A Q&A Conversation with Cheryl Nomdarkhon – Personal Stylist

Good evening. Thank you for joining me in this conversation. I am delighted to have the opportunity to speak with you.

Likewise.

Who is Cheryl Nomdarkhon, and what are you most passionate about?

I am an independent, powerful woman who loves to make a difference in people’s lives. My passion is making a difference in people. I love fashion, music, art, everything under the sun that lights me up and makes me feel good.

Please share a little bit about your journey and becoming a personal stylist.

When I was a teenager, I watched fashion television and collected and read Glamour magazine, Vogue, Mademoiselle, you name it. I imagined myself either sitting in the audience, watching the models walk back and forth on the runway or capturing the moment by writing about it because I was interested in being a journalist. Many years later, I went to school for different things and just recently got into fashion. In 2020, I was laid off from my job at a Global training and development company, and I started to think again about a career in fashion. At my previous job, I worked with people who came into our center and assisted them in dressing professionally. It was something that I liked doing.

The pandemic was the time to re-examine my life and determine what was next for me. I was de-cluttering, and I saw a picture of my dad. He was sitting down, you know, dressed to the nines like a sharp, sharp dresser, and I thought about us growing up and coming from Jamaica, moving to Canada. Our first outing as a family was to Eaton Centre. I loved walking and shopping with him. I loved being in that space with him, and it got me thinking, okay, what’s next for me? I wanted to help people dress up and look fantastic, which is personal styling. It became a real passion for me to get into that world and learn and educate myself about it.

You mentioned you wanted to be a journalist. Was your interest specific to fashion?

Yeah, something to that effect. I grew up watching Jeanne Beker on TV. I loved how she could get behind the scenes, interview all the designers, and hear their stories. I loved that point of view, that perspective, and I envisioned that for myself.

What was it that made you decide not to pursue a career in fashion or journalism?

Growing up, I went through different phases career-wise. I was interested in journalism for about a year and wanted to write novels, books, and stories. I worked for many years in health and wellness, which helped me realize that style and fashion are one facet of assisting people: it’s all-encompassing. You can look good, but what’s the point of dressing up if you don’t feel good inside? Health and wellness and personal styling are different sides of the same coin.

Many people perceive that working with a personal stylist is something only the ultra-rich or movie stars can access. What is the role of a personal stylist? 

A stylist is somebody who is there to listen to the client. To hear what they want out of their wardrobe, their life, and being that guiding light. A personal stylist also educates the client on what looks great, what doesn’t look great, how to find the right colours that suit your skin tone, and how to find the best wardrobe that fits your lifestyle. So, it’s about educating and having that hands-on experience that you know you wouldn’t have if you didn’t have a stylist. We’ll have conversations about what looks great on them, how to dress for a particular occasion, and how to pare down their wardrobe, so they are not buying ten things in one month. Education is a massive piece of what I do.

What are some of the most common misconceptions about a personal stylist?

Well, you mentioned one; that we only work with celebrities, which is an absolute myth. You can hire a stylist without having to have much money. Everyone has a different budget, and every stylist has their price point, so you can work with somebody who is geared toward your income level. Another myth is that stylists only work with specific age groups, which is inaccurate. Every stylist has a niche market. Some work with people in their twenties, and others work more with seniors, women, men, and transgender individuals; most stylists have a niche. It’s not a cookie-cutter industry, and it’s a growing industry too.

With all the things you’ve said regarding price point, age, and so forth, what should an individual look for when trying to decide on a personal stylist?

Besides their budget, one of the things that somebody needs to decide on is what kind of service they are looking for. I’m very hands-on. I like to be with the person, especially if I’m shopping with them. I want to educate them on how to find the correct sizing for themselves. I don’t go shopping just for the sake of shopping. I want them to know how to shop responsibly and how to shop with intentionality. You want to look for somebody to educate you on how to dress. Even though it’s a step-by-step process, your stylist will only sometimes be there with you. I want my clients to learn how to do things independently and seek my expertise when needed.

Another thing you should speak with your stylist about is longevity. Some people may want to work with a stylist who will be there daily. If that’s what you need, you’ll hire somebody who will work with you for years. Not everybody has that budget, so you want to be sure that your stylist understands how you want to live your life and how you want to budget your time with them. It’s a relationship, so you also want to ensure that you and your stylist are comfortable with each other. You could have all the points checked off, and the person isn’t quite vibing with you; what’s the point?

When I speak with my clients, I want to know who they are as an individual, their lifestyles, and what they’re looking for. Will they commit? Are they coachable? There are different things I look for when deciding to take a client. It’s a conversation.

You use the word coachable, which is an important point. A person may want to work with a stylist because they are interested in modifying their style but hesitant at the same time. Trusting that your stylist understands what you’re looking for and will guide you toward achieving that goal is a part of the conversation.

That is part of the conversation. Some people are resistant to change, so it’s a matter of being patient, with the person saying, ‘hey, I know you love this dress, but you have had it for more than 20 years; why are you keeping it? It’s about asking the client ‘what are you willing to let go of.’

Not everyone may be ready to work with a personal stylist. Are there any tips you can share for someone with a limited budget but who wants to look pulled together?

One of the most important things is knowing your measurements. Take your measurements beforehand. If you know your measurements, you will not only buy clothes that fit, but you will have a better sense of what looks good on you. Another simple thing is accessories. Accessories are the way to go if you have a limited budget but want to do little things. Accessories can enhance an outfit. For women, having great earrings, a necklace, or even a scarf can do a lot for an outfit. A great pair of shoes can also update an outfit.

One of the issues that I have seen many people comment about is the need for more inclusive sizing that considers all body sizes, in particular, plus-size bodies. Has the fashion industry done enough on this? What tips would you give people who want to find clothing that properly fits their bodies and be stylishly dressed?

Not entirely. It is slowly changing, though. Some high-end designers are doing extended sizing (plus size), and some retail stores are for plus-sized bodies. The best tips involve the same for someone who is not plus-sized. Know your measurements and your body shape. I always recommend the best styles that flatter your body shape. I also ask what you want to accentuate or camouflage if you are self-conscious about, for example, having a tummy bulge or showing your legs.

Let’s speak a bit about editing one’s closet. I have read that the general rule of thumb is that you should consider letting go of an article of clothing if you haven’t worn it for a year or more. What are your thoughts?

Letting go. That’s a challenge for a lot of people. I worked with one client who had something because her mother bought it for her when she was a teenager, and she is now in her twenties. I’m like, well, why are you keeping it? For her, it has sentimental value; it is the memory of her mother purchasing it. For sure, hold on to those sentimental pieces. Still, at the same time, if you’re holding onto it because you think one day you’ll fit into it or because you spent a lot of money on it that’s another thing. It’s a challenging conversation for some people. I always say give it to somebody who could use get more use out of it because it’s not getting used in your closet right now. I always tell my clients that letting go of unused pieces allows someone else to use that item and will create space in the closet for new things that speak to them.

It is a give-and-take conversation. I know there’s an unwritten rule about not holding on to something you have not used for more than one year. Well, covid is an exception because I know people were at home for two years, so that’s one exception. If you have bought something and are on a journey to lose weight, then I get it, and you can put that piece of clothing into the ‘maybe’ pile. 

I caution, though, that you want to avoid having a lot of maybes’ in your closet that you’re not going to wear. I encourage my clients to dress for who they are right now because it will make them feel much more confident versus hoping and wishing that you could be that size six when you’re a size 12. It becomes a psychological game where you’re wishing and wanting and are not happy with who you are. Buy pieces you can wear now and, if necessary, get them tailored if you can, but at the same time, dress who you are right now so you represent who you are. It’s also important to edit your closet seasonally, most people do it perhaps once a year, and more is needed.

That makes sense. I have two pairs of shoes that I love but can no longer wear because the heels are too high. I now call them closet jewellery (laughs)

You could go out for dinner, sit, and not walk around, but if you are never going to wear them, perhaps you can donate them to someone who could enjoy them.

If you are assisting a client with editing their closet, what does that looks like?

Depending on the client and what you have in your closet, it could take an hour, a weekend or several days. One of the questions I would ask a client is ‘what is your vision for your closet?’ Do you want to wake up in the morning and have a space where you can see everything? Do you want to be able to have your closet laid out colour-wise? Do you want to be able to find things easily? I like to be able to find items quickly. I suggest to clients that they have a vision before we work together so that we can work together to bring that vision to reality.

Working with a personal stylist is not just about well-fitting clothes but also about how those clothes fit into your life.

Yes, for sure. I like to also look at the person’s lifestyle. Suppose they’re going back to work and have closets full of casual clothing and no work clothes. In that case, we would need to make room for work clothes. We may need to pare down something or move casual attire to a different corner so that the work clothes become the main focus.

I’m also big about having great hangers, so you can see your clothes hung properly; this is especially important for blazers and heavy items like coats. Keep your shoes polished and accessible. Dollarama has excellent things for organizing, and even Amazon, so I recommend getting that so that your clothes are well organized.

Let’s shift gears and talk about you as an entrepreneur. How did you decide on the name Uncover your style for your personal styling business?

Great question! I’ve always had in mind that having great style doesn’t come to everyone easily or naturally. It is a discovery that can happen at any age to anyone. By discovering your style, you can ‘uncover’ what’s been missing or hidden from your view!

What was that journey toward becoming an entrepreneur like? Did you have periods of self-doubt, and how did you conquer those doubts if you did?

It was a mixture of fear and excitement. I went back to school online to study fashion and become a stylist. Even though I was always passionate about what I could do by myself, I had to have the education piece. Once I got my certification, I was like, ‘okay, this is it, let me go out, go out into the world. I was also asking myself, ‘whom am I going to talk to,’ right? I shared my vision with my family, friends, and close confidants, which got the ball rolling. I did freebies for them to practice, which made me feel more confident because they took my suggestions and loved what I was doing. It got me out of my fear. I was excited, but I was still nervous. I was determined to put myself out there.

The next piece was marketing. I went to lots of networking groups, and I still do, and when I can, networking meetings on Zoom when in-person meetings are not available. That was a real big issue for me, getting out there and being on Zoom or social media where you have to look a certain way and have an image. That was very new for me, and it was intimidating at first. Sometimes I am still self-conscious about being on video and always thinking about how I look. It’s still an ongoing journey for me. At the same time, it’s about stepping into that fear, knowing it’s there but not allowing it to keep you from moving forward.

How did you stay motivated in the early days of attracting clients and growing your business?

It’s a very good question. It’s been on and off. Some days, I questioned if I was doing the right thing. When that question came into my mind, I would remind myself that I was doing the right thing because I was doing something I loved. It was also great when I received positive feedback from clients; it reinforced that I was on the right track because people loved what I was doing.

I also practice a lot of like meditation and have a meditation/spiritual group, so that makes a real difference. I have a Mastermind group that makes a real difference. I met with a group of women and people that are powerful, and they helped hold me to account. So that keeps me going. I’ve got supportive friends and family that I’ve been going to. So that’s plus having that, having people around you, that makes a real difference.

That’s important. People who understand the vision and hold you accountable but simultaneously motivate you. As women, that’s something that’s very, very important.

Yes, absolutely.

What would you say is the best business advice you’ve received?

Refrain from saying yes to everything. I said yes to everything in the past because I thought it would move me forward. Sometimes, it ended up costing me not only money but my time.

Now, I only take on things that work for me. If I talk to the person, and there’s a good connection, and I have a good feeling about the engagement, then yes. I say no if I don’t have a good feeling or have doubts about the situation. It has taken time to get here, but having that mindset has made a real difference.

Now that you have been working as a personal stylist, what does success look like for you?

Oh, gosh! Success, for me, is reaching as many people as I can. I have a goal in mind for each year. For example, the end of the fourth quarter is coming up, and I am focused on hitting the goals I set for myself. Knowing that my clients are happy with my work, I feel good about myself.

I’m still in the growth phase of my business. So, I am still keeping track of my goals for each quarter. Ultimately, success is making a difference for as many people as I can and helping them look and feel amazing.

Have you learned anything about yourself since becoming an entrepreneur that you didn’t know before?

Yes. I’m resilient. I’ve done so many different things in my career. I’ve had four different career changes in how many years I’m courageous and perseverant.

Do you have a favourite quote or affirmation?

I don’t have one quote. Like, I write my affirmations. I have index cards of affirmations that I read every so often. One of them is I attract clients who love my expertise. I read those things every so often to get into the right mindset or to remind myself that I am worth the investment. It’s about building my self-esteem so that I’m the best for myself and the best for the people I work with.

Do you have any words of advice for someone who wants to become a personal stylist?

Do your homework. Before I started styling, before I chose the school I went to, I did a lot of research to find the best fit for me. I found the school that suited what I was up to because I love being self-paced. That might not be the right fit for others, so it is essential to figure out what environment works best for you and your learning style and be prepared to get out of your comfort zone.

Another big thing to remember is that you will be alone because it is a solo business unless you work with a partner. It’s important to have people who are going to support your dreams. I also recommend that you have a backup source of finance, like a part-time job, to add to your income because the first year is a struggle. When you don’t have clients, what’s your backup plan? I also encourage people to keep learning. Even though I’ve been to school, I’m always learning. I take courses now and then to keep me up to speed about the industry. I keep abreast of what’s happening in the industry, new trends etc, by reading magazines and speaking with people. I also pay close attention to what is in the stores.

Let’s return for a moment to what you said about being aware of new trends. Regarding style preferences, is it better to be trendy or classic, and does this depend on one’s age?

It’s not age specific. I’ve come across a couple of funky 60-year-old women who know about all the trends. And I say trending, meaning you’re aware of what’s happening in the fashion world. Doesn’t mean you have to follow every trend, but you’re aware of the styling. What comes out for Fashion Week. You’re abreast of all the things in the stores because retail, the retail market is, you know, way ahead of sometimes what happens in other parts of the industry. So it’s like knowing what colours are in and what looks great on you. That’s a huge part of what’s trending, too, because I know not every trend works for every single body or some age group, so it’s about knowing what works for you. That’s why I read publications or watch Women’s Wear Daily online Vogue online to see what people are talking about. I know how to converse with people too.

What’s next for Cheryl Nomdarkhon?

My ten-year vision, maybe less than ten years, is to own a one-stop boutique studio for image consulting, styling, tailoring, makeup, artistry, and hairstyling where people can come and get themselves suited up, measured, gussied up. My vision is to have a team of stylists and designers under one roof. So anybody can come in, book an appointment, get themselves ready for an event, an interview, a wedding, whatever that event is, or even just have their life in order. And they will have the expertise to get educated and look their best. That’s my vision.

Fantastic! Thank you so much for taking the time to speak with me this evening. I have enjoyed talking with you. I have learnt a lot. I wish you every success, both personally and professionally. 

Oh, my pleasure. Thank you so much for the invitation

https://uncoveryourstyle.ca

@uncoveryourstyle