She Magazine – Feature Article

THE EXPERIMENT – PERSONAL SHOPPING

I’d always considered personal shopping to be the preserve of women with more time and money than the rest of us. So when I contacted Harvey Nichols to book a personal shopping appointment, the most important thing was that I wouldn’t end up feeling like some ‘me-me-me’ character who needed her ego stroking. At 40, I didn’t want anyone to flatter me or tell me I deserved it.

But I needn’t have worried; personal shopper Daniella was smiling and calm. Over coffee, she quizzed me about my favourite colours, cuts and trends. I explained that I like boat-neck tops, wasn’t interested in anything clingy, short or shiny, and that dresses needed to have sleeves. My budget was £300 for an entire outfit. I told her that I didn’t feel the need to dress younger, but would love to know what she thought was age-appropriate. I also explained that, as a freelance journalist who often commutes into London, I’d ideally like one outfit that I could attend a meeting in, which could also be dressed up if I decided to stay for a drink in town. Nothing like a tall order!

At Harvey Nichols, you can go out on the shop floor with your personal shopper, but I wanted to be surprised, and feared I’d be too indecisive anyway. So off Daniella dashed to find me something. ‘Good luck,’ I thought as I dipped my biscuit in my coffee and sank back into the white leather banquette in the personal shopping suite. She came back with a dozen pieces (including, cleverly, a nude bra and a pair of flats and heels) that were exciting in ways I hadn’t anticipated.

Although I rejected several items – sequins and ruffles? Not my style – there was a Tory Burch dress that had the all-important sleeves and snazzy details such as a leather belt and good quality buttons. But best of all was a pair of cord trousers that honestly knocked two inches off my thighs, and a pastel striped top I would never have picked but which seemed to elongate me. And who doesn’t like a bit of elongation? As Daniella explained, the eye travels up the wide stripes, rather than side to side. It was this kind of tip, and her ability to pick pieces that seemed uninspiring on the hanger but transformative when worn that I appreciated the most.
I was interested to discover that, counterintuitively perhaps, the recession has sparked a boom in personal shopping. According to Daniella, women come in with a budget they can’t exceed and it is a personal shopper’s task to make them stick to it. I would definitely go back and spend more time with Daniella, if only for her skill in opening my eyes.

SCORE CARD

TIME: 5/5 – Most appointments last several hours, but after just one hour, the results were amazing.
MONEY: 3/5 – Next time, I’d try to find cheaper clothes in the store.
OUTFIT SATISFACTION: 4/5