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Loved by our members
Being around such inspirational women has completely shifted my mindset. For once, the focus was on me as a leader, not just the hustle. Jenni has created something incredible. Every little detail made me feel like a VIP. Game changer!
- Pascale R.
A group of women with different backgrounds, all at the same level, coming together to help each other and being able to talk openly without judgment was amazing. I had a huge breakthrough. Would I recommend it? 100%.
- Christina T.
I spend so much time supporting other people. Today, everyone was there to support me and each other. Jenni brought together a fantastic group of senior, knowledgeable women. I actually feel different leaving than when I arrived.
- Tia R.
I learned so much, it was incredible! It opened my mind to things I'd never considered for my life or business. As someone who usually avoids networking and rarely stops, taking a moment to reflect and be inspired meant everything.
- Alex D.
What a fantastic day of growth and personal branding. My biggest takeaway was realising how much we all need each other to grow and support our well-being. Excited to be surrounded by these inspirational women again!
- Kirsty M.
Sound familiar?
You're exactly the kind of leader I had in mind when I built The Auré Society
You've built something real. Five-plus years in. 6-to-8 figures. A team, a brand, a business that - on paper - is everything you said you wanted. And yet, you're still the one carrying every big call, every tough conversation, every late-night worry.
You've outgrown the rooms that got you here - the hype masterminds, the surface networks, the people who don't quite get the weight you hold. You want a quieter, deeper room - one that matches your ambition and lets you lead from calm, not force.
I've worked with hundreds of established founders who've been there and here's what usually shows up
You're making every major decision in isolation, second-guessing calls that should feel routine and exhausted by the weight of carrying them alone.
You've outgrown your old business circle. The conversations are too early-stage, too performative, or simply too loud for where you actually are now.
03
You're managing a team, a home, investors and opportunities and the version of success you're living looks suspiciously like burnout with a better wardrobe.
You've been to the masterminds. The hype is exhausting, the depth is missing and the ROI on your time has become quietly impossible to justify at your level.
You know the next chapter needs a different kind of room, one with peers, structure and standards, but you haven't found one that actually feels aligned.
You're doing everything right (strategy, team, vision) and still feel like your business requires more of you than you ever intended to give it.
Stop carrying it alone. Start scaling together.
12 months
UK based
By Invitation
As a scaling founder, the real risk is quietly drifting into a pattern of reactive leadership without the right room.
Maybe you're already feeling it.
There is so much noise in the business world and very little of it actually helps an established founder lead well.
The reality is, scaling an established business while protecting your wellbeing, relationships and clarity is genuinely hard to do alone.
You're holding multiple stakeholders and the calm, considered version of yourself is getting harder to find.
Without the right room, it's easy to get stuck in a pattern that quietly keeps you small:
Overwhelm: You bookmark every framework, listen to every podcast and still default to making decisions alone at 11pm.
Trial and error: You try the new membership, the new coach, the new app, but none of them quite fit the room you've grown into
Burnout: you push harder, hire slower than you should and gradually lose the clarity that made you effective in the first place.
Frustration: When the growth doesn't match the effort, you assume you're the bottleneck and that belief quietly keeps you stuck.
Of course, you want the next level to feel lighter, not louder.
A business that grows with grace, a diary you recognise and a room that makes leadership lighter.
But...
When you have no peers who understand the immense weight you're carrying
When you have no structured rhythm for stepping back, thinking clearly and planning beyond the next quarter
When you don't have a clear framework for protecting your wellbeing while still leading a growing business
When you're too stretched to even name what the next right move actually is, let alone make it
When you're not sure whether your bottleneck is strategy, team, or simply that you're the only one making every call
When you feel tethered to every decision because there's no one in the room who can think about it with you
You end up in the same loop of reactive decisions, late nights and quiet resentment and the business pays for it
Well, I've been there
I'm Jenni Dunman
Former Detective Sergeant. Franchise CEO. Mentor, speaker and founder of The Auré Society
When I started out, I was carrying too much, leading too hard and losing myself in it. I felt overwhelmed, over-extended and honestly, I just wanted to lead calmly again. Nothing I tried quite fit and I was tired of the glorified hustle that kept being sold as the answer.
The Turning Point
Eventually I realised the exact skills I'd used on the front line were the same skills my business needed from me. For the first time, the business and the life started to make sense together. I didn't have to carry it alone to be an excellent leader.
My Method:
That's what led me to develop The AURÉ Way - my success psychology framework (A.U.R.E.) translating frontline leadership into the four shifts every established founder needs: Aspire, Uplift, Reset and Elevate.
Unlike generic leadership advice, this is built from two decades of leading on the front line and scaling a national franchise - for founders already at the top of their game.
Fast Forward to Now:
Since then, I've built a national franchise, scaled it well and created the room I wish I'd had a decade earlier. And I've mentored hundreds of founders through the same shift, with results that speak for themselves.
Everything I learned through two decades of scaling and leading
I've brought every framework, standard and room I wish I'd had into The Auré Society - curated, considered and held to a genuinely high standard. And I've built The AURÉ Way into every session.
Introducing
The Auré Society
The Auré Society is a curated, confidential circle for established founders and CEOs who've outgrown the noise and are ready to scale with calm confidence, not chaos. A 12-month invitation-only experience built around four immersive days a year in beautiful UK locations, monthly online calls on strategy, wellbeing and leadership, private dinners and guest experts. Every member is vetted. Every conversation follows the Chatham House Rule. Every gathering is designed to stretch your thinking, support your standard and let you lead from your light, not your limits.
Four Amazing Immersive Days
Four quarterly gatherings in beautiful UK locations - deep strategy, honest conversation and the room you've been looking for
Private Dinners & Guest Experts
Curated evenings and expert sessions throughout the year - thought leaders, industry specialists and considered peer-to-peer rooms
Monthly Member Online Calls
High-value online group sessions with Jenni and experts on strategy, leadership, wellbeing and accountability - held monthly.
The Auré Circle Online Network
A private space within the Auré App for members to connect, collaborate and support each other between gatherings.
Confidential by Design
Every conversation follows the Chatham House Rule. Discretion, honesty and trust are the foundation of everything.
More than a membership
Where calm authority becomes your new normal
Lead Calmer
Replace reactive decisions with clean frameworks - tactical communication, clearer hires and a calendar you recognise.
Scale Steadier
Grow your business without more chaos - using structures, hires and systems that hold weight beyond you.
Trust Yourself
Make big decisions faster, with less second-guessing - because you've thought them through using a framework that works.
Protect Your Life
Build the rhythms, boundaries and standards that protect your energy and let you lead long-term without burning out.
Love notes
Results from our members
Pascale R
Alex D
Christina T
Kirsty M
Tia R
Let's take a closer look
The only room you need to scale with calm authority
The Auré Circle
Community
One of the most considered peer networks
for established UK founders and CEOs
1 in 2
CEOs feel lonely at the top
76%
hit goals with peer accountability
2.2x
faster growth in a peer group
The research says what most founders already feel. When you join The Auré Society, you become part of a vetted, intentionally held circle of founders and CEOs scaling established businesses. Peer-to-peer rooms, private dinners, immersive days and a community designed around one principle: nothing matters more than who's sitting beside you.
What's inside
Content
Full access to the six pillars, deepened across every quarter you're a member
Strategy
Scaling decisions worked through against your business, drawn from building a franchise.
Leadership
Decision-making, team-building and leading under pressure, from someone who has done both.
Wellbeing
The standards, boundaries and routines that protect both your personal life and work week.
Systems
The operating rhythms that let the business run without you holding every part.
Psychology
The thinking behind every clear, decisive call - drawn from a decade of leadership under real pressure.
Legacy & Exit
Guidance on building the business of your dreams that you can eventually step back from.
Nothing here is generic. Every pillar is applied directly to your business, your team and the decisions in front of you right now.
The Experts
Chris Simmance
AI Specialist
Chris Simmance is an AI specialist who helps established founders integrate AI into their businesses in a way that actually works. Having built and scaled his own digital agency before founding The OMG Center, he understands the realities of growing a business firsthand. Now, through Orca, he builds bespoke AI systems that hand founders back hours every day, and speaks internationally on AI, practical integration and business growth.
Masterclasses
Guest experts across leadership - chosen to match the calibre of the room
Jenny Garrett
Leadership Expert
Jenny Garrett is an award-winning executive coach, leadership expert and bestselling author of Rocking Your Role and Equality vs Equity. Awarded an OBE for services to entrepreneurship and women in business, she has spent two decades developing leaders at the world's biggest organisations, delivered two TEDx Talks, and coached leaders across the globe. She helps accomplished women master power, presence and influence at the top.
Jo Soley
Business Numerologist
Jo Soley is the founder of Bizology®, a unique method blending numerology with over 30 years of business, sales and marketing experience. Author of Bizology® 101 and creator of the Cosmic Current Planner, she helps established business owners make clearer decisions, understand their natural leadership style and grow businesses aligned with who they truly are — using their personal numeric code as the blueprint for sustainable success.
Pascale Ricchetti
Brand Director
Pascale Ricchetti is a brand director and co-founder of Azori Studio, the studio behind the BrandMe programme. She helps founders and CEOs uncover what genuinely sets them apart, then builds the positioning, messaging and brand world around it. Having shaped personal brands for franchise founders, consultants and industry experts, she believes the strongest brands aren't invented — they're excavated from the story you're already living.
Monthly rhythm
Mentorship
Ongoing coaching and live education from Jenni
mondays
Monthly Strategy Call
Wednesdays
Member Office Hours
Fridays
Quarterly Reset Call
When you join The Auré Society, you're supported through monthly live calls with me, quarterly in-person gatherings, private dinners and guest expert sessions - all structured, considered and held to the AURÉ standard.
This is for you if…
You're an established founder or CEO leading a business with real traction - typically 6-8 figures with a team in place.
You value calm over chaos, clarity over hype and understand that the right room is worth more than another tactic
You want a vetted, confidential circle of ambitious, heart-led peers who will stretch your thinking and tell you the truth
However, this is...
Not for you if…
You're looking for quick-fix tactics, a done-for-you playbook, or someone to tell you exactly what to do every week of your business.
You're not willing to contribute meaningfully, reflect honestly, or show up for the peers who are showing up for you.
You're still in early-stage or start-up mode. Auré is built for leaders who've done the foundational work and are ready to scale.
Are you ready?
Let's get you in!
Full 12-month Auré Society membership with all four gatherings
Monthly online calls, private dinners and guest expert sessions
Private community access and Auré Welcome Pack
A Room That Holds Its Standard
Vetted, invitation-only and held to the highest standard. The application is mutual - if it's not the right fit, I'll say so.
Your 12-month membership includes:
Payment plan
Two payments
£5,500
2 × £5,500, £11,000 total
Pay In Full
One payment
£10,000
£1,000 saving when paid in full
best
value
Because founding members shape what comes next
As a thank you, every founding-cohort member receives four exclusive bonuses on top of the full membership.
Bonus #1
Private Onboarding Call with Jenni
A 90-minute private session with Jenni to map your year, your priorities and the decisions that will most shape the next twelve months.
Bonus #2
In Person Annual Auré Retreat
An overnight residential retreat for founding members - a quieter, deeper gathering to reset, connect and plan the next chapter together.
Value
£1,500
Value
£3,000
Bonus #3
Founding Member Roundtable
A quarterly private roundtable reserved for founding members - a space to be heard honestly, stretched usefully and supported properly at the highest level.
Bonus #4
Welcome Gift Box & Access Pack
A beautifully curated welcome gift, your Auré Society acknowledgement, welcome letter and full access pack - to ensure your experience is extra special.
Value
£2,000
Value
£500
Inside The Room
A COMMUNITY AT YOUR FINGERTIPS
The Society lives beyond the dinners, retreats and roundtables. Every member gets full access through the Auré app - on your phone or your laptop - so the room travels with you wherever the week takes you.
The ever-growing AURÉ Way library - every framework, ritual and resource, on demand.
Live community feed - real-time conversations, asks and quiet wins from across the Society.
Private member directory - names, bios and direct messaging with every peer in the circle.
Full desktop and mobile access - build in the morning on your laptop, check in from the school run on your phone.
worth
£20,000
worth
£10,000
worth
£2,000
The access above carries a value beyond £30,000. Your membership is £10,000
So here's my question for you
How much is it costing you to keep carrying this business entirely alone?
Not just financially, though the missed moves, the slow hires and the decisions you've sat on for months all add up faster than you'd like to admit. I mean the cost you don't put on the P&L: the calendar you don't recognise, the team you're still making every call for, the version of you that built this that you haven't seen for a while.
You've wanted a room that matches your ambition for a while, but if you're honest, you've kept putting it off. Telling yourself you'll find it next quarter. Telling yourself it doesn't exist. Telling yourself you're fine. The founders who step into Auré are the ones who've decided fine isn't the standard any more.
I've mentored hundreds of founders who've been there and it's usually this
Surrounded by people who don't quite get it. Your early business mentors outgrown. Your peers a level or two behind where you're actually operating. Your family and friends proud of you but unable to help you carry it. Your membership calendar full, but the calls feel surface and the room doesn't quite match your standard. Your team strong, but every big call still lands on your plate. Your business growing, but the version of you running it quietly shrinking. You don't need more information. You don't need another programme. You don't need to push harder. You need the right room. That's what Auré is.
So, are you ready to lead from a room that matches your ambition?
Your next chapter is waiting. The only question is whether you'll step into it.
"Over the years Jenni has been inspirational, supportive, kind, caring she really takes time to listen and understand. She's always given sound advice without any fuss and always seems to know the right thing to say at the right time. I couldn't recommend her enough!"
Julie Rayson
FAQ's
Do I need a certain revenue to apply?
Auré is built for established founders and CEOs, typically leading 6-to-8 figure businesses with real traction. Fit matters more than a single number - we'll talk about it on application.
How much time do I need to commit?
Auré is intentionally considered. One monthly call, four quarterly gatherings, optional expert sessions and a community you use when you need it. Depth, not overwhelm - designed to fit inside your business, not alongside it.
What if I change my mind after joining?
We take fit seriously on both sides. If after the first gathering it isn't right for you, we'll have an honest conversation and refund the remainder. The room only works if every member belongs in it.
Is the Auré Society confidential?
Completely. Every member follows the Chatham House Rule and the Auré Code of Honour. Nothing said in the room leaves the room - that's the condition of the trust.
Can I commit for 12 months?
Yes, this is a 12-month founding commitment. Transformation, trust and the depth of the room all take time - and the annual commitment is what protects that depth for every member, including you. Shorter commitments dilute the room.
Why Auré over other memberships?
Most memberships are louder, larger or less vetted. Auré is curated, invitation-only and held at a different standard. The room is the thing - and every element of the year is designed to protect it.
A private, confidential space for founders and CEOs scaling established businesses with calm authority, not chaos. Every member vetted. Every conversation discreet. Every gathering considered. If now isn't the right moment, join the waitlist and stay close to the room as new cohorts open throughout the year. We'll keep you updated quietly, with no pressure or pitching, so when the timing is right, the door is too.
Join the waitlist for the next founding cohort
Still deciding?
Please Note: Once I have your e-mail, you'll be supported with the most insightful auré-inspired e-mails in your inbox. You can unsubscribe anytime, and I won't ever share your data with any third-parties.
join the waitlist
Lead From Your Light Launches Soon
Real conversations about what it actually takes to scale. Strategy that works. Psychology that matters. Lessons from someone who's led under pressure and built at every level.
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Be The First To Know When I Launch
A practical, dip-in guide to taking back control of your thoughts, your energy and your life. Simple tools to reset your mindset, raise your standards and move forward with clarity.
