This exploratory study sought to investigate how beginning teacher educators (BTEs hereafter) constantly examine and reframe their identities when transitioning from being a classroom teacher to being a teacher educator of pre-service teachers. Through interviews of nine participants selected from Jamaica, England and the United Arab Emirates (UAE), the paper presents a cross-cultural discourse. Beginning teacher educator identities were examined using Goffman's Impression Management Framework (1968). Findings presented highlight the experiences and expectations that underpinned the beginning teacher educators' period of transition from K-12 teaching to teaching pre-service teachers. Although educational research acknowledges that social perception processes are relevant in understanding and evaluating situations, impression management has not been used as a lens to understand beginning teacher educator experiences so far. This study attempts to open new perspectives in understanding how BTE identities are shaped and redefined in the higher education context and discusses implications for teacher education.