Sandra Julian New Plymouth, Taranaki

Listen to Noomii's interview with Sandra Julian

About Me

You're the one everyone relies on. Clients, team, family. You're good at what you do and you've built something real. But somewhere along the way, the business started running on you rather than with you.
I know that place well. I founded Auaha in 1999 and ran it for 25 years across two locations, as Aotearoa New Zealand's only Māori owned BEIA Approved Professional Conference Organiser. I sold the business in 2024. I know what it takes to build a business, and I know what it costs when you lead from depletion.
Now I coach capable women in business who are overfunctioning. You're busy every hour, carrying every decision, and still behind on the work that matters most. Everyone thinks you've got it together. You're just holding it together.
This isn't about doing more. It's about leading differently.
When you work with me, we work on two things side by side. The inner game: the identity and beliefs that keep you over-functioning, and what kind of leader you want to be. And the practical side: as a Full Focus Certified Pro, I use the Full Focus system to help you design a week that works, set goals you'll actually reach, and plan each day around what matters most.
My work is grounded in Te Ao Māori (the Māori worldview), which sees people, purpose and wellbeing as connected. I'm a Māori wāhine (woman) of Ngāti Mutunga, Ngāti Tama, Ngā Toa and Te Atiawa descent, based in Taranaki, New Zealand. That foundation shapes how I coach: relationally, intuitively, and with a focus on lasting growth.
I'm a sounding board, not someone who hands you a template. I'll sit with you while you work out what's not working and what you want instead, and then we'll shift the everyday habits and behaviours that make the change last.
I coach online and work with clients across time zones.