Stellar Couture Concierge is the UAE’s first fashion concierge service, conceptualized and founded by British expats Anna Royall- Smith and Julia MacDonald. HEALTH meets with Anna Royall-Smith who provides insight to the brand’s journey and what makes the business tick.
The Beginning
“When shopping for an outfit for a charity event, I found that I was becoming hot and flustered going from changing room to changing room and trying on different dresses, which took time to get in and out of. This is when the idea came to both myself and my partner Julia MacDonald, as we to how much easier it would be if people could do this in the comfort of their own home, without having to pay for a selection of dresses or sizes upfront as done with online shopping.”
Readiness of Dubai
“It is still a very new concept for Dubai, and the fact that you are able to choose a wide selection of clothing that is brought to your home along with a stylist, as a complimentary service, is sometimes misunderstood as people feel there will be a charge, but this is not the case. The only transaction that will take place is if the customer decides to purchase a garment. This being said, the response so far has been very positive and our clients love our service.”
Social Media and Your Business
“It is so great to have these platforms to showcase what you offer to many people. It’s also a great way to get your clients involved by competitions and offering easy-style tips.”
The Key to Juggling Is…
“With support and balance – having great support from family and friends and finding the right balance of time for work and family. Having your own business is extremely time consuming and you must find that balance with family time.”
Switch Off After Work
“I must exercise; whether it is a gym or yoga class or a run outside. It clears my mind and makes me feel re-energized.”
Business Acumen
“I admire Natalie Massenet, who is the founder of Net-a-Porter. She changed the way people could shop for high-end designer clothing, and created a whole new way to display her stock by displaying the outfits online as if they were in a look book with the ensemble already put-together. She loved working in journalism, but believed in her idea so much she gave up her dream career to pursue how far her idea could be taken. As chairman of the British Fashion Council, she basically creates/ organizes London Fashion Week and promotes British Fashion worldwide, for which I feel she has done a fantastic job.”
Words of Wisdom
“Never give up – it’s not an easy task; if it was, everyone would do it. There will be obstacles that you will need to face. Stay strong and believe in yourself.”
Visit www.stellar-me.com for further details.
