We’re excited to introduce you to the always interesting and insightful Natalie Tincher. We hope you’ll enjoy our conversation with Natalie below.

Natalie, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

When I moved to New York City, I realized there was a niche for personal stylists for working professionals. This was in 2010, when stylists were mostly for celebrities and socialites. Upon doing a Google search, I only found two working personal stylists who appeared to have a different target demographic than I was looking at. Armed with this information, I believed that getting started with the basics of the business was better than getting it perfect. I say this because I knew I was making a lot of hypotheses about what I thought people wanted and knew that things would need to change as I started to understand what my ideal clients actually wanted. As such, I immediately reached out to someone I knew could help with the branding and design at a budget I could afford. I created one basic package, made a bare-bones website with said designer, and enrolled in Fashion Institute of Technology classes. Taking classes was my most essential component, as I wanted to be equipped with the knowledge and tools to support my clients and have that education to set me apart from the existing stylists. I am glad I took action quickly because the industry grew rapidly a few years later. By the time it got super saturated, I already had excellent SEO and a remarkable referral client base. Most of the packages and operations have changed since my start, but I was able to figure out early what worked and what didn’t work and adjust accordingly.

Natalie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am the founder and principal stylist for BU Style, a personal style consulting company based in New York City. I primarily support female, male, and nonbinary individuals in aligning their personal style with their identity. I do this by working with 1:1 clients, through an online paid membership community, and my Podcast, <i>Wear Who You Are</i>. I started my business in 2010 after moving to New York City in 2009. I loved fashion, but being from a small town in Indiana, I felt intimidated by it in NYC. The all-black New York vibe wasn’t totally meshing with me, but neither was my bright and very relaxed Midwest style. Through hearing other friends expressing similar challenges, I knew I could help myself and others solve their style dilemmas and understand how style can be an empowering tool for self-expression and self-attunement. Since founding the company, I have grown my team, worked as the global wardrobe stylist for a major news network, supported hundreds of personal clients, and more. Despite all of the challenges of entrepreneurship, it is an incredibly rewarding career path.

What’s been the best source of new clients for you?

Almost 15 years into my business, my best source of new clients is hands-down referrals and word of mouth. I genuinely take an interest in my clients holistically, and they can feel that. After working together the first time, they notice immediately shifts in how they feel and think. However, my process takes time and collaboration. The clients that come in open and willing to trust the process see the most results. They aren’t the only ones who see it; the people in their circle do, as well, and want to have the same experience. I love getting referrals because these clients usually come in open and ready to trust me, making it easier and quicker to find our rhythm together. Referrals from individual clients are also the best channel for larger contracts, such as group speaking, corporate consulting, and more. Nurturing my wonderful, loyal, lovely existing clients and community will always be a high priority, and it also happens to be one of the best and most fulfilling business growth channels.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I would contribute my reputation within the market to a few things. First, I have been consistent in my ideology and ethos. I am part of the fashion industry, which is ever-changing. However, I have been unmoving in my core value to put the individual first, listen to them, and let their goals dictate how they will participate in the fashion industry. I have never scrambled to follow an industry trend. Of course, my business has evolved and expanded, but it is always around this foundation of understanding what my ideal clients want and not what the fashion industry is directing. Second, I have implemented strong business systems and communications tools, including automations, workflows, and more. Much of this is thanks to bringing in a Director of Operations. Utilizing tools such as calendaring, online payment, and more helps set my business apart as one that is efficient, organized, and client-friendly. Third, I have put myself and my belief systems out into the world through PR channels such as contributing to news outlets, starting a Podcast, being a guest on Podcasts, hosting events and workshops, etc. I am firm in my convictions, and having my message out there allows people to get a strong sense of who I am and what BU Style is about.

Contact Info:

• Website: www.bu.style
• Instagram: @BUstyle & @natalie_tincher
• Linkedin: https://www.linkedin.com/in/natalie-tincher-61394310/

Image Credits
Mackenzie Wheatley Kelly McCready