Seen and Heard with Prue Aja

Your Personal Style Is a Mirror of Who You’re Becoming with Gulinka Shadinuowa

• Prue Aja

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You know that feeling when something inside you whispers, “there’s more for you”, but fear, stability, or other people’s expectations keep you stuck where you are?

That’s exactly where my beautiful guest Gulinka Shadinuowa once was. After years in a successful finance career, she started feeling that quiet pull toward something more creative, more expressive, more her. What followed was a total transformation,  from spreadsheets to style, and from self-doubt to self-trust.

In this episode, Gulinka shares how she found the courage to start over, what it really took to own her new identity, and why your personal style is so much more than what you wear. It’s a mirror for how you see yourself  and how you show up in the world.

We talk about the mindset shifts, the fear of being seen, and the power of wearing the version of you that’s already living your dream life. It’s grounded, inspiring, and packed with takeaways you can put into action today.

🎧 Tune in to hear:

  • The moment Gulinka decided to leave her corporate comfort zone
  • How she used style to rebuild her confidence and identity
  • Why less clothing can actually mean more clarity and confidence
  • How to “wear” your next-level self

Connect & work with me:

Connect with Gulinka:

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To work directly with me, bookings are available at https://www.prueaja.com

SPEAKER_00:

And that's what I love about style. It's not just clothes. I used to think that it was just fashion, it was just fun and frivolous, but style is so much deeper than that. It's a form of self-expression. It's a creative self-expression of who you are.

SPEAKER_01:

Welcome to Seen and Heard, the podcast for multidimensional entrepreneurs, creatives, and change makers, ready to evolve into their next chapter from the inside out. I am Pruaja, personal branding coach, photographer, speaker, and mentor. For over 21 years, I've helped people align who they are with how they show up so they can live, love, and lead from in their element. This show is your space for breakdowns that become breakthroughs, deep identity work, and real stories of transformation. Together, we explore manifestation, mindset, visibility, and creating a personal brand that is truly you. I believe when you're in alignment with your truth, you don't just show up, you become magnetic and you share your gifts to make the impact you were born for. It's time to be seen and heard. Since then, we have done a couple of photo shoots and your career has completely transitioned. Can you just tell us a little bit about where you're at now? And then I'm gonna dive into like how you even got there as well, because I feel like there's so much power in the story as to why people do what they do.

SPEAKER_00:

I love that. And it's so amazing that we've met so long ago and we've become friends throughout this process and so grateful for you, Pru. I've really enjoyed seeing your journey as well. And it's amazing just having this conversation with you today because so much has changed since we first met. And it's a journey that I've been on for the last five to six years. I never thought that I would actually make a transition in my career. I always thought that my career would be in finance since I studied finance and did my childhood accountancy, and that's how I saw my path, my life. And over the last 18 months, there's been such a huge transformation, not just in my business, but also sense of self as well. It's been an incredible journey, a challenging one, as many people may know who have had career changes. There's a lot of mental challenges and barriers that you need to step through before making that change and stepping into it fully. And since I have stepped into it fully, it's been an amazing experience working with women, transforming their personal style, working with women one-to-one to help them create a wardrobe that truly reflects them and their authentic style. So that's what I do now. And it's a job that I feel so grateful and love so much.

SPEAKER_01:

Ah, amazing. And I just love the work that you do and how that brings out so much confidence in people as well, no matter their shape, their size, their color, their age, like just empowering people through what they wear and their personal style. I want to go way back though. Like, what got you into doing finance? We're not going to spend too much time there, but I'm just curious like, what made you step down that road in the beginning?

SPEAKER_00:

Great question. I feel finance always felt like a safe career. I grew up, my parents immigrated to Australia. I came here when I was two. So growing up, education, getting a good job, those values were really important. And a good job equated to something stable. So after finishing high school and thinking about what to do next, I thought, well, accountancy, finance, it's a stable career. And therefore, that's where I ended up. And I did love that career, and I still do. I think it created some amazing opportunities for me. But there was something still inside me that felt like I had something more to give or something different to give, something where I could creatively express myself. So that's sort of how I ended up in finance. And then now I've ended up in styling. So a completely different path.

SPEAKER_01:

So you had the niggle. I'm wondering, you know, with that feeling of like knowing that there's something more, how was that showing up for you? What was coming up?

SPEAKER_00:

I think it sort of came through thinking about I'm a person who's really passionate about self-development and growth. So when I thought about my own career and my career trajectory, I thought about my goals and my vision, my five-year plan, my 10-year plan. And I remember writing it down in my notepads. And I was like, okay, you know, I want to get to, you know, an analyst role, then a finance manager role, senior, head of, and then ultimately a CFO. So that was my plan for my life. And over time, that plan didn't feel in my heart like it was something that I really wanted to do. It felt like the right thing to do in terms of climbing up the corporate ladder and career progression, but it got to a stage where it didn't light me up as much as what I do now. And I think one thing that I did was really reflect on my core values. And when you think about your core values, that really helps shape your career as well. And I think that whole process of Ikigai and what lights you up, that was really helpful. And I determined that my core value was helping people. So as long as I felt like I was helping people, whether it be improving a spreadsheet or a process or styling or anything, that is what ultimately lit me up. So that's when I realized it wasn't exactly what I wanted to do with my life. And that's when the searching process sort of started of what do I actually want to do?

SPEAKER_01:

Yeah. We were having a discussion the other day because my partner's about to move to Sydney and we're going to be doing long distance for a little while. And you mentioned that you were, would you say that was a peak of your career or a peak moment of your finance career anyway? You were saying that you did long distance too. And that was actually the beginning of this journey into becoming a stylist.

SPEAKER_00:

Yes. When my husband and I, when we were in our late 20s, I had this opportunity to move overseas and work overseas, and it was an amazing career opportunity. And I just couldn't say no. It was exciting. It was a big project. And my husband was super supportive. And we did long distance for a year. I flew back every say four to six weeks throughout that time. And it meant that I was basically living out of a suitcase. So with a carry-on suitcase, I would have to pack my clothing, you know, for the next month and come back and redo it all again. And that meant that I had a very, I'd say yeah, capsule wardrobe because I wore the same pieces over and over again. But it sort of got to the point where when I came back to Melbourne, because I was wearing that capsule wardrobe for so long that I completely lost my sense of style. And that also coincided with coming back to Melbourne and I guess your day-to-day life. So when you've been overseas, I lived in Bangkok. It was a very exciting place. You know, Thailand is amazing. There were so many things to see, so many experiences to be had. And then you come back to your, I guess, normal way of living, your everyday, day-to-day activities. And it was a bit of an adjustment. And I guess how I was feeling in terms of that challenge of adjusting back to Melbourne life, as well as losing my sense of style, I felt like my sense of style reflected how I was feeling as well. So that's when I thought, oh, I need to do something about this. Either I could go and invest in a stylist, or I guess being the person that I am, I'm so passionate about self-development. I decided to go and study personal styling. And that's where the whole passion for styling happened.

SPEAKER_01:

Incredible. And so were you doing that while you were still in your finance career and like doing that transition? Yes.

SPEAKER_00:

Yeah. So I never actually thought of it as being a career. I only wanted to learn personal styling for my own benefit. It was never something that I ever imagined doing. And I think what happened was when I saw my own transformation and I saw how it impacted how I felt, that's when I realized, wow, this is pretty magical. And I would love to be able to help other people feel and have that transformation that I had.

SPEAKER_01:

Yeah, incredible. So because you took an on like a carry-on bag for your when you're going back to Bangkok, it must be a very efficient wardrobe. So you must be really good at being minimalist and efficient and effective at having all the pieces that mix and match together. Is that something that you help people with?

SPEAKER_00:

Yes, definitely. I think there's a misconception that you need a lot of clothing to create a lot of outfits or you need a lot of clothing to be fashionable. I think the more clothing we actually have, the more overwhelm we have. It's about having a wardrobe that really works for you in terms of being able to mix and match those pieces and those pieces that you absolutely love. So when you step into your wardrobe, you genuinely love all the pieces in there and they make you feel good. Because I always say in my podcast as well about how clothing evokes a certain feeling. And that feeling is important because when you step into your wardrobe, it's usually the first or second thing that you do after brushing your teeth. And when you step into your wardrobe, you want that feeling to be positive when you're wearing those pieces because that's going to impact how you show up every day.

SPEAKER_01:

Definitely. Like if you're feeling a bit crappy, if you put on something really nice that feels good against your skin, it fits you well, the color brightens you up, then it is going to completely shift your energy and how your day plays out.

SPEAKER_00:

Yes, definitely. And I feel like clothing and style really plays into that. Because if you've got certain goals that you want to reach, then you can basically create a style that is a visual representation of that version of you that's already achieved that goal. And you can start wearing those pieces right now to help evoke that feeling of having achieved that goal. So you're already walking the walk with your clothing. And I feel like that's so powerful. And I saw that in my own career too, in terms of how I dressed and how it impacted my finance career. And style was a big part of creating a signature personal brand for myself.

SPEAKER_01:

100%. That's a big part of the process that I take my clients through. So when I was mainly doing photography, it was about okay, well, who do you want to be? What's this next version of you? And let's take photos of you in that way. So you're already there and it's already magnetizing and attracting the opportunities as if it exists within you right now. So it sounds like you do a very similar thing with your work and with your clients too.

SPEAKER_00:

Yes. And it's just so powerful, isn't it? And I feel like it's something that I had when I worked with you in terms of the experience that we had together. The pictures that we took on our first shoot, they were just so amazing. And I still use actually my podcast cover is from our first shoot. Yes. And it was just a photo where I was just so taken aback as to how beautiful it was. It's like appreciating you as you are, and you as that next level version of you. It's still you, it's still the same person. You haven't changed, but it's that next level version of you. And that's so powerful.

SPEAKER_01:

It is, yeah. So from that photo, because you probably weren't full-time in your business at that stage either. How did having that photo shoot and those photos shift your business and way of being?

SPEAKER_00:

It gave me a lot of confidence that I could do this. It gave me a push as well. I think once you have those beautiful photos, then you can put them on your website. You can use them for your branding. You know, I feel like those photos can also be a representation of where you want to take your business, whether it's something you can imagine as being like your book cover. There's just so many powerful elements of having those photos. And I feel like it's also something in terms of when you look back, when you're like 80 or 90, those photos will be something that you'll cherish forever as well.

SPEAKER_01:

Yeah, they're a part of your legacy and what's going to be passed down to your children and your grandchildren. Oh my god, look at grandma. Look how amazing she looks. She still looks amazing, but look at her. Wow. Yeah. Inspiring. I'm wondering if there was someone listening who is maybe stuck in their corporate role or is doing something that they're really good at, but they have that niggle, knowing that there's something more for them. You know, it takes a lot of courage to step into that. What would you say to them?

SPEAKER_00:

I'd say go for it. Life is short, but life is also long. I feel that when you take a chance on yourself, it's so important to just give things a try. And if it doesn't work out, you can always go back. And I feel like it's just part of life, just trying new things, experimenting, exploring your creativity. I think you should just go for it. But I know it's easier to say than to do because there are many times where I thought I'm just going to go for it and then backtracked from that. And that's because it was the fear. I think it's the fear of I guess being seen and heard in a different way. The fear of putting yourself out there, the fear of what will other people think. All those fears came up for me. And until I crushed those fears, that's when I fully stepped into my business. And that's when I fully became a personal stylist and basically took that identity as that next level version of myself. I felt like my business only felt like it's supercharged when I was able to step into that new identity.

SPEAKER_01:

And how did you do that? Like when you first started, do you record lots of videos and go, no, it's not good enough, it's not good enough? Like, how did you get that courage piece? Because you've got amazing content. You show up beautifully on your Instagram. You talk very clearly and eloquently, and it's very addictive watching your stuff because it's very useful. And like, oh yes, got to remember to do that. Yes, I need that belt and all those things as well. In finance, I can't imagine that you had to show up online or on Instagram, make videos talking or anything like that. What made you like overcome that fear?

SPEAKER_00:

I feel like a lot of it had to do with, I love that saying, feel the fear and do it anyway. Once you exercise that muscle of constantly doing something, even though it does bring you a little bit of fear, then I guess over time that process becomes a lot easier. I remember the very first time I posted a reel that went a little bit viral. And I was stressing to my husband, saying, Oh my gosh, you know, people at work might see this or somebody might see this. And that really stressed me out. That video was going a little bit viral. And it's funny now. Now, when something goes viral, I'm like, that's fantastic. But back then I was just so nervous about people seeing it, even though that's what I wanted, because social media is such a big part of your business, and it means that you can reach as many people as you can and help as many people as you can. But it was funny at the beginning that fear really kicked in. But then over time, it just became easier and easier.

SPEAKER_01:

Yeah. I know for me personally, something that got in the way in the beginning is like, what will my friends think? What will my family think? And it's like, my friends aren't like, they're not my clients. I'm doing this for people that want my help and are going to learn from me. And they can unfollow if they want. That's totally fine. But I'm here to help people. Same with people that like unsubscribe. I used to get really triggered if someone unsubscribed from my newsletter, like, oh my God. But I'm like, oh, now I'm like excited. I'm like, the people that are there that are opening and replying, like they want to be there, they want to hear more. Like that motivates me to keep giving as well.

SPEAKER_00:

That's so true. And I felt as soon as I owned being a personal stylist, I felt everyone was so supportive. The people at work knew about my side hustle, and they were so supportive. My family was supportive. It was a bit of a challenge telling them that I was going to switch careers. And I remember telling my parents, and they got a little bit of a shock, but they were supportive and encouraging, which I feel very grateful for. And I think it was also more so because they wanted the best for me. And they knew that I had a good career going with finance. And I guess it's that fear for them as well of what if it doesn't work out? But then you almost need to back yourself and think, well, if it doesn't work out, it's not the end of the world. You can always go back and find another job.

SPEAKER_01:

And I don't know anyone that ever goes back. Like no one ever goes backwards. But that's something that I've always thought is like when I moved to London when I was 23, I was like, I can always go back to Australia. And you know, I am back in Australia, but always with that in mind of a backup plan. But sometimes we actually just need to take the leap and trust that we're not going to let ourselves down. We're going to do everything it takes to really bring our gifts and what we're excited about and what lights us up and then lights other people up and helps other people into the world. Definitely. So I'm wondering if someone was going to come now and work with you as a stylist, what's the process? Like what do you offer?

SPEAKER_00:

So with my one-on-one styling, we always work through their lifestyle and their style words and their aesthetic first because everyone has a personal style and it's unique to everyone. And sometimes it's just difficult at the beginning to almost understand and visualize your own personal style. I feel like we are constantly bombarded with social media, advertising, and that influence that we receive from external sources can actually create a little bit of confusion around our own personal style. And I feel like that's sort of what happened to me during my style journey when I was starting, because I was almost influenced by what my friends wore. And I would think, oh, that looks good on my friend. Maybe it will look good on me, but it either wasn't my style, didn't suit my body shape, wasn't the right color. So it's really important for us to firstly understand what our style words are and how we want to visually express our personal style. And the lifestyle aspect is something I work with with my clients as well because we want clothing to actually fit our life. And that's so important because our life could be active or we could be in an office most of the day. We could be working from home, have children. All of these elements are so important in terms of creating a wardrobe that actually serves you and one that you'll actually wear.

SPEAKER_01:

It's quite tricky. I want to tell a quick funny story. We had a cyclone here a couple of weeks ago. So we decided to drive to Sydney, and my partner really wanted to go to the opera and take my teenage daughter as well. And we're getting dressed and we're staying with my aunt, and my daughter came out in an outfit, and she goes, Ah, you can't wear that to the opera. Can you put on another outfit? And she goes, Do you have any clothes that don't look like you're going to the beach? So we actually had to go out and buy my daughter a dress. But also for my lifestyle, like I barely wear shoes living in barridge. I'm always down the beach, like this morning out running in the lighthouse and going to a networking event. But being sophisticated and casual, and sometimes it's like you feel too dressed up, but then you don't want to look like a dag. So it's a very like tricky in the middle place to be. Finding a wardrobe that kind of blends all those things. And also as a mum, I feel like you begin to lose your style a bit after like being busy with young kids. And then you're like, okay, my body's changed shape. What do I wear? What suits me now? Like, I need to just up-level everything. And I guess that's a good time to come to you as well.

SPEAKER_00:

Yeah. And I think style evolves as you evolve, and also your style changes as your identity starts to change as well. So navigating through that, like life changes, like you mentioned before, having a family, those sorts of changes will also evoke a new sense of style within you. That's what I help my clients visualize and create. And the process that we go through is also doing a wardrobe audit, which is so important because we tend to hold on to things that no longer serve us. That could be because we just haven't done a wardrobe cleanse in a while, or sometimes those pieces actually are part of our old identity that maybe we don't want to move on from just yet. It could be pieces that mean something. A lot of clothes can hold meaning, memories, and they could also be pieces that don't actually make you feel good. So they definitely have to move on. Maybe it's not the right color, the right fit. So once you clear out the clutter in your wardrobe, that's when you can make space for new and exciting pieces to come into your wardrobe.

SPEAKER_01:

And that would take a bit of mindset work too. I know that you are a coach as well. So you can help people with that inside work where there is attachment, where there is growth that needs to happen with your clients to step into that next level version of themselves as well.

SPEAKER_00:

Yeah, it is so much deeper than just clothing. And that's what I love about style. It's not just clothes. I used to think that it was just fashion, it was just fun and frivolous, but style is so much deeper than that. It's a form of self-expression, it's a creative self-expression of who you are. So being able to express that through your clothing is just so powerful. And it helps with every shopping decision that you'll ever make in the future because you're not going to buy those pieces that don't resonate with your personal style.

SPEAKER_01:

Definitely amazing. Well, I think what you do is incredible and such an important thing. And I think everyone, at least once in their life, should invest in working with a stylist to also they can see your potential from the outside and see what can really elevate you while staying comfortable and authentic to who you are and your lifestyle. So I'll put Galinka's details in the show notes. Definitely connect with her and check it out. And I really appreciate having you on the show and sharing your story as well of where you've come from and what you're doing today, too.

SPEAKER_00:

Thank you, Pru. Thank you so much for having me. And I really appreciated this conversation. My pleasure.

SPEAKER_01:

To explore coaching, retreats, or branding photography that supports your full expression. Visit Pruaja.com. And each month, one listener who writes a review will win an align and energize one on one strategy session with me. It's my gift to help you get back in alignment with your light and purpose. I'm your host, Pruaja. Thank you for being here and remember your voice matters. It's time to be seen and heard.