If you’ve ever dreamed of having a guide ready and waiting to tell you what you can wear to look chic and put together, while being totally yourself, Laura K. Sawyier might have an answer for you.
Offering one-on-one personal style consulting is one of her areas of expertise. It all begins with a journey of discovery through a person’s own closet, drawers and jewelry box. Sawyier helps determine what stays and what goes, based on each person’s goals and individual style through an intentional, thoughtful process. She then works with clients to create personalized “looks” that can be accessed any time on a personalized iPhone app. The goal is to engage women around their self-image in order to express themselves in their personal and professional lives.
And that’s not all Sawyier does.
In order to stay abreast of fashion trends and become acquainted with offerings from emerging designers, Sawyier created SALON x LKS, partnering quarterly in different cities, with a designer and local restaurant and venue to give everyone an opportunity to get in on the conversation. The Salons also have a giving component, partnering with a local charity to raise funds and awareness about the organization’s mission.
Sawyier made St. Louis her home about five years ago, when she relocated from New York to be with her now-husband, Mark, a St. Louis native and co-founder of Bonfyre, an employee experience mobile and web platform.
She helped launch a St. Louis start-up company, Decorum, as their creative director. Prior to that, she ran production operations at New York-based design firm, Renny & Reed, planning events of all sizes, along with engaging in many facets of the business.
But she wanted to make the switch into fashion, while making a direct and meaningful impact by helping women. She shared some of the highlights of her journey.
How did you become a personal stylist and image consultant? I launched my business two years ago. I’ve always appreciated fashion and looked to clothing as a powerful medium for self-expression. There’s so much more to clothing than the visual component – it’s also psychological. How it makes us feel, the nuances of wearing something, the nostalgia of a piece, or how we each define clothing as a whole, is all so personal. We’re also living in a time where it’s not so much about fitting into a fashion style box, but more about figuring out what you love, what makes you happy and being confident in your expressive choices.
I work solely with women in my one-on-one styling and have the pleasure to work with wonderful clients in St. Louis, New York City, and on the West Coast. It’s my dream job. When clients comment that our work together has changed their life, or made them feel confident and comfortable, like a shining version of themselves, it’s very special. It goes beyond the closet and into emotional experiences.
What is your initial approach with a client? I become acquainted with each client, understanding her goals, lifestyle, how she wants to feel about herself. A strong emphasis is placed on intentions – what a client wants to get out of our work together. Different motivations are behind why someone would want to hire a personal stylist. You may want to simplify and create order in your closets, level up your wardrobe to match a change in a job or life transition, learn how to integrate and wear all the pieces in your collection, or obtain direction on what’s modern and works for your body and lifestyle so you feel good in your wearing and buying choices.
How is what we wear a medium for expressing ourselves? Clothing is something we wear every day, so why not consciously take stock in how it makes you feel? Marks & Spencer conducted a study that said women spend an average of 17 minutes each morning in their closets contemplating what to wear (or four days per year), while men spend an average of 13 minutes. About 62% of women experience ‘wardrobe rage’ – moments of frustration, anger, disappointment, stress. This can lead us down a rabbit hole of negative self-talk and doubt. These emotions can manifest into behaviors that impact much of our day – at work and in our personal relationships.
How did SALON x LKS come about? Having an events background is definitely one of the reasons why it was a no-brainer when it came time to launch SALON x LKS. I drew from nine years in events to guide me in developing these gatherings. Events are tied to cognition, as is clothing. SALON x LKS touches on the emotional and motivational, and also the tangible. It’s an opportunity to engage anyone interested to connect with others, learn about a new brand or product, experience an evening in a beautiful space. It’s a night out that is full of joy, relationship building and acquired knowledge.
It’s all about celebrating female empowerment and sparking the curiosity in all of us through a fashion and entrepreneurship lens. I invite female-founded or -led fashion brands to St. Louis to connect directly with consumers in our city who are interested in fashion and learning about these brands. Typically, it’s in a chic space to touch and try on the brand’s product and hear from its leadership, all while sipping wine and meeting like-minded people.
How do you live your best life outside of work? I meditate and express gratitude daily. These are essentials in my personal practice that help me remain steady in my work and personal life. I consciously engage in positive self-talk and give myself grace, especially in challenging moments. I spend quality time with my husband – we love to travel and schedule trips to places we love or want to explore together. And ultimately, being present. It is so freeing; I can’t live in the past or future if I want to live my best life.
Sawyier holds a bachelor’s degree in media studies and digital culture from Sacred Heart University in Fairfield, Connecticut, and a master’s in human environmental sciences in interactive technology from the University of Alabama. Check out salonxlks.com for upcoming SALON x LKS events. For more information on Sawyier, visit lauraksawyier.com.
