WBS Interview with Toula from Style Identity

Style Identity provides Melbourne personal shopping sessions, wardrobe make-overs and specialist styling consultations that will transform the way you think about clothes, yourself, and shopping.


Meet Toula from Style Identity


Tell us about your business 

Style Identity provides Melbourne personal shopping sessions, wardrobe make-overs and specialist styling consultations that will transform the way you think about clothes, yourself, and shopping.


Why and when did you start your own business?

I started my business over 3 years ago when I realised that working for a retail giant meant that I was just a number and not a person. I have worked in Retail for over 20 years and discovered that women and men were very confused and lost when it came to styling their own body shapes. I felt that my skills could be used to better myself and the people that needed me. I discovered that starting a business purely on helping people feel better about themselves and clearing the space in their wardrobes helped them not only to find clarity, but give them the confidence to do whatever it is they want.


What does being a business owner mean to you?

Being a business owner means I have the freedom to choose when I can work and how hard I want to work. It gives me the ability to be there for my family and earn more income than I would have working for someone else. More importantly, working in a business that is self gratifying has no comparison to working in an environment that restricts your creative abilities.


What or who has been your greatest influence in business and why?

My children have been my greatest influence. This may sound strange, but if it wasn’t for them I would not have been able to do this. I love that they can be proud of what I have achieved and hopefully teach them that they can do the same. The courage to go out and build your own business is hard work, but the rewards are so great.


What would you say is your greatest professional accomplishment to date?

Looking back at when I started. I created my own website and branding. When people started noticing who I was I took the plunge and invested in a graphic designer to redo my website and branding material and what an impact it has been on my business. It gave me the confidence to know and believe that I was successful because I was building enough credibility to have done that. I feel proud of the steps I have made to get to where I am. I recently was asked to be involved in an online program that teaches women to style themselves and that was because of the impact of my credibility and website.


What’s the best advice you have received in business that you wish to pass on to our readers?

My best advice in business is not to compare myself to others. By doing this we stop our own creativity and lose our confidence. We are all different and we all can contribute without feeling like the other person is better than you.


What is one thing have you learned as a small business owner that has served you well over the years?

One thing I have learned that is very important to me is to always be respectful and kind to others.


Are there any resources or tools you’d like to share with other small business owners that have helped you run your business? 

My business is so visual and the one thing that I rely on is good visual images. Pinterest is a great inspirational tool and also Canva. These 2 things help me with all my marketing and visual aids.


What do you do for fun/relaxation?

For fun I watch Netflix. I hope that doesn’t sound silly. I am always on my feet and always in stores or on social media. Sitting back and watching movies is the best way for me to relax. It’s the simple things really that make me happy. Be around my children.


What would you say are the top three skills needed to be a successful womanin business?

  • Be kind
  • Be grateful
  • Never give up


What fears have you faced in business? Have you overcome it/them? How do you manage fear?

My fear is that I wouldn’t be able to keep this business going.


What are your top 5 goals you want to achieve by the end of 2018?

  • Style 3 clients a week
  • Earn 100000 a year
  • To have a name that is on every ones lips when they need a stylist they think of me.
  • Work with incredible people
  • Expand interstate


What makes you happy?

Styling people makes me so happy apart from my children.


Excluding yours, what company or business do you admire the most and why?

Collette warden is someone that I admire and really look up to.


Where do you see yourself and your business in 2-5 years?

In 2-5 years I see my business growing and expanding interstate and working alongside incredible people. I also visualise a space to conduct my own workshops.


What book has inspired you the most?

One book that inspired me was Mary Kays biography. It taught me that pushing yourself to step out of your comfort zone to get to where you want to go is really up to you.


How do you measure your success in business?

My success is measured not by profit but by the gratitude of my clients and the change I see in their lives.


Where is your dream destination to go for a holiday and why?

Dream destination is The Islands of Greece

Greek Isalnds (1)


What is your favourite inspirational quote?

My favourite quote is“ we lift ourselves by our thought. We climb upon our vision of ourselves. If you want to enlarge your life, you must first enlarge your thought of it and of yourself. Hold the ideal of yourself as you long to be, always, everywhere”.  Orison Swett Marden

What are your top 5 business tips?

  1. Be open to change.
  2. Don’t give up on your dreams. Think about why you first started.
  3. Never stop learning.
  4. Have someone that you can trust to talk to when things are feeling flat
  5. Be apart of inspirational groups that help you grow


Why did you become a WBS Member?

I joined this fabulous group because after attending a few meetings I realised that I didn’t want to be left out. The women are fabulous and so down to earth that it was meant to be.


Connect with Style Identity

WBS Business Listing
Email: [email protected]



Join us for the first WBS Event for 2018 

The first WBS event will be in Berwick on Friday 9th February 2018 at Zagames. Toula from Style Identity will be a guest speaker and will be talking about Create your own style.

Toula will be taking you through styling tips on how to create your own style. It will open your mind to new ideas and get you thinking a lot more about how to create a stress-free wardrobe.

Book your tickets here: https://goo.gl/wyPR2e

Become a WBS Member and join the network where we promote, connect and motivate women in business. 

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