Alright – so today we’ve got the honor of introducing you to Paul Julch. We think you’ll enjoy our conversation, we’ve shared it below.

Paul, thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

I’ve always loved fashion – but I didn’t really know that being a personal stylist was actually a job for a long time. Outside of the tv show What Not to Wear – I had never seen it done in ‘real life’. So, while it would have sounded like a great job for me earlier on, I pursued a career in retail. And I only entertained the idea of becoming a stylist when I was laid off from my corporate job.

At the time, my younger autistic son needed attention after school – so I had to figure out what I could do where I could create my own hours (or at least be home around 3-4pm every day). So I did a bunch of research on personal styling & eventually started my business. And while I often think of what it would be like if I had started 10 years earlier (in my mid 30s as opposed to mid 40s) – I also realize that I came to it at the perfect time. Because I had so much experience behind me, both in how stores work, people skills, etc. So if I had started earlier, I think I may have been less successful at the outset, or at least had a bigger learning curve at the beginning.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a personal wardrobe stylist who works with ‘real people’. And I say that because many people think stylists are just for celebrities or rich people – but styling is accessible for everyone (to some degree). Because everyone deserves to feel great about what you’re wearing – no matter your body type, your income, your lifestyle or your age. My sweet spot in styling is creating intentional everyday wardrobes for my clients that make them feel amazing. It’s not about getting you ready for a gala party or a month-long vacation (although I do that, too). It’s about building a wardrobe for going to the office, hanging out with friends, date night, school functions, family time, etc. This is my focus because that’s the bulk of our lives – so I feel it’s important to show up for yourself with what you’re wearing every day. And we all have to get dressed every day – so why not enjoy it?

I work 1-1 with clients in person throughout the SF Bay Area & virtually throughout the country. I work with men & women (predominantly women) and many of my clients are busy, working moms who just want to demystify the process of getting dressed & feeling good. The goal is getting dressed in the morning, thinking “I look good!” when you look in the mirror – and then forgetting about what you’re wearing for the rest of the day. Because the end goal isn’t the clothes – it’s how the clothes make you feel.
I also write about style on Substack – my newsletter is called Style Mail. And I share the same tips, advice & strategies I’ve used with my 1-1 clients for my past 12 years of being a stylist.

How about pivoting – can you share the story of a time you’ve had to pivot?

The pandemic caused a huge pivot in my business. Prior to the pandemic, my business was 100% in person clients. So, I had to create a virtual business, restructure some things, etc. I created a la carte offerings (since $ were tight for many) & redesigned all my processes to work virtually. And I also did many virtual speaking engagements – for corporations, women’s groups, career-finder groups, charities, etc.
The best part of this pivot is that I’ve been able to maintain the virtual side of my business – so I’m always working with clients who live far away. It’s definitely helped my business & made me accessible to many more people.

Where do you think you get most of your clients from?

I get asked this all the time – and the answer has varied as my business has grown. In the very beginning, it was all about referrals. I was active in local networking groups, making myself known in specific local communities.
And I still get referrals – but through the years, it’s shifted much more to clients finding me on Yelp or through Google searches (there’s apparently a Reddit thread where people find me, as well). I have many great Yelp reviews, so I think that contributes to that aspect – and I work to keep my website updated, which (I think?) helps in Google searches.
At the moment, my in person clients are mostly from Yelp and Google, with some referrals. And my virtual clients are mainly from social media – I’m active on Instagram and have built a strong community there.

Contact Info:

• Website: https://urbsuburbstyle.com/
• Instagram: https://www.instagram.com/urbsuburbstyle/
• Yelp: https://www.yelp.com/biz/urbanite-suburbanite-personal-wardrobe-stylist-san-francisco-bay-area