties.
We also create resources that empower authors to do it themselves, since everyone deserves the right to get their work out there!
Who We Work With
We’ve made books for entrepreneurs, professional musicians and athletes, thought leaders, content creators, YouTubers, reality TV personalities, physicians, coaches, speakers, professors, CEOs, teenage first-time authors, subject-matter experts, and everyday people from all walks of life and all experience levels.
From genre fiction to self-help to science, we’ve done it all.
Whether this is your first book or your fifth, if you’re looking for a dedicated, enthusiastic, and knowledgeable partner to bring your book to life, we just may be a fit!
Our Values
No Permission Required
You don't need anyone's permission to publish a book. We champion creative independence and believe authors should have the freedom to bring their work into the world on their own terms. Whether you work with our team or do it yourself, the decisions—and the book—are yours.
Publishing Is for Everyone
We believe everyone deserves the opportunity to share their stories, ideas, and expertise with the world. Great books can come from anywhere, and every author deserves to be treated with respect, encouragement, and care—regardless of their background, experience, or publishing ambitions.
Knowledge Is Meant to Be Shared
Publishing is hard, but it shouldn't be a mystery, and expertise shouldn't be kept behind closed doors. We believe in sharing what we know, demystifying the process, and giving authors the tools and confidence to make informed decisions. We're here to empower you, not make you dependent on us.
Independent,
Not Amateur
We believe self-published books can be every bit as beautiful, polished, and professionally produced as traditionally published ones. Thoughtful editing, exceptional design, and attention to detail matter to us. Every book we help create should be one its author is proud to see on the shelf.
Ready to publish your book?
The first step is getting in touch. Send us a message to get the conversation started. We can’t wait to hear from you!