Personal stylist Amelia McFarlane is transforming women’s lives by encouraging them to wear more colour every single day! A she tells Flying Solo, her weekly Instagram videos talking through are attracting a brand new audience and business has never been better.
When did you start your business?
I started my business, Colour Me In Styling when I was pregnant with my 2nd child (9 years ago) but only really and truly got the ball rolling when my third child started school which was at the beginning of this year. So it lay dormant for a few years!
I’d worked as a stylist for both props and wardrobe commercially for years. I wanted to do a personalised service to help women like myself who were experiencing changes in their bodies and consequently confidence issues came into play. I also need to be doing something creative to feel a sense of purpose and general happiness and wellbeing.
What’s the message or the “why” behind what you do?
Ultimately I want women to feel great in their own skin. To embrace their body here and now with an understanding on how to dress in the most flattering way. Also to spread the love of colour and it’s uplifting power. Also as I’m gaining more insight into the importance of encouraging ethically made clothes from sustainable fabrics and practices, the more I want to support brands who make this their primary focus.
When did you start your Instagram account?
About two years ago… I’m not 100 percent sure, however I can say it’s only been this year where I’ve started to really focus on it as I’ve come to realise it’s how I’m reaching out to a new client base along with word of mouth via my Instagram.
When did you start adding video?
Only this year. I’m comfortable speaking to camera as I come from a presenting background. I just wish I could outsource the editing, adding music etc. One day!!
How long is each one usually?
30 sec- 1.5 mins
How do you come up with the themes?
I am currently in the swing of showing people garments that I think might appeal due to beautiful cuts, colours and use of fabric. I’d like to produce more professional videos in the future as I’m bursting with ideas! I just need to explore the prospect if getting help in a technical sense.
What’s your client response like to the videos? Is it a major source of new clients?
All positive feedback so far! I think it helps build a sense of trust for potential clients before choosing to invest in my service.
How else do you mostly get new clients? Word of mouth?
Absolutely! After doing a client’s wardrobe or personalised shop the next thing I know I’m booked to work with their mother, sister, work colleague or friend. One client I had recently booked me as she noticed a work colleague had blossomed in confidence and always looked stylish and ‘well put together’ for work.
What’s the best part of running your own business?
Now I have had a taste for it, I wouldn’t have it any other way. It feels good to utilise talent and passion. I’m excited to see what the future holds.
How did COVID treat you? What have you learnt? And what plans have you made for 2021?
I am fortunate as my business has grown significantly this year. I think people crave to feel uplifted and inspired more than ever. Workplace attire has changed due to people working from home and potentially (if at all) only a few days in the office. Smart casual is a dress code evolving in the workplace. This is not to be confused with looking sloppy. Well put together is KEY! I think the idea of this can be intimidating for people as wearing a black suit which a chambray blue shirt (as an example) was effortless. Whereas co-ordinating a casual well put together look can seem a little confusing and intimidating. It actually only involves a few key pieces to get on a roll. This is what I will continue to show my new clients who are now moving into a more casual dress sense for work. And wearing the right colours is key when it comes to Zoom, so it feels more relevant than ever to help people with their colours.