Working makeover magic

By ELLEN READ

From Miss Junior Britain 41 years ago to running a small business in Titirangi, Beverley Isbill has been on a long journey.

But despite initial success, she was forced to confront an important problem - how to keep customers coming back.

After working as a photographic model and hairdresser, she founded her Fashion Academy in 1987 to offer consultations, workshops and seminars in the use of colour and style to enhance appearance.

The idea was a hit, and after doing speaking tours of the country to promote the business, she sent out a survey to interested parties.

The results prompted her to set up a consultant system.

She trains people and sells them the materials, and they set themselves up as independent Fashion Academy consultants.

The academy now has about 50 consultants nationwide. Some have even moved to Australia and continued their work there.

Still, there was a problem of repeat business - people booked an appointment, got the feedback on their colours and style and had no need to return.

To counter this, Isbill decided to produce a skin-care and makeup range called Your True Colours. The products are made locally and sold through the consultants or 0800 phone orders.

More recently, she became a private training provider to schools and colleges teaching Unit Standard 62, Personal Presentation for the Workplace.

This focuses on how candidates should appear and behave during job interviews, and is taught to fifth, sixth and seventh formers.

She said the accreditation was long and expensive but worth it.

"The hardest thing is creating new business," Isbill said, explaining the expansion of the original company. "Once you've done their colours and taken them shopping and made them self-sufficient, you've done yourself out of a job.

"And you always have to keep diversifying anyway in business because things change."

She finds networking and club membership invaluable for meeting contacts and spreading the word about her firm. She is a member of Business Network International and has belonged to women's clubs.

She also keeps in close touch with a network of clothing shops, hairdressers and beauty therapists.

Challenges aside, she says the best thing about working for yourself is that you can pick your own hours.

Although Fashion Academy is a full-time job, it does allow her more flexibility than a nine-to-five routine.

"Another very important thing is to get good people - a mentor, a good accountant, just a good network of people.

"If you connect with other people in business, I've found they're just ordinary people like me. They have the same challenges, such as keeping updated on the computer."

A recent addition is the Fashion Academy web page, which went online three weeks ago. It provides another way to publicise the company and another contact point.

And what gives her the greatest pleasure from her work?

"Seeing people be successful. The consultants and the people I work with, just lifting their self-confidence.

"If you get your personal presentation right, that gives you confidence so you can concentrate on life and get on with it."

From here, she would like to get more male clients, produce longer courses for school-leavers and students and work more with businesses on staff presentation.

Fashion Academy