Cindy and Stacy, launching Style for Hire
One remarkable day five years ago, Cindy McLaughlin and her friend, well-known stylist Stacy London, realized they had a great idea: to help regular people on regular budgets feel good about their clothes, their bodies and themselves. That was the day that Style for Hire, a network of top personal stylists handpicked by Stacy, was born. Cindy is not only the Co-founder of Style for Hire, but she is also its original client. I asked Cindy about her own style story …
MKG: Have you always been in the fashion industry?
CM: I’ve been in the industry since 2000 – which, by now feels a bit like ‘always.’ Prior, I worked at a consulting firm doing banking technology research + consulting, and before that I was in the Peace Corps digging latrines and wells in Congo. Either of those jobs is as far as you can get from fashion, really.
MKG: Tell me where you were emotionally in 2008 when you called Stacy London to help you with your wardrobe?
CM: I was schlubby. I was a restless stay-at-home mom of two young kids wishing I had something more intellectually fulfilling. I couldn’t muster the energy to apply for a job, though, because I didn’t fit into any one my work-appropriate clothes to wear for interviews (much less to the job if I got it.) One of the more inane reasons not to work, but if you’ve ever tried to navigate a day of shopping at Bloomingdale’s, exhausted and solo with a toddler and an infant, you’ll know what I mean.
MKG: What did you experience as you began to recapture yourself?
CM: Here’s what happened: Stacy took me shopping for a couple of hours. She made a bunch of clothing recommendations and they were spot on. Every single piece she helped me find was well within my (limited) budget and still lives in my closet 5 years later. And it was fun! I felt like I had a moment for myself that I hadn’t had in months. Then the result: I simply looked MUCH better. With that, I was inspired to make more incremental improvements. My posture improved, I bothered to brush my hair and put on a touch of makeup and I grew excited to get out there and be a part of the adult world again. That’s all the internal stuff, and then I started getting compliments from friends and family and noticed by strangers. It’s impossible not to feel more cheerful and open and even more powerful when people are smiling at you and telling you all day how great you are. Maybe years of psychotherapy could get you there too, but a couple of hours of intense retail therapy is more my speed.
MKG: Tell me about the moment when you and Stacy decided to start Style for Hire? What was your goal?
CM: We were having wine on my porch after the fact, talking about the unexpected psychological impact of feeling good about your style, and it hit us like a ton of bricks. The mission was – and remains – to help our clients look great, and save them time and money in the process. Of course, there’s only one Stacy and a whole world of clients, so we had to figure how to scale to include the best personal stylists in the country.
MKG: How is the company changing since you started?
CM: Nothing at all has changed about the mission; it’s still at the core of everything we do. Reading our client’s testimonials keeps us inspired and reminds us everyday that we’re still on the right track. Of course, some of the tactics have shifted over the years. We’re ramping up the frequency of our workshops (the vetting and training ground for all new stylists) to be able to extend the service to more people; we’re offering our stylists lots more in the way of ongoing information and training directly from Stacy and we’re helping to connect our stylists to each other. It’s exciting to watch our stylists become friends and bond as colleagues within a community rather than competitors. We’re always focusing on how technology can be used to help our stylists and clients interact more effectively.
MKG: Can you explain the role of a professional stylist? How do you select the stylists?
CM: A professional stylist earns a living by helping others build flexible, functional wardrobes. Generally speaking, this means the following:
1. Making sure the garments in the closet are all wearable, visible and clean/mended/tailored. Those that don’t work are sent to charity or consignment so that the client can milk the value of what s/he already owns.
2. Making sure that as many outfits as possible are made out of what’s already in the closet. This can save clients a tremendous amount of time and money as they look at old garments with fresh new eyes.
3. Making sure that any additions to the wardrobe make more outfits (so you’ll never have an ‘orphan’ garment that doesn’t go with anything else) and that money is invested wisely. All our stylists use ‘cost-per-wear’ as the metric for investment. It’s how a businessperson evaluates assets. It’s OK to spend more on something you’ll use everyday, but you’ll want to be careful for things that are only good for a few occasions/year or even a single wear (Bridesmaids – listen up!).
Stacy handpicks our stylists after a rigorous process in which we view their resume + portfolio, gather client testimonials, interview them 1:1, and spend two very intense days in a challenge-based workshop getting to know them. What’s great about the network is that our stylists help us find other top-tier stylists because they now trust that we’ve brought the best stylists out there. It’s a virtuous circle. We also take on newer stylists who have great talent but who lack experience, train them, and help mentor them through their career.
MKG: What is your favorite thing to hear from a client?
CM: I love variations on the phrases, ‘you’ve changed my life,’ and ‘I’m shocked at how powerful this was!’ I hear both all the time, I’ve felt them both myself, and I know them to be true. I get inspiring emails every day from clients – most recently a woman whose daughter got styled as part of a Make-a-Wish program. That reminded that what may on the surface to be a bit superfluous or indulgent can be incredibly deep and a source of great joy.
MKG: Finally, have your feelings about your personal style changed since starting Style for Hire? And … do you ever get a little closet touch-up from time to time?
CM: Yes on both counts! I see one of our stylists periodically and know a lot more about how to dress my own body. I’ve sat through a whole mess of Stacy’s workshops by now, so I know the theory of ‘science of styling’ cold. I also have more fun with fashion. I like to take more risks now and I’m more comfortable with my choices. Literally comfortable, too. This spring I love wearing sweatpants or leggings, a slouchy sweater and booties, as long as they’re flattering and kind of edgy. (It’s possible I’ll get a raised eyebrow from Stacy for this …).