Dedicated and results-driven professional with 18 years of experience in luxury retail and hospitality, specialising in personal shopping, store management, and retail policy development. Proven success in driving sales, managing teams, building strong client relationsips and fostering a culture of excellence. Currently excelling as a Stylist for private members clubs, curating luxury wardrobes for teams and events.
Brand Vision and Strategy: Develop and articulate a compelling creative vision for the brand, aligning with the overall business strategy. Collaborate with senior leadership to ensure creative initiatives align with business objectives and enhance brand positioning. Creative Leadership: Lead, inspire, and mentor a team, fostering a culture of innovation, collaboration, and excellence. Oversee the end-to-end creative process, from concept development to execution, ensuring high-quality and cohesive brand representation. Concept Development: Generate and oversee the creation of unique and memorable concepts for guest experiences, events, promotions, and other initiatives. Work closely with cross-functional teams to integrate creative concepts seamlessly into the overall hospitality strategy. Design Direction: Provide creative direction for visual elements, including interior design, branding, signage, and promotional materials. Ensure design consistency across all touchpoints, maintaining a visually appealing and cohesive brand identity. Collaboration and Communication: Collaborate with marketing, operations, and other departments to align creative strategies with business goals. Effectively communicate creative concepts and strategies to internal teams and external stakeholders. Trend Analysis: Stay abreast of industry trends, competitor activities, and emerging design concepts to ensure the brand remains innovative and relevant. Integrate relevant trends into creative strategies while maintaining brand authenticity. Budget Management: Develop and manage budgets for creative projects, ensuring cost-effective solutions without compromising quality. Collaborate with finance teams to track and report on budget allocations. Social Media Management: Implement an engaging and customer focused SM strategy maintaining a visually appealing and cohesive brand identity.
Annabels of Mayfair / Christmas Fair (2020 & 2021): Led 2 successful Retail/E-Commerce pop-up projects, achieving £250k in sales in 2001 over a 4 week period & £350k sales in 2021 over a 6 week period. Implemented comprehensive customer service and retail policies for a luxury consumer experience. Managed retail budget, recruitment, and exceeded sales targets with a 38% YoY increase.
A dynamic and visionary Creative Director with a background in luxury fashion, personal shopping, and luxury hospitality. Experienced in curating high-end experiences, developing brand narratives, and leading creative projects that blend innovation with timeless sophistication. Passionate about storytelling, aesthetics, and delivering world-class luxury experiences across multiple industries.
Oversaw complete uniform collection overview and seasonal implementations. Advised on fit and functionality of all garments. Crafted and implemented numerous SOPs in stock loss prevention, product ordering and stock management. Launched a 1,000-unit uniform collection, ensuring a seamless communication process between design and the club. Designed and implemented a comprehensive, branded training program focusing on Personal Presentation at work.
Established and managed retail teams, crafting and implementing policies. Developed and delivered a Retail Training Program, achieving a 25% over-plan in the second year and a 34% over-plan in the third. Worked with collections director, image director and CEO on retail strategy. Worked with key accounts to improve sales. Hosted buying appointments with key accounts to ensure product diversity, brand image representation and a high sell thru were achieved. Successfully managed a key Pop Up store in Central London, contributing to strong wholesale relationships and increased brand awareness.
Opened the second branch of the Salt Resort Wear brand in Belgravia, London. Implemented and crafted all retail policies. Drove sales through a unique luxury shopping experience, achieving a 75% sell-through on the first season. Increased client spend from £3k to £15k within 6 months through personalised shopping experiences.
Contributed to a 20% increase in RTW sales, conducted training modules for Selfridge’s teams. Collaborated cross-functionally with Selfridges Personal Shopping for revenue growth and client relationship building. Achieved monthly sales targets consistently with an average monthly turnover of £150k.
KEY RESPONSIBILITIES: Build and manage a personal client book. Work with clients to obtain a tailored capsule wardrobe, seasonally. Understand all seasonal trends and the direction of each seasonal buy. Complete knowledge of all RTW and LG collections in store. Educate & Train new and existing staff through varied experience within the fashion and retail industries. KEY ACHIEVEMENTS: Consistently beat weekly targets and held the highest unit per sale value on the team. Created new business with a hands on, personalised and professional approach. Created repeat custom through a customer focused approach understanding the specific needs and wants of the customer as an individual. Seasonal turnover of approx. €500,000.
KEY RESPONSIBILITIES: Day to day responsibilities included mannequin styling, window scheme installation & in-store displays. Portray and maintain the House Of Fraser brand image. Educate and train new members of the team. Educate and train the sales teams in the importance of visual standards and maintaining a consistent brand image. Work with the Marketing Manager to both style & produce every fashion show & editorial shoot in accordance with the company marketing strategy for Ireland, including all press shows. Create an enticing visual experience for customers, maintain company standards and drive sales through clever and provocative merchandising of product. Represent the store for all press, TV and major promotional events as a noted fashion figure and maintain healthy press relationships. KEY ACHIEVEMENTS: My main achievement I feel was building my profile within the company to become their stylist working on all fashion events from starting as a part time sales assistant whilst in college. Building and maintaining excellent press communication skills. Adapted my skill set to style fashion shows and photo-shoots. Gained invaluable training techniques and improved my communication skills. Was a key stylist on a showcase of Irish and English Fashion to commemorate the Queen's historic state visit to Ireland.