Joui is amazing. I'm an older guy than she usually works with, and my sense of fashion has never been too hot. But I knew I wanted a change. Joui suggested we go on a shopping trip (after she grilled me about my tastes in everything). So, off we went. Man, did I get a lesson in color and style. Everything worked. That was 8 months ago. Last week we went shopping again. It was easier this time because I had learned a lot about what I was about. So, now I've got a pretty complete wardrobe and I must say I get noticed a lot more. Yesterday, a young lady on the street asked if she could touch my shirt and said her daddy used to be a snappy dresser like me. Now that was sweet. read more

A holistic approach to fashion? Oh hell yes! Joui takes your aspirations, goals, and vision of your future self and helps you translate them into a look that helps you manifest it all. From the moment we started working together on my wardrobe overhaul, it was clear that she was more interested in teaching me how to conceptualize and execute my own look than telling me what to wear. She has given me practical tips through every aspect of the process, from my closet to shopping to "working it" when I rock a new look. Dare I say that working with her has been therapeutic? She is inspirational, supportive, sharp, respectful, and a whole lot of fun to be around! With her coaching and advice, I am finally feeling like my look expresses who I am, and supports the way I want to show up in the world. And people have noticed! I highly recommend Joui, if you are ready to take that next step in your life, and bring your appearance to a whole new level. read more

It's been years since Joui and I met at an incredible brunch - one of those quintessential San Francisco gatherings of incredible people. Fast forward: Joui and Jamila launched Bad Ass Beauty School, and I returned from a soul journey around the world. I wanted to take my self-expression to the next level, and, after feeling inspired by the BABS newsletters, I gave Joui a call. We initially met for a 4 hour session at my home. I was impressed by the time she took just talking with me and getting me in touch with my deepest desires for who I want to be and how I want to show up in the world. With her support, I articulated key terms and archetypes that succinctly sum up the core of my self-expression. These are now my anchors when I put together outfits or shop. During that session, we also looked through my clothes, purged some things, and came up with new outfits from my existing wardrobe. It was super fun! She also got me to look through some magazines and stretch my sense of what I would be drawn to, in order to expand my fashion palette, so to say. A few months later, I scheduled a follow up session, and we went shopping! I was super excited to see where she would take me. She noticed that since I am petite, I often have a hard time finding clothes that really fit (even some petite sections don't work, and those have a fairly limited range of styles). So we went to the Haight and hit up some of the higher quality vintage places. I loved how we could hit two birds - my desire for higher quality, unique items (without having to pay high design prices) and the need to find clothes in smaller sizes - with one stone. I tried on things I wouldn't have considered before, and enjoyed the process - just playing with clothes like I had as a child exemplified one of my core values: playful! Even though I didn't buy every single thing, it was worthwhile trying them on to get a broader sense of the possibilities. By the end of the trip, I was getting good at picking out things that fit the bill in terms of size, style, and expression. It was a super productive trip - we found some really great items, and, the best part was that I wasn't at all tired afterward. I had expected to be exhausted the way I am when I shop by myself, but Joui's support made such a difference. I'm excited to continue apply what I am learning as I search for the list of things Joui recommends I buy over the next 6 months and in the years to come. Definitely recommend working with Joui! You won't regret it. read more

I started a new role in 2016 that required me to be more visible than ever before. I wanted to revamp my style to match the bolder future I wanted for myself. I heard from many what talent Joui was - it was true and then some. Joui helped me cut to the essence of who I am and helped translate that into concrete, actionable, fun and vibrant steps to bring my true self to the forefront. She gave me permission, guidance and a look that I keep with me. Everytime I pick up a new piece of clothing or put together a look, I have Joui's guidance top of mind which has opened new doors and instilled a deeper sense of confidence in my sartorial choices than ever before." read more

Joui turned me from a shy duckling into a fasionista! I hired Joui to help me create my personal brand and style, and got so much more! Joui helped me learn exactly who I want to be through my style, and how to express different sides of myself. She taught me how to buy clothing that flatters my body, and how to pick out good quality, even at a lower price point. She also showed me how to ROCK outfits that I already had in my closet by just adding a belt, accessories, or the right shoes. And best of all, I didn't have to give up comfort or spend a ton of money. I would highly recommend Joui for all of the ladies out there looking to boost their confidence and creativity using their style. I used to dread going to my closet before going out, because I knew I would spend a half hour trying to pick out something that still didn't feel right. Now I have a ton of amazing outfits that people complement me on constantly! I feel more comfortable in my own skin, and I'm finding that I'm more outgoing now that I feel so confident. Ladies - do it! She's so worth it! read more

I look better because of my work with Joui. It's not about wearing great looking clothes--but about looking great and feeling great in what I wear. That takes attention to the whole package, and Joui has that. And as my tastes change, I'm now able to evolve my look with confidence, including shopping for clothes, which I used to hate. Thanks Joui! read more

Before Joui came into my life, I had always considered myself as a sharp dresser and had been complimented as such. Joui's initial thoughts were that while this is true, the first impression that I often give off is "intimidating and unapproachable". I agree with that assessment but I always thought it was my personality and not my fashion. Turns out my clothing choices were accenting that part of me. After going through my closet, I learned that the things that I really liked were also the things that were limiting me. Joui taught me to expand my horizons, especially around colors and textures that not only looked good on me but accented the brightest and positive aspects of my personality. She's not just about shopping for fine clothes. She helped build the confidence in me to step out of my box and take risks. By doing that, my fashion brings out my aliveness. Since this experience, I've been doing great with what I've learned. Almost every day, I get compliments on something I'm wearing, some times from random strangers. On the inside, I feel more confident, fun and alive. What sets Joui apart from any other fashion consultant and personal shopper is that she looks deep into your soul, gets to know and understand you, and then brings that out using your body as a blank canvas and fashion as the medium. read more

What can I say about Joui? She didn't just transform my fashion - she transformed my life. Some people believe that clothes make the man. Joui believes that first you have to figure out who the man is. We spent a ton of time getting to know who I was inside and used that as a way to focus on what kind of look was most authentic to both who I was and who I wanted to be. In a sense, I found that the clothes themselves were the least important part. The irony here is that many (most?) people look at fashion and deliberately DON'T work on it because they're afraid it's phony. In fact, I found that my ability to be authentic and honest shot through the roof as a result of the work we did. Your mileage may vary, but all I can say is that I'm now a different man from who I was a year ago, and I think everyone in my life would say it's for the better. read more

Joui changed my life. She is an incredible stylist who made building my wardrobe and highlighting my personal style easy, effective, and fun. I love the clothes that we chose together - they are great value, look amazing, and frequently attract compliments from friends, coworkers, and even strangers! Joui deeply listened to what I was looking for and, as a result, the clothes we found were better than I could have imagined. If you want new clothes or craving a style refresh, I highly recommend Joui. I am so happy that I was able to work with Joui and have enthusiastically recommended her to friends and family. I trust Joui implicitly and am so appreciative of her amazing work. read more

Joui helped me transform my old, negative beliefs that I held about myself and my fashion. Considering how deeply held those beliefs were, this was a major shift for me and has paid off many times in the subsequent months, despite the fact that we've only had one shopping trip (so far). Some things Joui has helped me with: - Discovering my fashion taste (this was really fun!) - Discovering my underlying values and archetypal leanings - Going through my closet and giving me feedback on what I should get rid of, and what I should keep - Educating me on what kinds of pieces to buy to maximize quality and versatility - How to tell if a piece of clothing is high-quality - Giving me a path to building a wardrobe where all the pieces fit my personality and body, and work well together Joui not only has a great eye for what pieces work well for me, she is a great and natural coach in letting me know what women see when I wear certain clothes. Previously, I didn't think about what I was communicating about myself through my fashion choices; Joui helped me see that we are always telling people something about ourselves with our clothing choices, and how I could communicate what I wanted to without saying a word. A special note about clothes and bodies -- I am a tall, husky man, and I have always believed that my weight would prevent me from dating the women I wanted. Joui helped me see how my relationship to my body size was far more important than my size itself; my relationship with my body has become much more friendly since working with Joui. To recap: Joui has helped me express my authentic self and have fun with clothes -- and she did it on my budget, and honoring my taste and values. You should totally work with Joui today! read more

Joui is one of a kind! When I came to her, I felt lost on how I could visually express myself in a way that felt authentic, comfortable, and fit formal settings. She worked with me on a deeper level to tap into the essence of who I am and how that can manifest into a clear vision on the physical plane - opening inner pathways that has made focusing on my self and image (and even shopping for clothes) a beautiful and positive journey. read more

"After coaching with Joui and watching the videos, I feel much more empowered with women. Winning the lottery has helped as well! (Teasing) A lot of that comes from an understanding or confirmation of how women respond to certain stimuli! Most of my newly found inner strength comes from a better understanding of myself and the messages I am sending out sub-consciously and consciously. This has created a more confident and positive attitude, knowing that I am flexible enough to learn and grow! Thanks again Joui!" Daryl Anthony Harper Actor read more

Joui is unbelievable!! I had the good fortune of being able to work with her at the beginning of this year and she totally transformed my relationship to fashion. Honestly before I worked with her, I believed I didn't really need to work on my style. I have an English accent so I assumed that would overshadow the fact that I typically dress like a sports bar enthusiast. Not so apparently... Joui put this theory to the test by having me wear one of my delectable ensembles in front of a panel of her female friends. Lets just say their comments were 'less than flattering' and after hearing what they had to say I realized that it was time to update my look.... and fast! If you are anything like me, however, you'll know that dressing well doesn't always come naturally. I typically try and keep things simple, because the idea of navigating my way through all the latest trends and styles, just seems overwhelming. That coupled with haunting memories of fashion blunders from the past have kept my creativity pretty well stunted. With Joui's help that all changed. She showed me how to move through this world in a way that not only felt effortless but also enjoyable too. Instead of dressing me up in outfits that she thought I would look cute in, she instead teased out the themes and values that were important to me and then helped me find clothes that expressed them. I learned about various cuts and color combinations and was blown away by the massive difference these things made, not just in terms of how I looked but also how I felt. Of course, I'd be lying if I said I did not put up a bit of a fight. As with any kind of change, there was the occasional resistance. Passive aggressive comments here and the odd tantrum there, but Joui managed me with all the all the skill of a master coach. She is equal parts fashionista and cheer leader with just a dash of drill instructor thrown in for good measure. What makes her great is that she not only knows fashion but she genuinely loves men too and wants nothing more than to see them step into their potential. By the end of our time together, I had a revamped and sexy new wardrobe and, perhaps more importantly, I also had a much deeper understanding of how to shop for clothes and wear them with style. If you are looking to get help in this area, look no further... Joui is an absolute legend! read more

Joui was instrumental in helping me to envision and design all aspects of the style for my wedding. We began by dress shopping together to get a feel for what I wanted in a wedding gown, and I quickly discovered that my dream dress was something more elaborate and couture than my budget would enable me to purchase ready-made. For Joui, this was not a problem, but a chance for a creative opportunity. We found a vintage dress that had a great silhouette and color, but lacked any of the interesting details that drew me to other, more expensive dresses. Using her collection of vintage laces and her incredible skill with couture sewing, Joui transformed this simple dress into an elegant, intricate, one-of-a-kind gown. I was blown away by the transformation, and couldn't have been happier with my wedding dress, even if I had purchased one of the high-end dresses that I had tried on at the beginning of the process. For me, part of the thrill of this dress was the creative process of designing it together and watching Joui work her magic to create something unique and true my own style and personality. In addition to her masterful work on my wedding gown, Joui helped me select accessories and also create an original, vintage-inspired look for my bridal party. We ended up skipping the whole matching colors tradition for their dresses, and instead sought out vintage dresses from the 1960s and 70s in floral-patterns and pastel hues. The dresses looked great together, but each one was original and interesting in its own right, rather than all being the same. They also complemented the vintage look and floral lace patterns on my own dress. Joui helped coordinate make-up, hair, accessories and shoes for my bridesmaids, to complete their look. From beginning to end, Joui was an incredible inspiration and support in the process of designing a unique and cohesive look for my wedding. She is a dream to work with and has a knack for listening to and supporting a client's vision while also helping to make it even more interesting and creative than it might have otherwise been without her help. I highly recommend working with her. read more

Before meeting Joui I was an oblivious to fashion jeans-and-tshirts guy. I assume I owned a suit at the time for job interviews and funerals. This attitude didn't cut it after moving to San Francisco. I felt the gap but didn't know what to do about it. My work with Joui took awhile to sink in. You can fill a closet, but shifts in attitude take time. Then I had an evening where I fully got what she does. I was invited to a party. At the last minute I learned it was 20s speakeasy themed. This would have been a classic recipe to stress me out. Yet I rifled through my closet and came up with a great outfit. I knew I had the theme spot on. I felt comfortable, felt like myself. My friend and I walked to the party on a perfect city night warming up our gangster speak and swagger. Every girl in the place turned their head towards me at one point or another. I had an easy time meeting whoever I wanted; attention and compliments came easy. I thought to myself: 'Yeah, I like this. I like looking good. This is worth it.' Haven't worn a t-shirt in awhile. read more

As an entrepreneur up-leveling my business, it became clear it was time for a re-brand. Yet, finding the right image and style to match the level of business I've created felt completely overwhelming. It wasn't like I lacked style, in fact I love clothing and shopping, but in the process of taking on a much bigger vision in life I needed a fresh new perspective to help me achieve that vision. Joui was AMAZING. We started with a Visioning session where I got clarity on the woman I wanted to project in my images. Joui was particularly sensitive to helping me fully own the vision I wanted to step into. When it came to our shopping trip because of previous experiences on my own, part of me was doubtful we would find anything that worked. With Joui, she made the whole experience completely fun and extremely productive, in under 3 hours we managed to get almost everything that was missing from my wardrobe for the shoot. I particularly loved how she put me in things that I never thought would work on my body, yet somehow she knew they would. For the final outfit strategy session, we created 5 distinct yet unified looks with a combination of what we bought plus some of my favorite items that I already owned. Thanks to her help I felt ready and excited for my photo shoot, knowing I would be rocking my upgraded image. Working with Joui helped not only got me the looks I wanted for the shoot, the process of dressing the part helped me embody and literally step into the vision I was looking for. So if you about to rebrand, especially if you are doing a photoshoot, invest the time and money to do it right. With Joui you will get the results you desire and more! read more

My goodness. This is both an exclamation, and a description of what my work with Joui is bringing forth. I've been a silicon valley type for 25 years, dressing usually with the lowest common denominator. Joui has opened my eyes and new worlds for me. The process is exceedingly thorough, beginning with a detailed questionnaire, where all the angles of style, preference and passion are explored. It's like talking to a really good sommelier who is teasing out what goes best with your meal. My word. There's another exclamation. She took my words and turned them into an incredible overhaul, which continues to unfold every day, as there is no longer a choice whether to look good when I step out the door. Bravo to Joui the magician. It is fun, spiritual and romantic all at the same time -- romancing what has laid dormant inside of me for so long to come out. I really look forward to further work with her and highly recommend her -- feng shui begins inside, extends to fashion, and spreads outward from there. Feng shui begins with Joui. read more

"Your Hot!!!!" That was the comment i got on two occasions after only a few sessions coaching! And get this! I had not even implemented the change in clothes! Infact we had not even got to discussing it before I was hit by the first comment from the moat attractive woman in the bar Seriously i can not express how working with Joui has rocked my world. Joui's coaching 1-1 and program is far far more than a "wear this" it goes deeper! much deeper! It digs down to your inner core and lifts up and outward your true self.... the confident one, the one that walks into a room and has presence.... am sure you have seen that before, some one walks into a room and there is something about him / her but you can not quite put your finger on it? Well thats what Joui not only helps you discover but shines a big ass light on it... you can not help feel awesome about your self when you know truly who you are and thats even before she starts on what colours, fit, style, accessories and the tonne of other information professionally on hand All sounds too good to be true? its not i promise you, I don't generally do reviews, in fact am late writing this one... am writing it because am a guy who needed help, Joui not only helped me discover what looks good on me, far more than that she helped me discover the real me, the confident one, the one with presence, the one that gets a comment "your hot" not only once! but twice! by a change purely in self belief before any garment changes!!! If your a guy and your wondering why you are just not feeling it? why you appear invisible to women, why the hell can they not stick around long enough to see the real me?.... its because your not expressing it! Joui will nail this for you! Not wanting sound like a old shaver add but! I was that impressed I asked Joui to work with me on bringing this to the UK... she is that good Stop sitting on the fence, go get noticed, get Joui in your corner IaN read more

I've been fortunate enough to see Joui in action in a variety of settings, so I knew that when I signed up to work with her that I was going to get far more than style tips - I was going to discover my unique style and step into a new level of leadership, both personally and professionally. As a health coach and business owner dedicated to personal growth (for myself as well as my clients), my business is something that evolves as I do. When I decided to work with Joui, it was with an inner knowing that my look needed an update that matched the depth of work that I do and the level of service I provide to my clients. During our initial visioning session, she walked me through an exercise to discover my "power words" - the words that define my unique style and self-expression. That single exploration has given me a definitive clarity and ease with my style that I've never experienced before. It was astonishing to look at my wardrobe through this new lens! In fact, after I came home and looked through my closet, I was able to weed out all of the items that no longer made sense. I was amazed at how clear it was. For my photoshoot, Joui's eye was essential in picking the right outfits. Because of her background in film and photography, she was able to let me know which items would "read" well on camera. She encouraged me to play with new looks that I never would have tried before and listened to my feedback as we went, tailoring the look together so that it pushed me and still felt in alignment. Working with Joui has fundamentally altered they way I approach style, which is a gift I'll have forever. More than that, Joui has been a constant support of my personal and professional growth. She holds a beautiful balance of gentle encouragement and a powerful, unwavering stand for you to own your power. This is one of her greatest gifts as a coach - and as a person. She sees the ways that people shine, often before they do. And, through her guidance, has you see it for yourself. read more

Before I tell you how wonderful Joui is and why you should close your laptop and call her immediately, allow me to share why I sought her services. I was on a first date with a lovely lady I "met" on an online dating service. As is my custom on first dates, I was resplendent in what I assumed were quite stylish clothes. Within 5 minutes, my date looked me up and down with a withering gaze and said, "Hmmm... polo shirt, huh? I haven't seen one of those since 1994." At that moment I knew I needed help. Badly. Enter Joui. I believe Joui would agree with me that we are completely different people, and initially this included our personal styles. She quickly won me over with the accurate observation that whatever viewpoints I had been operating with regarding style had apparently not been working too well, so why not try something completely different? Don't get the impression she is some sort of Fashion Czar who only knows one way to operate. Far from it. She started by sitting down with me and looking through magazines and catalogs to ascertain what I envisioned myself wearing, and giving me tips on color and cuts that would complement me instead of fighting me to the death as my previous wardrobe apparently had been doing. She stresses fit over most everything else, which was invaluable because I had been wearing stuff that was ridiculously too big for my frame, all in the name of "comfort." Once I understood what sizes I _should_ have been wearing, I found that it was actually more comfortable than the burlap sack-type items I preferred. After we got going, I ended up donating every single piece of clothing I owned except for 4-5 items. Then came the surprisingly enjoyable part of replacing them. I'm a man. I hate clothes shopping. Joui understands this and kept our trips short and sweet, and highly productive. She doesn't take you only to high-end shops... she knows how to find a bargain, especially on staples. But when the time comes to round out your new collection with some primo pieces... the things that make an outfit "pop" and will last forever, she knows where to go for those too. Thanks to Joui, I now have a closet full of clothes I look forward to wearing, and I know how to pick out the good stuff moving forward. Bottom line... if you think you need help with your personal style, you probably do. Joui is the right choice to help you. Call her before you end up on a date like mine. read more

Joui is inspired to help us grasp our depth of being and then show up in the world with our "look" aligned with our depth. She is skilled in helping her clients clarify what moves them into the world... and then get comfortable appearing that way! The changes she made with me has me feel more attuned with myself. ... and more comfortable expressing that attunement in the world. Joui has deep curiosity about the realm of image --- its historical roots and how it is currently understood and used. Joui is a rare & engaged talent in the world of fashion, helping transform us and our camoflauge to presence! Great experience all round! K. Jones read more

As a store owner, I love when Joui comes in. Her clients get the best help as she knows just what they need, even things they never considered. She has great taste, and respects the clients' budgets. She makes it fast and fun! read more

I couldn't speak higher of my experience working with Joui! She helped with me refine my personal branding and continues to jump in when I have an important event in which I need to feel put together and confident. Joui makes the entire process extremely fun and much less daunting! I always walk away with new pieces that I use often, receive tons of compliments on and are classic with a slight edge. Could not recommend this talent more!! read more

Joui is not only fun, creative and mult-talented herself, she is magical in what she can create when the space is given to her! The space being the time for this creation and I'll call it, upgrade. During one of our shopping trips, we both dropped into a collaborative state, and "poof!" a magical outfit appeared with ease, grace and laughter! Shopping can be easy with Joui as well. I dread shopping on my own, but with Joui, I felt focused, clear, supported and energized to create the wardrobe we visualized. If you want to consolidate your wardrobe, re-invent your style and step into the current version of yourself, Joui is the stylist for you. The only mistake you could make is to hesitate in hiring her ;) Give this gift of your personal expression to yourself. I couldn't be more glad that I did. read more

Working with Joui has been powerful, enjoyable and far-reaching. Our work covered not just my wardrobe (which mostly had to go) but also who I am and what I want to represent. She's funny, playful, skilled and efficient. She helped me understand what fit works with my body, what colors and patterns work with me and how to put outfits together. I can easily say I have never had a more efficient shopping outing as my afternoon at the mall with Joui. But she's so much more than a fashion consultant. I find myself looking forward to our next shopping session. read more

Working with Joui was a life changing experience. I wanted to rebrand myself as an artist but didn't know how to capture and communicate the essence of my work. Joui guided me inwards to uncover my true identity then outwards to convey that identity with the world through imagery. Marketing and PR can feel inauthentic but Joui's work is rooted in integrity, which has made me more confident about promoting myself and my work. I highly recommend working with her! read more

Joui is doing something truly radical in the world of men's image and fashion. Working with Joui is not an exercise in being told what to wear to look good. Instead, she challenges you to find the person you want to be and then constructs an image around that. For me, this approach has been extremely empowering. After working with Joui, I now think about my clothing and image as a medium of self-expression, and people notice. read more