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Meet Dana Lynch, Image Consultant of Elements of Image

Today we’d like to introduce you to Dana Lynch.

Dana, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’ve loved clothes for as long as I can remember! And shopping! I have vivid memories of some of my first school clothes shopping trips. When I was really young, kids wore dresses and had very specific outfits, so I was thrilled when I was a young teen and suddenly began experimenting with mixing and matching clothes! Fast forward many years–with a degree from Colorado State in fashion merchandising, I began a career in retail management for several fashion retailers.

Happy…ish, but not really liking the managerial responsibilities, I realized the thing I really loved was helping customers put outfits together. Unfortunately, with all of the demands of management, there was, counterintuitively, very little time for actually helping customers.

After several years working in various jobs and missing fashion, I finally heard about image consulting and knew it would be the perfect career for me, and I’ve never looked back!

After some research and taking very specific image consulting training, I started the business and loved it immediately!

Has it been a smooth road?
Oh no, many bumps! In the beginning, I was all things to all people without clearly defined services or packages. And then I designed packages, but didn’t really know how to sell them…or myself!

I’d been in sales most of my life but hadn’t really had any training to sell and serve at the same time. Once I found a system where I was able to “sell” without really selling, I stopped fearing being pushy and started offering clients the packages they needed.

Since I’ve done this, I’ve been able to help my clients reach their goals more completely and as a result, they come back for more.

We’d love to hear more about your business.
I help professional women create wardrobes that help them feel confident and create ease and more success in their lives… Originally, I helped my clients solely with their work clothes, but now I help my clients with work, casual, and special occasion wardrobes.

My system includes personal style development, closet editing, personal shopping, and outfit creation. That’s a pretty brief overview, but all along the way I’m teaching clients why things look good or why they don’t, so they have the confidence they look great versus “Dana said so…”

I think what really sets me apart is that I’m not judgmental. I’m a sensitive person, so I deliver “bad news” i.e., “you’ve really got to get rid of that” tactfully. While I’m not overly religious, “do unto others…” is a strong belief in my life.

As scary as it sounds to have someone come into your personal closet, it’s never anything you need to worry about with me.

Another thing and this comes from both my training and being sensitive, is I never push my personal style on my clients. I dive deep into their personal style and then advise them on what’s best for it.

For example, I have a long term client who actually shops for herself and I help her refine her purchase and create outfits in her closet. She’s an inverted triangle (bigger on the top than through the hips.)

Time and time again, I told her that horizontal striped tops aren’t her best choice. And time and time again, she bought them. Finally, it dawned on me, “she really likes stripes!” And so now, while they’re not the best for her, we find ways to make the stripes work.

Lastly, I develop great relationships and many clients become close friends! It’s very rewarding!

Is our city a good place to do what you do?
If I’m honest, I’d say Colorado isn’t the best city for image consultants. We’re not the most fashion conscious place. I think people here are more interested in outdoor sports and travel and overall have a casual lifestyle.

On the other hand, I meet women all the time who hate shopping and want their style to reflect who they are, and I’m thrilled I get to help them with that!

If someone wants to start in the styling business, I recommend getting retail experience and image training. It’s important to be able to objectively explain to a client why you are making specific recommendations.

I also recommend deciding on a niche. For example, I relate well to other professional women. Other friends prefer to work with men, teens, or are color specialists.

Contact Info:


Image Credit:
Coreen Zuniga, Mark Woolcott, Edina Clagette

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