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julia baldet(@juliabaldet)'s profile avatar Download

julia baldet

@juliabaldet

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founder @elevatewellnessuk
former private equity, now building a brand in public
[email protected]
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I started with one smoothie bar at Bank in June 2025, the least obvious place to sell wellness, which is exactly why I picked it. No chef’s training, no hospitality background. Just a personal frustration and a feeling that this could help many other people. One year later, we’ve now have a second location in @theofficialselfridges and expanding. This is just the beginning. I’d love to hear from you what you want to see next from elevate and where you’d like us to open!! taken in London, United Kingdom by @juliabaldet
75
a month ago
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reintroducing myself as we celebrate 1 year @elevatewellnessuk POV: you left your finance job to open a smoothie bar in London with no idea what you were doing. In 2019 I moved to London for my dream career in investment banking, then private equity. A couple of years in I realised this was my reality as long as I stayed in finance: crazy hours and constant exhaustion. Then my body made the decision for me. The stress caused real health issues, and doctors told me to strip everything back to the basics: exercise, nutrition, sleep. That’s when I found my love for smoothies. I picked up a “healthy” smoothie after the gym one day, 72 grams of sugar. I looked for healthier alternatives and plot twist, couldn’t find any. So I quit finance. No experience, no investors. I flew to LA, Paris and Dubai trying every smoothie I could, then got back to my kitchen and lost count of the recipes I trialled. I built the branding and concept from scratch, Elevate was born, and started cold emailing investors on LinkedIn. Then came the part nobody warns you about: rejection after rejection. I nearly walked away. But I raised £400,000 and brought Elevate to life. Finding the right location almost broke me. Months of disappointment and imposter syndrome, until we opened our first store in Bank. 10 months later we opened our second in Selfridges and beat our first month sales estimates by 50%. Since then we’ve worked with Adanola, Gisou and YSL, and been published in The Times, Forbes, Harper’s Bazaar and Marie Claire. So what’s next? Scaling the brand, and taking you behind the scenes with me. Follow along for the highs and lows of building a brand from scratch. And send this to the friend who keeps talking about quitting. taken in London, United Kingdom by @juliabaldet
185
a month ago
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how it feels running my own business taken in London, United Kingdom by @juliabaldet
30
3 days ago
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this month’s camera roll taken in London, United Kingdom by @juliabaldet
26
2 months ago
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Selfridges, we’re coming! 💛 And of course, we can’t do it without celebrating with you…launch day event details coming soon, stay tuned! @theofficialselfridges #selfridgeslondon by @juliabaldet
66
3 months ago
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Nobody talks about the failures that don’t make it into the highlight reel. So here’s mine. The finance job I stayed in too long. The hundreds of investor rejections. The salary envy I still feel sometimes. The content I don’t post even though I’m supposed to be building a personal brand. Which one did you relate to most? Drop it below and send this to a friend that needs to see this. taken in Elevate Royal Exchange by @juliabaldet
50
21 days ago
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reintroducing myself as we celebrate 1 year of @elevatewellnessuk taken in Elevate Royal Exchange by @juliabaldet
84
a month ago
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30 days to open @elevatewellnessuk store #2 #elevatelondon #behindthescenes taken in Elevate Royal Exchange by @juliabaldet
52
4 months ago
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the rumors were true, we’re opening at @theofficialselfridges. this month. taken in Selfridges by @juliabaldet
154
3 months ago
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taken in Los Angeles, California by @juliabaldet
16
3 months ago
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Comment JULIA to receive this episode straight to your inbox 🥤 She left private equity to retrain as a barista. Then she launched one of London’s fastest-growing wellness brands. @juliabaldet began her career in investment banking and private equity - analysing consumer companies across beauty, luxury and wellness. But while working in the City, she realised something surprising: many “healthy” smoothies on the market contain huge amounts of sugar - some up to 80g in a single drink. So she left finance… secretly trained as a barista… and launched @elevatewellnessuk Today, Elevate’s first site at The Royal Exchange is quickly becoming one of the most exciting new wellness brands in London. In this episode of Wish I Knew, we talk about: ✨ Leaving private equity to build a consumer brand 📱 The TikTok video her old colleagues were discussing at lunch 🥤 Why functional nutrition is the future of wellness 💭 Why clarity comes from action - not overthinking 📉 The reality of building a business when only 2% of funding goes to female founders ⚡ What wellbeing actually looks like when you’re running a company Julia shares the mindset shift that helped her move from analysing businesses… to building one. If you’ve ever felt the pull to leave a “safe” career and build something of your own - this conversation will resonate. 🎧 Full episode via the link in bio. 💙 Podcast Partner: @heights Get 20% off your first month using the link in bio and code WISHIKNEW20. 🎙️ Recorded at @weareqube - the studio behind Wish I Knew. Check out how to join on the link in bio. by @juliabaldet
52
5 months ago
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behind the scenes of our latest campaign photography: @elspeth.vincent model: @lucyekee makeup: @ryoko_makeup_uk behindthescene: @_katiebull taken in Elevate Royal Exchange by @juliabaldet
20
6 months ago
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