We continue with our series of inspiring interviews about brand transformation. Meet Julia Sondack, who’s personal brand changed after divorce. Julia transitioned from partner in an interiors and curtain business to running Holiday Homes Turkey, a boutique luxury holiday home service.
Tell us a bit about who you were before the change? What was your personal brand (i.e. how other people perceived you)?
I was in a partnership for over 20 years with ex husband in a well established Interior Furnishing business. I was conscious of my brand and how I reflected our brand even in those days. In that business the colours of the fashion world and the world of interiors were synonymous. I would know roughly what I was going to show my clients and coordinate accordingly. When we had our website photos shot my husband and I deliberately wore our brand colours for the photos – it worked well. As you can imagine being in business for that length of time I was well known as ‘the curtain bird’ or ‘design lady’ – in better circles!
How would you compare today’s version of you to the one before?
My personal brand now is probably not too dissimilar because my business is what I enthuse about and I am conscious to portray an image of relaxed, organised, professional but fun approach. Again I don’t want to portray too stuffy a feel. If I was to wear a suit for this business I think I would come across as way too serious to understand people’s desires.
What made you think you needed to change? Was it a bolt of lightning moment or did it happen over time?
I was happy running the interiors business but was offered an opportunity. After designing and supplying the complete interiors down to the last teaspoon of a villa in Kalkan, the owner asked me to market it to potential English visitors. So we came to an arrangement and I was happy to start a business using my familiar skills but marketing something different. It was an exciting time as this was my baby, not a joint venture.
It also came about at a time of change in my life, my husband and I were finding it increasingly difficult to live and work together; our goals and objectives were no longer in unison. For me it was extremely fortunate to have something to concentrate on and develop in a way that I saw fit. It gave me a sense of self worth, which, could have been lost at a time I was having to give up a business which I’d worked so hard in, and, of course was part of my identity, due to our divorce.
It was not a lightning bolt apart from my initial thought of ‘ i need something else”, more of a slow process to reach what I wanted to achieve, not actually knowing too well how I was going to achieve it but having faith in myself to do the job well. I built the business up slowly more by chance than action as from setting up a website to advertise the original villa, other villa owners asked if I could do the same for them. I now have nearly 30 on my books.
What was the reaction of others? Did they support you or did they resist the change?
This was an interesting one. Most people that knew me in business and my close friends were very supportive and confident in my choices and expertise. Where I did feel a little disapproval was from some family members, mostly older generation who don’t tend to adapt to change so well and often see us as being good at just one career. Nowadays very few people stay in one job or career for life; especially us ladies with families, we need to be even more adaptable and quick on our feet! I must add at this point the disbelievers made me want to succeed more, just to prove them wrong.
What was your most valuable resource/what kept you going?
My belief in myself and my reason for wanting to create something new. I was at a crossroads. I could have continued my journey, fairly simply in the way it was going or I could do something for me, that I wanted to make work and own. I wanted to provide for my family and I wanted to be happy, have fun and appreciate life. I did think I may have 30 years left on this earth, I should be doing something I enjoy. So I was passionate about creating this and, because I believed I could, I just got on and did. Don’t get me wrong, its not been a bed of roses, there have been many challenges beyond my control but I still love what I do and I do it for my loved ones – its the perfect combination.
How do you feel now that you’ve made the change?
If you really want to make that change it must be something you truly feel from deep within. Remember your skills are adaptable, don’t be afraid to learn new ones too. Plan well and give yourself as much time as possible to develop your ideas. Be confident and use that confidence to drive yourself forward and show people your passion.
What’s your advice to anyone contemplating something similar?
If you really want to make that change it must be something you truly feel from deep within. Remember your skills are adaptable, don’t be afraid to learn new ones too. Plan well and give yourself as much time as possible to develop your ideas. Be confident and use that confidence to drive yourself forward and show people your passion.
Thanks for the inspiring interview, Julia!
