Founder of She Who Roars | Personal Branding Consultant | Brand Strategist | Content Marketer | Public Speaker | Business Consultant | Career Development Coach
The Cost of Outgrowing Your Own Reflection
Many successful women reach a quiet, frustrating plateau in their careers. They have built exceptional businesses, earned deep trust from their clients, and delivered undeniable results time and time again. Yet, when they look at their online presence, they see a ghost of their past. Their website, their messaging, and their visuals reflect a younger, less experienced version of themselves. Jacquie Lawes recognized this silent friction happening across industries. She saw that expertise alone does not automatically translate into market recognition or premium positioning. When a founder evolves, their brand often lags behind, acting as a heavy anchor rather than a sail. This disconnect forces brilliant practitioners to work twice as hard just to prove their current worth to new audiences.
Closing the Gap Between Reality and Perception
Jacquie Lawes is the Founder of She Who Roars, a brand elevation practice based in Oxfordshire. She specializes in aligning the external presence of established female founders with the high level at which they currently operate. Her work ensures that a leader’s visual and verbal identity commands the exact respect their track record deserves.
Two Decades Behind the Camera and the Canvas
The foundation of her current practice rests on more than twenty years of rigorous commercial experience. She did not start as a solo consultant. Her early career involved managing visual merchandising for Marks and Spencer and project managing the directing photographic production for major retailers. Including She styled and managed high-stakes shoots for global names like Mattel, Hasbro, Ferrari, and House of Fraser. Those early roles demanded an acute understanding of how visual details drive consumer behavior and brand loyalty. The work required meticulous project management and an eye for the subtle cues that separate premium products from average ones.
Later, she stepped into the fast-paced gaming industry as a Design Studio Manager for 505 Games. She oversaw global packaging and digital assets for major game titles, balancing strict corporate guidelines with high-end creative execution. At Mothercare and Early Learning Centre, she managed end-to-end video production, turning product launches into compelling visual narratives. She analyzed viewer data to refine content strategy, ensuring every piece of media served a distinct commercial purpose. Every corporate role sharpened her ability to translate abstract concepts into tangible, revenue-driving assets.
She eventually left the corporate structure to test her skills as an entrepreneur. She launched White Olive Design Studio, a luxury stationery business. Within three years, she took it from a completely unknown startup to a multi-award-winning leader in its regional market. That transition from corporate employee to independent founder changed her perspective entirely. She had to market herself, sell her vision, and build a reputation from scratch.
“I’ve experienced brand and branding from pretty much every angle,” she notes. This tri-fold experience across in-house teams, agency environments, and her own ventures gave her a rare, practical edge. She understands the pressure of putting your own name and reputation on the line. She knows what it feels like to build a company and suddenly realize your brand no longer fits.
Architecting the Next-Level Identity
In early 2024, she launched She Who Roars to solve the exact problem she kept seeing in the market. The decision came from a distinct realization about the creative industry. She noticed that many branding agencies focused entirely on aesthetics, handing clients pretty logos without addressing the core identity of the person running the company. She refused to operate that way.
“I wanted to work with women who were already brilliant at what they do, but whose brand hadn’t caught up with who they had become,” Jacquie Lawes explains. This observation became the bedrock of her VIP Brand Elevation experience. The focus shifted from mere design to complete alignment, ensuring the outside matched the inside.
Her clients are typically heart-led founders, healers, and purpose-driven experts. These are women who have spent years mastering their craft. They have active communities and strong referral networks. Yet, they often feel they are working far too hard to gain visibility outside their immediate circles.
“There’s a gap between the woman they’ve become and the brand they’re putting out into the world, and my job is to close that gap,” she says. By restructuring their messaging and visual presence, she helps them project their true authority. The results are immediate and measurable.
One recent client came to She Who Roars with a thriving business but a stalled conversion rate in their online brand. Despite strong website traffic, the brand felt like a startup from the first impression, not an established authority. Jacquie Lawes mapped out a new aesthetic, directed a fresh brand shoot, and overhauled the website. The intervention completely shifted how the client positioned herself in the market.
“She went from getting traffic to her website but not converting at the desired rate, to selling out her group programme and spiking her brand visibility,” she shares. The external upgrade triggered a profound internal shift. When the client finally looked like the leader she already was, her audience responded with immediate trust and purchasing action.
Beyond individual client work, she also founded Light Leaders to foster genuine industry relationships. This in-person community brings together female entrepreneurs, energy healers, and purpose-driven founders who value connection over competition. It serves as a physical extension of her philosophy, proving that elevated leaders thrive best when surrounded by peers who understand the weight of their work. She creates spaces where women can step into their full authority without hesitation.
When the Outside Finally Matches the Inside
A brand should never be a time capsule of who you used to be. It must act as a precise mirror of your current capability and your future direction. By refusing to settle for surface-level design, she ensures her clients never have to introduce an old version of themselves again. True recognition arrives the moment the world sees you exactly as you are.
Jacquie Lawes is the Founder of She Who Roars a brand elevation practicebased in Oxfordshire, United Kingdom. She helps established female founders and purpose-driven experts elevate their brand to reflect the true value of their work. To connect with Jacquie or learn more, visit jacquielawes.com.
