- Sabina Hitchen, founder of Press for Success, hired a stylist to enhance her on-camera presence.
- She learned to consider things like her body type and whether she'll sit or stand on camera.
This as-told-to essay is based on a conversation with Sabina Hitchen, the 45-year-old founder of Press for Success in New York. It has been edited for length and clarity.
I used to run a PR agency in New York; before that, I was a high school teacher. I married both jobs and now have a company called Press for Success, a membership community education platform where I train small business owners on getting press.
When it launched in 2017, my job became about speaking, educating, and going on camera. I wanted to feel empowered in those situations, and I fully believe that if you look like a mess, you feel like a mess.
After my first couple of attempts styling myself for on-camera opportunities, I considered hiring a professional. I hired a stylist for about $100 when I got professional headshots, but I returned to just being me right after.
A few big opportunities convinced me to hire a stylist again
A business magazine asked to interview me a couple of years ago, and I wanted to be able to leverage that content forever. I knew if I didn't love how I looked, it would impact how I felt about the story, and I wouldn't use the photos. Plus, I represented my business and wanted people to see who I was through my appearance.
Around the same time, I also had an opportunity to appear on Good Morning America, and I knew I had to level up. I worked with a stylist I found on Instagram to select a few pieces I've now been able to use for multiple opportunities, and I realized how worthwhile it is.
She was very thorough. She asked me if the appearances were virtual and if I'd be standing or sitting in the segment — things I'd never considered. She ultimately ended up recommending colors that would pop and glide over my curves.
I have an hourglass figure, so we wanted the look to be flattering and comfortable. Because I would be walking and standing behind a table — and on Zoom — we wanted to be sure the dress color stood out, but we were less concerned with the shape past the waist.
When I filmed the segment I felt like a badass — I was like, Beyoncé is here, and she is ready. I realized that's how I want to feel all the time.
I started working with a stylist regularly
I'd had friends who told me they'd used stylists for speaking events, and I kind of rolled my eyes, but once I did it, I became a believer. People come to me because I have years of experience in PR, and I'm a teacher, so I can teach them how to get press faster than Google ever could — a stylist is the same thing, but for looking and feeling good.
Those experiences gave me the confidence to hire Julie Kraus. Her rates are between $3,500 and $5,000 for a seasonal capsule wardrobe, depending on the amount of pieces.
She's helped me put together outfit formulas and got me away from wearing sweats and yoga pants. I've swapped in trousers and have learned how to style them with everything from sneakers and a T-shirt to a lacy top.
I see it as an investment in my business
I'm the face of my business and have a lot of front-facing responsibilities — especially as the business scales and grows. I'm speaking more, I'm on TV more, and I'm going to more events.
With any other work project, I've found that if I don't go with a professional and try to do it myself, I spend tons of time and money, and it doesn't turn out well. It's like when I create my own Canva graphic, it looks like my 5-year-old daughter made it, and then when someone who works on our graphics team comes in and does it, it's gorgeous and elevates our brand. I think about hiring a stylist in the same way.
If I spend hours of my life Googling dresses, I will lose time and money — and it will still not look right. Professional stylists send you links, know your measurements, and have introduced me to sites and brands I didn't even know existed. I didn't know what Tuckernuck was before Julie, and now it's become a favorite. I feel like I've been awakened.
The cost is 100% worth it
I'm excited to continue working with Julie.
It's become hard to deny the ripple effect of having a stylist on my business. Even my husband, who works for me, is on board now. He was hesitant when I first hired a stylist, but he was fully supportive when he saw how I looked and felt.
Julie and I have been talking about the three words that I want to come to mind for people when they look at me, and I decided on bright, cheerful, and dynamic — while also conveying that I'm a founder and I run companies. She's been able to help me get that message across by completely transforming how I think about dressing.