Member Spotlight: Julie Lara

by Samantha Furry

Sitting fireside, with cups of fresh fruit and warm coffee, I chatted with Julie Lara, of Lara Executive Image, about the importance and utility of a finely tuned image.  So basic yet often overlooked.  Fear not!  It is attainable and you can accomplish it without sacrificing your sense of self.  Listen in as Julie Lara shared with me her expertise and insights.  Maybe it will give you an idea on how she became such a wonderful role model for poised, sharp and successful women in Central Texas.

AWC:  How long have you been a member of AWC Austin?
JL:  This is my third year.  I joined AWC in 2009.

AWC:  What do you use your membership for?
JL:  I use mine to help me improve my communications skills, because I do some writing for my image consulting business; and, also as a means of networking with other women in the Austin community.   Everyone in AWC is so warm, welcoming and helpful—it is women supporting women.  I worked in all-male industries prior to this and it’s a refreshing change.  When I joined, I thought my business focus was on branding, so I wondered if AWC’s focus on communications would be a good fit for me.  But, then I realized my business is all about communications;  appearance, behavior and relationship building skills.  It was a great fit.

AWC:  What roles have you served on AWC?
JL:  Last year, I served on the Banner Brunch Silent Auction committee and was responsible for the Raffle; I was a speaker buddy for Get Smart in March 2010 and served as Sponsorship Liaison for Get Smart in October 2010. I’m presently serving on the Development Committee and the Banner Awards nomination committee.  This fall I will volunteer again for the Get Smart conference.

AWC:  How would you best describe your area of communications?
JL:  One of the things I try to help my clients understand is that their appearance is communicating a message to the world, at large.  It has to do with their grooming, clothing, how they walk into a room, their posture and so on.  All of those nonverbal things are what people see in a few seconds and they form the basis for their judgments about you.  When we ignore the fact that our outward appearance communicates a message, we are missing an opportunity to give people a really great idea of who we are. That’s the first step with clients.

I then focus on their behavior and the way they handle themselves in certain situations. Whether you’re in a job interview, department meeting or networking function, if there is any possibility of business being conducted, you need to always be consistent in your behavior.  It’s not that I ask my clients to be someone they’re not, but I want them to be authentically themselves while staying aware of the impression they’re making on others.

The last piece of the puzzle is their communication skills—from written to oral to relationship building. Whether they’re presenting to an audience or in one-on-one meetings, they must be consistent.

Because I came from a corporate background in high-tech industries, and I was usually the first woman in my position among mostly men, I learned the hard way how to better handle myself in all situations.  It’s important to me to take those things I’ve learned and help other women be assertive and be heard.

AWC:  You worked in the computer hardware and electronic manufacturing industry at the start of your career.  How did you make the transition to image consulting?
JL:  I was working sixty hours a week and felt burned out.  I was approaching a milestone birthday and thought, “What am I going to do for the rest of my life?”  At the time I was part owner of a business that manufactured testing equipment but I really wanted to do something to tap into my creative side.  I had family and friends that would always approach me to help them with their image.  After doing some research I discovered the industry association for image consultants which offered training and certification, so I then knew how to begin.  Image consulting allows me to be more creative and to help women improve their professional presence so they achieve greater success. I think of myself as the coach or mentor that I wish I’d had early on in my career, someone to have helped me navigate the issues facing working women at that time.

AWC:  What do you enjoy most about your job?
JL:  What I enjoy most is working with a woman who is not entirely confident about her appearance and how she presents herself. She may be shy or have issues related to her body image. What really gets me in my zone is to be able to give them the tools to help them overcome what they perceive to be their obstacles.  Everything they need is within them and they just need someone to help bring it out.  I’ll be in a dressing room with someone when they try on an outfit and I see the surprise in their face when they realize how much better they look in the new clothes.  I’ve had clients cry because they see themselves in different way.  Once we feel confident about our appearance, we become more confident about our skills and our whole attitude changes.  It can positively affect attitudes about work or your personal relationships because you tap into that part of you that has been suppressed.

AWC:  As a student, I see many versions of appropriate business attire giving a presentation or attending a function.  What advantages and disadvantages do you feel the generation about to enter the work force has in regards to general knowledge and practice of image maintenance?
JL:  I’d have to say, in terms of clothing and appearance, one of the advantages they have now is that rules for appropriate business attire are more flexible.  Appropriate dress doesn’t mean a 2- to 3-piece suit anymore.  Now, a great looking sheath dress and cardigan can be extremely business appropriate depending on the company culture and industry.

I think the disadvantage to that is this particular generation has been more creative in terms of body art, piercings, and tattoos.  There’s nothing wrong with that but you have to moderate that some depending on your industry.  A nose ring may not be appropriate if working in an attorney’s office or an accounting firm.  However, GSD&M might be more casual and accepting of that.  It will be hard for them because they are so used to doing what they want and they may have to take it down a notch or two.

In terms of other benefits they have, there have been such tremendous technological advantages in recent years and their generation has grown with the technology, adapting to it much more efficiently than other generations.

AWC:  How do you think the recent recession has affected peoples overall image?  What’s the best way to combat the residual effects?
JL:  I think people’s perceptions of what they can afford have been affected.   People are more conscious of spending and working with tighter budgets, no matter where they are on the career ladder.  I help clients create a base for their wardrobe from things they already have in their closet.  If they are working with a budget, I make sure they have the basics in flattering neutral colors: jackets, cardigans, slacks, a nice dress, tank tops, supportive foundation garments and appropriate accessories. When we get the basics in place, we can add more color with scarves, blouses and accessories.  All you need is two or three colors to work around, some prints and your basics and you can create scores of outfits!

AWC:  Having worked in the corporate setting, I’m sure you saw a number of gaffs.  Do you have a favorite that is cringe-worthy?
JL:  I would say the ones that I see that bother me are women dressing in a way that’s not age appropriate.  For example, I may see a woman in her mid-40s who is perfectly attractive, well-groomed and wants to look current and modern but shops in the junior department.  Dressing to that extreme only makes you look older. And I really dislike white hose.  If you’re wearing a black dress or black shoes, the white hosiery creates a horizontal line and breaks the flow of how tall and slender you look!

AWC:  What is your personal mantra?  Something that you wake up with everyday?
JL:  My mantra would be something to the effect of as long as I’m doing my best and treating people the best way I know how, that’s really all I can do.  I give everything my best effort, I try to be kind to people, I keep moving forward and learn from my mistakes.  I try to not to beat myself up when I do make a mistake.

AWC:  I feel like your field is so vital and yet so intangible which makes your thoughts and input all the more important!  Is there anything else you’d like to talk about?
JL:  The one thing I’d like to emphasize, in regards to men or women, is that your appearance is a means of communication.  Your behavior is a means of communication.  Do your best to be consistent in your appearance, your behavior and your relationships.  Because if you’re not consistent, people will not be able to trust that you’re going to continue to be reliable and trustworthy in the office environment.  And always authentically be yourself.