Founder
From dance and drama roots to product and platform leadership, Julie built Masquerading to solve a long-standing gap: one place where people can show up in costume, stay in character, and follow events.
Masquerading began with a simple insight: there was no dedicated platform where turning up in costume and staying in character felt normal while still making events discoverable. Julie saw that gap and built a social product designed around costume culture, character identity, and event connection in one place.
Julie brings more than 30 years of IT delivery experience to Masquerading across training, 1st/2nd line support, systems development, systems administration, systems testing, business liaison/analyst work, contracting, and business ownership. That technical depth supports reliability, product evolution, and long-term category building.
Most platforms reward sameness, virality, and short-form identity. Masquerading was created to reverse that model and prioritise depth, storytelling, and sustained character development across community spaces.
Julie’s vision is clear: establish Social Fiction as a recognised digital category where personas, costumes, narrative interaction, and multidimensional identity are standard — whether you created an original character, dressed as Elvis for a tribute night, or turned up in full 80s attire. Masquerading is designed to lead that shift globally.
For statements, brand assets, and official media references, visit the Media page.
Build and scale the world’s leading Social Fiction platform so people can BE WHO THEY WANT TO BE — in costume, in character, and in community — while discovering events and connections in one dedicated space.