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Conversations with the Inspiring Lyndell Werling

Today we’d like to introduce you to Lyndell Werling.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
While I attended college, I worked at a mortgage company and kept very early market hours. I was fortunate to have a mentor who taught me a tremendous amount about the bond market. The cyclical nature of the real industry forced me to seek out new job opportunities after graduating from the University of San Diego in the 1990s, I moved to Los Angeles where I started a software technology career at Oracle Corporation.

During my time in LA, I not only learned database architecture and application integration but also attended the University of Southern California and earned my MBA in USC’s evening program for fully-employed students. I left LA upon graduation to seek out a post-graduate career in a successful software startup company during the dot com era. Ironically, Oracle acquired this startup. I subsequently returned to southern California after two years of city living and dreary cold weather in the bay area. I continued to work in technology for several years until some significant life changes resulted in the opportunity to pursue my dream to work as a stylist.

I’m a lifelong learner and elected to complete an in-depth stylist certification program from the Los Angeles School of Style. It provided me with the tools I needed to target my business to the needs of busy professionals and entrepreneurs.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
By nature, entrepreneurs are optimistic, motivated, and always striving for success. These traits make starting a business both easy and complex at the same time. I believed I could solve the problems that time starved professionals face with respect to their appearance and visual branding. My clients are primarily entrepreneurs and small business owners whose attention is understandably diverted away from concerns such as, “Do I have the right look for my brand, am I creating the impression of prestige, and does my appearance signal success?”

There were moments where I made mistakes. And there were times that I experienced success. I took inventory of my strengths and weaknesses. I knew if I worked hard enough, persevered, and secured coaches in areas where I lacked expertise, I could eventually build a solid revenue generating career as a wardrobe stylist.

Failures are only failures if one doesn’t find meaning and lessons in the experience. Success is fleeting if it isn’t repeated and made part of business best practices.

What should we know about Personal Stylist? What do you guys do best? What sets you apart from the competition?
As a personal stylist, I provide wardrobe for photoshoots, video projects, and elevate the appearance of men and women by collaborating with my clients to create a signature style that is characterized by an appearance that stands out from the crowd.

Many women are highly concerned about their appearance. The thought of looking old or not being confident causes significant stress. The challenge of remaining relevant style-wise, and age appropriate, results in anxiety. Finding time to prioritize wardrobe requirements can tax time constrained professionals, who are often juggling the pressures of parenthood and family demands. While my mission is to assist all professional, entrepreneurial women look extraordinary, differentiate themselves, and create a uniquely individual style, many of my clients are in their forties and fifties. Most of my clients are self-employed and own businesses and understand that their appearance reflects on their brand and credibility. These entrepreneurs, business professionals, and celebrities, who recognize the importance of crafting a visual image that precisely represents their brand, trust me to manage their wardrobe needs.

My two decades of business tenure differentiates me many other stylists. In addition to my love of fashion and style, I faced the same challenges that my clients tackle. I recall the juggling act that maintaining a work and life balance becomes while expending extraordinarily long hours in the office.

I passionately support many charitable organizations and spend significant time volunteering with the Leukemia & Lymphoma Society to eradicate blood cancer. I understand the burden this disease inflicts on individuals who receive a blood cancer diagnosis. My journey of surviving melanoma, coupled with my experience working with blood cancer patients, enables me to empathize with the needs of women fighting cancer; including hair loss and wardrobe considerations during and after treatment.

Do you have any advice for finding a mentor or networking in general? What has worked well for you?
New York and Los Angeles are the primary markets for personal stylists. New York is the epicenter of runway fashion and LA is clearly the headquarters for entertainment. As such, there are unique, exciting, and incredibly rewarding opportunities. Accessing those opportunities requires experience.

Finding a mentor who can help you excel is critical. I leveraged the powerful USC alumni network, professional women’s networking groups, and of course industry events.

Stylists who are beginning their careers must understand the competitive nature of the LA market. It is necessary to differentiate yourself, accept work that may be difficult to get experience, write a business plan, create a comprehensive marketing strategy, and find a niche to serve. Without a differentiated offering, opportunities will be limited.

Despite the fact that our city has so many high profile projects, there is also a lot of stylists. But, there is sufficient work if you figure out how to reach your ideal clients and provide solutions that address their pain points.

Contact Info:

Image Credit:

Becki Freed, Legacy Photography

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