September 16, 2025 • 44 mins
Are you dressing like the woman you are becoming, or the woman you used to be?
In this episode, I sit down with brand style strategist Katie Watford, creator of the Industry Icon Style Formula, to explore how identity-first style shifts far more than your closet. Katie shares her journey from celebrity styling in LA to pioneering virtual styling and creating a signature method that helps women align their personal brand style with next-level confidence and visibility.
I also share my own transformation from working with Katie, why I thought it was just about clothes, and how it actually changed my identity, confidence, and brand presence. Together we unpack why style is an inside-outside job that can transform the way you see yourself, the way others experience you, and the opportunities you’re ready to receive.
✔️ The difference between chasing trends and cultivating a signature style that lasts
✔️ How the JLo effect shows up when you brand your style to reflect your story
✔️ Why your style can be the biggest barrier, or the biggest accelerator, for visibility
If you’ve ever felt like you’re blending in, second-guessing how you look, or shrinking from opportunities because you don’t feel aligned with your style, this conversation is your permission slip to rise into your iconic self.
Subscribe today, share this episode with a friend, and start showing up as the favorite version of you, inside and out.
More About Katie
Katie Watford is a Brand Style Strategist and the creator of the Industry Icon Style Formula™. She helps high-level female founders align their visual presence with their next-level authority—so they’re instantly recognizable in every room they enter. Through her signature method, Katie Watford transforms wardrobes into strategic brand assets, making it effortless for her clients to get dressed, feel powerful, and show up as the face of their brand—everywhere.
Instagram: https://www.instagram.com/katie_watford/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the Rise to Shine podcast with Noel Custis where
we ignite the spark to discover your favorite self.
It is time to get real, ladies. Hello, hello, welcome to the
Rise to Shine podcast. I'm Noel Kestis, your host for
(00:21):
today, and I am so excited because I have such a special
guest joining me today, someone who actually played a huge role
in my own transformation. You guys always hear me talking
about transformation and I'm going to tell you that Katie
Watford is a brand style strategist is what I'm calling
(00:42):
her today. And she is the creator of the
industry icon style formula. So she helps high level female
founders align their visual presence.
So I want you to like hear thesewords really loud and clear
because they are so important. You're going to see why as we go
through this podcast and we justhave fun having a conversation.
(01:05):
We're so excited to be able to get back together and reunite.
And because when we get together, we have a lot of fun.
So going back, she helps high level female founders align
their visual presence with theirnext level authority so they're
instantly recognizable in every room they enter.
So her work doesn't just change her closet, it actually shifts
(01:29):
your identity, your confidence, and the way you show up as the
face of your brand. So again, I know this first hand
because working with Katie transform not only my style, but
it also transformed my brand and, and the confidence within
that. We were just talking about this
before we got on air. So I was giddy sharing some back
(01:53):
vaccine stories for her and maybe that'll seep out into the
podcast today. But I can honestly say that
working with Katie was a true turning point for me.
It just shifted how I saw myself, how I showed up, how I
carried my brand forward and howI continue to carry my brand
forward. So in this conversation, you're
going to get to hear her story, You're going to learn about her
(02:16):
signature method, and you're going to get a peek into her
brand new miniseries style to scale, and you're going to love
the perspective that she brings.So welcome, Katie.
I'm so excited. What an introduction, Noel.
Thank you for having me. I'm so excited.
I know, well, I there's so much I can say.
Obviously we were already going crazy in the 10 minutes before
(02:38):
we even hit record. But I would love for us to just,
you know, really kind of dive inand get the conversation going.
And I'd love for you to tell theaudience a little bit about you
that I may not have mentioned here and just take us back to
where this all started. What pulled you into the world
of styling and branding, and what led you to create your own
(03:00):
business? Wow, OK memory lane.
So I started in LA as a personalstylist and then quickly got
into becoming a celebrity stylist and my career basically
skyrocketed overnight and I was landing red carpet events like
the Academy Awards, the Golden Globes, Independent Spirits
Awards, Comic Con, Today show, Conan O'Brien.
(03:22):
And I did it faster than anybodyI've ever met without any
connections. It was just pure audacity and
vision. Now, while as fancy and as
fabulous as it all may sound, I knew I wasn't really home with
what I was supposed to be doing.But it played such a huge,
pivotal role in what I'm doing now.
(03:42):
And so in 2018, when I was like transitioning out of only doing
that and really started to feel that nudge of a personal brand
to emerge and I didn't even knowthat's what it really was at the
time. I just had this vision to start
working with women more, more than outside of LA.
And so this is back in 2018 and I pioneered one of the very
(04:05):
first virtual styling businessesin the US.
People were still trying to figure out Zoom at this point,
let alone virtual styling was definitely not a thing like it
is today. You know, so I was really ahead
of a time and I scaled that company into go global from the
US, Canada and Dubai. And So what I learned and
(04:28):
realized at this time was that leaders personal styling didn't
necessarily transform personal brands and leaders for what they
needed because it was lacking a bigger system.
So this has just been something that as the pandemic happened,
that changed and it, it moved mefrom the West Coast to the East
Coast. And that's when I really got to
(04:50):
work on my methodology. When I moved back to the East
Coast and started to take all this talent that God has given
me and really start to like takethis and put it into now a brand
and frameworks and, and, and getting ready to really take
this to a whole different rebrand as we're going into the
season. Totally, and I'm so excited to
(05:12):
talk about all of that because Iknow you have some things that
are like on the brink of just being launched and burst into
this world. But I have to share this and I
know I shared it at the beginning, but I absolutely
loved, loved the process of working with you.
Like you know that it was my happy space because at the time
(05:32):
I was totally like launching my business as well and I didn't
know what the heck I was doing. I'm just going to be very
honest, like I had retired from teaching.
I had no idea what I was doing. And I was, I think of the time I
was even going through my certification to become a coach
and I was, you know, taking, youknow how it is when you start a
(05:53):
business and you don't really know what's going on.
I felt like I needed to get a whole master's degree in how to
run a business and what the heckI was doing.
So doing the work that we were doing together became my happy
place. So I would always tell you, like
I was so excited to be able to tap into your work today.
And whenever we would meet each other, we would just be giddy
(06:14):
because I would just be so excited because the process was
so fun. And what blew me away in the
process is that I learned because originally I thought it
was just about clothes. Yeah.
I was like, it's just about the clothes.
Like, I need to figure out what the heck I'm wearing.
I want to have, like, a cool brand.
I love the aesthetics, like all the things.
(06:35):
But what it did is it shifted how I actually saw myself.
So I would love for you to just talk about why style is so tied
to identity and why it can create such a powerful
transformation. Oh man.
Like, OK, OK, here's The thing is, is if you are looking at
(07:02):
style and you are looking at it from how it's being just
bombarded to you right now online of this is what's in
season and trends. And you know, that's one of my
style philosophies. Noel is not about trends at all.
And it's such a time when actualwhat style really is about is
really being diluted. And it's it's it's something
(07:23):
that I will not let happen. And, and when you can drown out
the noise of this is what's in season or these are what colors
look good on your skin complexion.
Not to say that that doesn't have some type of role that's
not important, but when you can start to just get in touch with
the woman that's looking in the mirror from the inside 1st and
(07:46):
let everything else just kind ofdo it the way that I do it, I
guess, and, and, and not worry and not worry about like, well,
does this look cute on me or not?
How do I want to be perceived? It is such a deeper conversation
when you just first start at it from almost a character
development lens. And that's in, in a way how I do
(08:07):
it. Artist development lens because
when working in the industry, you know, when you sit down with
a recording artist, you're not going to go, OK, well, this just
came down the runway and you should, you got to get to know
the artists and what makes them different and what makes their,
you know, their body of work. Why did they say the things that
they said? You really get to know them.
(08:28):
That doesn't happen in personal styling, which is why I never
liked personal styling because it, it just didn't translate to
this deeper role of identity. And so one of the most powerful
things a woman can do for herself at any point in her
career is to really work on her style.
If she comes through the lens oflike, how am I really showing up
and being perceived? And it's not always about what
(08:50):
everybody else is thinking. It's actually how you think
about yourself. So I don't have to answer the
question directly, no. Yeah, for sure.
I mean, it, it's just, I think the whole point being is that it
is so much bigger than just the clothes that you're wearing it,
it, it's such a deeper like inside job.
(09:11):
It's really an inside job. It's an inside, outside job.
And so yes, what did you say as an inside, outside job?
Then you have to really start onthe inside first.
Because I'll tell you what, I'venever had a woman be like, I
have the best body. I've had every woman tell me
what's wrong with her body and what's wrong with that.
And then I've had every woman sit there and tell me, well, I
(09:31):
think that not every woman I should, I shouldn't say that.
But I had a lot of women say, well, this looks cute.
And that's just language that I can already say.
You're not in touch with you of what you're really wanting to
present to the world because when you're presenting, this is
the woman that I I am and I understand what personality
traits that I feel really alive in.
(09:53):
And I understand this part of mystory that I want to communicate
through my image and my brand. Then you're coming from true
self-expression, from such an aligned place.
And I use this word a lot in my world, that therefore you could
care less what's in season or you can admire it and you and
you can be like, oh, that's cute.
(10:14):
But you don't get caught up in all of the noise of all this
stuff where you're constantly like panic shopping or just
being wasteful about things and you're really actually getting
in touch with yourself. It improves your relationship
with yourself faster and deeper then I would say anything else
out there because it changes notonly your Physiology, but when
(10:38):
you start wearing these, you know, outfits that are styled to
your industry icon style formula, you're showing up as
the next level you. And that in itself is like, oh
wow, she's getting looked at differently than this old
version of me. And that's, that's the work,
that it's not labor, physical labor.
(10:59):
It's, it's allowing yourself to be seen in a different light,
but it's also allowing yourself to see yourself in a different
light first because that's whereit really starts.
Yeah. So good, Oh my.
God and it's, it's, it's such a transformative process for a
woman that I cherish and love somuch and I'm so grateful God
(11:20):
gave me these talents and the way that he gave this to me, you
know, and allows me because I just never, I just intuitively
always knew not to get caught upinto, you know, overly like
what's in season and the trends and this is on runway.
I know how to speak it. I know how to do it all.
But at the end of the day, the identity work that comes through
your style and branding your image, man, it's so much bigger
(11:44):
than like this looks good. These are the colors that
complement your skin complexion.That's that's called
transactional styling. It's very surface level.
It's fun. Of course, there's elements of
that with, of course, in styling.
But if you really want this to take the lid off for your
confidence for a transformation as you do in your world, Noel
was for women, then it has to come from the inside out first.
(12:07):
Yeah. So, so good.
I'm just like my. There's just so much to unpack.
I know because I just feel this so deeply now because I'm on the
journey that it's like I'm on the other side of just that very
like basic work of the outside part and being able to step into
(12:31):
the inside to then affect my outside, like how I step into a
room. So part of what we were talking
about before we even hopped on here is, and for people that are
in my world, they kind of know that this is happening.
And I'm getting closer and closer to be able to reveal this
project that I'm working on thatis requiring me to step into
(12:53):
visibility and is requiring me to be more visible.
Which would have scared the heckout of me a couple of years ago.
So much so that I was telling you had I been asked to do this
project before I started doing the work with you, I probably
would have said no. I, I truly believe, Noel, I
truly believe this in the core of my bones and every strand of
(13:15):
red hair on my head, which is a lot of hair.
That is that this area is the biggest area that holds more
women back in their life in their career and visibility.
Because they are either getting distracted by all the noise of
stuff that actually literally has nothing to do with it.
And some may say it's their body, but that's actually still
(13:39):
an identity thing in itself. Yeah.
Because you're still seeing yourself through.
Well, it used to be this size when I was 20.
So you're still looking at yourself from a past version
instead of looking at who's the woman on my vision board, how
does she look and connecting with her and getting dressed as
her like like this, because that's where she lives and you
(14:03):
and she's you now. She just has a different
wardrobe or different pieces or what you know.
And so, and it's one of those things where I know that this
held me back too. I know I gave up the resume and
the credentials that I did, but that doesn't mean that I still
didn't have times where I more chapters than one had had these
times when I didn't want to go do certain things because I
(14:25):
didn't have the image. And it's one that you can still
have a successful business and still not feel being fully
expressed in what you do. And that's huge, huge.
And then also just to be able toreceive these visibility
opportunities, which could literally change the game which.
One girl. Well, and that's the thing
(14:46):
because, well, even speaking to that is there were things that
were starting to shift and change as I was going through
this transformation with you. And then on like when we were,
you know, doing this work, I could feel it.
I could, I was embracing it. I was definitely becoming more
aligned with myself and my brand.
(15:08):
But you're exactly right. What ended up happening is
because I was showing up as her and because I was showing up in
my brand, more opportunities started to come for me to be
more visible, right? So that is what has blown me out
of the water as I'm sitting heretalking to you.
Like it's literally making me teary because I'm going, Oh my
(15:29):
gosh, like sometimes we get so, you know, like busy.
And you know, we're just in thatmomentum of like, go, go, go
that we stop and remember where we were just a year ago, just
two years ago. And I'm sitting here and I'm
talking to you and I'm like, wait a minute, I'm in high vibes
(15:50):
right now. I'm not meant to get all teary
over this, but it strikes such achord with me because the work
is so much more important than Iever even realized.
I remember when you messaged me and you went I have no idea how
how important this work. Totally.
And it's that's why I say it's truly, truly one of the most
(16:11):
important transformative processes a woman can do for
herself. And I mean I'm speaking from
personal hand experience obviously with in the the work I
do with my clients. Yeah, totally.
So I, I have to ask you one morething just because I it's fun
and I know it's kind of like your thing.
Can we talk about or can you share with us you talk about the
(16:33):
Jlo effect? So I would love to just know a
little bit more about that and then we're going to dive into
all of your cool stuff that you got going on.
You know one thing. When when when My my one thing
if you're really talking about identity work in your style,
showing up as the next level youand not getting caught up into
(16:54):
the trends. How do you do that?
How do you get you know, and oneof the best examples of a woman
who is 100% authentic, unapologetic, has never looked
trendy a single day in her career.
A woman who easily could have yes, she's got a the one of the
best glam squads in the world, but she always looks authentic
(17:14):
to her and people are always on the edge of her seats of like,
how does she do it? What's she wearing now?
Sometimes it's it's, you know, very, very Latina, very sexy.
Then it got the New York field tour from from the Bronx and
she's just got this range. And it's really what has
inspired a big chunk of my method is how to brand your
(17:35):
style to create the Jlo effect because it's actually about you
telling your story through your visual identity.
And she's a master, yes, the style icon, but she's a master
at branding her style. So that way it's infused in
every outfit from the stage where to the vacation, where in
(17:56):
Europe. And so how to brand your style
to create the Jlo effect is, is how we develop your signature
style. So that way you show up
unapologetically as you through your own visual identity.
Right. And well, and the reason why I
wanted to bring that up because I remember it was so funny
because you, you one of the first questions that you had
(18:17):
asked me when we started doing our work is you were like, well,
who are some, you know, who are some people that you really, you
know, look at their, you know, look at their wardrobe or, you
know, you think you admire them or what, you know, whatever that
looks like for you. And I remember honestly, even
like in my boards and all the things I was like, whether
(18:38):
you're a fan of hers or not, like I don't even care about the
music. I don't care about who's, you
know, whatever your opinions areof her doesn't matter in this.
It's about like you said, I remember in my mind going, I
want to be like Jlo. Like I freaking not to mention
she absolutely like kills me when it comes to being in her
(18:58):
50s. And you know what she just looks
like, like you said, she's got ahuge glam squad, right?
But it what I realized is it wasn't that I wanted to dress
like Jlo. It was what she brings to the
table. Like she is magnetic.
There is something about her when she shows up on stage, you
(19:18):
are just like in awe of the way that she has branded herself.
Like you said, it's like all about that.
It's just such that inner and outer that comes out in that
space. And I didn't realize it at the
time. I just remember her being
someone that I was like, Jlo just is freaking like something
(19:39):
about her style. I love it.
And, and but I realized it was so much more than just the
wardrobe, right? And to tie it back a moment ago
when I was talking about that, when you work with an artist,
it's not like it's getting to know them.
And she's so brilliant at branding her style through
telling her story, You know, so she's always said I'm the girl
from the Bronx and she's got this, what I call what I teach.
(20:03):
Is, you know, it's through her style types and so she through
her style types brilliantly and she reinvents it, but it's still
the same category that she has reinvented again and again and
again, but it's still saying thesame narrative.
So it's still on brand, but it'skeeping it fresh for obviously
her expertise and authority and,and, and what it needs to do for
(20:25):
her and her brand and her business.
But when you know how to brand your style to create the Jlo
effect through your style types,you eliminate because I don't
feel like I said that like tied it in.
What is the Jlo effect? So let me tie it together right
now. But it's, it's when you know how
to do that through your style types, that is how you tangibly
(20:48):
then start coming from true aligned self-expression, You
start coming from brand alignment, You can really start
to develop your leadership optics.
And the reason why I love working or I'm using hers is
that example is because when yousay leadership optics, everybody
kind of gets blinded that they've got all of a sudden
where this like power suit or you know, and, and it, a lot of
(21:08):
people start looking the same. There's a way that you keep it
fresh and original by really developing it through the style
types to create that industry icon formula that allows you to
not get pigeonholed in doing something that's stereotype.
Yes. Which is like, OK, well, this is
well, how should I look? Well, how do you want to look?
(21:29):
You know, and that's one thing that is the core of how to brand
your style to create the Jlo effect is through developing
your brand through your style types.
Totally. And that's what I and that's
what I love because that's one thing that no matter what your
style type is, I feel like what I walked away from in working
(21:51):
with you is that no matter what that is for you, you find a way
to not blend in anymore. Like you're not, you're not
blending it. Like, yeah, OK, your style type
might be. And I don't want to give it all
away because there's just so much, there's so much fun.
And all of that is figuring all of that out is so much fun.
(22:12):
And I love like, like I said, itwas my happy place to figure
this out. But what I love about it is
that, yeah, you might be the powerhouse suit gal, but there
is a way not blend in with that when you do your work.
And that's the that's the part that I love is like, OK, you
know this developing your style types for your industry icon
(22:34):
formula, style formula. It's just step one when you get
under the layer. So I'll just give you a little
teaser about Jlo, right? So one that she's so good at
doing is this very tastefully timeless look and actually one
that we did not or like kind of riff on.
But this is where you think of that signature gorgeous mint
(22:54):
green dress that she wore at theOscars.
And it was it was by Valentino. And it changed her career,
right? And then you've seen her in
Europe and she just almost looksvery like old Hollywood.
You know, there's a certain spinthat she has done that really
makes it so iconic, magnetic, unapologetic.
(23:16):
And that's how you rotate it through is when you're able to
really do that. And it also helps remove the
confusion because I remember, you know, while we're sitting
there going, I like Victoria Beckham and you were saying to
me, I want to do more of an edge.
And what we went through throughthe whole process of really
getting clear and like, what's Noel's real style types here and
(23:39):
getting to that's that iconic formula for you was actually
you're like, oh, Katie, I just really admire her.
I don't actually want to look like her.
And that was huge for you because you're going to buy
wrong pieces if you think you want to do something.
But again, we the inside out, you know, and that's really what
(24:01):
allowed you to set up for this transformation that you've gone
through. Now that's opening up all these
doors with this visibility. So it's, it's, it's, that's why
it, it's, that's an example of you, my dear, of how it really
plays a huge role in how it transforms your life.
Because if you're trying to be something you're not, then
you're being authentic and feel you as should be shining.
(24:28):
Not the version of you that somebody's telling you to look
at through magazines or not a version of you that you're
second guessing yourself becauseit's in season.
Totally, totally. And that's what that's what I
loved because I did come to the table so confused.
I was like, I was so confused. I was like, well, wait.
(24:50):
Like when we were looking at allthe different styles, I was
like, wait, I'm not and I wait, but I'm not and I'm not and I'm
not. And then we were able to work
your method and we were able to hone it in and I was able to
understand myself just exactly the way you were talking about
that It didn't necessarily mean I wanted to dress like that
(25:11):
person. I was able to identify there
were things that I admired aboutthat person and their
magneticism and all of those kinds of things because I was
like, wait, I'm a blend between like what I wanted, You know
what I thought initially, I remember being like, well, I
love Jennifer Aniston and I justlove her simplicity.
But then I love the edge of Victoria Beckham, but I love the
(25:33):
magneticism of Jlo and like, girl, you know, I was all over
the place. So This is why I love it,
because you bring such clarity as well.
And so that's why I want to get into it.
So let, let let's just get into what is going on in your world
right now, because I know that even from the time that we
started working together, you have even more going on.
(25:55):
Like you have really just kind of like elevated in
understanding where your work isand how it's impacting women.
So tell us, I know that style toscale is something that you are
ready to birth into this world and can you tell us about that
and why you created that? Yeah, so style to scale is going
(26:20):
to be a couple things in my world.
One, it's going to be this new miniseries that's coming out in
September, but it's how do you get dressed?
So that way you you get yourselfready for all of these
visibilities as a brand. So style to scale is going to be
a master class. It's going to show you the first
step about knowing your signature style through your
(26:42):
style types. And this is where you're really
going to see exactly how it is that I show you to build your
industry icon style formula through this three-part master
class. And then this is where it's time
to really start changing the language and the narrative for
specifically brands right now, Noel, because I see a gap in the
market right now where high level women are experiencing and
(27:03):
they're hearing things that are not quite lining up with their
brand alignment, you know, and, and, and the, the, the
leadership optics is all lookingthe same, where everybody's like
blending in. And so it's time to really start
to have things from a from a brand strategist angle, if you
(27:24):
will, of really talking about this in a very auto series with
style to scale and letting people more into the world of
what it is that I do on how thisis really obviously when you
align with your brand, with the brand alignment and you really
tap into that buyer psychology through what you wear and then
(27:45):
start telling that story, just how they do it.
Also like in the luxury fashion houses, how Chanel and them do
it, How do your and them do it? They are branding their images
and they're style. It's so much more of experience
and these are just conversationsthat I need to have in a deeper
thing that's just more than a post on Instagram.
So it's finally it's finally time for me to reveal some a lot
(28:07):
of the stuff that I've had in myback pocket for well over 10
years. Yeah, So see, that's what I
well, that's what I love that because like you said, we can
only show snippets of what's happening in our world and what
it is that we do on social mediain a smaller way, right?
And so I love that this is goingto be something that you can go
(28:29):
deeper and help women to understand this.
I think it's going to be so, so powerful.
And I would love for you to kindof, you know, just help women
understand too, that yes, we're talking about about, you know,
we're definitely talking about the elevated women in business
and like your brand, but also touching on just, you know, the
(28:51):
women. So many women in my world are
maybe not necessarily like running their own business or
not necessarily an entrepreneur,but they're looking to level up.
So it could be just in, you know, they're in midlife and
they're like, you know what, I am ready to level up.
I you know what, what do you have to say for that with the
work that you do? Well, it still is about
(29:13):
visibility still at that point, like it's just different
visibility. So what you're not to the to the
business women, the high level women, of course, we're talking
about, you know, going on stage and doing that.
But the visibility, what I've done with clients who have come
to me and they're like, I just want to do this for myself.
They want to be able to get dressed confidently and take
photos at their son's wedding and not like clearly uncringe
(29:36):
from like thinking about removing the tag on the Facebook
post. You know, they want to feel sexy
in a way that they used to in their 20s and re spark that
romance and have their husband sending them that text message
that said, I was checking out when you left the house this
morning and saw ring doorbell and saw how great you look.
And you know, there's that playsjust as much as the role in all
(30:00):
of it for all women because it'swhere you feel alive.
I mean, and it's it's it's stillthe same elements of of really
connecting to your wanting to steal style to scale because
you're wanting to get out there.You're wanting to be able to
take those compliments and show up in that coffee shop and have
a complete stranger come up to you and sit there and say, wow,
(30:24):
you look amazing. Not at such a cute top.
Like it's such a different transact.
It's such a different moment where it's actually Noel, and
I'm didn't even plan on talking about this, but it's like
letting women learn to receive. When you're seen and you're not,
(30:46):
you're allowing yourself to be seen one stage interviews what
the you just did this this get project that you're on, but even
allowing you to be seen who you are going up to a girl's brunch
and you're not worried or secondguessing as you get out of the
car. If you're too much or is
somebody looking at you or that and you can just feel good about
(31:06):
like I am being me 100% and I don't need to prove anything to
anybody. I don't need any validation
because I did this for me. Wow, confidence booster times
1000. Because then that's when you're
really going to be visible and really showing up as the real
(31:28):
you. And then taking those chances,
those bigger moves, how that maylook for you even in your
everyday life. Again, just allowing yourself to
receive the attention and the compliments and the energy, even
from yourself. Yeah, gosh, it's so before you
had even said that and hit that point, I loved when you had said
(31:51):
it's about feeling alive again. And there's something about that
that just really gives me the goosebumps because I think that
so often as women, you know, we can kind of like, again, we are
nurturers, we're caretakers, we're taking care of everybody
(32:12):
else. We go back to that image of how
we looked in our teens, how we looked in our 20s.
And then we just kind of, we don't know how to get in touch
with that again without thinking.
It has to do with, oh, we have to be the perfect weight.
Oh, it's because I used to fit into all of those cute clothes.
(32:32):
Not recognizing that you're justnot like you're not aligned
right now. You are not feeling alive
because you're comparing it to that version of yourself that
you have grown out of. You are no longer that person.
You're not meant to be that anymore.
Like, so it's, I love that you say that it's receiving, it's
(32:55):
acknowledging that we can show up in confidence no matter what
we're doing in life. You know, like you said, it's
even getting out of the car and going to brunch or it's even,
you know, not struggling with taking the picture.
I mean, how many of us get in a,in a place where we're like, oh
gosh, I don't like pictures or Idon't want to be in that picture
(33:17):
because we're so not aligned as to who we are in our own
identity and in our own confidence.
And this work just, I'm telling you, it just shifted my whole
way of thinking in that space because I was that person.
And that's why I say when I, if I would have been asked to do
(33:38):
this project a couple years ago,I wouldn't have.
And in addition to that, and I can share this because this is a
real in real time story that I shared with you as well.
Not only did I say yes to this project, but one of the members
of I, I guess I can say this because we know about this much,
but one of the members that are like part of the crew had pulled
(34:02):
me aside. And now mind you, I'm one of the
oldest in this project. And you know, there, there's all
sorts of things that I could have gotten super hung up on and
I didn't because I was like, Nope, I'm, I'm doing this thing.
I'm walking in my confidence. This is an opportunity, let's go
for it. And he pulled me aside and said,
(34:25):
and I, I originally thought I was in trouble because he's
like, Noel, come here, I need totalk to you.
And I thought, oh gosh, what didI do?
And he goes, who styles you? And I was like, what, what are
you talking about? And he goes, no, who styles you
like who, who is all you like? Who's behind the brand for you?
(34:45):
And I was like myself. And he goes, you had to have
worked with somebody. And I was like, as a matter of
fact, I have. And it, that's what just was
wild to me is that it came full circle and it was such, it was
(35:06):
probably one of the best compliments I have ever had.
And I was able to receive it andgo, Oh my gosh, thank you that
you have no idea how much that means to me.
Because again, it's a transformation.
Like someone had recognized the transformation without realizing
I had gone through a transformation, you know, And so
(35:27):
it was just such a cool moment that I could embrace it in a
way. And he and he went on to share
some other things with me that were just, I mean, truly brought
me to tears. Like I got in the car and I
immediately called my mom. And I was like, Mom, you would
never have guessed what somebodyjust said to me, you know,
because it was just a real moment that.
(35:49):
That if you call your mom, you know, then that's like, you
know, that's that's that's like that was a moment, Noel.
That's why it going back to likewhat we're talking about at the
very beginning of this, like it it when you really know how you
want to beyond your body type and in size and beyond what's
your skin complexion, beyond what's going in season.
(36:11):
I've seen so many successful women on global publications
that know how to address their body types, that know how to sit
there and wear the right things,that elongate their lines, that
know all this stuff, that have the design pieces in their
closet that like, but are hiding, you know, that are that
are not actually allowing themselves to receive.
(36:33):
And this is going to go into a different direction that I
wasn't planning on going in. But but it's, it's like when you
are able to receive and receive that attention like that, you're
really in your feminine energy. And I'm not a woo woo I at all.
I'm very much a Christian. But there's a lot of internal
work that I've been doing behindthe scenes of like, because a
(36:54):
lot of women right now are operating such at a masculine
energy place and not in their feminine.
And when you and not feminine doesn't always mean that you
have to be in pink and you have to be in, you know, that's not
what I'm saying. But being the soft and the
gentle and receiving the compliment, the attention to
help. Just feeling, taking that time
(37:16):
as you are getting yourself ready, not rushing through it
because it's a thing to get off your task.
Because as a woman, when you're actually going through something
you enjoy the it's more femininethan it is masculine.
And this has been very eye opening for me from the inside
inside out, as we're talking about like, wow, it's really
connecting to yourself more obviously as a woman, but in
(37:36):
that feminine energy. And it really is that such a, a
thing that I had to really even realize just recently like,
which was huge because. And, and that's where it's, it's
resting in how God made you moreas a woman and tapping into how
(37:57):
that specifically does look for you.
But that's where it's, it's, it's like winding all the noise
from. So that way we can really get
down to there she is, this is how it is and look what happens.
Yeah, totally, totally. Well, I have to ask, you know,
one last question before we get into our little game that we
always do at the end. But looking back on this
(38:20):
journey, what has been the most rewarding part of doing this
work? And so I guess it's kind of two,
two-part. What advice would you give to
the woman listening who knows that she's ready to arise into
her iconic self? So the first question again is
what is for me as my personal testimony of transfer style
(38:43):
transformation? Yeah, and just your most
rewarding part of doing this work.
The most rewarding part of me doing this work, as this is my
business is just to see women own their confidence and
continue to watch them grow and own their confidence because
(39:04):
there's always another glass ceiling.
And how that translates into them literally 3 forexing their
income to then them just being completely content with happy
with themselves and don't feel like they need anything else.
Just to be able to sit there andhave women feel comfortable in
(39:25):
their skin. And however that works
specifically for them is the most rewarding because I know
how hard I had to work to feel comfortable in my skin.
And if I can at all have play a role in that at any at any level
of a woman's career in life. I mean, it's an honor.
Yeah, I love that. And then what advice would you
(39:49):
give to the woman that's listening and knows that she
wants to rise into this iconic self but maybe doesn't know like
where to begin or what to do? You need to take styled to
scale. That's the first step for you to
take. 100%. Signature Master class, and it's
going to give you a behind. It's going to take you behind
the scenes of what my world is like and my method and the
(40:11):
industry icon format. It's going to completely knock
your socks off. There is nothing else like there
in the market, period. End of story.
And that's her first step to do.I love it.
Thank you. I'm so glad you said that.
That was what I was hoping you were going to say.
And I can 100% like I know that this is a newer space that she
has entered into. So this is going to be epic, I
(40:34):
promise you. Because I know, like I said, the
work that I've done with her, with you, Katie, it has just
been it, it literally has been transformational and it's such a
huge part of my story and it's such a, it's such a, it's such
an exciting journey. I think that's what it is
because it's so revealing. So now we get to have a little
(40:56):
fun with you. So we do a little thing called
spark and spill. And basically it's just some fun
questions. It's just, you know, go ahead
and answer just at the, you know, top of the brain.
It doesn't have to be anything that's like super, super deep,
but it's just kind of those quick fire questions.
So I'm ready to play. I love it.
(41:18):
We're ending on a game. What's that?
I love it. OK, so my first question and
there's five questions. So my first one is what's 1
outfit that always makes you feel unstoppable?
Ammo. I knew you were going to.
Why did I know you were going tosay that?
OK, I love it. Heels are sneakers.
What's your go to power move? Heels.
(41:41):
One style icon, past or present,that you'd love to raid the
closet of. I guess this is tough, I guess,
since obviously I've talked about her Jlo.
(42:03):
OK, fair, fair. What is one thing every woman
should ditch from her closet right now, if anything?
Rules. Oh, that is good, that is good.
I love it. OK.
And then we always ask this question.
A favorite book or podcast that you would want others to know
(42:23):
about? We're on it right now, Noel.
OK, hello. You can come on anytime.
We might just have to keep doingthis, girl.
We might have to have a style series or something like that.
That would be so. Let's do it.
That's cool, girl. This has been so much fun.
I have loved our conversation. I've just loved being able to
connect here in this space. And I know that my audience is
(42:47):
going to take so much from your story and your brilliance and
your energy. But before we wrap up, I
definitely want to make sure that you share with our
listeners how they can connect with you and get plugged into
your world. Yep, so I am hot over there on
Instagram. That is my main platform.
So you can connect with me over there.
(43:10):
And that is where again, you canconnect with the signature
master class style to scale or dive into the new bingeable or
audio miniseries that we have coming out still titled style to
scale. And you're, you're really going
to get more deep conversations like this that are just going to
just pivot your confidence to eliminate all the rules and
(43:31):
really help you develop and connect from the inside out.
Love it so much. Thank you again, Katie for being
here and for speaking so much inspiration today.
I hope that everyone is as excited about all of this as I
am. And then, of course, to all of
you listening, keep rising, keepshining, and know that the best
day is right here waiting for you.
(43:52):
Bye friends, thanks for joining me here today.
Your presence means the world tome.
If you enjoyed what you heard, please consider leaving a rating
and review and don't forget to follow or subscribe so you never
miss an episode. Head to the show notes and let's
connect. Rise to Shine Co is ready to
support you in coaching, collaboration, light tips, or
(44:14):
even a coffee chat. Until next time, keep shining my
friends.
Welcome to the Rise to Shine podcast with Noel Custis where
we ignite the spark to discover your favorite self.
It is time to get real, ladies. Hello, hello, welcome to the
Rise to Shine podcast. I'm Noel Kestis, your host for
(00:21):
today, and I am so excited because I have such a special
guest joining me today, someone who actually played a huge role
in my own transformation. You guys always hear me talking
about transformation and I'm going to tell you that Katie
Watford is a brand style strategist is what I'm calling
(00:42):
her today. And she is the creator of the
industry icon style formula. So she helps high level female
founders align their visual presence.
So I want you to like hear thesewords really loud and clear
because they are so important. You're going to see why as we go
through this podcast and we justhave fun having a conversation.
(01:05):
We're so excited to be able to get back together and reunite.
And because when we get together, we have a lot of fun.
So going back, she helps high level female founders align
their visual presence with theirnext level authority so they're
instantly recognizable in every room they enter.
So her work doesn't just change her closet, it actually shifts
(01:29):
your identity, your confidence, and the way you show up as the
face of your brand. So again, I know this first hand
because working with Katie transform not only my style, but
it also transformed my brand and, and the confidence within
that. We were just talking about this
before we got on air. So I was giddy sharing some back
(01:53):
vaccine stories for her and maybe that'll seep out into the
podcast today. But I can honestly say that
working with Katie was a true turning point for me.
It just shifted how I saw myself, how I showed up, how I
carried my brand forward and howI continue to carry my brand
forward. So in this conversation, you're
going to get to hear her story, You're going to learn about her
(02:16):
signature method, and you're going to get a peek into her
brand new miniseries style to scale, and you're going to love
the perspective that she brings.So welcome, Katie.
I'm so excited. What an introduction, Noel.
Thank you for having me. I'm so excited.
I know, well, I there's so much I can say.
Obviously we were already going crazy in the 10 minutes before
(02:38):
we even hit record. But I would love for us to just,
you know, really kind of dive inand get the conversation going.
And I'd love for you to tell theaudience a little bit about you
that I may not have mentioned here and just take us back to
where this all started. What pulled you into the world
of styling and branding, and what led you to create your own
(03:00):
business? Wow, OK memory lane.
So I started in LA as a personalstylist and then quickly got
into becoming a celebrity stylist and my career basically
skyrocketed overnight and I was landing red carpet events like
the Academy Awards, the Golden Globes, Independent Spirits
Awards, Comic Con, Today show, Conan O'Brien.
(03:22):
And I did it faster than anybodyI've ever met without any
connections. It was just pure audacity and
vision. Now, while as fancy and as
fabulous as it all may sound, I knew I wasn't really home with
what I was supposed to be doing.But it played such a huge,
pivotal role in what I'm doing now.
(03:42):
And so in 2018, when I was like transitioning out of only doing
that and really started to feel that nudge of a personal brand
to emerge and I didn't even knowthat's what it really was at the
time. I just had this vision to start
working with women more, more than outside of LA.
And so this is back in 2018 and I pioneered one of the very
(04:05):
first virtual styling businessesin the US.
People were still trying to figure out Zoom at this point,
let alone virtual styling was definitely not a thing like it
is today. You know, so I was really ahead
of a time and I scaled that company into go global from the
US, Canada and Dubai. And So what I learned and
(04:28):
realized at this time was that leaders personal styling didn't
necessarily transform personal brands and leaders for what they
needed because it was lacking a bigger system.
So this has just been something that as the pandemic happened,
that changed and it, it moved mefrom the West Coast to the East
Coast. And that's when I really got to
(04:50):
work on my methodology. When I moved back to the East
Coast and started to take all this talent that God has given
me and really start to like takethis and put it into now a brand
and frameworks and, and, and getting ready to really take
this to a whole different rebrand as we're going into the
season. Totally, and I'm so excited to
(05:12):
talk about all of that because Iknow you have some things that
are like on the brink of just being launched and burst into
this world. But I have to share this and I
know I shared it at the beginning, but I absolutely
loved, loved the process of working with you.
Like you know that it was my happy space because at the time
(05:32):
I was totally like launching my business as well and I didn't
know what the heck I was doing. I'm just going to be very
honest, like I had retired from teaching.
I had no idea what I was doing. And I was, I think of the time I
was even going through my certification to become a coach
and I was, you know, taking, youknow how it is when you start a
(05:53):
business and you don't really know what's going on.
I felt like I needed to get a whole master's degree in how to
run a business and what the heckI was doing.
So doing the work that we were doing together became my happy
place. So I would always tell you, like
I was so excited to be able to tap into your work today.
And whenever we would meet each other, we would just be giddy
(06:14):
because I would just be so excited because the process was
so fun. And what blew me away in the
process is that I learned because originally I thought it
was just about clothes. Yeah.
I was like, it's just about the clothes.
Like, I need to figure out what the heck I'm wearing.
I want to have, like, a cool brand.
I love the aesthetics, like all the things.
(06:35):
But what it did is it shifted how I actually saw myself.
So I would love for you to just talk about why style is so tied
to identity and why it can create such a powerful
transformation. Oh man.
Like, OK, OK, here's The thing is, is if you are looking at
(07:02):
style and you are looking at it from how it's being just
bombarded to you right now online of this is what's in
season and trends. And you know, that's one of my
style philosophies. Noel is not about trends at all.
And it's such a time when actualwhat style really is about is
really being diluted. And it's it's it's something
(07:23):
that I will not let happen. And, and when you can drown out
the noise of this is what's in season or these are what colors
look good on your skin complexion.
Not to say that that doesn't have some type of role that's
not important, but when you can start to just get in touch with
the woman that's looking in the mirror from the inside 1st and
(07:46):
let everything else just kind ofdo it the way that I do it, I
guess, and, and, and not worry and not worry about like, well,
does this look cute on me or not?
How do I want to be perceived? It is such a deeper conversation
when you just first start at it from almost a character
development lens. And that's in, in a way how I do
(08:07):
it. Artist development lens because
when working in the industry, you know, when you sit down with
a recording artist, you're not going to go, OK, well, this just
came down the runway and you should, you got to get to know
the artists and what makes them different and what makes their,
you know, their body of work. Why did they say the things that
they said? You really get to know them.
(08:28):
That doesn't happen in personal styling, which is why I never
liked personal styling because it, it just didn't translate to
this deeper role of identity. And so one of the most powerful
things a woman can do for herself at any point in her
career is to really work on her style.
If she comes through the lens oflike, how am I really showing up
and being perceived? And it's not always about what
(08:50):
everybody else is thinking. It's actually how you think
about yourself. So I don't have to answer the
question directly, no. Yeah, for sure.
I mean, it, it's just, I think the whole point being is that it
is so much bigger than just the clothes that you're wearing it,
it, it's such a deeper like inside job.
(09:11):
It's really an inside job. It's an inside, outside job.
And so yes, what did you say as an inside, outside job?
Then you have to really start onthe inside first.
Because I'll tell you what, I'venever had a woman be like, I
have the best body. I've had every woman tell me
what's wrong with her body and what's wrong with that.
And then I've had every woman sit there and tell me, well, I
(09:31):
think that not every woman I should, I shouldn't say that.
But I had a lot of women say, well, this looks cute.
And that's just language that I can already say.
You're not in touch with you of what you're really wanting to
present to the world because when you're presenting, this is
the woman that I I am and I understand what personality
traits that I feel really alive in.
(09:53):
And I understand this part of mystory that I want to communicate
through my image and my brand. Then you're coming from true
self-expression, from such an aligned place.
And I use this word a lot in my world, that therefore you could
care less what's in season or you can admire it and you and
you can be like, oh, that's cute.
(10:14):
But you don't get caught up in all of the noise of all this
stuff where you're constantly like panic shopping or just
being wasteful about things and you're really actually getting
in touch with yourself. It improves your relationship
with yourself faster and deeper then I would say anything else
out there because it changes notonly your Physiology, but when
(10:38):
you start wearing these, you know, outfits that are styled to
your industry icon style formula, you're showing up as
the next level you. And that in itself is like, oh
wow, she's getting looked at differently than this old
version of me. And that's, that's the work,
that it's not labor, physical labor.
(10:59):
It's, it's allowing yourself to be seen in a different light,
but it's also allowing yourself to see yourself in a different
light first because that's whereit really starts.
Yeah. So good, Oh my.
God and it's, it's, it's such a transformative process for a
woman that I cherish and love somuch and I'm so grateful God
(11:20):
gave me these talents and the way that he gave this to me, you
know, and allows me because I just never, I just intuitively
always knew not to get caught upinto, you know, overly like
what's in season and the trends and this is on runway.
I know how to speak it. I know how to do it all.
But at the end of the day, the identity work that comes through
your style and branding your image, man, it's so much bigger
(11:44):
than like this looks good. These are the colors that
complement your skin complexion.That's that's called
transactional styling. It's very surface level.
It's fun. Of course, there's elements of
that with, of course, in styling.
But if you really want this to take the lid off for your
confidence for a transformation as you do in your world, Noel
was for women, then it has to come from the inside out first.
(12:07):
Yeah. So, so good.
I'm just like my. There's just so much to unpack.
I know because I just feel this so deeply now because I'm on the
journey that it's like I'm on the other side of just that very
like basic work of the outside part and being able to step into
(12:31):
the inside to then affect my outside, like how I step into a
room. So part of what we were talking
about before we even hopped on here is, and for people that are
in my world, they kind of know that this is happening.
And I'm getting closer and closer to be able to reveal this
project that I'm working on thatis requiring me to step into
(12:53):
visibility and is requiring me to be more visible.
Which would have scared the heckout of me a couple of years ago.
So much so that I was telling you had I been asked to do this
project before I started doing the work with you, I probably
would have said no. I, I truly believe, Noel, I
truly believe this in the core of my bones and every strand of
(13:15):
red hair on my head, which is a lot of hair.
That is that this area is the biggest area that holds more
women back in their life in their career and visibility.
Because they are either getting distracted by all the noise of
stuff that actually literally has nothing to do with it.
And some may say it's their body, but that's actually still
(13:39):
an identity thing in itself. Yeah.
Because you're still seeing yourself through.
Well, it used to be this size when I was 20.
So you're still looking at yourself from a past version
instead of looking at who's the woman on my vision board, how
does she look and connecting with her and getting dressed as
her like like this, because that's where she lives and you
(14:03):
and she's you now. She just has a different
wardrobe or different pieces or what you know.
And so, and it's one of those things where I know that this
held me back too. I know I gave up the resume and
the credentials that I did, but that doesn't mean that I still
didn't have times where I more chapters than one had had these
times when I didn't want to go do certain things because I
(14:25):
didn't have the image. And it's one that you can still
have a successful business and still not feel being fully
expressed in what you do. And that's huge, huge.
And then also just to be able toreceive these visibility
opportunities, which could literally change the game which.
One girl. Well, and that's the thing
(14:46):
because, well, even speaking to that is there were things that
were starting to shift and change as I was going through
this transformation with you. And then on like when we were,
you know, doing this work, I could feel it.
I could, I was embracing it. I was definitely becoming more
aligned with myself and my brand.
(15:08):
But you're exactly right. What ended up happening is
because I was showing up as her and because I was showing up in
my brand, more opportunities started to come for me to be
more visible, right? So that is what has blown me out
of the water as I'm sitting heretalking to you.
Like it's literally making me teary because I'm going, Oh my
(15:29):
gosh, like sometimes we get so, you know, like busy.
And you know, we're just in thatmomentum of like, go, go, go
that we stop and remember where we were just a year ago, just
two years ago. And I'm sitting here and I'm
talking to you and I'm like, wait a minute, I'm in high vibes
(15:50):
right now. I'm not meant to get all teary
over this, but it strikes such achord with me because the work
is so much more important than Iever even realized.
I remember when you messaged me and you went I have no idea how
how important this work. Totally.
And it's that's why I say it's truly, truly one of the most
(16:11):
important transformative processes a woman can do for
herself. And I mean I'm speaking from
personal hand experience obviously with in the the work I
do with my clients. Yeah, totally.
So I, I have to ask you one morething just because I it's fun
and I know it's kind of like your thing.
Can we talk about or can you share with us you talk about the
(16:33):
Jlo effect? So I would love to just know a
little bit more about that and then we're going to dive into
all of your cool stuff that you got going on.
You know one thing. When when when My my one thing
if you're really talking about identity work in your style,
showing up as the next level youand not getting caught up into
(16:54):
the trends. How do you do that?
How do you get you know, and oneof the best examples of a woman
who is 100% authentic, unapologetic, has never looked
trendy a single day in her career.
A woman who easily could have yes, she's got a the one of the
best glam squads in the world, but she always looks authentic
(17:14):
to her and people are always on the edge of her seats of like,
how does she do it? What's she wearing now?
Sometimes it's it's, you know, very, very Latina, very sexy.
Then it got the New York field tour from from the Bronx and
she's just got this range. And it's really what has
inspired a big chunk of my method is how to brand your
(17:35):
style to create the Jlo effect because it's actually about you
telling your story through your visual identity.
And she's a master, yes, the style icon, but she's a master
at branding her style. So that way it's infused in
every outfit from the stage where to the vacation, where in
(17:56):
Europe. And so how to brand your style
to create the Jlo effect is, is how we develop your signature
style. So that way you show up
unapologetically as you through your own visual identity.
Right. And well, and the reason why I
wanted to bring that up because I remember it was so funny
because you, you one of the first questions that you had
(18:17):
asked me when we started doing our work is you were like, well,
who are some, you know, who are some people that you really, you
know, look at their, you know, look at their wardrobe or, you
know, you think you admire them or what, you know, whatever that
looks like for you. And I remember honestly, even
like in my boards and all the things I was like, whether
(18:38):
you're a fan of hers or not, like I don't even care about the
music. I don't care about who's, you
know, whatever your opinions areof her doesn't matter in this.
It's about like you said, I remember in my mind going, I
want to be like Jlo. Like I freaking not to mention
she absolutely like kills me when it comes to being in her
(18:58):
50s. And you know what she just looks
like, like you said, she's got ahuge glam squad, right?
But it what I realized is it wasn't that I wanted to dress
like Jlo. It was what she brings to the
table. Like she is magnetic.
There is something about her when she shows up on stage, you
(19:18):
are just like in awe of the way that she has branded herself.
Like you said, it's like all about that.
It's just such that inner and outer that comes out in that
space. And I didn't realize it at the
time. I just remember her being
someone that I was like, Jlo just is freaking like something
(19:39):
about her style. I love it.
And, and but I realized it was so much more than just the
wardrobe, right? And to tie it back a moment ago
when I was talking about that, when you work with an artist,
it's not like it's getting to know them.
And she's so brilliant at branding her style through
telling her story, You know, so she's always said I'm the girl
from the Bronx and she's got this, what I call what I teach.
(20:03):
Is, you know, it's through her style types and so she through
her style types brilliantly and she reinvents it, but it's still
the same category that she has reinvented again and again and
again, but it's still saying thesame narrative.
So it's still on brand, but it'skeeping it fresh for obviously
her expertise and authority and,and, and what it needs to do for
(20:25):
her and her brand and her business.
But when you know how to brand your style to create the Jlo
effect through your style types,you eliminate because I don't
feel like I said that like tied it in.
What is the Jlo effect? So let me tie it together right
now. But it's, it's when you know how
to do that through your style types, that is how you tangibly
(20:48):
then start coming from true aligned self-expression, You
start coming from brand alignment, You can really start
to develop your leadership optics.
And the reason why I love working or I'm using hers is
that example is because when yousay leadership optics, everybody
kind of gets blinded that they've got all of a sudden
where this like power suit or you know, and, and it, a lot of
(21:08):
people start looking the same. There's a way that you keep it
fresh and original by really developing it through the style
types to create that industry icon formula that allows you to
not get pigeonholed in doing something that's stereotype.
Yes. Which is like, OK, well, this is
well, how should I look? Well, how do you want to look?
(21:29):
You know, and that's one thing that is the core of how to brand
your style to create the Jlo effect is through developing
your brand through your style types.
Totally. And that's what I and that's
what I love because that's one thing that no matter what your
style type is, I feel like what I walked away from in working
(21:51):
with you is that no matter what that is for you, you find a way
to not blend in anymore. Like you're not, you're not
blending it. Like, yeah, OK, your style type
might be. And I don't want to give it all
away because there's just so much, there's so much fun.
And all of that is figuring all of that out is so much fun.
(22:12):
And I love like, like I said, itwas my happy place to figure
this out. But what I love about it is
that, yeah, you might be the powerhouse suit gal, but there
is a way not blend in with that when you do your work.
And that's the that's the part that I love is like, OK, you
know this developing your style types for your industry icon
(22:34):
formula, style formula. It's just step one when you get
under the layer. So I'll just give you a little
teaser about Jlo, right? So one that she's so good at
doing is this very tastefully timeless look and actually one
that we did not or like kind of riff on.
But this is where you think of that signature gorgeous mint
(22:54):
green dress that she wore at theOscars.
And it was it was by Valentino. And it changed her career,
right? And then you've seen her in
Europe and she just almost looksvery like old Hollywood.
You know, there's a certain spinthat she has done that really
makes it so iconic, magnetic, unapologetic.
(23:16):
And that's how you rotate it through is when you're able to
really do that. And it also helps remove the
confusion because I remember, you know, while we're sitting
there going, I like Victoria Beckham and you were saying to
me, I want to do more of an edge.
And what we went through throughthe whole process of really
getting clear and like, what's Noel's real style types here and
(23:39):
getting to that's that iconic formula for you was actually
you're like, oh, Katie, I just really admire her.
I don't actually want to look like her.
And that was huge for you because you're going to buy
wrong pieces if you think you want to do something.
But again, we the inside out, you know, and that's really what
(24:01):
allowed you to set up for this transformation that you've gone
through. Now that's opening up all these
doors with this visibility. So it's, it's, it's, that's why
it, it's, that's an example of you, my dear, of how it really
plays a huge role in how it transforms your life.
Because if you're trying to be something you're not, then
you're being authentic and feel you as should be shining.
(24:28):
Not the version of you that somebody's telling you to look
at through magazines or not a version of you that you're
second guessing yourself becauseit's in season.
Totally, totally. And that's what that's what I
loved because I did come to the table so confused.
I was like, I was so confused. I was like, well, wait.
(24:50):
Like when we were looking at allthe different styles, I was
like, wait, I'm not and I wait, but I'm not and I'm not and I'm
not. And then we were able to work
your method and we were able to hone it in and I was able to
understand myself just exactly the way you were talking about
that It didn't necessarily mean I wanted to dress like that
(25:11):
person. I was able to identify there
were things that I admired aboutthat person and their
magneticism and all of those kinds of things because I was
like, wait, I'm a blend between like what I wanted, You know
what I thought initially, I remember being like, well, I
love Jennifer Aniston and I justlove her simplicity.
But then I love the edge of Victoria Beckham, but I love the
(25:33):
magneticism of Jlo and like, girl, you know, I was all over
the place. So This is why I love it,
because you bring such clarity as well.
And so that's why I want to get into it.
So let, let let's just get into what is going on in your world
right now, because I know that even from the time that we
started working together, you have even more going on.
(25:55):
Like you have really just kind of like elevated in
understanding where your work isand how it's impacting women.
So tell us, I know that style toscale is something that you are
ready to birth into this world and can you tell us about that
and why you created that? Yeah, so style to scale is going
(26:20):
to be a couple things in my world.
One, it's going to be this new miniseries that's coming out in
September, but it's how do you get dressed?
So that way you you get yourselfready for all of these
visibilities as a brand. So style to scale is going to be
a master class. It's going to show you the first
step about knowing your signature style through your
(26:42):
style types. And this is where you're really
going to see exactly how it is that I show you to build your
industry icon style formula through this three-part master
class. And then this is where it's time
to really start changing the language and the narrative for
specifically brands right now, Noel, because I see a gap in the
market right now where high level women are experiencing and
(27:03):
they're hearing things that are not quite lining up with their
brand alignment, you know, and, and, and the, the, the
leadership optics is all lookingthe same, where everybody's like
blending in. And so it's time to really start
to have things from a from a brand strategist angle, if you
(27:24):
will, of really talking about this in a very auto series with
style to scale and letting people more into the world of
what it is that I do on how thisis really obviously when you
align with your brand, with the brand alignment and you really
tap into that buyer psychology through what you wear and then
(27:45):
start telling that story, just how they do it.
Also like in the luxury fashion houses, how Chanel and them do
it, How do your and them do it? They are branding their images
and they're style. It's so much more of experience
and these are just conversationsthat I need to have in a deeper
thing that's just more than a post on Instagram.
So it's finally it's finally time for me to reveal some a lot
(28:07):
of the stuff that I've had in myback pocket for well over 10
years. Yeah, So see, that's what I
well, that's what I love that because like you said, we can
only show snippets of what's happening in our world and what
it is that we do on social mediain a smaller way, right?
And so I love that this is goingto be something that you can go
(28:29):
deeper and help women to understand this.
I think it's going to be so, so powerful.
And I would love for you to kindof, you know, just help women
understand too, that yes, we're talking about about, you know,
we're definitely talking about the elevated women in business
and like your brand, but also touching on just, you know, the
(28:51):
women. So many women in my world are
maybe not necessarily like running their own business or
not necessarily an entrepreneur,but they're looking to level up.
So it could be just in, you know, they're in midlife and
they're like, you know what, I am ready to level up.
I you know what, what do you have to say for that with the
work that you do? Well, it still is about
(29:13):
visibility still at that point, like it's just different
visibility. So what you're not to the to the
business women, the high level women, of course, we're talking
about, you know, going on stage and doing that.
But the visibility, what I've done with clients who have come
to me and they're like, I just want to do this for myself.
They want to be able to get dressed confidently and take
photos at their son's wedding and not like clearly uncringe
(29:36):
from like thinking about removing the tag on the Facebook
post. You know, they want to feel sexy
in a way that they used to in their 20s and re spark that
romance and have their husband sending them that text message
that said, I was checking out when you left the house this
morning and saw ring doorbell and saw how great you look.
And you know, there's that playsjust as much as the role in all
(30:00):
of it for all women because it'swhere you feel alive.
I mean, and it's it's it's stillthe same elements of of really
connecting to your wanting to steal style to scale because
you're wanting to get out there.You're wanting to be able to
take those compliments and show up in that coffee shop and have
a complete stranger come up to you and sit there and say, wow,
(30:24):
you look amazing. Not at such a cute top.
Like it's such a different transact.
It's such a different moment where it's actually Noel, and
I'm didn't even plan on talking about this, but it's like
letting women learn to receive. When you're seen and you're not,
(30:46):
you're allowing yourself to be seen one stage interviews what
the you just did this this get project that you're on, but even
allowing you to be seen who you are going up to a girl's brunch
and you're not worried or secondguessing as you get out of the
car. If you're too much or is
somebody looking at you or that and you can just feel good about
(31:06):
like I am being me 100% and I don't need to prove anything to
anybody. I don't need any validation
because I did this for me. Wow, confidence booster times
1000. Because then that's when you're
really going to be visible and really showing up as the real
(31:28):
you. And then taking those chances,
those bigger moves, how that maylook for you even in your
everyday life. Again, just allowing yourself to
receive the attention and the compliments and the energy, even
from yourself. Yeah, gosh, it's so before you
had even said that and hit that point, I loved when you had said
(31:51):
it's about feeling alive again. And there's something about that
that just really gives me the goosebumps because I think that
so often as women, you know, we can kind of like, again, we are
nurturers, we're caretakers, we're taking care of everybody
(32:12):
else. We go back to that image of how
we looked in our teens, how we looked in our 20s.
And then we just kind of, we don't know how to get in touch
with that again without thinking.
It has to do with, oh, we have to be the perfect weight.
Oh, it's because I used to fit into all of those cute clothes.
(32:32):
Not recognizing that you're justnot like you're not aligned
right now. You are not feeling alive
because you're comparing it to that version of yourself that
you have grown out of. You are no longer that person.
You're not meant to be that anymore.
Like, so it's, I love that you say that it's receiving, it's
(32:55):
acknowledging that we can show up in confidence no matter what
we're doing in life. You know, like you said, it's
even getting out of the car and going to brunch or it's even,
you know, not struggling with taking the picture.
I mean, how many of us get in a,in a place where we're like, oh
gosh, I don't like pictures or Idon't want to be in that picture
(33:17):
because we're so not aligned as to who we are in our own
identity and in our own confidence.
And this work just, I'm telling you, it just shifted my whole
way of thinking in that space because I was that person.
And that's why I say when I, if I would have been asked to do
(33:38):
this project a couple years ago,I wouldn't have.
And in addition to that, and I can share this because this is a
real in real time story that I shared with you as well.
Not only did I say yes to this project, but one of the members
of I, I guess I can say this because we know about this much,
but one of the members that are like part of the crew had pulled
(34:02):
me aside. And now mind you, I'm one of the
oldest in this project. And you know, there, there's all
sorts of things that I could have gotten super hung up on and
I didn't because I was like, Nope, I'm, I'm doing this thing.
I'm walking in my confidence. This is an opportunity, let's go
for it. And he pulled me aside and said,
(34:25):
and I, I originally thought I was in trouble because he's
like, Noel, come here, I need totalk to you.
And I thought, oh gosh, what didI do?
And he goes, who styles you? And I was like, what, what are
you talking about? And he goes, no, who styles you
like who, who is all you like? Who's behind the brand for you?
(34:45):
And I was like myself. And he goes, you had to have
worked with somebody. And I was like, as a matter of
fact, I have. And it, that's what just was
wild to me is that it came full circle and it was such, it was
(35:06):
probably one of the best compliments I have ever had.
And I was able to receive it andgo, Oh my gosh, thank you that
you have no idea how much that means to me.
Because again, it's a transformation.
Like someone had recognized the transformation without realizing
I had gone through a transformation, you know, And so
(35:27):
it was just such a cool moment that I could embrace it in a
way. And he and he went on to share
some other things with me that were just, I mean, truly brought
me to tears. Like I got in the car and I
immediately called my mom. And I was like, Mom, you would
never have guessed what somebodyjust said to me, you know,
because it was just a real moment that.
(35:49):
That if you call your mom, you know, then that's like, you
know, that's that's that's like that was a moment, Noel.
That's why it going back to likewhat we're talking about at the
very beginning of this, like it it when you really know how you
want to beyond your body type and in size and beyond what's
your skin complexion, beyond what's going in season.
(36:11):
I've seen so many successful women on global publications
that know how to address their body types, that know how to sit
there and wear the right things,that elongate their lines, that
know all this stuff, that have the design pieces in their
closet that like, but are hiding, you know, that are that
are not actually allowing themselves to receive.
(36:33):
And this is going to go into a different direction that I
wasn't planning on going in. But but it's, it's like when you
are able to receive and receive that attention like that, you're
really in your feminine energy. And I'm not a woo woo I at all.
I'm very much a Christian. But there's a lot of internal
work that I've been doing behindthe scenes of like, because a
(36:54):
lot of women right now are operating such at a masculine
energy place and not in their feminine.
And when you and not feminine doesn't always mean that you
have to be in pink and you have to be in, you know, that's not
what I'm saying. But being the soft and the
gentle and receiving the compliment, the attention to
help. Just feeling, taking that time
(37:16):
as you are getting yourself ready, not rushing through it
because it's a thing to get off your task.
Because as a woman, when you're actually going through something
you enjoy the it's more femininethan it is masculine.
And this has been very eye opening for me from the inside
inside out, as we're talking about like, wow, it's really
connecting to yourself more obviously as a woman, but in
(37:36):
that feminine energy. And it really is that such a, a
thing that I had to really even realize just recently like,
which was huge because. And, and that's where it's, it's
resting in how God made you moreas a woman and tapping into how
(37:57):
that specifically does look for you.
But that's where it's, it's, it's like winding all the noise
from. So that way we can really get
down to there she is, this is how it is and look what happens.
Yeah, totally, totally. Well, I have to ask, you know,
one last question before we get into our little game that we
always do at the end. But looking back on this
(38:20):
journey, what has been the most rewarding part of doing this
work? And so I guess it's kind of two,
two-part. What advice would you give to
the woman listening who knows that she's ready to arise into
her iconic self? So the first question again is
what is for me as my personal testimony of transfer style
(38:43):
transformation? Yeah, and just your most
rewarding part of doing this work.
The most rewarding part of me doing this work, as this is my
business is just to see women own their confidence and
continue to watch them grow and own their confidence because
(39:04):
there's always another glass ceiling.
And how that translates into them literally 3 forexing their
income to then them just being completely content with happy
with themselves and don't feel like they need anything else.
Just to be able to sit there andhave women feel comfortable in
(39:25):
their skin. And however that works
specifically for them is the most rewarding because I know
how hard I had to work to feel comfortable in my skin.
And if I can at all have play a role in that at any at any level
of a woman's career in life. I mean, it's an honor.
Yeah, I love that. And then what advice would you
(39:49):
give to the woman that's listening and knows that she
wants to rise into this iconic self but maybe doesn't know like
where to begin or what to do? You need to take styled to
scale. That's the first step for you to
take. 100%. Signature Master class, and it's
going to give you a behind. It's going to take you behind
the scenes of what my world is like and my method and the
(40:11):
industry icon format. It's going to completely knock
your socks off. There is nothing else like there
in the market, period. End of story.
And that's her first step to do.I love it.
Thank you. I'm so glad you said that.
That was what I was hoping you were going to say.
And I can 100% like I know that this is a newer space that she
has entered into. So this is going to be epic, I
(40:34):
promise you. Because I know, like I said, the
work that I've done with her, with you, Katie, it has just
been it, it literally has been transformational and it's such a
huge part of my story and it's such a, it's such a, it's such
an exciting journey. I think that's what it is
because it's so revealing. So now we get to have a little
(40:56):
fun with you. So we do a little thing called
spark and spill. And basically it's just some fun
questions. It's just, you know, go ahead
and answer just at the, you know, top of the brain.
It doesn't have to be anything that's like super, super deep,
but it's just kind of those quick fire questions.
So I'm ready to play. I love it.
(41:18):
We're ending on a game. What's that?
I love it. OK, so my first question and
there's five questions. So my first one is what's 1
outfit that always makes you feel unstoppable?
Ammo. I knew you were going to.
Why did I know you were going tosay that?
OK, I love it. Heels are sneakers.
What's your go to power move? Heels.
(41:41):
One style icon, past or present,that you'd love to raid the
closet of. I guess this is tough, I guess,
since obviously I've talked about her Jlo.
(42:03):
OK, fair, fair. What is one thing every woman
should ditch from her closet right now, if anything?
Rules. Oh, that is good, that is good.
I love it. OK.
And then we always ask this question.
A favorite book or podcast that you would want others to know
(42:23):
about? We're on it right now, Noel.
OK, hello. You can come on anytime.
We might just have to keep doingthis, girl.
We might have to have a style series or something like that.
That would be so. Let's do it.
That's cool, girl. This has been so much fun.
I have loved our conversation. I've just loved being able to
connect here in this space. And I know that my audience is
(42:47):
going to take so much from your story and your brilliance and
your energy. But before we wrap up, I
definitely want to make sure that you share with our
listeners how they can connect with you and get plugged into
your world. Yep, so I am hot over there on
Instagram. That is my main platform.
So you can connect with me over there.
(43:10):
And that is where again, you canconnect with the signature
master class style to scale or dive into the new bingeable or
audio miniseries that we have coming out still titled style to
scale. And you're, you're really going
to get more deep conversations like this that are just going to
just pivot your confidence to eliminate all the rules and
(43:31):
really help you develop and connect from the inside out.
Love it so much. Thank you again, Katie for being
here and for speaking so much inspiration today.
I hope that everyone is as excited about all of this as I
am. And then, of course, to all of
you listening, keep rising, keepshining, and know that the best
day is right here waiting for you.
(43:52):
Bye friends, thanks for joining me here today.
Your presence means the world tome.
If you enjoyed what you heard, please consider leaving a rating
and review and don't forget to follow or subscribe so you never
miss an episode. Head to the show notes and let's
connect. Rise to Shine Co is ready to
support you in coaching, collaboration, light tips, or
(44:14):
even a coffee chat. Until next time, keep shining my
friends.
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Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
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If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.