Making an appearance
Working as an image consultant

Jennifer Aniston does it. So does Sandra Bullock. And even Will Smith has been known to dabble. In fact it seems that no self-respecting Hollywood star can so much as open their sock draw these days without first checking with their fashion guru. But why should looking good be restricted to dwellers in Tinsel Town?

The answer is, it shouldn't, which is partly why I became an image stylist. Knowing how to present yourself is an artform, but the pressures of today's commercial world mean that we are always looking to better ourselves. First impressions do count, and people rate our competence, intelligence and reliability in the just a few seconds based on our appearance. In the workplace, projecting the right image in an effective and confident manner can be just as critical as any qualification or experience. Grooming is a non-verbal way of communicating, and effective dressing portrays us as being knowledgeable, elegant, gracious and powerful individuals.

All day long
There is an ever growing demand for casual clothes for use both in and out of the work environment. My role as an image consultant, is to provide specific ideas on creating a professional and casual wardrobe, helping clients to decide on the best possible shapes and colours to complement their lifestyle.

Knowing where and how to shop, and then actually buying the right clothes, can bring the results you want and boost your self-esteem. It can also earn you recognition you deserve. When your visual message is positive, then the people you meet will assume your other aspects are equally positive. Similarly, a negative message will attract a few raised eyebrows.

Passion for fashion
I've always had an interest in fashion. As far back as I can remember, I've had creative flair. During my younger years, I used to wear crazy hairstyles and unusual clothes. I used to cut some of my brand new clothes and patch them together to create a new style for myself. I raised a few eyebrows, but there were a few compliments mixed in too and that gave me the incentive to carry on.

I initially decided to pursue a higher education in business studies because my father thought it was a more sensible option. But something inside of me had that urge to exhibit my creative nature. So much so that I continued my education with a fashion degree in 1993 at the London College of Fashion, specialising in Product Development for the Fashion Industries.

The course included modules such as design interpretation, computer added design, production and pattern cutting. I had a creative brain but wasn't interested in the technicalities of fabric cutting. I was mostly interested in the finished product - how people would look in those lovely made up clothes and styles - but was not prepared to go through the chore of sewing.

I later found that that there were no quick fixes, and if you wanted to be successful you would need to work very hard. I used to collect all the catalogues, magazines and fabrics I could get my hands on and imagine how I could dress someone in beautiful attire.

My degree taught me how to select fabrics, trimmings and accessories for specific bodylines and skin colours. But every client I deal with has unique requirements, and that teaches me something new. So over the years, I have gained further experience working in fashion showrooms and fashion houses to enhance my career as an image stylist and personal shopper.

On the job
My degree in fashion provided me with a great foundation to set up as an image consultant. But I've also learnt on the job - working with clients, visiting shops with them, and advising where to shop. I have to spend hours window shopping to keep up to date on what's available. And my long suffering family and friends have often been used as guinea pigs.

Having a creative passion has also helped. Learning to adapt colours to suit individuals is an ongoing process. You are forced to visit numerous retail outlets, fashion houses and fabric companies, constantly carrying out research to gain insights into the latest fabrics and styles for the present and forthcoming seasons.

Attending trade shows, such as the fashion weeks in London and New York, keeps me regularly informed and in tune with what's out there. Some companies do offer further training in image styling and colour analysis, such as House of Colour and Colour me Beautiful, where costs range from £900 upwards for an intensive course. However, a fashion degree encompasses these elements, and practical experience is learned throughout the course.

Since graduating with honours in 1997, I first worked my way up through a number of fashion companies. After a spell in media, I decided to use my degree in fashion to good use and began by attended a number of image conventions - both over here and in the US. I also made it a point of duty to dress to impress, which certainly got me noticed and then won me some American clients.

The American fashion market varies considerably to Europe's, but this did not deter me or my clients who loved my style. So I decided to formalise my expertise and set up as a professional image stylist, which has provided me with the perfect vehicle for creative flair.

I got my very first client through my cousin who works in a law firm. This happened as a result of me taking my cousin on an unplanned shopping trip in London's West End. Returning to work the next day, her colleague complimented her on her new look and recommended that I do the same for her. I decided to take her up on the offer and did a complete analysis on her existing wardrobe and then took to the shops for a clothes makeover. It's moved on since then and as I've got most of my clients through recommendation.

Moving on up
Once you get started, and you're good enough, success can breed success. Word of mouth is amazing, and one happy client will bring five more prospects. Networking is also a great way of getting potential clients interested in your services. Without it, no one will know about your business, although you should never forget marketing and promotion - even if it's only having a ready supply of business cards.

Of course, your own self presentation is your greatest advert and you have to sell yourself first before anyone will take you on. No one become your client unless you appear confident and know your market. Your appearance is a first and lasting impression in people's minds, and you should remind them over and over again that you are available so that they think of the services you can offer whenever they are placed with a clothes problem. Trade and fashion shows are also great for making contacts, so don't forget those business cards, and some may run seminars where you can offer to give a talk about your services.

Ups…
Of course, being self-employed has both benefits and pitfalls. On the plus side, you are free to set your own goals and dreams - and achieving them based on your own strengths and determination is a huge buzz. You can also set up your business from home, and there is a sense of freedom to manage your destiny as you see fit. Any success is down to you, and it comes through doing a job you truly enjoy.

Seeing people benefit from your services also gives an incredible sense of satisfaction. You also get to meet all kinds of people from a wide range of cultures, backgrounds and professions. Don't forget that you can expect to shop till you drop - sometime quite literally.

…and downs
The disadvantages include working ungodly hours, and understanding that millions cannot be made overnight. Raising finance to set up can be a problem, as you will need to seek banks and loan companies for funding. And if you do decide to set up from home, you have to be disciplined enough to separate your personal life from your professional life.

The future
Recently I have built up a small client base here in the UK and enjoy my work thoroughly. Seeing the excitement and gratitude on people's faces makes it a worthwhile job for me. Doing something I really enjoy, and knowing that my input enhances the lives of others, gives me an immense amount of pleasure and satisfaction.

My future goal is to buy or rent a studio where I can deal with clients away from home. Getting a bank loan in the past has proved unsuccessful and the lack of funds has enabled me deal with clients from my home. Of course, setting up away from home will obviously increase my client base and awareness of my business as some people may feel uncomfortable visiting me at home. Bearing this in mind, I try to make the client area at my home as professional looking as possible.

by Stella Okezie