From Torstraße to a Trend-Setting Trailblazer

In a packed Soho House in Berlin, Julia Winkels, CEO and founder of BOLD, took center stage with her fearless approach to life and business.

Photography by Anna Härlin

From her roots in Torstrasse to the bustling streets of New York and Los Angeles, Julia's journey is a testament to the power of embracing imperfection and forging your own path. Since founding the agency, BOLD has grown from a small business to occupying six apartments and two basements on Torstraße . 

Today, BOLD has grown and matured, uniting brands and audiences of Millennials, Gen Z and Gen Alpha, combining strategic insight with zeitgeist ideas, earning it the well-deserved recognition as one of the most relevant cultural marketing agencies in the DACH region.

“Torstraße stands for everything that Berlin is for me: somehow sexy, but also a bit f*****d up.”

Photography by Anna Härlin
Photography by Anna Härlin

Peeling back the layers of her entrepreneurial journey, Julia shared anecdotes from her early days at Nike and Reebok, revealing how her passion for trainers and natural talent for spotting trends paved the way for her role as a brand expert.

In addition to BOLD, Julia has a number of new ventures she is working hard on, including Matchasome, the "awesome, true-to-life, delightful universe for the most amazing matcha experience". But it wasn't always such smooth sailing. The interview went on to candidly discuss the hurdles she faced throughout her career as a founder, including the impact of COVID-19 on her businesses and how he found the strength and determination to stay motivated and see the light at the end of the tunnel.

“I wanted to make sure I knew what was happening in my life and that I could make my own decisions.”

Photography by Anna Härlin
Photography by Anna Härlin

After more than a decade of carving the way on how PR agencies make waves, Julia remains completely dedicated to her brand and passion; driven by a force to connect brands with their audiences while empowering others to pursue their dreams, even when the going gets tough.

A huge thanks to incredible team at BOLD for their generous support, providing us with goodies from Keys Soulcare, Paula’s Choice, KIKO Milano, Triumph, and Matchasome, and of course to Soho House for hosting us all for such a special event.

Photography by Anna Härlin
Photography by Anna Härlin

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Photography by Anna Härlin
Photography by Anna Härlin
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