From students on a tight budget to millionaires spending thousands of pounds on a new wardrobe, Newcastle personal stylist Bella Osterman has seen it all.
After being made redundant from her job as a head stylist for Debenhams, the 29-year-old bravely launched her own styling business, Style By Bella, at the start of the pandemic and has been overwhelmed by the huge demand for her advice. In that time, Bella has become a well-known face in Eldon Square, spending up to six days a week shopping with clients to help them create their perfect wardrobe.
"Everything happened very quickly," she said.
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"I started the business during the first lockdown and as soon as we were allowed to come out of lockdown, it has been so busy. From the first day, when the shops opened, I had clients desperate to get booked in.
"They didn't know what to wear [and] they don't know their own style after lockdown. Their lifestyle had changed, their work situation had changed, and fashion had changed.
"So many people have been getting in touch. It has gone better than expected."
With a varied client list, including doctors, nurses, pilots, police officers, and tattoo artists, Bella takes the stress away from shopping by selecting items from stores depending on clients' budgets and tastes ahead of their session. Before they book in for a half or full-day shopping spree, Bella will chat to them on a video call to see what they look like and get an idea about their current wardrobe.
She continued: "I see a lot of people who feel stressed on the high street and when shopping in general. So when I have got the clothes prepared for them and they put them on and they fit, it is a huge relief for them.
"The styling sessions are really relaxed and I am really honest because I am not working with any shops and I am not getting any commission. So it doesn't matter if they buy nothing or loads of stuff, I am not affected by it.
"My job is to make them look the best they possibly can."
Bella, who also works as a residential stylist for Hadrian's Tower, was keen to stress it doesn't matter how much money you have, as everyone is treated the same.
"Clients set the budget," Bella said. "I have clients who set a £200 budget and clients who set a £2,000 budget. I have got everything from students to millionaires.
"I want my business to be approachable. People think it is only for rich people, but I want this to be for anyone and everyone."
Bella's focus on inclusivity is highlighted in her work with Newcastle's LGBTQ+ community. Bella says part of her job involves working with trans people to find their style during their transitioning journey.
"I identify as LGBTQ+ myself and I have got a lot of friends who are too," she said.
"I have styled a lot of LGBTQ+ individuals and a lot of trans people come to see me as well as a lot of people who don't know if they want to wear menswear or womenswear. I have had clients who are going through transitioning and say they need my help because they don't know where they want their style to go.
"I want my business to really represent that [community] and be inclusive."
Although clients' ages range from those in their early twenties to those in their fifties, Bella said the majority are all after the same thing - stylish clothes they can wear every day rather than just an outfit for a one-off event.
"I do help with special occasions and events, but most clients are just looking for day-to-day clothing," she said. "Or they are going on holiday and want to put together a capsule holiday wardrobe."
Clients will pay up to £125 for a full-day styling session or £95 for a half-day session in order to get Bella's honest opinion and styling advice. Many also pay for a 'wardrobe detox' session before their appointment where Bella will go through their closet at home to eliminate clothing that isn't working and find out what items are needed.
The style expert said some clients have even travelled from as far as Edinburgh for her help. So what makes the service so sought-after?
"It's so relaxed and confidence-boosting," Bella said. "It is a really fun shopping experience."
She continued: "Some people go shopping with their friends and mum but they might not be the best help sometimes. I always put the advice into a different perspective."
Bella said helping clients in special circumstances and her voluntary work as a stylist for charity Smart Works are the most rewarding parts of her job.
Just before Christmas last year, Bella styled a terminally ill teenager who asked for a day of pampering.
"The [When You Wish Upon a Star] charity got in touch saying that a terminally ill teenager just wanted a girly VIP day and asked if I would style her," she said.
"It was the most rewarding thing. Sadly, she passed away just before Christmas, a month after I saw her."
Bella has also helped to style a client for their wedding to their terminally ill partner and says she often helps people with disabilities who are unable to shop alone. The diverse range of people Bella meets each day keeps the job interesting. But if you thought the bulk of clients were women, think again.
"I get so many young people male and female approaching me," she said. "Some of them are saying, 'I'm 27 years old and I have just got a management position for this tech company and I don't know what I'm doing. Or, 'I've got kids and I try to go shopping but I still want to look cool and professional.'
"That's when I go in and put together looks they can be thrown on in the morning and look put together."
She continued: "I get men who are just starting a new job or are stepping up at work and they need to step up their style. I had a woman get in touch saying her husband needs a style makeover. He was a bit unsure because his wife had booked it but at the end of the session he was so happy and has been enjoying wearing his new looks."
So what's the best part of the job?
"It is the relationships you create with clients," Bella said. "I have made so many good friends from meeting these people. My job is to make them look good and boost their confidence and it is really rewarding to see them go from being unsure of their style to really blossoming and becoming more confident."
Bella's top styling tips
1. Invest in some really good wardrobe staples that will last. This can be a versatile jacket or a good pair of jeans/trousers that you can easily mix and match with a variety of tops.
2. Don't forget your basics! It might be boring to actually buy but these are the pieces that we actually wear the most and when you have them, you can add your more interesting garments to pair them with.
3. You can create illusions by the way you style your outfits. For example, wearing a high waist and tucking your top in you will elongate your legs. Styling is a lot about making those small adjustments that will make the biggest difference.
4. Plan ahead before hitting the shops. Have a look in your current wardrobe and see what you can add that will slot in with what you've already got instead of making impulse buys.
5. Don't be scared of experimenting with new colors. It is so common to go for just black or navy, but injecting a bit of colour to your wardrobe can actually make you look healthier and radiant.
6. Swap your uncomfortable shoes for a pair of comfy smart trainers. This will not only be trendy but you can use them to dress down your smarter outfits.
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