Ashley Schafer, our NJ Mompreneur of the Week, has always known how much a good outfit can make a difference. Her passion for dressing for success followed her as she climbed the corporate ladder, and when she decided to pivot and pursue her dream of helping others find their style. As an Image Consultant and Personal Stylist, Ashley is part stylist, part life coach—she analyzes a client’s colors and ultimately helps them choose a wardrobe that conveys the message they want to communicate to their workplace and others. We caught up with this stylish mom from Marlton to find out the mental impact of having a “good outfit” day, the evolution of her business over the years, and the secret South Jersey spots her family enjoys for kayaking trips.
Please share a bit about your family and background. I was born and raised in Albany, in upstate New York, studied accounting in college, got my CPA license, and worked for a Big 4 accounting firm in NYC. Although I enjoyed living in the city, my husband, Mark, wasn’t really a city person, and I knew I wanted to build a future with him. He liked the South Jersey area, where he grew up, and Marlton has turned out to be the perfect lifestyle balance for us and our daughter, Tessa, 9. We have all the conveniences of suburbia, such as wonderful neighbors, and we’re just 2 hours from NYC, so I can easily get there to shop for my clients when necessary, but we’re nestled on 5 acres and live in an area that’s great for outdoor walks, kayaking, and beach proximity.
Tell us about your career path and the aha moment that made you go out on your own. I’ve always been driven by fashion and the impact a good outfit can have on your day—it can significantly affect your mental health and much more. After college, when I started my career, I fueled this passion by simply getting dressed and being out in the world. At the time, it was enough to be the stylish woman in the office, but that all changed for me when a girl I worked closely with in the office decided to leave to pursue her passion. She was taking a job as a director at a dance studio, and I actually felt a bit jealous that she was following her dreams and I wasn’t following mine. I thought that if she could do it, so could I. I’d been working in accounting for about 15 years, but that night I went home and started googling. Image consulting training stood out to me—I liked that it’s more than just a personal shopper or stylist. It delves into who the woman is and how she wants to be perceived.
What type of special training helped prepare you for this career? I did image consulting training, worked very closely with a mentor, and have been certified in both color analysis and advanced color theory. I firmly believe that understanding your best colors is the first step toward creating your dream wardrobe.
Has your prior business experience in accounting helped you run your own business? Absolutely! Being in a creative field, I see a lot of other creatives struggle to run their businesses because they just want to do the creative things. Working at a prestigious accounting firm before launching my own company provided me with invaluable experience in business etiquette at the highest level, including insight into how the corporate industry truly functions and how to interact with influential people, as well as a general understanding of finance and the day-to-day operations of a business.
Please share a story about a particular client that stands out, for whatever reason. It’s impossible to pinpoint just one, but recently I was working with a client who is an emerging leader in the medical field. I was hired to revamp her wardrobe because she was starting to speak on stage more and wanted to up her image. She also talked about taking it up a notch again in a few years when she knew she’d be up for a promotion. I told her the time to take it up to that “promotion worthy” image was now, so that when the time comes, everyone would already be picturing her in that role. It’s good advice, regardless of the field you’re in. When she showed up for her wardrobe try-on session a few weeks later, she seemed more than ready for change and shared that she was thrilled to have made this decision for herself and the junior staff who looked up to her. It meant a lot to me that she was able to take in what I said and see the big difference that it can make. I’m going to cheer a client on anyway, but it’s extra rewarding when I get to see them cheering for themselves, too.
How has your business evolved since its initial launch? When I first launched in 2012 and through 2019, I operated very much like other personal styling businesses, where I would shop at stores in the mall for my clients. Then Covid hit, everything shut down, and when we could go out, no one wanted to be near other people–I thought my career was over. It also felt so disingenuous to be pushing more clothes when such big problems were going on, but I realized that this was a service that people still needed. I decided to create a luxurious fitting studio space in my home, where clients could come and try on everything I’ve curated for them. I put on an upbeat female powerhouse playlist, and have drinks and organic snacks available—it’s a place for them to come and feel taken care of and pampered. Additionally, I have a deep affection for vintage jewelry, and I’ve recently begun curating a collection I call “The Archives,” which my clients can browse while trying on wardrobe options. It adds a very special, one-of-a-kind piece to their wardrobe and is a unique experience that they can’t get anywhere else.
What’s the best thing about owning this particular business? The best thing is hearing about the success stories of my clients. The emails I receive from them and their husbands, telling me how I’ve impacted their everyday lives, make the long hours that go into it all worth it.
Please share some of your favorite NJ businesses and Garden State go-tos. I love my positive, uplifting gym. All In Fitness, located in Williamstown, is a woman-owned business, and its coaches are incredibly motivating, keeping me accountable for my fitness. The Berlin Farmers’ Market, an indoor/outdoor market, is a nice activity that we’ve always enjoyed doing together as a family. It’s especially close to my heart, in part because it’s my daughter’s favorite place to go, but also because my husband grew up going there with his family. We also love to go kayaking. As we’re a small family unit, it’s essential to me that we find activities that all three of us can enjoy and grow together. We first took Tessa kayaking when she was 3 years old, and then when she was eight, she got her own kayak and can paddle by herself now. We particularly like the Mullica River or the Batsto River, both peaceful and beautiful spots to enjoy nature. We’ll pack a lunch and find a sandy spot along the way to stop, relax, and enjoy our meal while looking for wildlife, such as turtles and snakes.
What is your best practical advice for a mompreneur just starting? Don’t give up! As women, we often doubt our visions and ideas, but my advice is to stay deeply rooted in them and do whatever it takes to get there. Also, find a mentor. There’s someone out there who’s already doing what you’re trying to do, and there’s enough room for all of us. A mentor can help propel you to figure out those new business problems, but be aware that if you’re looking to seek advice from an expert, don’t expect it to be free of charge. Find someone you respect and offer to pay for an hour of her time to ask questions.
For more information on Ashley Schafer and Ashley Schafer Image Consultant and Personal Stylist, please see their website and Instagram pages.
