My MUSE | Jill Brinsdon

Hi everyone, Olivia here to introduce this week's My Muse: the unstoppable, charismatic, and gloriously vivacious Jill Brinsdon.

Jill has always been a storyteller, whether she’s shaping the voice of a bold brand or helping someone step into their next chapter. She knows what cuts through the noise and, more importantly, what rings true. It’s this instinct for clarity and connection that led her to co-found Tricky, New Zealand’s first brand performance agency of its kind — and one that continues to shape some of Aotearoa’s most resonant voices.

It’s no surprise Jill was the first to do something like that. There’s a touch of rebellious brilliance to everything she does. She’s fearless, disarming, and deeply creative, a formidable businesswoman with a heart for people and a wardrobe that could stop traffic.

These days, her energy is flowing into her work as a Life Strategiser / Coach / Mentor / Inspirator (yes, that’s her own delicious phrasing). Whether she’s helping a woman reclaim her confidence, or guiding a founder back to their purpose, Jill shows up with unflinching honesty and irrepressible humour. You can’t help but feel lit up in her company.

I sat down with Jill to talk power, purpose, storytelling and the boots currently topping her wish list…

 

 

You’ve worn many hats — creative, strategist, storyteller, coach. When someone asks you at a dinner party, 'So, what is it you do?' How do you usually respond?

Completely depends on who’s asking! But it’s usually a variation of: I own a branding agency called Tricky; I help businesses understand their purpose, improve their positioning and tell their stories better. I do a lot of values work as a part of strengthening brands. And I also love love love my coaching and mentoring practice jillbrinsdon.com where I help women step into their power. Basically, I hold a bright torch.

 

You’ve been called a ‘business therapist’ before — what’s the piece of advice you find yourself giving most often? (And do you take it yourself?)

It’s less about giving advice and more about asking the questions that matter. The ones I come back to again and again are: How does this serve the vision you’re working towards? How does this fuel your purpose? Those questions have a way of refocusing effort — for my clients and for me too.

 

 

 

We know and love you for your rebellious spirit. If you could burn one outdated rule of fashion to the ground, what would it be?

That you have to ‘dress your age’ or fade quietly into neutrals after 50, I especially notice this in Central Otago. Burn it. We only expire on our death bed. Style should be about expression, not suppression.

 

You’ve said storytelling isn’t just for brands — it’s for people, too. Do you think clothing can be part of that storytelling? 

Without question. What we wear is the first story we tell people about ourselves before we speak a word. Clothing can reflect who we are, who we’ve been or who we’re becoming. It can honour where we come from, or hint at where we’re going. Sometimes it’s quiet, sometimes bold — but it’s always a form of expression.

 

 

Your home is filled with beautiful, thoughtful art — does your love for visual storytelling influence the way you dress or the brands you're drawn to?

Definitely. I’m drawn to things that carry meaning — not just beauty for its own sake. Brands that say something or make me feel something get my attention. I love depth and integrity in any kind of storytelling – and an edge.

 

What are your go-to wardrobe essentials — the pieces that make you feel sharp, bold, or like you could take on the world

It’s certainly shifted since I landed in Central Otago. I never wore jeans in Auckland but they make sense in Arrowtown. I’m more casual down south. I’m not taking on the world, I’m taking on the river tracks. So it’s pants and swishy skirts that catch the wind, plus some really good wool and a coat. In Auckland, I’m still in the Nili Lotan's or the Tibi’s, but I might pair them with a great tee or a shirt, a blazer and some heels.

 

 

What is on your current MUSE wish list?

Victoria Beckham’s Chain Watch Boots and the epic Khaite Leather Jacket

 

And finally, finish this sentence: A woman is most powerful when she...

… stops putting herself last, listens to her gut instinct, and starts trusting her own voice.