Coming from a business technology background into the retail sphere has been quite an education. Especially in the wardrobe space! Since starting Set That, my wardrobe has changed so much that sometimes when I open the cupboard doors I think I am in someone else’s home. Where have all my suits and shirts gone? And when did all those dresses, pants and skirts get so colourful and organised?
I think the change has been caused by a few things. Firstly, working in a startup business means that my dress style is much more casual than it was when I worked with publicly listed companies as a consultant. Our office dress code at Set That is casual every day – no limiting it to Casual Friday for us! – so I can wear some jeans and a top to work now if I am just going to be in the office. However the jeans and tops that I used to wear have been replaced with skinny leg, cropped, high waist, hipster, stretch or whatever else makes jeans right on trend! Anything that looks the least bit “mumsy” is quickly banned by either my own girls or, a little more subtly, by the team. There is always a sharing in the morning of any new piece of clothing or accessory that someone arrives wearing so that we can find out the who, what, when , where and how much it was!
Not surprisingly, when I am looking at the website every day, I see things that are sooooo cheap or sooooo gorgeous that I cannot resist them! Put those items with the things that my team spot for me as well that are “just so you Lizzie!!” and you can see why my wardrobe is rapidly multiplying.
Finally, when I am attending meetings with retailers – especially those in fashion– I need to have those items in the wardrobe that make me look and feel like the successful CEO of a thriving online business – (note to self: you can project that for the hour of the meeting rather than showing everyone the multi tasking jill of all trades that comes with the startup founder role!). From someone who could get themselves ready to roll out the door in five minutes flat, I now have the team determining what I will be wearing to meetings and giving me shopping time and advice to ensure that I have the appropriate articles firstly in the wardrobe and then on my back before I walk out.
My favourite pieces at the moment? My J Crew dress and necklace for the business meetings and my Paige jeans and various tops for the casual office days!!