Redefining careers: Personal stylists take centre stage

Caroline Wairimu, 39, Personal stylist during the interview at Nation center, Nairobi on January 13, 2025. 

Photo credit: Lucy Wanjiru | Nation Media Group

In a world where appearance often shapes perception, many struggle to style their clothes. As a result, they shop impulsively and have full wardrobes yet nothing to wear. This challenge has led to growth of 'personal styling' as a career path.

These professionals not only help their clients have polished looks but rediscover their confidence and present their best selves to the world.

Like 31-year-old Wahu Muchai. She says her journey began around May 2013 when she took a break in her Interior Design bachelor's degree studies and joined an organisation that held space for creatives as a coping mechanism after being raped.

Determined to not throw a pity party for herself, Wahu shares that she bumped into a post on stylists which caught her attention. "This became my push to want to embody another woman to feel beautiful and confident as well as boost their image," she says.

I style 27 to 50- year-olds

Additionally, her mentor who had seen her keen eye on fashion welcomed her to intern under her. While she (her mentor) was focused more on the media and celebrities, Wahu felt that she could do it different.

So, when an opportunity to work with renowned journalist Victoria Rubadiri came, Wahu who had started considering going back to school to finish her undergraduate studies, ditched the thought.

"This opportunity opened up more clients for me to work with and I got settled in the work," she says.

Over the years, Wahu has personalised her services, targeting both women and men. For a Sh7,500 virtual consultation fee, Wahu engages her clients in a sit-down conversation to know what they are looking forward to, the expected outcome and reason behind wanting to change their outlook.

"I also educate you of your body in terms of your body proportion, size, colours that work well with you and depending on your field, what kind of image we would want to build for you."

Wahu Muchai, a 31-year-old personal stylist, shares that she styles both men and women with her career starting from styling celebrities. 

Photo credit: Pool

After consultation, Wahu charges Sh10,000 for styling which involves wardrobe assessment and an additional 21 percent of shopping and outfit curation budget of Sh70,000 and above. If you one is shopping and outfit curation below Sh70,000, she personalises the service.

When it comes to styling what has she seen women suffer from?

"My clientele aged from 27 to 50. Some come because they do not feel enough in the eyes of their partners. This is why I ensure they are doing it for their sake and not to impress their significant others. Then there are women who have separated or divorced and during their marriage they forgot who they are and so they are in a rediscovery journey. And there are those who want a new position or sort of influence their environment, be it social or work."

What are the shortcomings of being a personal stylist? "I had this particular male client and in the process of fitting, he came out naked from the fitting room."

Also, she says, people do not understand the intense work a stylist tends to do. "Someone will come thinking by the first session they will look like the idea they have for someone on Instagram. What they don't understand that for you to be told you have your own sense of style, it has taken time to build on it," she explains.

The other challenge is on pricing. Wahu says last year three of her clients took clothes and did not pay up but in her new policy she ensures clients only go with what they have budgeted for.

"If you probably needed something, but you don't have the finances then, I can hold it for 24 hours or 48 hours, depending on the arrangement I have with the designers or the store owner."

I only style women

Brenda Lynn's journey started around 2020, when her mother was ill, and she had to quit her job to be her caregiver. She says after tending to her mother's needs she would take a ride with her boda boda guy in search of places where she could take photos of herself and post on Instagram.

"In 2021, a renowned photographer wrote a message to me asking if I would style for the True Love magazine where I would be paid Sh3,500 per outfit. I managed to style Celestine Ndinda, Avril and Nikita Kerring," she says the 28-year-old..

After the Nikita project, Brenda went for her maternity. She had plenty of time to reflect on fashion styling.

"I realised that there's a niche for the everyday woman who also needs a stylist because the general perception was only celebrities need stylists," she says.

In 2022, when her son turned one year, Brenda's friend requested for her services for an event she was attending.

"I sent her the dress since she was in South Sudan and lo and behold, it was a little big at the bust area. Though she managed to get it tailored, I realised I could not work virtually," she says.

 Personal stylist Brenda Lynn poses for a photo on January 13. 2025 at Nation Centre building in Nairobi. 

Photo credit: Billy Ogada | Nation Media Group

Brenda says content creation has been a game changer for her when it comes to bagging clients. In the years she has worked as a personal stylist, Brenda shares that lifestyle plays a big role when it comes to deciding how to style her clients.

"I have had a 22-year-old who wanted age-appropriate corporate outfits and a 60-year-old bishop who needed casual wear."

For Brenda, great style begins and ends with one's closet. So, when a client writes to her, for Sh7,500 she guides them to pick the outfits that work for them. After the exercise she terms as closet cleansing, she identifies the gaps then shops.

Aside from the shopping budget, Brenda has a service charge which is Sh8,500 for 10 outfits, enhanced package of Sh12,000 for 10 outfits and premium package of Sh15,000 for unlimited outfits.

How long does it take? "It depends on the client and their disposable income."

For a full wardrobe makeover, Brenda charges Sh25,000. This covers the whole package; from consultation, detox, shopping and curating outfits.

What are the skills needed? "A personal stylist should have an eye for style and patience."

I style both career men and women

Unlike Brenda, Caroline Wairimu, 39, began her journey eight years ago when she took a break from her corporate job.

As she figured out what to do, Caroline would sell clothes and shop for people. During those online shopping sessions, Caroline would meet with personal stylists and fell in love with what they were doing.

Additionally, when she was still in the corporate sector, she got her first baby and really struggled dressing her body.

"I could also identify with women within the workplace who were struggling to dress in a way that is reflective of the image of the company. At one time there was a lady who thought the management had called her for meeting to talk about her promotion, but apparently the company needed her to improve the way she dressed," she says.

This experience played a big role in swaying her decision to change her profession to dress career men and women.

While she initially aligned herself as a stylist for career women, Caroline says men started reaching out to her and she did not turn them down.

"It is a bit easier with women because they love shopping. Men do not fancy shopping," she shares the stark difference of styling the two genders.

Caroline Wairimu, 39, Personal stylist poses for a photo after the interview at Nation center, Nairobi on January 13, 2025. 

Photo credit: Lucy Wanjiru | Nation Media Group

When a client writes a message to Caroline on her social media pages, she engages them in a free consultation to understand their needs.

"I call to understand their struggles, pain point areas, where they are in their career journeys. Once that is done, I give them my package."
Caroline charges Sh50,000 for the whole styling experience with 60 percent paid as a downpayment.

In the package, Caroline shares a questionnaire where a client provides in depth details about themselves to understand them in a holistic way.

So, what is in the questionnaire?

"What do you struggle with when you're dressing? Tell me about your career. Where do you envision to be in the next one year? Where are you currently and what does that mean for you? What do you do when you're not working? On weekends, what do you do? Are there functions you attend? What are your favourite colours? Tell me about your shoes. How would you describe your shoes? Are they comfort?"

After that she offers a seven-day selfie challenge where a client you sends her seven photos of what they dress in. "A client can take one month to three, so it is a journey."

As her consultancy has grown, Caroline has welcomed clients outside the country. They pay the standard charge paid by her Kenyan clients.

While styling involves buying new clothes that match a client's style, Caroline says she spends only a day with her clients depending on where they mainly shop.

"A day prior I do pre-shopping in the different stores so that when the client comes it's a fast enjoyable process," she says.

After her styling programme, Caroline offers a free virtual consultation for three months. If there is need for more shopping in the future, she charges Sh5,000.

Some of the challenges Caroline faces especially with her male clients is encouraging them to go through the process.

"For instance, the seven-day selfie challenge, that can be difficult."

Pricing too has been a rollercoaster. "Initially, I would under charge but what I have learned is recording the time I spend with a client, am I commuting? These are some of the pointers I use."

Would she say personal styling is well paying? "Yes, I'm at a good point. It is not about the renumeration but because I see it 2-5 years to come."

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