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The Styling Advisory Podcast - Personal Styling Business Interviews

The Styling Advisory Podcast - Personal Styling Business Interviews

By Sarah Cohen: Founder, The Styling Advisory

How does a personal stylist build their client base in 2023?

Join Personal Styling Business Expert, Sarah Cohen, as she interviews successful image experts from around the world to learn about the marketing tactics that helped them build successful businesses.

You'll find out how these successful stylists:

✨Built a social media audience
✨Connect meaningfully with that audience
✨Build an email list of subscribers
✨Nurture those subscribers into clients

WATCH Video Interviews;
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Inside Plus-Size Styling & Shopping Destination, Lukbook, with Katrina Van De Ven

The Styling Advisory Podcast - Personal Styling Business InterviewsJun 01, 2023

Inside Plus-Size Styling & Shopping Destination, Lukbook, with Katrina Van De Ven

Inside Plus-Size Styling & Shopping Destination, Lukbook, with Katrina Van De Ven

Lukbook is a BRAND NEW online shopping and styling destination for the 66% of Australian women who wear a Size 14+ and it’s bringing all the VOGUE, high end designer feels… Katrina Van De Ven, Lukbook Co-Founder & CEO is re-imagining the plus-size retail space, having built a stunning, aspirational destination for stylists to use with their clients. From shoppable looks to designer brands in ‘plus-sizes’ (as in, anything over a Size 14) AND the opportunity to become one of their in-house stylists, Lukbook is an invaluable resource for Aussie image professionals. PS; Lukbook stocks activewear, accessories, denim, clothing and special event wear. Check them out here: Instagram: What You’ll Learn: 💥 Why ‘flattering’ can be construed as a trigger word, and why Katrina hates the term 💥 The top 25 Aussie designer brands offering size inclusive ranges 💥 Why they’re using everyday women, not models, for all their in-house shoots 💥 The 3 types of styling sessions available, and how you could join their team!
Jun 01, 202338:04
Disrupting The Curvy Rental Space with Kylie Wall
Apr 27, 202324:29
A Brand Presence Masterclass with TEDx with Friska Wirya

A Brand Presence Masterclass with TEDx with Friska Wirya

We're going to chat about how Friska Wirya went from entrepreneurial newbie with $0 in the bank to international keynote speaker, fuelled by a trial and error approach to her marketing mixed with a highly intentional brand. Friska and I first met at a Mys Tyler x Mirvac collaboration last year for their Spring Fashion Campaign, where stylists and Mys Tyler fashion contributors were hosting talks throughout their key shopping centres. And as soon as I walked into the event space, I knew Friska was the QUEEN. Her outfit, her hair, her posture, her delivery and her presence was powerful, commanding and chic as fuck. A walking billboard (#oldschoolmarketing) for her brand presence and image consulting work. This is a woman who went from receiving zero engagement on Instagram except for weird marriage proposals, to having CIOs and CEOS slide into her DMs. Specifically, we'll chat about: ⭐LinkedIn Content that works; from video to long form, the vault of wisdom ⭐How to boost your own brand presence on LinkedIn with thought leadership ⭐Leveraging a Tedx Talk to sell her keynote overseas ⭐Building her content suite; The Value Ladder including her $5 eBook, 2 day workshops, 90 minute 1 on 1s and keynote public speaking ⭐Using her own intentional presentation to elevate her business opps ⭐The 2 day workshop stylists should attend to level up their own presence This interview is a must listen for image consultant and personal stylists who want to offer brand presence/image consulting to executive clients.


IG: @freshbyfriska

Apr 10, 202323:45
Facebook Groups Seem Complicated, Can I Be Bothered Running One?

Facebook Groups Seem Complicated, Can I Be Bothered Running One?

In this new format, I'll be answering some of the most common audience questions (because they've been piling up for a while now and I love striking off an action on my to-do list!)

These answers are formed from my experiences and observations working with stylists at various stages of business, including those just beginning their styling journey through to stylists with national teams under them.

So! This episode is answering the question "Can I be bothered running a Facebook Group?"

You're going to learn some of the marketing benefits of a Facebook Group, and how personal stylists are using them to sell more services, memberships and course tickets.

I've structured my answer into the following 4 sections, so as to avoid chronic tangent-taking:

-Are they necessary?
-Do I need one?
-How is it different from a Facebook business page?
-Can I be bothered though?

Your styling business and marketing strategy is going to be unique to you, your strengths and your lifestyle (just like your client's style identities).

Take a listen and decide whether it's right for you.

If it is, we can build it together in my 1 on 1 coaching sessions.
Nov 22, 202219:36
Plus-Size Fashion, Styling & The Media with Natalie Wakeling

Plus-Size Fashion, Styling & The Media with Natalie Wakeling

Natalie Wakeling is Australia’s first plus-size editorial model, turned size inclusive fashion designer and she’s got a bone to pick with the fashion industry.

Natalie has been part of a pioneering movement to redefine the fashion and retail industry into a more size inclusive, body positive space not only for customers and models but also plus size designer brands.

And not just a ‘we feature some curvy girls once a year in our body diversity issue’ inclusive.
As in, get these brands on the runway, plaster real bodies all over billboards and start supporting the fact that retail customers (and most styling clients) are a size 14 MINIMUM.

Her most recent ‘win’ was the battle with the giants of fashion week to get the first plus size parade (called the Curve Edit) debuting at Australian Fashion Week.

Natalie began her designing career with Embody Denim in 2006, which has now become one of Australia’s most recognised and respected size inclusive brands featuring a full collection of denim and apparel.

Nat shares some incredible stats that will be helpful for you stylists when it comes to your marketing material.


Google search data revealed Australia has become the country most interested in
size inclusive and ethical clothing in the past 3 months.

A report by McKinsey said “60 percent of people considered a brands ethics while shopping”
A report by ABS showed “the average woman’s waist circumference was 88cm, equivalent to sizes 16-18”


For plus size, size inclusive designers to thrive, which is what all of your clients want, we need the media to support them.

That means features, PR, editorial coverage, celeb endorsements, to broaden the reach of these brands and get them in front of your clients.


Natalie has started a national movement called #realaustralianfashion

The goal is to raise enough money to book out a whole year’s worth of advertorial space in Australia’s top magazines and fill the pages with size inclusive brands, styled by Australian stylists specialising in curvy clients, and on curvy models that truly represent the average Australian customer.


“I'd actually really like (stylists) to reach out because I'm going to need help. I can't do all of this on my own. I really want this to be a collective effort amongst women and the community.

This is about raising awareness to all the stylists that are struggling to find quality, sustainable, designer brands for their clients, and for customers looking for brands they would love.”

If you're a stylist in Australia who'd like to be included in the upcoming shoots, please email


Oct 05, 202245:33
Boosting Body Confidence with Mys Tyler App Founder & CEO, Sarah Neill

Boosting Body Confidence with Mys Tyler App Founder & CEO, Sarah Neill

My guest today is Sarah Neill, CEO and the founder of Mys Tyler, an app where customers can find ‘like bodied’ fashion creators and personal stylists to help them feel more confident in what they’re buying. And in a retail first, the Mirvac portfolio of shopping centres in Australia is partnering with the Mys Tyler app and The Embrace Hub bringing together aspirational online content and relatable, inclusive in-store experiences for customers of all ages, shapes and sizes, driving genuine changes in the narrative around body confidence. In the first 2 weeks of September within Mirvac owned shopping centres in Australia, customers can access an incredibly diverse range of personal stylists and fashion experts both online and in their local centre; via masterclasses, fashion shows, Style QAs and one on one styling sessions; these are conducted by real women, of all ages, shapes and sizes, and they’re there to help inspire, educate and include you in conversations around dressing to make you feel good. All ticket sales from these styling events go to supporting initiatives that will change the narrative around body confidence through The EMBRACE Hub. If you’re based in Queensland, experience the Full Bloom styling sessions and events at Orion Springfield Central & Kawana Shoppingworld. For all our NSW listeners catch all the action at Birkenhead Point, Broadway, Greenwood Plaza, Metcentre and Stanhope Village. Tickets can be purchased on the shopping centre websites now. The Mys Tyler platform is paving the way for stylists by helping connect customers and clients with fashion experts they know will understand their unique bodyshape - ALL STYLISTS are invited to join the app as creators.
Aug 31, 202239:40
Testing TikTok Strategies with MidLife Image Expert, Cecilia Stoeckicht.

Testing TikTok Strategies with MidLife Image Expert, Cecilia Stoeckicht.

This is a follow up episode from "How To Use Tik Tok For Stylists Over 40" and I'm SUPER EXCITED to share it with you.

My guest is Cecilia Stoeckicht, a bilingual, Midlife Image Coach who decided to test out the strategies shared by digital marketing and TikTok specialist, Candice DeVille, Co-Founder of Co-Pilot Crew, because she wasn't seeing much audience growth on Instagram.

Hear first-hand from a stylist who is not a digital native about the experience of trialing content creation on TikTok, how it feels and why it's working.

We will loop back in with Cecilia in 3 months to see how she is going, and to confirm whether content creation is easier, more effective or more revenue generating in TikTok compared to other social media platforms.
Aug 23, 202217:20
PR Tips For Personal Stylists, with Australian Fashion Pioneer, Rebecca Lau Marsh

PR Tips For Personal Stylists, with Australian Fashion Pioneer, Rebecca Lau Marsh

Rebecca Lau Marsh is a stylist and fashion entrepreneur with an incredible ability to generate her own PR coverage.

Why does this matter?

Because if you’re starting out without an existing personal styling client base, you’re going to need an audience.

And I’m guessing you don’t have buckets of cash lying around for ad campaigns, right?

So PR can be a quick and free way to reach your ideal clients at scale – think TV segments, magazine articles and editorial contributions.

As a pioneer of online fashion retail, and owner of 3 successful online businesses including Love My Baby, 21 scrubs and Kit and Cradle, I wanted to understand what a small business owner can do to secure editorial coverage in a highly competitive industry.

Fortunately for you all, I was able to persuade school friend, mum and all-round hustle QUEEN Bec to join me on the show so I could squeeze all those juicy PR insights out into a refreshing cup of ‘What You Can Do Right Now To Reach More Clients.’

You’ll Learn:
· How Rebecca was able to secure PR coverage without any experience in PR
· How she pitched herself to editors
· How she comes up with angles for stories to pitch
· How she develops relationships with editors
· How she manages this work amid all the other things we have to do
· Tricks to make your headlines POP
· Many other things. Just listen.
Aug 03, 202230:43
How To Use TikTok For Stylists (When You're 40+)
Jul 05, 202250:38
Inside a Multi-National Personal Styling Team, with Stylist Chelsea Brice

Inside a Multi-National Personal Styling Team, with Stylist Chelsea Brice

Today I’m talking about the social media content tricks personal stylist Chelsea Brice has implemented to become an award winning stylist with an international business, booked out services and a team of stylists working for her across various states in Australia and New Zealand.
Chelsea has managed to scale her business to become a booked-out stylist and bring on other stylists without losing the trust of her audience who have been following her content for years.
We wanted to find out what marketing strategies she followed to create this incredibly successful business model.
Check out her social media tricks LIST here
Love, if you could quickly rate, review and subscribe to our show it would mean the world to me. Thank you so much 💖💖
Jun 13, 202223:07
Networking Events, Facebook Groups & Getting Visible with Stylist Janine Coney

Networking Events, Facebook Groups & Getting Visible with Stylist Janine Coney

How did personal stylist Janine Coney build her Instagram audience to over 11,000 followers? What grass -roots, 'old school' marketing activity works better for Janine than any other? And what's the most popular styling services her UK clients are booking in now? Find out the unique marketing mix that works for Janine in today's episode. As always, you'll see that there are so many different ways to grow your social media audience, build your email list, drive web traffic and grow your client base - we just need to find the solution that works for you. Janine and I worked together in my 1 on 1 coaching sessions last year and it's been a pleasure to see her building on her mission of making women visible! If you're ready to find the ideal marketing strategy for your business, let's customise a plan together! Head to to book your complimentary tea & chat.
Apr 21, 202240:13
Creativity-Based Marketing with International Stylist, Coco-Louise
Mar 18, 202237:27
From Styling Princesses To Personal Clients, With UK Celebrity Stylist Ozuola Martins

From Styling Princesses To Personal Clients, With UK Celebrity Stylist Ozuola Martins

Ozuola Martins is a celebrity, editorial and red carpet stylist now pivoting into the world of personal styling. The challenge for many celebrity stylists looking to build up their personal clientbase is the need to move away from the reliance on word-of-mouth and referrals towards a more strategic marketing plan that attracts the right personal styling clients consistently. A key component of this marketing plan is the need to COMMUNICATE YOUR VALUE. Which is easier said than done if we don’t believe whole heartedly in ourselves. With over 20 years experience, Ozuola is one of London’s most talented stylists. I mean, let’s just look at some of her incredible styling achievements: ✨Styling members of The Royal Family for editorial shoots, personal shopping and event looks ✨Styling for BBC, ITV & Channel 4 Presenters ✨Curating Celebrity Special Event Looks - Derby, Ascott, Elton John White Tie & Tiara Ball, Red Carpets ✨Styling ad campaigns for international retailers like SPACENK & BROWNS ✨Editorial styling for Hello Magazine, Tatler ✨Corporate consulting for The HYATT Group And yet, in today’s episode, Ozuola shares her own struggle to believe in herself and her abilities, despite these numerous styling accolades. Join us for another real, raw and honest conversation about the ups and downs of being a successful stylist, creating content we really care about, and what Ozuola had for lunch in the Royal Lodge! Make sure you RATE, REVIEW & SUBSCRIBE to our show below. Want To Work Together? Click here to see our programs. Watch this Interview on StylingAdvisory TV via Youtube
Feb 20, 202240:07
How To Get Your Personal Styling Audience Connecting With You Online (Masterclass)

How To Get Your Personal Styling Audience Connecting With You Online (Masterclass)


This time, we were joined by Clinical Psychologist Talya Rabinowitz and C-Suite Brand Transformation Specialist, Dara Donnelly, along with image experts from around the world to uncover this pressing issue.... 

⭐How In The Name Of Zeus Can We Get People Actually Connecting With Our Posts, Blogs & Emails??? ⭐ 

It's so soul-destroying when you put hours into a piece of content, only to have it generate a few likes from friends and family.... We're doing this stuff to attract amazing, like-minded individuals to our business, and we don't have time to waste! 

So let's find out what makes someone feel a sense of connection on a subconscious level, and then create social media/digital content from that place! 

PS 💥 We can teach you how to create this type of MAGNETISING CONTENT for your own brand in a fabulous new program called 'THE CONNECTION'. 

Our Connection participants finally discover the path to build their version of a styling business, with content that flows from their soul.

Like this gal: 

"This course with Sarah Cohen and her colleagues was a game changer for me. I was feeling completely overwhelmed on how to approach my marketing strategy. Feeling unable to handle the realm of social media, Sarah was able to guide me through processes and strategies on how to best approach this whilst being my true self. Sarah and her team were able to ‘set me free’ of all preconceived ideas and allow me to speak my truth in my own way. She showed me that being true to oneself speaks volumes! I would highly recommend this course if you are truly looking for a way to move forward in your business and are needing a fresh, authentic and realistic approach. Great work Sarah and team! X

- Patrizia Smreker, VIC 

If you want to: 

🔥 Learn how to regulate your own nervous system to get the BEST stuff out of you without anxiety

🔥 Unblock your ideas for a truly unique styling business 

🔥 Create a year's worth of content for all your marketing platforms that feels 100% you instead of the boring old formula AND

 🔥Start build an online community of people, like you, who are desperate for your services THEN JOIN US! 

Head to

Want to join our next masterclass FREE? Head to The Styling Advisory website and join our styling community.

Feb 11, 202256:41
The Ethical Stylist Who Won A United Nations Award, With Melbourne's Donna Cameron.

The Ethical Stylist Who Won A United Nations Award, With Melbourne's Donna Cameron.

What does 'ethical image consulting' look like, and how do stylists support this global shift in consumer interest? 

The term 'sustainability' is thrown around ALOT in the styling world - so I wanted to ask the OG of ethical stylists, Colour Expert, Melbourne Image Expert, former President of the Melbourne Chapter of the AICI and author, Donna Cameron, what's happening in the sustainable styling realm right now. 

I was also interested in understanding whether this retail trend was starting to show up in the demand from styling clients - are clients genuinely looking to change the way they consume fashion?

Donna and her business partner Briar Jasper-Batson founded a really cool styling initiative, called 'Fashion By Foot'; The two take clients on a walking tour of Melbourne's independent designer studios, where you'll get to see first hand how the garments/accessories are made, the time it takes, the effort, and how this type of slow, considered, unique retail experience is a more sustainable way of shopping. 

This episode is a great one for stylists interested in using your image business as a vehicle to continue supporting ethical fashion and sustainable initiatives.


We host free, monthly 'Tea & Chats' Sessions, tackling all the big marketing questions that image experts face. You can join us here AND receive 50% Off your annual subsciprtion to Virtual Styling Biz Tool Shopshare! 

Catch up on the latest Tea & Chats Business Masterclass HERE.

Dec 09, 202132:48
INSYZE - The New Platform For Plus-Size Styling Clients (And how stylists can use it)

INSYZE - The New Platform For Plus-Size Styling Clients (And how stylists can use it)

Are you a personal stylist struggling to find amazing brands for your plus-size clients? 

Or are you a stylist specialising in curvy, full figured or tall styling, looking to find new clients?

In this week’s episode of The Styling Advisory Podcast, I got to chat with Sylvie Wilson, Co-Founder of INSYZE, a personalised shopping and community platform for plus-size fashion.  

Founded by Sylvie and her sister Danielle, INSYZE is a plus size ecommerce site and search engine, helping users (and stylists) search for the clothes you want, from lots of different brands - all in your size and in one space.  

What I loved about this concept was:  

1. The average woman is technically ‘plus-size’ and for too long retailers haven’t prioritised extending their size ranges. So businesses like INSYZE are pioneering this segment of the market  

2. They’ve built in a community component to their ecommerce site, which actually drives most of their engagement and sales, because it’s built on genuine, real, no b/s conversations 

3. Stylists can use this platform to quickly source incredible options for clients, and then present them in cool shoppable videos using Shopshare

4. Stylists can also use the ‘CHATS’ community feature to build their profile.  

STYLING JOB OPPORTUNITY (Nov 2021) INSYZE are looking to hire a stylist to work with them for a new 'get the look' feature they've just launched. 

Please email your interest to and we’ll connect you with INSYZE.

Nov 11, 202127:04
What's New With Shopshare (Styling Tech Update, With Emma Inteman)
Oct 18, 202131:45
The Power Of Listening To Clients, with AICI CIM and author, Carla Mathis

The Power Of Listening To Clients, with AICI CIM and author, Carla Mathis


✔Invitations to our monthly, LIVE business and marketing webinars
✔Plus 50% OFF Virtual Styling Tool 'Shopshare'


In my latest podcast, I get to deep dive into the heart of styling with AICI Certified Image Master and author of 'The Triumph of Individual Style', Carla Mathis.

I first met Carla as a student of The Style Core, and am fortunate to call her both a friend and business partner in the ‘Going Virtual’ Program we co-run alongside Erin Mathis.

In today’s conversation, we really delve into the soul of styling, and the role of the ‘identity’ for clients.

Carla has experienced incredible hardships growing up, but she has used this trauma to empathise with her clients and shift the meaning of an image consulting session towards something much more holistically healing.

As an image expert, you get to remind your client of what they’ve forgotten about themselves, and how to tap into that deep soulful stuff. Despite their body shape challenges or concerns, what you’re really doing is helping them uncover and acknowledge what is beautiful about themselves.

Listen to how Carla teaches 'connection' to aspiring stylists and what this means for your own brand, business and marketing moving forward.

Join our live coaching program, 'The Connection' starting Oct 4, 2021.... you'll get a brand identity and content plan that flows from the heart seamlessly and effectively, delivered by brand specialists and psychologists.

Sep 28, 202137:40
How To Build Connections With Your Audience Using Your Heart

How To Build Connections With Your Audience Using Your Heart

I wanted to share a recording of our monthly, free industry catch-up called 'Tea & Chats' Styling Business Masterclasses. Any and all stylists, image experts and aspiring stylists are invited, just sign up to our Facebook community @StylingAdvisoryCommittee via our website. This month we spoke with clinical psychologist Talya Rabinovitz about how we can start to build real, genuine connections with our audience and build trust towards client bookings. We shared: ⭐Why we are hating the process of marketing right now ⭐What's impacted our ability to show up as ourselves ⭐What happens when you acknowledge your soul's true purpose Want to learn how to build connections with your audience in a fulfilling, gentle, authentic way without having to smash out post after post? Then you need to join THE CONNECTION program. ✨WHAT IS IT? A mentor-facilitated program to develop your authentic brand, niche client and digital marketing content designed to magnetise clients. ✨WHAT'S THE FORMAT? -Weekly instructional training -Weekly exercise to complete a new step of the brand & marketing plan -Weekly group working session with mentor to refine each section of your plan ✨WHO ARE THE TEACHERS? Sarah Cohen, Founder of The Styling Advisory Talya Rabinovitz (Clinical Psychologist) Dara Donnelly (C-Suite Brand Advisor) ✨WHAT DO I GET? A powerful brand summary co-created by a C-Suite brand specialist A clear niche you intrinsically know how to talk to without effort A strategic content plan for the year that is so clear, aligned, exciting and easy you'll fall in love with building your business again *PLUS* 💥Access to mentors weekly 💥Exercises to help you activate the most creative part of your brain ✨WHEN ARE THE SESSIONS? We call them 'Cosy Connection Circles', and they happen weekly at 9am at 4.30pm AEST Starts Oct 4th - Dec 22nd 2021. BOOK A CHAT WITH SARAH 🔽
Sep 13, 202157:16
Using Your Gut To Build A Styling Business, with Lauren Messiah
Sep 03, 202146:26
"The 3x Secrets To My Styling Business Success" with International Personal Stylist, Traci Jeske"

"The 3x Secrets To My Styling Business Success" with International Personal Stylist, Traci Jeske"

Traci Jeske is the director of En Vogue Stylist, and an internationally certified personal stylist based in Italy.

"Blending Italian la dolce vita with her flair for fashion and style Traci takes her personal life experiences, living in Australia, working in Dubai, London and abroad, overcoming an eating disorder and her experience of over 30 years in the fashion industry to help women find their unique style."

At the beginning of her personal styling business, Traci quickly realised that just having a social media page and a website was not enough of a marketing plan to successfully attract clients. 

So Traci found mentors, courses and external support to help her build brand awareness and credibility; 2x marketing objectives that became pivotal in her ability to grow her business internationally. 

Business owners working for themselves, like most stylists, often miss out on the dynamic engagement with other people to generate ideas, talk through strategies and stay motivated. 

This is why Traci reached out to mentors and marketing coaches; Her success is partly due to her ability to identify and build a team of experts around her. 

This interview is another great reminder that success happens over time, you don’t have to go it alone, and if you stay consistently on task with your marketing, you will build the business of your dreams, whatever that looks like to you. 

If you love learning new ideas and hearing other stylists share their business lessons, please join us every month for ‘Tea & Chats’: Styling Business Masterclasses on Zoom. 

You can join us via our private FB Group @StylingAdvisoryCommittee

Jul 27, 202130:01
Marketing Your Styling Membership with Personal Stylist, Caitlin Marwaha.

Marketing Your Styling Membership with Personal Stylist, Caitlin Marwaha.

This episode is sponsored by our new offering, The Ultimate Stylist Marketing Funnel; a prioritized planning and implementation program to help you create the most effective marketing content every month for your business. 

This is the perfect solution for stylists struggling to reach their ideal client online, or convert that audience, subscriber base or web visitor into clients. 

We want to convert these people into clients but we also want to get a handle on our marketing activity so it’s effective without taking over our lives…. 

We need to give our audience the right content, at the right time, on the right platform, moving them through a buyer journey. 

Our Marketing Funnel helps you create content for every stage of this journey for the whole year! 

You’ll receive worksheets, monthly group coaching sessions and weekly access to marketing mentors, to get you creating a unique brand, niche client, and all the marketing content you’ll need for the year!

Head to our website for more details.


Our guest today is Caitlin Marwaha, a Melbourne based stylist and founder of the CM Style Squad. 

Caitlin shares her approach to marketing her business, how long it takes for her to convert clients, and the reality of building a 6 figure styling business….

It takes time, consistency, keeping track of what content works, a personal brand that resonates with your tribe, and realistic expectations. 

All those stylists with imposter syndrome or a feeling of failure because you haven’t got enough clients yet… this one’s for you! 


[00:00:17] Caitlin’s current launch period, styling experience to date and the decision to start running an online styling group program.

[00:03:28] Recurring revenue for stylists verses the unpredictable nature of client appointments. Launching to a warm audience on social media. 

00:04:51] How Covid impacted the messaging and value of a styling membership; it’s about community. “It's one hundred percent the community element that keeps the women there.” 

[00:05:48] Why Caitlin’s styling community is the perfect example of why Imposter Syndrome shouldn’t be an issue, nor stop you from building your styling business. “It’s not the service itself, it's how that service makes you feel”.

[00:07:03] Why there is room for every stylist. Clients will find their own tribe. 

[00:09:00] Whether to promote the tangible styling results of a membership or the community experience. The marketing messages that work? Exclusivity and social proof. 

[00:10:00] The Style Quad Niche Client 

[00:11:26] What clients want and how they want their styling problems solved; Group or one on one. 

[00:12:00] How long it really takes for someone to become a styling client 

[00:14:06] Growing her community on Instagram, paid marketing (Facebook ads) and networks. 

[00:16:00] Committing to consistent marketing content. 

[00:16:27] The struggle with getting that balance between how much value do you share online and how much do you keep for your paid clients. 

[00:17:27] Blogging vs Social Media to attract clients 

[00:19:05] The metrics or data Caitlin looks at to determine whether the marketing content was effective. 

[00:23:04] Setting realistic expectations when building a styling business. 

[00:24:30] Why success doesn’t happen overnight, but it will happen.

Jun 08, 202130:33
‘The Rise of The Capsule Collection’ with Personal Stylist Jessica Ryan

‘The Rise of The Capsule Collection’ with Personal Stylist Jessica Ryan


Head to and join us for discussions on the styling industry and business challenges.


Hi everyone! I’m your host, Sarah Cohen, Stylist Marketing Specialist and founder of the Styling Advisory, and in this podcast I ask successful personal stylists how they built their business, and what marketing tactics worked for them.

🚀✨If you’re a personal stylist or image expert looking to attract, convert and retain clients, you might be interested in joining our Stylist Marketing Collective; where you’ll effective styling client attraction activities from digital marketing specialists AND implement them together.

For more details head to 


'The Rise of The Capsule Collection' and how 1x clever marketing image attracts personal styling clients. 

In this episode, I’m chatting with Jessica Ryan who is a Multi Award Winning Personal Stylist and Fashion Curator and mum of two based in Gippsland, Victoria and has built her successful business based on her ability to curate and style the ideal capsule wardrobe. 

After over a decade of working in the retail fashion industry Jess developed a curiosity for women’s consumer behaviour and what exactly makes the perfect ‘curated wardrobe’. 

She experimented with the art of curated wardrobing herself, living with 40 piece wardrobe for 3 years; to prove you can develop a balance between fashion obsession and mindful shopping. 

We talk about how Jess tapped into this niche and marketed it beautifully using a powerful visual image of ‘The Rack’. 

❤👍Be sure to rate, review and subscribe to learn from experts making a living doing what they love! 


[00:00:10] How Jessica started her journey in the fashion industry and discovered the alarming message of always buying new, more, now

[00:01:00] Becoming a mum and her decision to live with a 40 piece wardrobe

 [00:01:34] The cathartic nature of a capsule wardrobe 

[00:02:00] Becoming a mother and losing touch with our identity 

[00:04:00] The decision to start reconnecting what what Jess loved through fashion 

[00:04:42] What makes her clients decide to take that step too 

[00:06:00] A focus on mindfulness and intention with how we shop and build our wardrobe. 

[00:08:24] The turning point when bookings started to come in 

[00:09:54] The inception and success of The Rack image; reducing the overwhelm for the client and showing them a beautiful collection 

[00:12:00] The idea that a capsule brings a sense of control 

[ [00:13:00] The weekly rack challenge 

[00:13:51] Bringing your services to life with a visual image 

[00:15:00] Every stylist’s marketing plan is unique, it's not a one size fits all. 

[00:17:55] The overwhelming side effect of client growth and the benefit of taking things step by step. Just pick something to work on and ignore the rest! 

[00:20:28] Just create something people care about 

[00:22:05] Making sure that my community are getting something from me whenever I show up. And that's it.

Apr 19, 202125:58
Using IGTV Videos To Convert Styling Clients with Raquel Macias

Using IGTV Videos To Convert Styling Clients with Raquel Macias


🎬 Personal Stylist Raquel Macias - Podcast Interview Show Notes 🎬 

Today I'm talking to personal stylist Raquel Macias about her marketing approach, which focusses predominantly on creating video content on IGTV to convert clients. 

Raquel spent time analyzing what type of posts/blogs/emails/ads were working to build relationships with followers and clients - and it turned out that every DM or email, booking or subscription was linked to videos she created. 

Armed with this knowledge, Raquel decided to double down on this type of content rather than keep trying to create loads of different types of posts/content. 

This approach works for her and her audience, but every one of us needs our own unique 'recipe' of marketing ingredients to drive our clients into booking in. 

[00:00:00] Introduction to Raquel Macias, her styling journey and the business she has built. 

[00:04:42] Do Raquel’s clients just want her to tell them what their style should be? Or do they have an idea of what they want their style to be and they just can't? 

[00:07:44] What type of marketing activity or marketing decisions have enabled Raquel to build her business. 

[00:08:40] Studying her own content and the feedback she was getting

[00:10:00] For Raquel, video is a better way of communicating her knowledge. 

[00:10:47] Reviewing the engagement, the metrics, and the information to attract clients. 

[00:12:05] How likes and comments sometimes can be misleading when you use Instagram as a business platform. 

[00:13:07] Raquel’s client journey from video views to clients .

 [00:15:10] Free resources and freebies 

[00:16:12] Planning video ideas and the creative process 

[00:23:00] The mindset shift which will fuel the popularity of stylist's 

[00:25:34] Why the more clothing choices you have, the harder it is for you to make a decision on your outfit.

 [00:27:04] What the call-to-action could be in your video 

[00:31:37] The channel Raquel receives the most engagement from followers

 #stylist #stylingbusiness #rosiemckay #shoppablestyleboard #virtualstyling #virtualstylist #imageconsultants #imageexperts #wardrobeedit #wardobedetox #stylingvideos #howtostylingvideos #personalstylist #personalstyling #personalstylists #personalshopper #closetconcierge #stylistbranding #stylingadvisory #virtuallookbook #stylingsubscription #stylingmembership #editorialstylist #fashionstylist

Feb 24, 202137:07
Success Secrets for Virtual Styling Services with Celebrity & Personal Stylist, Bridget Bell

Success Secrets for Virtual Styling Services with Celebrity & Personal Stylist, Bridget Bell

How do you find enough clients that you'll be booked out months in advance? Celebrity stylist turned personal stylist (and a client of mine) Bridget Bell of Style Ambition ( shares her experiences, insights and strategies with me in this episode of The Styling Advisory Podcast. As an industry expert who has styled over 150 celebrity shoots, television shows and events, Bridget wanted to bring the celebrity styling experience to the everyday woman, delivering the ultimate ‘wow’ factor to their wardrobe regardless of budget or location. Known for nailing the brief no matter the silhouette, budget, creative vision or time frame, Bridget now helps executives, working mums and entrepreneurs ‘nail their own styling brief’ through shoppable videos and styling boards, virtual styling sessions and wardrobe edits all from the comfort of their own home. Virtual platform ShopShareTV has been an integral part of this revised business model, despite Bridget not being a big online shopper….and Bridget explains: -How she uses online tools -Her transition to online services -How virtual styling services work especially wardrobe edits Over the course of 2020, Bridget and I worked together to build a brilliant brand identity, value proposition, compelling services and social media content… and you can too! Sign up for the program Bridget completed: 👑 The Empire Blueprint Marketing & Business Program
Jan 05, 202128:53
‘Stylist Partnership Channels & Style Boxes' with Garmentier Founder, Lisa Bubes

‘Stylist Partnership Channels & Style Boxes' with Garmentier Founder, Lisa Bubes

Garmentier was founded in 2018 by professional stylist and retail veteran Lisa Bubes, who recognized the potential for personal shoppers to change the retail world through an entirely new direct sales model.

The Garmentier digital platform revolutionizes the relationship between retailers, brands and stylists and removes the barriers that have prevented a seamless and strong commercial partnership between them and the brands they help support.

Commissions, pulling and sending stock to clients without them lifting a finger and custom tailoring are just some of the features of this platform.

In my interview today, Lisa and I talk about the industry challenges and how Garmentier was built to remove them in an innovative and intuitive way.

Currently available to US image professionals only, they do have plans to open the functionality and membership to other countries in 2021.
Nov 17, 202033:52
'Understanding the Styling Client Journey' with My Virtual Stylist Founder, Rosie McKay

'Understanding the Styling Client Journey' with My Virtual Stylist Founder, Rosie McKay

Rosie McKay is a stylist with over 15 years experience in editorial and commercial work, most notably styling for WHO and OK magazine in Australia.

Rosie launched her personal styling business in 2017 and has since built a virtual styling platform ‘My Virtual Stylist’, offering clients ‘style subscriptions’ delivered quarterly.

In today’s episode, we’ll be focusing on the Client Journey; How your ideal client journey defines your business success.

Rosie has 2 distinct client profiles who each make purchasing and booking decisions in different ways.

Understanding these differences have enabled Rosie to anticipate the needs of each client as they move through the buyer cycle, removing any barriers to booking in and getting them signed up to her programs!

We’ll discuss:

· The 2x types of Virtual Styling client and what they need from Rosie.
· How each client likes to engage with Rosie.
· How we get them from ‘unaware of your services’ to ‘booking in’ (the buyer cycle)
· The service types that match each client’s needs

Rosie also shares her advice as an entrepreneur growing a business organically; it’s all about testing and tweaking to get results!

TAKEAWAY 🔑 Understanding exactly how your ideal client makes a decision about booking in a service or buying a product should define the customer journey in your business.

SUPPORT 💻 Book a marketing coaching session in this month and we’ll define the steps your clients takes, make specific tweaks and help drive more bookings together!

More info:
Oct 14, 202038:44
‘Shoppable Style Boards' with Goodpix Founder, MaryLiz Lehman.

‘Shoppable Style Boards' with Goodpix Founder, MaryLiz Lehman.

In today’s episode, Goodpix Founder MaryLiz Lehman shares her journey towards digitising the stylist/client experience and how stylists today are offering virtual styling services to broaden their earning potential.

MaryLiz is a firm believer in the power of the stylist to change the retail landscape, AND in the power of the ‘relationship -based entrepreneur’, which was the inspiration behind Goodpix; a digital tool allowing you to create shoppable content in a one-to-many format.

Shoppable boards, collections, affiliate commissions and client micro-sites are all available for a monthly subscription fee to scale your styling or image business.

We discuss why stylists won’t be replaced with subscription-based, algorithm driven fashion services, and how the Goodpix technology has helped to make the human-touch of styling, shopping and customer service more efficient.
Sep 28, 202039:13
'Customised Shoppable Styling Videos' with ShopShareTV Founder, Emma Inteman

'Customised Shoppable Styling Videos' with ShopShareTV Founder, Emma Inteman

Today's chat with ShopShare TV Founder Emma Inteman is a fabulous opportunity to understand the possibilities of the new tech tools from the mouths of the creators themselves! is here to change the impersonal online shopping experience for customers, by enabling stylists and personal shoppers to bring online stores and shopping experiences to life.

With your styling clients can discover new brands and get customised shopping recommendations from you, just like the traditional, in person services, via pre-recorded online shopping sessions made from your hone office.

In an age of digital innovation, image experts can finally capitalise on new tech tools like ShopShare TV to grow a global clientbase, reach more clients in a more affordable, accessible way and create engaging content that promotes your styling services. If you want to build this service into your current business and market it effectively, book in for a free 30 minute ‘Empire Designing’ session with The Styling Advisory (head to our website for more details).
Sep 13, 202029:35
Brand development when you’re a personal stylist AND.....

Brand development when you’re a personal stylist AND.....

Today I’m talking with Danique Martin about her business; Fashion and Finance. 

Danique is a stylist but she’s also spent the last 5 years building her own insurance business, and she came to me wanting to create an overarching brand and business model that would allow her to continue to do both. 

This episode is particularly relevant for those of you who have been asking me what to do about your marketing activity when you have 2 separate audiences or service areas. 

As a client of The Styling Advisory, we worked together on Danique’s mission, vision, brand proposition and services to create a business that opened up multiple revenue streams; all centred on the promise of personal empowerment and financial freedom. 

The other reason I wanted to share Danique’s experience is because she is an insurance expert specializing in the fashion and styling industry – so for all of you listening, if you don’t know what coverage you need as a stylist, from public liability insurance to income protection, here is someone that can explain it in a relevant way for our industry!

If you’ve got any questions about how you can create an overarching brand and business model for your own business, or if you want to learn more from Danique, you can email me, book in a chat or DM me @TheStylingAdvisory. 

If you want to watch our lovely faces as we talk, you can also watch this episode on my Youtube Channel; The Styling Advisory. 

Danique’s website: 


Aug 24, 202020:35
How to run a Personal Styling Subscription Service with 'Style Squad's' Anika Walker.

How to run a Personal Styling Subscription Service with 'Style Squad's' Anika Walker.

Anika Walker is an Australian personal stylist who has re-imagined the way she engages with women, regardless of age, size & budget, by launching a monthly subscription service called 'Style Squad. 

Style Squad subscribers receive an email that contains two educational videos each month, including one using innovative shoppable video platform ShopShare.TV.

The focus is on everyday, smart casual looks teaching subscribers how to style them up & down and how to master the art of mixing and matching. The move to a regional area prompted Anika's transition to online styling services, but it was her experience styling thousands of women for major retailers and shopping centres Australia-wide that sparked her journey towards offering a personal styling experience any woman could access.

 In today's episode, Anika takes us inside Style Squad and shares her experience presenting a new concept to clients and subscribers.

Jul 27, 202043:35
‘Television Network Styling’ with Channel TEN’s Amanda Jessup.

‘Television Network Styling’ with Channel TEN’s Amanda Jessup.

Amanda Jessup is Channel 10’s Head of Network Styling, a role that sees her managing the creative direction for fashion, hair and makeup across every one of the network’s productions. She is also responsible for creating the national style guide in line with the network’s individual production branding requirements

Amanda has worked across films, television dramas, advertising campaigns, magazine shoots, as well as teaching and consulting as the NSW trainer for an Australian cosmetic company.

With over 20 years of experience across the various disciplines within the styling industry, it was a pleasure to gain a thorough insight into the world of television styling – the gruelling hours, the shift work, the multi-tasking and budget management requirements and her advice for how you can enter this area of styling successfully.
Jul 04, 202031:43
‘How The Pandemic Affected The Styling Industry' with Virtual Style Coach Erin Mathis

‘How The Pandemic Affected The Styling Industry' with Virtual Style Coach Erin Mathis

The pandemic has hit personal styling businesses hard, and I wanted to understand exactly what the commercial impact was, and how some styling industry leaders were not only surviving but thriving right now despite it. In Episode #10, I sat down with Erin Mathis, Co-Founder of The Style Core, and Director of @yourmilliondollarlook TedX Speaker and Leading Virtual Style Coach (Her services retail between $9 - $6000 US!) to talk about the severe impacts on personal styling and image consulting businesses, and what you can do about it. This episode will be useful if you can relate to any of these statements: -Your client bookings have dried up over the last 3 months and now you’re behind in sales -New clients are hard to find and engage in your home town right now -Potential clients are not ready to spend big on shopping and styling right now. While Erin’s pivot to virtual services happened way before the pandemic, we discuss her online styling business and what clients are looking for in this new economic landscape. From quicker, faster, digital services that support your core offering to complete virtual makeovers from the safety of your own home, we hear first hand how you can successfully pivot your traditional styling business online. ⚡💥👉JUNE 18,19, 2020 FREE WEBINAR (GO VIRTUAL & GROW) This 60 minutes will make an IMMEDIATE impact on your styling and image consulting business and revolutionize the way you service clients. We’ll take you through the 3 opportunities you can adopt right now that will fast-track your ability to earn more, attract more clients and broaden your styling business opportunities despite a global pandemic. PLUS We’ll give you 5x Virtual Service Ideas you can start offering RIGHT NOW….we promise these ideas are creative, fun and easy to build on your own! WANT TO KNOW THE BEST BIT?? Live Q&A with The Experts Erin, Carla and Sarah will stay online after the webinar for a live Q&A so you can access these experts directly and ask all of your specific questions! Mentoring sessions with Erin, Carla and Sarah start at $250 US per hour, so this is an INCREDIBLE opportunity not to be missed. Replicate the latest services, start using the most popular tools and pivot your styling or image business under the direction of experts who have lived, breathed, taught and defined styling for over 10 years, as well as marketing experts working and talking with successful stylists from around the globe. This is the MOST CURRENT ACTION PLAN you’ll find to grow your image or styling business starting right now. Register Now!
Jun 10, 202031:27
‘Editorial Styling & How To Start Pulling Stock’ with Sydney Style Director Carol Sae-Yang

‘Editorial Styling & How To Start Pulling Stock’ with Sydney Style Director Carol Sae-Yang

Carol Sae-Yang is one of the most sought-after stylists in the industry, with a career spanning editorial, personal styling,  celebrity/media styling, fashion direction and most recently Sydney’s QVB Style Director. 

Carol has been freelance styling beauty, fashion and lifestyle shoots for some of Australia’s most respected titles including Sydney Morning Herald, Instyle & Cosmo Bride, building a network of the country’s elite photographers, designers, HMU artists and models, as well styling personalities for productions aired on Channel 10, 7 and MTV Australia. 

Carol’s breadth of experience and knowledge of the styling industry led us along various conversational paths in this interview, taking us behind the scenes of shoots, client needs, the industry in general, her unique approach to retaining clients, and finally, some incredible, tactical advice for the classic challenge all new stylists find for themselves - pulling stock as an unknown stylist. The purpose of our interview was initially to review her strategy for upselling clients; Branded photoshoots for her clientbase of modern leaders and entrepreneurs wanting to achieve their professional goals through strategic styling. Carol has drawn on her editorial roots to extend the styling service beyond shopping and outfit curation, culminating in new head shots, media shots and web assets….. but we covered SO MUCH MORE. This episode is jam packed with gold… so come join us for a truly eye opening journey into the world of styling. @TheStylingAdvisory

May 29, 202044:54
‘How To Work With Retailers’, with Westfield Sydney Personal Stylist Adriana Fernandez.

‘How To Work With Retailers’, with Westfield Sydney Personal Stylist Adriana Fernandez.

Today I’m talking with Westfield Sydney’s Head Stylist, Adriana Fernandez to find out how she works with brands in centres to deliver the best possible shopping experience for her styling clients.
Many shopping centres like Westfield will offer personal styling sessions to customers, either paid or as part of a complimentary service. The centre takes an inquiry from the customer and connects them with their preferred stylists. Some centres have a styling suite the stylist can use, but more often than not, the stylist is working within the centre without a central point.
A lot of stylists taking clients on a shopping trip within a specific centre have mixed views on the support and interaction with individual store staff. Some stores are great, and might keep a fitting room free, racks of pre-selected clothing out, and help the stylist navigate new stock, but how do you get to that point with each store?

Adriana shares her approach to building the best relationships with each brand in a centre to deliver an exceptional client experience.
May 17, 202025:25
Virtual Styling Masterclass with GlamHive CEO Stephanie Sprangers

Virtual Styling Masterclass with GlamHive CEO Stephanie Sprangers

In today’s episode, I talk with Stephanie Sprangers, CEO of Glamhive, the leading virtual styling marketplace connecting stylists with personal styling clients from around the world.

Steph is a true champion of the styling community. Like me, she believes wholeheartedly in the value stylists bring to all clients, and the opportunities the styling industry has to shape the new retail landscape.

Steph explains:

· The virtual styling process and the vision of Glamhive
· How to commercialise those extra texts and phone calls you’re currently providing for free
· Why it’s so important your virtual styling service is a seamless client experience
· The role your website plays in converting virtual clients and why Amazon is a great example
· Why your website should be an e-commerce platform not a blog site
· Why virtual styling is the perfect solution for both stylist and client.

As always, we discuss the future of styling and where the opportunities are for you to carve your own niche in the digital styling space.
Apr 16, 202038:24
‘How To Nail Your Visual Brand Presence’ with Stylist Beth Jones of B.Jones Style

‘How To Nail Your Visual Brand Presence’ with Stylist Beth Jones of B.Jones Style

LA-based stylist/creative director, Beth Jones, has one of the most distinctive and recognisable visual brand identities in the market. Today, Sarah talks to Beth about the importance of a brand identity, how it helps clients and audiences connect with you and how to create one for your styling business. From photographic styles to posing ideas, her most popular branded content and the gradual process of forming her own style guidelines, you'll get a masterclass in the art of brand identity with one of the best. Check out Beth's website In 2009, Beth launched B. Jones Style, a fashion blog that peered into her daily outfits, home interiors and a fit & fab lifestyle. Beth has worked as a brand ambassador for Paul Mitchell, Timex, DKNY, Modcloth, Banana Republic and LOFT, Nike Women, MVMT, Sephora at JCPENNEY, Goodwill International, and Crossroads Trading Co and is a part of Vogue’s Influencer Network. In 2016, Beth launched her YOUTUBE CHANNEL and became the champion for “always playing dress up”. She brings her community into her magical world of styling up vintage finds from local thrift and vintage shops and documents her daily outfits on Instagram. With 12 years of experience under her belt, Beth currently works as a stylist, social media consultant, creative director, Youtube creator and fashion influencer.
Mar 31, 202028:46
How To Increase Your Styling Prices with Sydney Stylist Gessica Marmotta

How To Increase Your Styling Prices with Sydney Stylist Gessica Marmotta

Sydney stylist Gessica Marmotta shares with us her approach to pricing personal styling services, and how she went from ‘hobby pricing’ to charging $3000 AUD for styling appointments.
· How do you gain the confidence to charge more?
·How do you know what to base your rates on?
· How should you approach this rate change with new clients?
Here are the ley takeaways from Gessica’s interview:

Tips to help you establish a successful pricing structure:

· Valuing yourself; believe in what you do
· Research the market to ensure you are pricing your services appropriately
· Gain advice from a financial expert to create a model that is commercially sustainable
· Ensure the time you put in to the pre and post appointment is included in your pricing
· Create packages with varying degrees of personal and financial investment, to build trust and attract a broader range of clients
·Be transparent with the outputs; what you deliver for the client behind the scenes, on the day and post-appointment support
· Provide as much detail as possible on your website’s services page. Follow Gessica at @stylebygessica
Mar 16, 202022:32
How To Build Your Styling Business Brand with Dubai’s Kelly Lundberg.

How To Build Your Styling Business Brand with Dubai’s Kelly Lundberg.

Royal Stylist, Author & Award-Winning Entrepreneur, Kelly Lundberg explains the importance of building a credible brand for styling business success. Kelly has most recently sold her Dubai-based styling business, Style Me Divine, to focus on her online styling programs, brand partnerships (Chanel and Louis Vitton to name a few) and speaking engagements. Building a styling business is hard - structuring a business to make it commercially attractive to buyers is another thing entirely! We discover one of the secret ingredients to Kelly's global success - brand building - and reveal the top 3 brand building strategies Kelly adopted to kickstart her credibility. Head to The Styling Advisory website to book in your brand planning session now. Mention this episode for 15% off!
Feb 19, 202030:19
How To Be a Fashion Editor - Advertorial Styling with Emma Read

How To Be a Fashion Editor - Advertorial Styling with Emma Read

Former fashion and market editor and freelance stylist Emma Read takes us behind the styling scenes at Russh, ELLE, Cosmo and Grazia for a look into the role of advertorial styling. Emma also shares her forecast for styling opportunities in the digital era, as well as her recommendations for career growth.
Jan 28, 202031:39
How To Build A Personal Styling Empire with Hollywood’s Lauren Messiah

How To Build A Personal Styling Empire with Hollywood’s Lauren Messiah

LA based personal stylist, Lauren Messiah, is one of the most successful personal stylists in the world. She shares a few tactics with us that you can adopt to grow your own styling empire... like how she got 5000 women into her free mini program and then converted them into paying clients.....You’re welcome.
Nov 26, 201927:18
Converting Styling Clients Over Coffee

Converting Styling Clients Over Coffee

This week we chat to Melbourne Stylist Shareena Winter about how she started her personal styling career, her approach to converting leads into clients and the exciting potential for stylists specialising in curvy silhouettes! We nail Shareena’s unique X-Factor and her niche audience too. A warm, beautiful soul I loved chatting with.
Oct 25, 201912:23
Welcome Guys!

Welcome Guys!

A quick introduction to The Styling Advisory Podcast. Discover the business secrets of the most successful fashion, editorial and celebrity stylists.
Oct 21, 201901:20