Empowering women through dress

“I was up at 5am this morning for my morning devotion and to play with my son before I set off for work. The best part of my day is putting together the day’s outfit. I studied communication and literature at the university but I always loved to dress up. I run a fashion blog and I co-own Beckysville Trends a chain of clothing stores with my sister.

“To beat the Nairobi traffic, I made sure to be out of the house before seven. Had it been market day, I would have left much earlier. Our stores stock gently-used clothes mainly for women. When we started out four years ago, we wanted to stock the types of clothes which were affordable and unique, clothes that would have our clients never showing up at an event wearing the same item as another woman. We settled for second-hand clothes.

SYTLING ADVICE

“I started the day off with a short meeting with my business partner to touch base and set our targets for the day. For the day, I was based at one of our shops at the CBD. What most people do not know is that when it comes to clothes, a customer buys you first, before they buy the dress. This means that we are selling ourselves all day long. Here, my communication skills come in handy.

‘The stores started as online shops and a big part of our clientele still contacts us online. In between making sales, sending out deliveries and managing the shop attendants, I spent time online talking with clients and keeping up with the trends. I do not just sell clothes, I give my clients styling advice.

‘Almost all my clients are women. Being emotional beings, I am not only their stylist but also their therapist. Today, I spoke with a client about her failing relationship, with another about her upcoming wedding and another about her business. We forge intimate relationships with the loyal ones. I know some of their children’s names. I learn from some of them. I also like to think that by making women feel good about their looks, I empower them.

‘Lunch hours are the busiest. Over the years, I have acquired patience. While women are usually warm, they can also be very moody, picky and undecided. She will love a dress but easily change her mind for no apparent reason. I also keep in mind that she has a mirror at home. As much as I want to make a sale, I need to be honest with my compliments. Business peaks again after 5pm. I was at the store up to 9pm.

“At home, at 10pm, I reviewed my day together with Mum and Dad. Sometimes you need a sounding board and my dad is my biggest mentor. I then read a few pages of Robert Slater’s The Wal-Mart Triumph. It’s a great handbook for an entrepreneur. I turned in at midnight.”