We caught up with the brilliant and insightful Toi Sweeney a few weeks ago and have shared our conversation below.

Toi , appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

I took a huge risk 5 years ago leaving my corporate job as a styled director at the worlds largest shopping net work QVC. I left and started The Well Dressed Brand. It was very scary and I had not plan on leaving my job for another 4 years.
I spent 16 years at that job. I had no saving no real plan but I jumped. Today I have written a bestselling book.
Secrets of A Well Dressed Brand. And I have the pleasure of working with some of the most incredible C-suite executives.
I have a TV Show ( The Well Dressed Brand TV Show) which is streaming on RoKu. I have been featured on on 2 dozen podcast and also been featured on Forbes.com, bcc news.com, Hello giggles blog and Where Women Create Magazine.

It took a lot to leave. I had always worked side hustles styling other talents on other networks, speaking at various events etc. But to take the risk to turn your side hustle into a full time job is not for the faint of hearts. It impacted my marriage, my finances and confidence. I am happy to report that all is still in tact and thriving.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I started my career leadership with various retailers. I was in the Exsecutive leadership program in NYC at Bloomingdales. I work for companies like Ralph Lauren, Crabtree and Evelyn, White House Black Market, I then moved to QVC where I worked in the merchandising. Eventually I moved to the image department at Where I worked for 13 Years. I got to learn all facets of the job from booking models, teaching runway, and booking the right talent for the right product. I worked as a live show fashion stylist for many years and was eventually promoted to a style director. In this position I support over 30 program host with on-air brand images. I hope with them and create looks for them to wear on and off air.
I did thousands of style consultations for on-air guest before they went on the live show. I created thousands of style directions for fashion and accessories before they hit the live show. This style directions was rolled out each month to various teem within the organization. I work on remote fashion shows in Italy, La , Pa , New York.
I was provided a chance to work with the world most talented celebrities and designers.
It was during my time at QVC that the idea for The Well Dressed Brand was born. I was working on two of the top fashion shows and became curious about if what we wear impacts the bottom line. I spend a few years working out these concepts behind the scenes. I would infuse certain looks with the models actual personality to see if it would make a impact. And it did. After my first podcast interview the host suggested That I write book. That’s how Secrets Of A Well Dressed was born. This book went on to be a best seller. What does it mean to be a Well Dressed Brand ?
Being A Well Dressed Brand is about
being unapologetically yourself.
Knowing your power and you’re full protentional. Being a Well Dressed Brand Requires you to look as good on the outside as you feel on the inside. Because you have done the work. Never compromising on your very high standards. You expect a lot from yourself and others. It’s not about being dressed up But it’s about dressing your truth. Dressing in a way that you want to be addressed expressing, love, joy, and kindness to yourself and others. Walking into a room and celebrating all the things that make you different. Well-dressed brands don’t crawl, we use our wings and soar. We encourage each other to look good and live well. We believe in God. We believe in you! We look good and live well.

The Well dresses brands add value by changing the way people think about getting dressed.
tory, the psychology of color, branding, wardrobe, and exceptional style are essential elements that can significantly impact your business’s bottom line. The Well Dressed Brand integrates each of these elements into your image so you can show up and shut it down.

The Well Dressed Brand combines a masterful eye for fashion, Fascination Advantage™ training, and storytelling expertise to help our clients craft a strategic visual brand that clearly conveys their highest value.

What’s been the most effective strategy for growing your clientele?

Relationships are key. They are as good as currency. I lot of my clients come from past co-workers who are now in executive leadership roles.As they are putting together women events they will bring me on to do a work shop or deliver a keynote. Podcast run for every so I try and always say yes. Even someone is just out they could get some serious traction a year from now and people will hire you from a podcast they your did 2-3 years prior.
Going to conference. I got my first client by attending the Forbes Women Conference pre pandemic.
She has been with me for 5 years. Her company grew and went public in that time. She was biggest client for the view few years of my business,

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Working as a creative in a corporate environment then switching to full time entrepreneurs was very difficult. I had to get used to not working in an office and having co-workers to bounce things off of.

I had to learn to think like and entrepreneurs. I had to learn how to price my product and services and set real business goals. I had to unlearn thinking like and employee and start thinking like a founder and entrepreneur.

I had to learn a new way to solve problems, I had to learn new ways to get my product into the world and that meant surrounding myself with new different people. Reading different books and really focusing on innovative ways to stay relevant in this noisy world. I had to unlearn focusing on what I do and focus more on who I am. Because what I do is commodity but who I am changes the game.

Contact Info:

• Website: www.toisweeney.com
• Instagram: @toisweeney
• Facebook: https://www.facebook.com/welldressed11
• Linkedin: Toi Sweeney
• Twitter: @sweeneytoi
• Youtube: https://www.youtube.com/channel/UCUJIaeVD1IBBVQUTwSx1fpw
• Other: My Book https://www.amazon.com/Secrets-Well-Dressed-Brand-Increasing/dp/B0B2TY6MCP/ref=sr_1_1?crid=1JOHPP2YGAJGW&keywords=toi+sweeney&qid=1664978312&qu=eyJxc2MiOiIwLjI2IiwicXNhIjoiMC4yMiIsInFzcCI6IjAuMDAifQ%3D%3D&sprefix=toi+sweeney%2Caps%2C128&sr=8-1

Image Credits
all images are from Toi Sweeney