Welcome to Trade Offs

The Story Behind Our Substack Together + A Bonus Q&A To Get To Know Us Better

Hi! We’re Julia and Thomas Berolzheimer.

One of us dreams big, imagining what could be. The other thrives on refining the details, making sure everything works exactly as it should. Together, we’ve created something we never could have done alone—and now we’re sharing that journey with you.

The Story Behind Us

When we started out, we didn’t realize our differences—one of us being a meticulous planner, the other a creative risk-taker—would become our greatest strength. Over the past decade, we’ve built a brand that’s grown beyond our wildest dreams. Along the way, we’ve learned how to balance ambition with family, strategy with creativity, and the highs and lows that come with building something together.

This Substack, Trade Offs, is where all of that comes together. It’s a space for us to share what we’ve learned, what we’re creating, and how we’re navigating life and business as partners. Whether you’re looking for inspiration, practical advice, or just a glimpse behind the curtain, we want this to feel like a conversation you’re part of.

For anyone pursuing their goals—or simply navigating what comes next—we hope this becomes a space that offers useful ideas, encouragement, and connection.

Why We Started Trade Offs

This Substack represents a new chapter for us—a chance to collaborate and experiment in ways we haven’t before. Over the years, we’ve built a strong partnership in both marriage and business. But we’ve never had a shared creative outlet like this.

Substack felt like the perfect platform to combine our voices and perspectives. We’re excited to see what happens when we write side-by-side—sometimes collaborating, sometimes focusing on our individual passions, but always contributing something fresh to this shared project.

What’s in a Name?

The name Trade Offs reflects how we approach life and work as a team. Each of us has our own strengths, and we’ve learned that trading off responsibilities leads to better results. This mindset has been key to our success, and it’s how we’ll approach this Substack, too.

Each post will offer a unique perspective. Sometimes, you’ll hear from Julia with her musings on style, design, or creativity. Other times, Thomas will take the reins, diving deep into passion projects or breaking down a complex topic. By trading off, we can keep this space dynamic, fresh, and reflective of who we are.

Q&A: Getting to Know Us

How are you most different, and how does that show up in daily life?

Thomas: I’m highly analytical. I think best on my own, often with a pencil and paper. I’m a long-term planner and a natural optimizer—I’m always looking for ways to make things work better.

Julia: I’m quick and intuitive. I trust my gut and tend to act on instinct. I’m execution-focused—if I have an idea, I’ll dive in and make it happen now. I also process things verbally and emotionally; nothing stays bottled up with me.

How would you describe each other in three words?

Thomas about Julia: Determined, Creative, Compassionate.

Julia about Thomas: Methodical, Curious, Deliberate

What’s a decision you’ve made together that reflects the spirit of Trade Offs?

One example is our recent decision to move homes. It started with Julia’s instinctive spark—a new chapter she felt called to. But before committing, we balanced that with a detailed, analytical approach to ensure it was the right choice practically. It was a perfect example of how we merge intuition and logic to make decisions together.

What’s one thing you both agree on, no matter what?

Family comes first. Always. We also agree that balancing the load—whether in life or work—is critical to our shared success.

If you could swap one of the other person’s traits, what would it be?

Thomas about Julia: Her unwavering fortitude. When Julia sets her mind to something, she makes it happen—no matter the obstacles.

Julia about Thomas: It would be his incredible patience—just to borrow a fraction of it for myself.

What’s a habit or quirk the other person has that you’ll never understand?

Thomas about Julia:

• The house has to be spotless before she can focus on anything else..

• She uses online shopping carts as a way to save everything.

• She books a trip while we’re still on another trip.

• Her creative bursts, especially when she’s living out a dream that’s probably impossible!

Julia about Thomas:

• How he can live peacefully surrounded by actual chaos without feeling the urge to tidy up.

• His ability to disappear down the rabbit hole of his latest obsession, emerging only once he’s mastered every detail—like he’s preparing for a documentary no one asked him to film.

• His knack for remembering the most obscure facts from years ago.

• How he needs to read every single review before making a decision, even for something like a $5 gadget.

Looking Ahead

As we kick off Trade Offs, we’re excited to explore where this journey takes us—and we’re so glad you’re here to be part of it. Whether you’re navigating your own trade-offs, chasing big dreams, or just looking for a fresh perspective, we hope this Substack becomes a place that feels like home.

What would you love to see us explore? We’d love to hear from you—drop us a note in the comments and let’s keep the conversation going.