We were lucky to catch up with Susi Norman recently and have shared our conversation below.
Alright, Susi thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
So back in December 2014, the direct-selling jewelry company that I supported decided to close its doors. It came as a really huge shock as I truly thought I would be retiring from this company. As I am someone who needs to figure things out quickly, I spent three days barely sleeping, doing research on perhaps another jewelry company I could support while doing that, I had a conversation with some ladies from my networking group. They basically told me I did not need to have a jewelry line to support doing what I do. I remember them telling me, you dress all of us, so why not just continue doing that? If you find a jewelry line great, but if not, just continue styling us. As I am someone big on credentials, I continued the deep dive on Google and literally typed into the computer. What are the attributes of a stylist? I quickly found out that everything I have done through the course of my career has brought me to where I’m at now, I just wasn’t charging for my services, instead, I was selling jewelry. The one thing I realized was that I never wanted anyone to be able to pull the rug from underneath me again. So this is just one of the reasons I decided to start my own business.
Honestly, I created this business for women who struggle with self-confidence. In fact, I’ve watched my mother struggle with this her whole life and on average 75% of women don’t feel good about themselves so in 2015 I started Susi’s Style Squad. My intuitiveness helps women through the emotional attachment of what they are hanging onto in their closets. Along with helping them, maximize their wardrobe with my Wardrobe Refresh Program or Intentional Shopping Experience and helping them learn what fits their body type. After inviting me into their closet for the Closet Cleanse they will be able to walk into their closet without feeling, overwhelmed, and actually be excited to get dressed in the morning.
Susi, 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 started my career in fashion at the age of 15, working for the Gap and a couple of other retail stores. Then I became an assistant store manager at Rave clothing store, which then lead me to a Store Manager position at Le Château, a European style for North American women and men. After doing that for about 3 years, I joined Matthew’s Employment placement firm and placed all levels of people, Seems like conversation always leads me back to having to share how to dress for jobs and interviews. I did that for 13 years. Then moved to Iowa to pursue being a stay-at-home mom. After enjoying that for about 3 years, and needing extra income for my daughter to attend parochial school. I joined a direct-selling jewelry line and it truly fit into what I had been doing in the past. Working with and for women to provide them with a sense of style for any occasion. It truly is my passion to help women feel good about themselves and have confidence in whatever they are doing. After 9 years of being in the direct selling industry and with the closing of the former direct-selling jewelry line, it made me realize that I need to keep supporting women in the best way I know how, which is to work with them on how they look and feel. For the last 7 years, I have been meeting with women in their closets to help pull out their personal best.
Any advice for growing your clientele? What’s been most effective for you?
Over the years of all of my businesses, I have captured my client’s email addresses and not only sent out email campaigns but also started a newsletter featuring different female business owners during covid. I also find that word of mouth has been super effective.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Being supported by retailers such as Christopher & Banks, Banana Republic, Jaz It Up Boutique, and Rebel Rose at their styling events and clients sharing my services with their friends and family.
Contact Info:
- Website: www.Susisstylesquad.com
- Instagram: https://www.instagram.com/susisstylesquad/
- Facebook: https://www.facebook.com/SusisStyleSquad
- Linkedin: https://www.linkedin.com/in/susi-norman-6ba796a/
- Youtube: https://www.youtube.com/c/SusisStyleSquad
- Yelp: https://www.yelp.com/biz/susis-style-squad-kalona
Image Credits
Andrea Scott Photography