Sandra Julian
I work with established service-based wāhine and values-led women entrepreneurs who have built something that works but can feel it's no longer sustainable.You're capable, reliable, and good at what you do. But somewhere along the way, the business started depending on you holding everything together. That's not a strategy problem. It's a self-leadership pattern. With over 25 years of business experience, I partner with you through coaching conversations that bring clarity, sharper thinking, and a more intentional way of leading so your business can grow without costing you yourself. This isn't about doing more. It's about leading differently.
Four years. One pass. What it actually took.
The Path Was Never Straight Last week, within five minutes of completing my exam, an email landed in my inbox. I'd passed. 🎉 Associate Certified Coach (ACC) - internationally credentialed through the International Coach Federation (ICF), the global gold standard for professional coaching. The relief was immediate. No waiting on tenterhooks. No days of second-guessing. Just a quiet satisfaction that moved through my body slowly, like something finally settling. And then, almost quietly, I...
What I haven't told you
The weight I was carrying If you've been here for a wee while, you might have noticed. The newsletter used to arrive weekly. Then every two weeks. Then once a month. And now it's been five, maybe six weeks since you've heard from me. You might have noticed. Or maybe life was busy and it slipped past you. Either way, I think it's time I told you what's actually been going on. 🌿 The honest version starts earlier than January. It starts with menopause, which nobody prepares you for and everyone...
I spent my energy like I had an unlimited account
Being overdrawn. And what it's teaching me about leading. The last time an email from me landed in your inbox, I told you that energy is your first currency. I meant it. Because at the time I was listening and making adjustments to my life to ensure I was giving myself the space in my calendar to put me first. What I didn't know, at that time, is that I had been living in overdraft for a very long time. In January I went back to work a week earlier than usual. And something that had been...
You don’t need to start the year with a sprint
A gentle return. A grounded reset. I didn’t ease into 2026 the way I expected. After a restorative holiday in Bali, life pulled me sharply in another direction. My Dad was taken into hospital while I was in their air returning to Aotearoa … and a week later, his soul returned home. His farewell, the quiet that followed, and the swirl of Christmas and New Year's all of it washed over me like waves I couldn't quite outrun. This past month has been unlike any I’ve experienced. And while grief...
What nobody tells you about the in-between
The space between no longer and not yet It’s been a while since you’ve seen my name in your inbox. Part intentional, part not. I haven’t been hiding. But I also haven’t been showing up in the way I used to. And I want to share why, because I have a feeling you might have felt it too. After 25 years of founding and building my event agency from the ground up, I came to a crossroads. On the outside, everything looked like it was working. The systems. The clients. The reputation. But inside,...
The secret work your business is doing right now
Kia ora Reader As winter in Aotearoa begins to loosen its grip, I’m reminded that growth often happens in the quiet. The land may look still, yet beneath the surface, new life is preparing to emerge. But I also know, not every winter is slow. In my own event agency, winter was our peak season. The to-do list was full, the pace was relentless, and my focus was firmly on client work. There wasn’t much space for dreaming or planning, but what I didn’t realise at the time was that every project,...
Stop Guessing: Design Your System for Profit & Flow
Last week, we talked about mapping your current operational flow – from quoting a job through to delivery and getting paid. If you took the time to do that, you likely saw the gaps: powerful tools sitting in isolation, not truly working together to give you the clarity you need. It’s like having all the fabric and a sewing machine, but no pattern or construction process to turn those individual components into a beautifully tailored garment. Your vision remains, well, just a vision. This...
Are You Running Your Business, or Is It Running You?
Clarity Precedes Success: Reader are your tools actually working for you? You might be thinking you've seen that subject line before, and you would be right. It’s a phrase most service-based business owners relate to, and for good reason … it’s the struggle of the "brilliant doer" who has created a demanding job for themselves instead of a business. Like a masterful chef with all the best ingredients and a state-of-the-art kitchen, you have the tools for success. But if the recipe is unclear...
Matariki & Your Momentum: Time to Realign
Kia ora Reader, it's wonderful to be back in your inbox (although you probably didn't even notice my absence). The past couple of weeks have certainly offered a gentle reminder about the rhythm of life and business. Here in Aotearoa, we recently observed Pūanga me Matariki – a significant time in the Māori calendar that acknowledges the Māori New Year. It’s a time for reflection, connection, and setting intentions for the year ahead, which also meant a shorter working week for many....
What business looks like when you unlock your Unapologetic Power & Worth
Beyond the strategies and systems, there's a foundational element that dictates our success and impact in business. This week, the spotlight is on what it truly means to honour your unique worth. A journey so beautifully exemplified by my recent guest on WA-HINE, Natasha Navanaga-Bamblett, whose story reinforced that embracing your unique value is the ultimate game-changer. When I first came across Natasha's work, I felt an immediate cultural and spiritual resonance. It spoke to a deep part...
I work with established service-based wāhine and values-led women entrepreneurs who have built something that works but can feel it's no longer sustainable.You're capable, reliable, and good at what you do. But somewhere along the way, the business started depending on you holding everything together. That's not a strategy problem. It's a self-leadership pattern. With over 25 years of business experience, I partner with you through coaching conversations that bring clarity, sharper thinking, and a more intentional way of leading so your business can grow without costing you yourself. This isn't about doing more. It's about leading differently.