In this inspiring interview, we sit down with Juli Johnson, a woman who redefined her career path in her 40s, leaving behind the fast-paced world of advertising for a more personal and fulfilling role in fashion. After a pivotal move to Europe and time spent reflecting on her journey, Juli found her passion in personal styling, a field where she could express her creativity and empathy. Her story offers valuable insights for anyone considering a career change later in life.

Nicolle: What inspired you to make such a significant career change after 17 years in advertising, and how did you identify personal styling as your new passion?

Juli: Great question! After moving to Europe with my husband, I took a break from my career in California and spent a year in Copenhagen. However, despite a few freelance opportunities, my heart wasn’t in it. This was a tough realization for someone who had been set on advertising since the age of 16. Many women in their 40s question if they should change paths, fearing the loss of a hard-earned career.

It wasn’t until I moved to London that I found my direction. I started following a Personal Stylist who mentioned an accredited program at the London College of Style. I’ve always loved helping women in dressing rooms and offering advice to both friends and strangers. This sparked a passion for styling that felt more aligned with who I am. During my training, I realized how much I enjoyed bringing empathy and creativity to this field, something I didn’t feel in my corporate career. I even got emotional as it felt like the right path. I’ve never looked back.

Nicolle: As an American who has lived in both Copenhagen and London, what cultural differences have you noticed in the fashion and styling industries across these cities?

Juli: There’s a Copenhagen look (which is becoming more mainstream as the Danish brands and influencers become more global) which makes sense given their smaller size. Whereas in London I feel like every little part of London and outside where I am in Surrey, they all have their unique style. There’s just so much more on offer in London you can find any style you’re looking for it can be found (you may just need to hunt a bit). For some people who may not have a clear sense of their style personality, that can be overwhelming and they get caught in the safe style trap of the high street.

For my style, Copenhagen is a source of inspiration - both for interiors and fashion. I try to go back a few times a year to source items that are more my style and absorb the aesthetic of the city. I think every lamp in my home is from Denmark or Sweden.

Nicolle: Can you share some of the challenges you faced while building your personal styling business in a new country, and how you overcame them?

Juli: Another great question as that has been the hardest hill to climb. Starting a business is tough. Starting a business where you have to build up a client base is tough. But doing both in a new country is not for the faint of heart when you are starting from scratch building a local network. As an introvert who disguises myself as an extrovert, I had to work on putting myself out there making connections and building a client base. I had to choose to be uncomfortable: attending network events, posting to local and female expat-focused Facebook groups, etc.

You can only grow from the uncomfortable. Hiring my mentor was also key, a well respected seasoned Personal Stylist whom I could go to for advice and gut check myself that I was on the right path in particular with local ways of working as a stylist.

Nicolle: How does your background in advertising influence your approach to personal styling, particularly in terms of brand building for your clients?

Juli: Before I launched my business publicly, I was very specific about the look and feel I wanted to communicate. I spent several months out in my studio designing my logo and building my website from scratch because I knew that 1st impression I couldn't take lightly. My website was just like a client’s outfit for a really important event. People get a sense of you in the first few seconds by what you’re wearing; your outfit speaks volumes and most people don’t realise it may be sending the wrong message.

From all my time analysing and presenting advertising performance reports, I know that you have such a limited time to tell your story and to communicate your brand. I help women articulate and communicate their brand by updating their style so that whether they are presenting on stage at a work conference or showing up to a mother’s group they are representing themselves authentically with confidence.

Nicolle: Styling is about more than just clothing; it’s about empowerment. Can you elaborate on how you help clients shift their body image and build confidence through their wardrobe?

Juli: As a stylist, we play the part of therapist.

Our clients invite us into their personal space (their wardrobe and fitting rooms) where we as women feel most vulnerable. I have had my fair share of crying in the dressing room when nothing has fit. The whole process of shopping (from following an influencer to scrolling retailer’s websites with perfectly proportioned models to bad days in the fitting room) can have an immense impact on how we see our bodies and can hit at our confidence. One thing I share with clients is that not all clothing is made for their body type and that’s OK. We don’t all have the same body type; everyone is uniquely different and that is beautiful. I help my clients unlock what does work for them - the brands, shapes, hemlines, fabrics etc. It is empowering once you flip the narrative - that it’s not it’s your body it’s just the wrong piece of clothing.

Nicolle: What advice would you give to others who are considering a major career change later in life, particularly in a creative industry like styling?

Juli: I was very nervous to launch my new business because I felt like an imposter (who doesn’t!). I felt that people from my old life would be like “Is Juli having a midlife crisis?” but I quickly snapped out of that. I had several other women tell me they secretly dreamed of doing the same.

Don’t let self-doubt get in your way; don’t let yourself overthink just start. I was nervous to launch my business Instagram account, with no followers, and no content - who would follow this, I asked myself. I started making content and posting anyway. Now looking back after a year and a half of my feed it just seems silly that I thought that was a barrier. Don’t let the little things get in your way. While they may feel big at the time, they are tiny in hindsight.

Nicolle: How has your experience as an expatriate influenced your perspective on fashion and personal style, and how do you incorporate this into your work with clients?

Juli: It is similar to my interior design aesthetic in that every place that I have lived I take a bit with me but my underlining styling is elevated quality with relaxed, minimal and natural remains the same. My house, for example, is a mix of items I have collected from my time in Oregon, California, Copenhagen and now England. Which mirrors my wardrobe. During my time in Copenhagen, I spent a lot of time discovering new brands and styles that fit me where I was at that time. Some that I have kept are staples in my wardrobe and others that I have since sold or donated (along with pieces I brought over from the States).

When moving countries you have to ask yourself, is this serving me now, or did it serve me in my past? It is OK if it is no longer serving you, what is not ok is letting it continue to take up physical and mental space. Donate, pass it along to a friend, and sell it on Vinted. I had a client here in London that was moving back to the States and we did a second round of a Wardrobe Edit to remove items that didn’t deserve space in the shipping container. She didn’t want to unpack items that she would never need or wear, many of which she had been keeping for emotional reasons. You shouldn't have to move to do this. Every so often go through your wardrobe and edit out the items that are no longer working for you - that way you are making room to see everything you do love and want to wear.

Juli’s story serves as a powerful reminder that it’s never too late to pivot and pursue a passion, even after years of building a career in a different field. Her courage to embrace change and follow her heart has led her to a more fulfilling chapter, one where she can help others feel confident and stylish. Juli’s journey encourages us all to listen to our instincts and trust that new opportunities can come at any stage of life.

_

Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.