An Interview with Sarah Boyd, the Founder of Simply Stylist

Lifestyle

An Interview With Sarah Boyd, Founder of Simply Stylist

An Interview with Sarah Boyd, the Founder of Simply Stylist Image

Recognizing that stylists were not only trend makers but also trade experts with valuable voices waiting to be heard, Sarah Boyd, 30, came up with the idea for Simply Stylist, which is, quite simply, a fashion junkie’s dream—not to mention, an industry education.

Formally founded in 2009, Simply Stylist provides tools and tips from a panel of experts to those interested in fashion, styling and beauty. Knowing that networking can sometimes seem overwhelming and directionless, Sarah set out to craft accompanying events characterized by a relaxed vibe, ultimately creating an environment where long-term, sustainable connections were possible between potential employers and the brands in search of them. Sarah’s fresh take on fashion and marketing ensures that budding hopefuls walk away with far more than just an armload of free goodies.

From PR powerhouse to Simply Stylist creator, Sarah shares with us the story behind her chic career, and offers advice on how we can be the simple stylists of our own successful careers.

Her Starting Point

Where did you start your career?

As soon as I gradated college I knew I wanted to move to Los Angeles. My first job was as an Office Manager for a luxury yacht company in Beverly Hills. I was there for six months before leaving to go work with my sister, Caroline. I helped Caroline open Caro Marketing and spent the next nine years there.

I was the Vice President and in charge of the VIP relations, which included stylists, editors, celebrities, publicists and more. I handled networking efforts, including coordinating and building new relationships, as well as staying in touch with people we had previously met or worked with.

You studied fashion merchandising and marketing in college. How did your education help your career as a fashion PR guru and now, business owner?

Most of what I learned came from hands-on experience and throwing myself into the industry. I learned the basics and terminology in school, but I learned the skills I use everyday from work. I could have majored in anything since work experience has been the most valuable learning resource in my profession. To succeed in PR you need to be personable with great follow-up skills and a go-getter mindset.

In your opinion, what skills are essential for success in fashion PR?

An easy-going personality, the ability to relate to different types of people (stylist, blogger, editor, client, etc.), strong persuasive skills for your pitches, good grammar and thick skin because you'll hear "no" a lot. It’s important to follow up after networking and make personal connections, too, because remembering personal details really helps you succeed.

Her Big Break

Where did the inspiration for Simply Stylist come from? When and how did you decide to leave Caro Marketing to pursue Simply Stylist?

Simply Stylist has evolved over the last few years and it actually started at Caro Marketing. We really saw this want and need for brands to connect with stylists because stylists were starting to gain more attention and become celebrities on their own. Over the years, we started to hold private previews with stylists and our clients. We created a two-day program that included a presentation with all of our brands and brought in a new stylist every 15 minutes. Brands would pay to be included and it would basically be their west coast preview. After that event, we had so many requests to attend the next preview that we decided to include a fashion expert panel that would be open to the public.

The first panel had Monica Rose, Lindsey Albanese and Luke Storey as speakers, and the event was packed with people, including guests that flew in from Italy for the 45-minute discussion. I knew I was on to something, but the brands weren’t eager to spend money to build relationships with stylists so I decided to change the concept. The new concept included consumer-only ticketed events that were built around the panel since that was the big draw for attendees.

I took a break from Caro Marketing for six weeks to build the website, logo and concept. I loved it so much that I decided to leave Caro and pursue Simply Stylist full-time since it was really the only way to give it the attention it needed.

What did you do first to create Simply Stylist?

First, was just sitting down and really thinking about what I was going to do, what made money and what people wanted. I did that for a few weeks by talking to people in the industry and researching what worked in the past. Next, I found a website designer and worked with him on a re-design, added a blog to the website and conducted interviews with industry experts. I hired two interns and a marketing agency to help with creative aspects and sponsorship procurement.

This agency helped me build my marketing deck, venue search and solidify brand participation. The biggest challenge was getting brands to pay Simply Stylist to sell their merchandise at the event because I hadn't done it before. It took a lot of convincing and using my relationships to pitch myself and talk about my brand. Although it felt awkward at times, it really helped my press kit and selling tickets. I also did a deal with LivingSocial to help sell some of the 650 tickets. I did the first event in March 2012 and have been moving forward ever since.

How did Simply Stylist evolve to include PR for stylists? Do you have a favorite role at Simply Stylist?

After the first event, Agave Denim called me and asked for my help with celebrity placements. I decided I would do some freelance celebrity stylist relationships on the side, which was a nice financial boost, too, while building my company. A few weeks later, Catt Sadler of E! News asked me to do her PR and, although I was hesitant to do PR for a person, I started warming up to the idea. Through Simply Stylist and my freelance work, I had stylists and bloggers wanting PR. At the time there with no other companies offering PR to those demographics either. From there, I slowly started increasing my client list and it’s been beneficial for Simply Stylist as well since it all feeds together.

On the PR side, my favorite part is the creative collaborations between clients and delivering the press. On the Simply Stylist side, I've loved the collaborations between myself and other brands. Partnerships that help build me as a brand also help my company.

What is the most important thing you have learned from building your brand and your business? What type of marketing do you use to boost your presence?

For marketing purposes, I've hired two key players: a PR agency because it can be awkward to pitch yourself and an event-based company to help with the planning and promotion of Simply Stylist events. In terms of building a brand, I think it's important to stay true to your brand's mission. Staying on message can be difficult, but it's confusing for people if you don't. Building a brand is all about educating and sending the same message.

You’ve been described many times as a “dot connector.” Why do you think that is?

I've always been that friend that stays in touch with everyone. I plan the dinners, game nights and want to play matchmaker all the time. I love putting people together in every aspect of my life, and that has translated over to work. I also love sharing connections with others and karma has been good to me because I've made new connections from that as well.

Simply Stylist offers a wide variety of services. What are some of the challenges you face by offering so many? What’s the most rewarding?

The main services are event production, celebrity/blogger outreach for brands and PR for style and beauty experts. I focus on additional services only when there is a need. I also have people that I can pull in for the different services and additional manpower since it’s just me. For a Simply Stylist event, I have three companies that help with sponsorship and brands, one event production company and a PR/marketing company that I outsource various needs to for a short time before and during the event.

When I was younger, I thought it was better for me to do everything, but I realize now that it pays so much more to find the right people that specialize in certain areas. I would rather pay a percentage of my profits to have experts working on things that aren’t my strengths and focus on having a successful event.

Her Perspective

What advice would you give to aspiring fashion PR professionals? Where should they start their career?

Intern as much as you can! Try and intern with the top agencies by researching who represents a fashion brand that you love. Those agencies will give you great business exposure. Some top Los Angeles agencies include Wetherly Fashion Group, Caro Marketing, Shadow PR, Berri Goldfarb, Bismarck Phillips, The Shop PR and Bollare. Build yourself into a role where you're irreplaceable. Don’t bother interning if you’re just looking at it as a resume boost. You'll be wasting everyone's time and you won’t get a recommendation. Work hard and manage your expectations because you'll have to work your way to the top.

If we had the chance to peek at your schedule, what would an average day look like?

6:30 a.m.: Wake up, get ready and take the kids to school.

8:00 a.m. to 11:30 a.m.: Back home and start on work, usually accompanied by three cups of tea. Check the Simply Stylist blog and social media outlets. Go through pending blog posts to make edits and/or additions, and sort through email.

11:30 a.m. to 1:00 p.m.: I almost always book a lunch. It helps get me out of the office (which is in my home) and meet with a stylist, brand, PR agency, etc. I'm always meeting new contacts and maintaining old ones.

1:00 p.m.: Back home and back to social media outlets like Pinterest, Twitter and Facebook. I work on marketing deck and check in with various companies and people who help me.

2:00 p.m.: Everyday we're pitching a new brand, so I'll check-in with my PR girl to make sure her pitches are correct, helping her, guiding her, writing the pitches and making sure the PR is going in the right direction.

3:30 p.m.: Call with venue to strategize, go over event details and create the event budget.

4:00 p.m.: Work on the Simply Stylist website. This usually entails getting interviews with stylists and bloggers, sending the information to the person who does my graphic design work, reviewing graphic layouts, creating a posting schedule and just trying to get ahead with the posts.

5:00 p.m.: Put together proposals for potential clients. All the clients I've gotten have happened through word-of-mouth.

7:00 p.m.: Go to a networking event with a friend. I try to go to events one to two times a week to continue building relationships.

9:00 p.m.: Back home to spend time with my family.

What advice to have for women working to find a happy medium between passions and career ambitions?

It is tough! Discovering what you're passionate about takes time, but think about what you love and what you would do even if you didn't get paid. Figure out what your favorite thing to do is and build on that.

Where do you see Simply Stylist taking you next?

This year, Simply Stylist is launching beauty panels and expanding to more cities. In terms of growth, I want to expand the shopping portion of the event and the categories such as health and wellness, beauty, etc.

If you could pin your success down to one thing or one moment, what would that be?

My best moment is whenever I’m at a Simply Stylist event, looking at the filled seats!