We caught up with the brilliant and insightful Sandra Veum a few weeks ago and have shared our conversation below.
Alright, Sandra thanks for taking the time to share your stories and insights with us today. We’d love to hear about how you got your first non-friend, non-family client. Paint the picture for us so we can feel the same excitement you felt on that day.
I can’t believe that my first paying client was 16 years ago! It is amazing how when you do something you love, time just rolls by! My first paying client was from a professional business organization that I belong too. I had already networked enough within this group, that when I launched my personal wardrobe styling business, I was ready to go. My philosophy has always been to not shy away from telling people what you do for a living. My business was very intriguing to people at the time since there were not many stylists, especially in San Diego. At the beginning I found myself explaining exactly what my business was. Once I painted the picture of the experience with me, they were very interested. Most people who had even heard of styling thought it was only meant for movie stars, the very wealthy, or editorial. I purposely created my business geared around building confidence and being the best version of yourself. I knew with my past experience in retail, sales and marketing, and concierge services, I could really help people and make a difference in their lives. I was unique from other stylists since I actually had a BS degree in Textiles and Clothing with a minor in Business, as well, as worked in the corporate market for many years. I use these past experiences to set me apart from others.
This first paying client wanted a Closet Evaluation done. I basically created all of my services as to how I would want to experience something like this. I remember sitting in my car right before our appointment time getting a little nervous, so I called my
dad who told me to take a deep breath and remember why I created this business and to just be myself. Basically, not to try and emulate someone else but to be authentic. I live by this to this day! Once I completed her closet, I was so energized afterwards that I knew this was my true calling! Even after 16 years I still get excited and have more energy after appointments!
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I knew at a very early age that I wanted to work in fashion. I grew up in Arizona where there were not many fashion-type jobs available at the time. I got the fashion bug being inspired by the old Hollywood movies and routinely watching the Oscars with my mom. Even though I was a tomboy growing up, I had a girly side when it came to dressing for special occasions. I have always loved accessorizing, even as a little girl. I wore jewelry, hats and
carried purses. The funny thing is that at that age the only thing in my purse were miniature toys and change! When the time came to go to college, I wanted to try a fashion school, but my parents really wanted me to get a four-year degree. Back in those days there were not a lot of fashion schools, so now looking back, I am really grateful to have a four-year degree.
When I graduated, I was hired, through the college career interviews, for a manager position with a small retail chain of stores. I decided to take a position with a smaller chain of stores to hopefully become their buyer. I learned a lot during this time period
with managing, hiring, firing, inventory, window displays, styling, etc. The problem was that after a year, I knew their buyer was probably not going anywhere anytime soon.
As life has it, I came to a fork in the road on what to do next. There was an opportunity to interview for a luxury resort being built in Scottsdale. I thought while I figure out where I needed to move to continue in the fashion industry, I would see about this opportunity. I was hired and fell in love with the hotel industry. I soon worked my way up from front desk to concierge to sales. While working at the resort I met someone who had a contact at Marshall Fields in Chicago. I was going to take a position with them but had also met my soon to be husband and chose love over this opportunity. That is how I ended up in San Diego. The good news is that I was able to continue my hotel opportunity in San Diego while working in sales and marketing for the next 14 years, with the last eight years as Director of Sales for The San Diego Convention & Visitors Bureau. So how is this relevant to today and my styling business? Well, my love for fashion and styling really never left me. I would take my meeting planning clients around to go shopping at different boutiques. Even though I loved what I was doing it got tough after I became a mom. The last three years of my position as Director of Sales were tough since I had become a mom and was having a hard time juggling work, travel, and late nights. I decided with my hubby to quit and stay at home for a couple of years.
Once our daughter started school, I knew I was ready to start my styling business. I also knew I wanted to be my own boss and create a business here I could still manage being a mom and wife. I created everything from grass roots. I wrote everything, designed my first website, collateral, business name, etc. Back then, there still were not many stylists, so I based my service fee on interior designers. I then started marketing the heck out of my business to everyone I knew, including my past work experiences.
Fast forward to today where I provide the following services for women, men, teens and businesses: closet evaluations, personal and private shopping, personal styling, personal packing, styling/shopping events, presentations, shopping tours, virtual styling/closets, on-line shopping, dress code expert, style branding, a content contributor on shopping for The San Diego Tourism Authority, and a guest speaker and mentor for the on-line school Pivot.
I think what truly sets me apart is my textiles and clothing background and having my past experience in the hotel industry. My problem-solving and organization skills, with customer service background really helps me help others with achieving that next level in their life. I like to be a part of their style journey ending up with a working interchangeable wardrobe that they feel fabulous in! To me fashion should be in your blood so having the extra skills to set you apart really makes a difference in your business.
I am most proud of creating a business that I absolutely love while raising a family! I love making others feel good about themselves. At the end of the day without the support of my fabulous husband and daughter, I would not have a successful career in personal styling!
How’d you build such a strong reputation within your market?
I truly believe that my reputation was built on being authentic, creative, organized, professional, honest, and resilient with not only my clients but the stores and other professionals within my industry. I pride myself on being able to work with all budgets and remain true to each individual or group’s main goal. I communicate effectively adhering to the Four C’s: complete, concise, consistent, and clear. I have built my reputation by collaborating
with like-minded businesses that also have a focus on building people’s confidence. I have worked hard to stick with my personal brand and mission on helping people be the best version of themselves at all times.
I like to build long lasting partnerships where we collaborate together while marketing each other. I like to think I am an extension of whatever business or individual I am working with. I stay relevant and current with not only fashion but other topics going on in our world. I am always professional, kind, and pride myself on my work ethic.
Your reputation is truly what will set you apart from others while creating a long-lasting business!
How about pivoting – can you share the story of a time you’ve had to pivot?
I feel like I have pivoted throughout my life taking chances and staying focused and doing my best with every opportunity. I pivoted early on when I stopped retail and fell into the hotel industry. After spending 16 years in hotel sales and marketing I again pivoted into a business owner at 40 years old starting my current personal styling business. I feel being resilient and positive will get you through every curve ball that is thrown your way. The most current pivot was, like everyone else, when Covid hit, and the world shut down. I remember having my last shopping client in mid-March 2020 and then everyone closed down two days after that appointment. I remember being nervous since the majority of my business was in person.
I had to think quickly on creating virtual opportunities for my business. My first virtual styling event was at the end of March 2020 for a large company based in San Diego on how to dress for Zoom meetings! I called it “Quarantini Style Time”! I was hired to help the morale of their employees during this unknown time. Word got out and I immediately started marketing virtual presentations for groups, individuals, businesses, etc.
The good news is that I was already set up for virtual one-on-one styling/closet/shopping services since some of my past clients had moved and I was still working with them. That really helped expedite my business when the world shut down. The good news from this pivot in life is that I now use Zoom all the time!
Contact Info:
- Website: www.mymariposastyle.com
- Instagram: https://www.instagram.com/sandraveum/
- Facebook: https://www.facebook.com/sandra.veum
- Linkedin: https://www.linkedin.com/in/mymariposastyle/
- Twitter: https://twitter.com/SandraVeum
- Youtube: https://www.youtube.com/channel/UC5vm2qJ6fJv68BRNXtlO46Q
- Other: Pinterest: https://www.pinterest.com/mariposastyle