Dominique Bull

Ever wonder what happens when a high-fashion model trades in her stilettos for a gratitude journal? Dom, the founder of Selfdom, is living proof that even the most polished surfaces can conceal a turbulent inner world. Buckle up, because this isn’t your typical “rise and grind” story. It’s a tale of hitting rock bottom, finding solace in the simplest of practices, and turning personal pain into a powerful mission. Prepare to be inspired (and maybe even a little surprised) as we dive into Dom’s journey from struggling with the pressures of perfection to inspiring a gratitude revolution.

Who: Dominique Bull
What she does: Creator of journal brand Selfdom
Where: Bondi beach
Connect: @dominiquelissa

Dom…. Why are you so passionate about what you do?
Creating Selfdom has been the most meaningful journey of my entire life. It allowed me to realise that my hardships are my strengths, and that you really can live into your purpose.
I’ve been a model in the industry for nearly 15 years. I’ve had an incredible career, shooting for some of Australia’s biggest brands around the world. However, with the pressure to fit this mould of perfection, it led me down some really bad paths. I struggled with severe insomnia, disordered eating, anxiety and my inner voice was debilitating. For years I relied on red wine and sleeping pills to fall asleep, and a triple shot coffee in the morning to perk me up. I was on a vicious cycle, living off my adrenals and slowly burning myself to the ground.
When I was 21, CHIC management – my first major agency called me into the office and told me I needed to get my life together – putting me off the books until I put on weight.
In a moment of desperation I confronted my best friend, I felt stuck and I needed direction. She told me to write my thoughts down and practice gratitude. I thought to myself that I am so past the point of that working, I was certain I needed medication to get me through. However, I took her advice and journaled.
My life didn’t instantly change after one practice, but I felt a micro shift that kept me practicing every morning and every night. I understand the need for modern medicine, but I am so grateful that I was shown this alternative path.
Till this day I haven’t missed a session in 8 years, and gratitude has been the single most effective tool in transforming my life. It allowed me to go inward, find purpose, trust myself and trust my body!
My own experience is why I am now determined to share this simple practice with as many people as I can.
My mission statement is to inspire 1 million people to choose gratitude.

What’s been the keys to your success?
I believe that working from the heart and from purpose is the key. Work doesn’t feel like work, every day I am chipping away at creating my dreams!
Just starting.. this has also been key. I look back at my first podcast episodes and the audio is terrible! But if I didn’t just start, I wouldn’t be where I am not. I always look up to the big thought leaders in the industry like Jay Shetty and Steven Barlett, and they say the same about their first episodes. This inspires me to keep going!

Key highlights ahead in 2025
I recently got married after a two week engagement so my life feels like a whirlwind right now.
For Selfdom, we have a couples journal in the works. My husband Tom and I have been journalling together since our second date and it has really helped us build an incredible relationship. I am so excited to share this with my community soon.
There are a few other journals in the works too, but I will keep them a surprise.
I have found a true passion in teaching Pilates, so I am excited to host more retreats and events this year.

How do you stay balanced?
Life is always evolving and changing, and sometimes I am less balanced than I would like to be – but that’s ok!
My non-negotiables are my morning routine. My daily gratitude practice sets me up for the day, ensuring I attract good energy back into my life. I am also a Vedic meditator so I always have my 20 minutes of stillness before the day starts.
Another non-negotiable for me is movement. Movement is my medicine and even if it is a 20 minute walk before I start work I always fit it in.
These non-negotiables help me find balance even on the most hectic days.

Your morning mantra
I trust the universe, I trust my fate.

For the full article grab the April/May 2025 issue of Women’s Fitness Australia from newsagents and convenience locations. Subscribe here.