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Bespoke transformational coaching, career and personal development programmes.

To inspire, create and transform people’s lives by providing our insight, expertise and guidance in order to help them become the best version of themselves.

How did it all begin?

We started our journey as seasoned recruiters in the City and met at a tier 1 investment bank. Throughout our careers, we have received constant feedback and queries for career guidance and coaching, something we felt well equipped to address. During the first year of the pandemic, adding to our own skill sets, we qualified as transformational coaches and psychometric test practitioners.

What sets your business apart?

We are insightful in our thinking and unique in our approach based on knowledge and experience of the job market. We are two black women who leverage learnings from our own lives as long-term expats in London to help clients of all walks of life. We take a holistic approach to coaching and aim to inspire, create and transform, leaving our clients in a better state of mind and emotion than when we started working with them.

What is the concept behind your business or the problem you’re solving?

The creation of Advise Tree stems from the realisation that individuals and organisations constantly have to reinvent themselves in order to stay ahead of the competition. Therefore, through a conversation-based approach, we help our clients explore their inner world of beliefs, assumptions, values and expectations in order to create greater possibilities for their way of being in life.

Where to next/What is your brand vision?

Our vision is to help individuals and organisations develop their self-awareness in order to achieve their professional and personal goals.

Benicia Jeulin

Founder of

Advise Tree

What do you feel passionate about/what drives you?

I feel passionate about people’s growth and development. I am always one to listen and offer advice and guidance when I am asked for it.

Share an example of early life that has shaped you?

As a child and teenager, I played the clarinet and every year there was a concert during which I had to perform solo pieces of music in front of an audience. This experience taught me how to manage stress and the pressure of performing well whilst being in the spotlight.

Highlights of your business journey so far?

One of the main highlights was making the most of the first year of the pandemic to build the company website, train as a coach and as a psychometric practitioner.

Key lessons you have learned along the way?

Through setbacks and rejections, I have learnt to be resilient, to adapt to changing circumstances, to adopt different approaches and to be more creative.

Best piece of advice you have received?

The way I define myself will influence the clients I attract.

Advice to an aspiring entrepreneur or woman just starting her career?

Dare to try. Even if you fail you will learn lessons along the way that will help you on your forward journey.

What funding route have you chosen for your business and why?

We have self-funded as we did not need a lot of capital to get started and moving forward, we want to keep control of our company.

Some of the challenges you have faced and how you overcame them?

Attracting new clients has been one of our main challenges especially given that we work part-time. We have managed to overcome this by clearly defining our target audience and how we approach them.

Why is it important to support women-led business?

Studies have shown that female-led teams are more productive and more innovative. Everyone is given a voice and is listened to thanks to women’s higher emotional intelligence. This is something that I have no doubt extend to women-led businesses. It is important to me because we are sometimes too humble, reserved and shy and don’t do well at promoting ourselves. As women tend to be minorities in the boardroom and in leading positions, building solid networks is required in order for us to move forward and be successful.




Benicia Jeulin

My inspiration is...

making an impact on people’s life.

My greatest fear is...

to stand still and never learn from mistakes or failures.

The most courageous thing I’ve ever done is...

moving to London to start my career straight after university.

Guilty pleasure?

dim sum.

Mantra you live by?

“Divorce your story of limitations and marry your unlimited capacity.” - Tony Robbins.

Female role model?

Sara Blakely.

Women-led brand you love?

Fenty Beauty.

Top productivity tool?

writing to-do lists, set up time frames for tasks, taking breaks to cook or do mindfulness exercises.

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