believe is an International Spa Consultancy Company, encompassing all the essential elements required for pre-opening including constructing design integrity, Furniture, Fittings & Equipment, Operating Supplies and other specialty items. Comprehensive operating procedures and systems for new and existing facilities. Market analysis compiling a winning business strategy through customized research and detailed analysis. Menu development, Vision and Mission statement, Visual concept style and ambiance. Training and Development with a tailored mentoring program for the management team to achieve high levels of performance and results in the field.


Julia Leone has an impressive career in the Spa, Beauty and Hairdressing environment, and is the Founder and Director of believe.

Julia understands the importance of a great education as a start to a career and when she completed her training she became a Director of Rubens Hair & Beauty, managing a large staff whilst being responsible for their development to ensure the success of the business, a business that still exists today, still using the techniques and marketing ideas that Julia devised.

Julia then took a step into Adult Education in the UK, where she immediately started to devise programs for learners that needed to be responsive to two different awarding bodies. During this time Julia also took on a role of Verifier to ensure the consistent quality of education for the learners and the staff.

Julia wanted to expand her horizons and decided to move to San Francisco to work with the well renowned skin care company, Dermalogica as a lead educator in the International Dermal Institute. During this time Julia, learnt about the need for quality training and reached out to learners from all areas, that could access the training centre.

Her next move to Houston, Texas was to embed her love of training but on an International level. Working within a CIDESCO school and also as an CIDESCO Examiner Julia came to realise the need for professional training.

After a move to South Africa, Julia was head hunted to move to Le Sport (The Body Holiday) in St Lucia to set up a training academy delivering CIBTAC International qualifications in the Caribbean Island Spas.

Julia then went to be the Director of Health & Wellness at the Jalousie Plantation and was instrumental in the set of the Rainforest Spa. The Hotel went through rebranding and is now known as Sugar Beach, a Viceroy Resort  St Lucia a five star resort. Julia made an impressive difference in their revenue  training and development of the staff in the Spa and in Fitness. Through all this time many professional people within the Spa Environment have approached Julia for her expertise on how to improve their own businesses leading Julia into opening believe.

Her expertise in Spa knowledge has been used across the globe, helping new start up spas and existing spas to become successful. Her eye for detail covers all aspects of the Spa Environment, from the architecture, the needs of the business, the people and the client experience. believe has also recognised the need for training of staff using online virtual education to make internationally recognised qualifications available across the globe.

Awards & Accolades

Best New CIBTAC Centre Award 2016 went to believe ltd, for their innovative training concept. We consider there to be no greater need in the world than providing the opportunity of education to all.
We are therefore delighted to be leading the way into the next era of education in the Beauty & Spa industry and have become the first ever school offering part delivery through a virtual learning environment.
This allows all learners across the globe to have access and offers the opportunities to those, who work full time, live in remote locations to become a Spa Professional.CIBTAC would like to congratulate believe and their team on this achievement and look forward to working together to achieve a shared vision.

The CIBTAC Tutor of the Year Award 2010 was open to all CIBTAC tutors in the UK and internationally accredited schools. Tutors really are the great unsung heroes of the beauty industry and are influential in the development of students, our future therapists and therefore the beauty profession as a whole. Before the winner was announced, there was a runner up category as we felt her amazing talents and great promise to teaching deserved a mention and Denise Lynch was announced as runner up and presented with a bouquet of flowers and gave an acceptance speech.

The winner of the award, Julia, would have been hard to beat. She was the Training Manager at the Oasis Spa, La Sport Hotel, St Lucia. Teaching in an overseas country our winner has had to learn and understand different cultures as well as adapting her teaching methods to suit individual backgrounds. Many of her students travel miles to get to school, live in metal and wooden houses and she plans to monitor every students individual needs to enable them to achieve their goal. Julia is keen to point out that her students ‘love learning and life’.


  • Julia was instrumental in the launch of the spa at Sugar Beach, St Lucia. She set and maintained the highest level of professionalism and inspired all around her. She trained a largely inexperienced team and turned them into a confident, cohesive unit. She resolved problems in a thoughtful and methodical manner and brought a fledgling project under control. She carried this approach through to the project's conclusion, dealing with issues at all levels from her staff’s personal problems to marketing strategies. I must particularly praise her for her help after hurricane Tomas that caused immense damage to the resort. Through her tireless efforts she helped us to re open the resort within six weeks, in time for the crucial Christmas period. She is liked and respected by her peers and employees and I would not hesitate in recommending her for any project she considers  
    Roger Myers, Sugar Beach Resort, St Lucia
  • Julia increased the success of the CACI brand at Sugar Beach Viceroy Hotel in St. Lucia through her excellent staff training and marketing abilities and it is with pleasure that our company recommend Julia as a professional trainer maintaining standards internationally.
    Mary Overton, CACI
  • I have been working with Julia Leone for 4 years and have appreciated her understanding of the spa environment and how much dedication she devotes to train and motivate her team in their day to day work.  She is totally qualified in selecting the most adapted brands for any Spa, as well as managing the implementation of a Spa. I hope one day to have the pleasure of working again with her!
    Virginie Conardo, Valmont