Power up with Simply Style by Fi

MEET THE FINALISTS: BEST IN FASHION & LIFESTYLE

For Fiona Colwell from Virginia, style has never been about fast fashion or flashing labels. It’s about women. It’s about confidence, comfort, and making clothes work for real lives. “If the heels are too high or the neckline too low, you’ll feel self-conscious,” she says. “It’s not about more expensive clothes. It’s about smarter choices and the correct fit.”

Her journey into style wasn’t mapped out. Married with three children, Fiona had always chosen work that fit neatly around school hours and family life. But during Covid, she found herself asking a bigger question: “Am I really going to do this for the rest of my life or am I going to follow my passion?”

Style had always been second nature to her. She loved colour, balance, and proportion. Friends often told her, “You really should do this professionally.” When online learning made it possible to train, “it just seemed to fall into place.” What started as a dream - just hoping for “one consultation a month” - snowballed into a thriving business with 17k followers on social media and nationwide co-operations.

‘Simply Style by Fi’ offers three services: Style consultation, personal shopping, and style talks.

In a consultation, Fiona goes into a woman’s wardrobe. “Most women wear 20% of their wardrobe 80% of the time, so it’s important that you have a wardrobe filled with clothes that you love to wear.”

She takes body measurements, clears out what doesn’t work, and helps identify the missing basics. “We’ll review your wardrobe and restyle the pieces you already own. Keeping it simple.”

Personal shopping is often eye-opener for customers. Fiona recalls a woman who travelled from Galway for a consultation. Resistant to trying a jumpsuit, she finally put one on. “The minute she put it on, she just lit up. Her shoulders went back, she stood tall, and she was buzzing for hours afterwards. That’s what it’s about - confidence.”

Fiona believes most women are “locked into the same style on repeat” and need gentle encouragement to try something new. Her third offering, style talks, brings groups together. She shares practical advice on body shapes, colour, wardrobe basics, and the signs that a wardrobe isn’t working.

Fiona’s ethos is simple: Buy less, choose well, and dress for your lifestyle. “We are over-consuming clothes. We have to start shopping smarter and being conscious of our lifestyle and our cost per wear and getting the most out of whatever we buy.”