Julie Shui
Nickname
Cities I've called home
Favorite dish
Languages I speak (and how much Mandarin actually stuck after 11 years in China)
My first "big girl job" vs. what I do now
A money belief I had at 30 that I don't believe anymore (ties directly to her actual expertise, more specific and more her than a generic "something I believed at 25")
A skill from my old corporate life I still use every day (interesting because most people assume she left that world behind entirely, when really she probably still uses things like negotiation, reading people, or brand-building)
Something people are always surprised to learn about me
My proudest "unofficial" title (could be playful, "unofficial therapist to my group chat," "the friend who talks everyone off the ledge before a big decision," whatever's true and fun)
The moment I knew I couldn't go back to corporate
A country I'd move to tomorrow if I could
Best piece of advice I ever got (and who gave it to me)
My Bio:
I help women become the version of themselves who can hold more.
More money. More success. More ease. Without losing themselves in the process.
My work sits at the intersection of wealth, identity, leadership, and the subconscious - because real transformation doesn't start with strategy. It starts with who you believe you are.
After 20 years leading global teams across the US, Asia, and Europe in the luxury beauty industry, I left a corporate career that looked extraordinary on the outside... because I was falling apart on the inside.
I didn't leave because I had a plan. I left because I burned out. And burnout, I've come to understand, is what happens when you've been living so far outside of yourself for so long that your body finally says no. I didn't even have language for alignment back then. I only knew I was stuck. My identity had become my title, my performance, my output. And when I walked away, I was confronted with a question I hadn't ever considered before: who am I without all of this?
That question became my work.
What I found was that the gap between where women are and where they want to be is rarely about capability. It's about the subconscious identity running the show underneath.
I pivoted. I became a Certified Hypnotherapist and RTT® Practitioner, and my work continues to evolve, drawing on hypnosis, guided inquiry, visualization, and reflective practices - all ways of reaching what lives beneath the surface.
Today, I work with high-achieving women, entrepreneurs, executives, leaders to:
→ Rewrite your relationship with money, worth, and what you believe you're allowed to receive
→ Release the identities you built to survive, so you can thrive as who you really are
→ Expand your capacity to hold wealth, success, and visibility
→ Breath and connect in spaces and communities that support who you're becoming
This isn't about affirmations or surface-level confidence. It's about the woman who has done the work, knows she's capable, and is ready to stop playing inside the ceiling she inherited - absorbed from culture, conditioning, and the world that shaped her before she knew she had a choice.
Julie Shui on Rewiring Money Beliefs, Career Reinvention & Belonging
In this conversation, Julie Shui, hypnotherapist and entrepreneur, opens up about her 20 year journey from corporate cosmetics to helping women rewire their money and self worth beliefs. From growing up Chinese American in a community with little diversity, to a career that took her from the US to Shanghai to Barcelona, Julie shares the real turning points behind her reinvention, and the psychology behind why so many high achieving women still struggle with money.
SIGNATURE TALKS & WORKSHOPS
Available as a keynote, workshop, or panel: Keynote (45 to 60 min): story and framework
Workshop (90 min to half day): live exercise, participants leave with a tool
Panel (30 to 45 min): conversation format with other speakers
WHY SMART PEOPLE
STILL UNDER EARN
The problem: People already know what they should do with money (invest, negotiate, charge more, save) but don't, and they assume the fix is more information. It isn't. Julie says it directly in the video: it's not the knowledge, it's the psychology, the beliefs someone inherited and never examined.
The story that proves it: Julie describes making significant money and living a full life, while still avoiding investing and growing it, because of inherited beliefs, not lack of options. It wasn't until she started actually confronting the belief (not just learning more) that behavior changed.
Workshop exercise: Participants identify one financial action they know they should take but haven't, then trace it back to the actual belief underneath it (not the logistics), and leave with one reframe to test.
Best For:
Corporate:financial wellness programs, women in finance/leadership
University: personal finance that actually changes behavior, not just budgeting 101
Industry: creative and marketing professionals navigating pay negotiation and financial confidence in a freelance heavy industry
LEAVING BEFORE YOU
FEEL READY
The problem: People stay in roles or situations well past the point they've outgrown them, waiting for an external sign (a promotion, someone else's approval, total certainty) instead of trusting their own internal signal that it's time to move.
The story that proves it: Julie's own career, Sephora to Shanghai to Dior to entrepreneurship, follows a clear pattern: she felt herself getting "stuck and cornered" well before she consciously understood why, and the only way she knew to handle it was to leave. She names this as a repeating pattern in her life, one she only later learned to recognize on her own terms instead of waiting for it to force her out.
Workshop exercise: A short "signal audit," participants map a current situation where they feel resistance or restlessness, then separate what's fear from what's actual misalignment, walking away with one small next step instead of a full leap.
Best for:
Corporate: career development, internal mobility conversations University: students unsure whether to stay in a major/path or pivot)
Industry: creatives and freelancers deciding when to leave an agency, client, or role that's stopped growing them
THE PATTERN OF PERFORMING TO BELONG
The problem: People who grew up feeling different (culturally, racially, or otherwise) often build their entire adult identity and career choices around managing how they're perceived, in order to be accepted, without realizing that pattern is still quietly running the show.
The story that proves it: Julie describes growing up Chinese American in an almost entirely white community, internalizing that difference early, and says directly that many of her career choices were built around "wanting to create this perception of myself in which I could be accepted," not around what she actually wanted.
Workshop exercise: Participants trace one current decision (a job, a habit, a way they show up) back to see if it's rooted in genuine choice or in an old acceptance-seeking pattern, then practice reframing one small version of it as a real choice.
Best for:
Corporate: DEI and belonging programming, authentic leadership
University: identity and belonging programming, especially for first-gen or minority students
Industry: creatives building a personal brand or point of view, separating what's authentic from what's built for approval
“Their attention to detail and commitment to quality truly stood out. We’ve already recommended them to others.”
– Former Customer
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