Conversations with Tasha Juli

Today we’d like to introduce you to Tasha Juli.

Hi Tasha, thanks for joining us today. We’d love for you to start by introducing yourself.
Like so many people who found their creative footing in the early days of blogging, I started with a fashion and lifestyle blog and an Instagram account to match. I loved sharing outfits, styling tips, and little glimpses into my everyday life. Then, sometime in 2020, I received a message that would unexpectedly turn a hobby into a business. A woman reached out asking if I would style her for an upcoming event. Until that moment, I’d only ever styled myself! I remember briefly wondering whether I could translate my own personal style into something that worked for someone else. But I figured, *I’ll never know unless I try.* So I said yes, and as it turns out, that one yes opened a wonderful new door. She’s still a client today, and someone I’ve come to hold in very high regard. From there, a few more clients trickled in, word spread organically, and what began as a creative outlet evolved into a thriving personal styling business. Today, my clients range from public figures and politicians to executives, private individuals, and brides preparing for their big wedding day. Some simply don’t have the time to think about their wardrobes, while others want a fresh perspective or a little help refining their personal style. My services are equally varied, from seasonal closet edits and special-event styling to ongoing monthly retainers. What I love most, though, isn’t necessarily the clothing itself. It’s the relationships I’ve built along the way and the opportunity to help people look and feel like the very best version of themselves.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’d say it’s been relatively smooth sailing, with one rather obvious exception: the pandemic. It’s difficult to build a business around getting dressed when the entire world has collectively decided that sweatpants are perfectly acceptable for every occasion! Thankfully, that chapter didn’t last forever. Beyond that, I’ve been incredibly fortunate. One of the things I enjoy most about styling is the creative collaboration that comes with it. I’ve spent years developing my own aesthetic, but getting to see fashion through someone else’s eyes, understanding their vision, and finding ways to bring it to life is endlessly refreshing. I genuinely believe those exchanges make me better at what I do and contribute to my own personal growth. Of course, being your own boss is a bit of a double-edged sword. You’re responsible for everything, but there’s also tremendous freedom in that. I have the autonomy to be selective about the projects I take on and the people I work with, which allows me to focus on relationships where there’s mutual respect, creative chemistry, and a shared enthusiasm for the process. To me, that’s a pretty wonderful way to work.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I like to think of personal styling as equal parts art, psychology, and a little bit of strategy. My background is somewhat unconventional because, in addition to fashion, I’ve spent much of my professional life in finance. That combination, along with my interest in fashion psychology and my own life experiences, has shaped the way I approach working with clients.

I’m particularly interested in the relationship between what we wear, how we feel, and what we communicate to the world around us. Fashion is incredibly personal, and I don’t believe great style can be achieved by simply recreating whatever aesthetic happens to be trending on Instagram that week. There’s certainly a place for trends, but most of my clients are looking for something more individual, something that feels distinctly like them.

I’ve also noticed a fascinating shift in how people approach luxury. Economic trends and changing attitudes toward status have made conspicuous labels less appealing to many of the people I work with. The emphasis has moved toward beautiful fabrics, exceptional tailoring, versatility, and pieces that can be worn repeatedly without feeling repetitive. In fact, I’ve helped more than a few clients rethink the entire concept of “outfit repeating.” Somewhere along the way, we started treating wearing the same outfit twice as some sort of fashion offense. I like to remind my clients that they’re not “re-wearing outfits.” They’re simply wearing their clothes, which is precisely why they bought them in the first place! Outfit repeating is not a crime, and a beautiful wardrobe should be enjoyed, not treated like a collection of one-time-use costumes. Quiet luxury, stealth wealth, whatever we’re calling it this season, the underlying idea is the same: quality and personal style don’t need to announce themselves from across the room.

Another important part of my work is understanding proportion, fit, and color. We’ve all had that moment when we fall in love with something on a model or another woman, try it on ourselves, and wonder why it looks completely different! Usually, there’s a perfectly reasonable explanation. Torso length, leg proportions, silhouette, undertones, and even the placement of a waistline can completely change how a garment looks and feels. I love helping clients understand these details, not because there’s anything about their bodies that needs correcting, but because the right clothing should work for them, not the other way around.

Ultimately, what I’m most proud of is helping people develop a wardrobe that feels authentic, effortless, and entirely their own. I don’t want my clients to look like me, or like one another. I want them to walk into a room feeling comfortable, confident, and beautifully themselves. If someone compliments their style rather than immediately recognizing the designer they’re wearing, I consider that a job well done.

What were you like growing up?
I grew up in Ojai, California, a small mountain town surrounded by citrus orchards, walnut groves, and seemingly endless stretches of wilderness. This was long before the internet, back when childhood meant disappearing into the mountains for hours and making sure you were home before dark. I had an enormous amount of freedom to explore, get lost in my imagination, and become comfortable with my own company. Looking back, I think those years shaped me more than I could have possibly understood at the time.

There’s something about growing up surrounded by nature that becomes woven into the fabric of who you are. People often describe me as grounded, peaceful, or someone they feel safe around, and I think much of that comes from those early experiences. Spending so much time alone in the wilderness gave me a tremendous amount of self-trust and a certain comfort with solitude that I’ve carried throughout my life.

Of course, as a young adult, I couldn’t wait to leave! Small-town life has its charms, but there’s also something incredibly appealing about escaping to a big city where nobody knows your name. I traded the mountains of Ojai for West Los Angeles, eager for the anonymity, independence, and excitement of city life. It was exhilarating, eye-opening, and occasionally a crash course in the realization that not everything that glitters is gold. But those experiences were equally important in shaping who I became.

Interestingly, I can see the influence of my childhood in my personal style today. I’m naturally drawn to rich earth tones, beautiful textures, and materials that feel connected to the natural world. Suede that reminds me of tree bark, velvet with the richness of moss, corduroy, soft knits, and colors that could have been borrowed straight from the landscape. There’s a quiet, organic quality to those things that feels very much like home to me. I also think growing up with so much freedom helped me develop a strong sense of individuality. I’ve never been particularly interested in following the crowd simply because everyone else is headed in the same direction.

And perhaps the funniest part is how life eventually comes full circle. After years of city living, I now find myself back in the mountains, this time in Malibu Canyon, surrounded by nature, wildlife, and an extraordinary amount of peace and quiet. Not long ago, I was telling someone about where I live, and he looked at me rather seriously and asked, “Aren’t you afraid living up there in the middle of nowhere by yourself?”

I laughed and said, “Not at all! Uber can’t even find my house when I want them to!”

And really, I wouldn’t have it any other way.

Pricing:

• Individual styling session $300 per hour minimum three hours
• Red carpet event/onset day rate $2800
• Monthly retainer: inquire
• Wedding: inquire
• Luxury procurement service of rare items: inquire

Contact Info:

• Website: https://tashajuli.com/
• Instagram: https://www.instagram.com/tashajuli?mdxt=OWl3eGd3aHQxZjJy&utm_source=qr

Image Credits
N/A, my own photos