Personal Branding - TransformMyStyle.com - colour analysis, style coaching, Cumbria, UK
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From Frumpy & Frazzled to Fabulous at Fifty

“I want every woman I work with to feel the joy of knowing she can look her best every day, know what to wear for different occasions, how to work with her body shape, scale and her own style personality. I want her to be body confident and love how she looks..”

Loraine Birchall, TransformMyStyle.com

The Story

I've been coaching and offering consultancy to small business for best part of 20 years, some digital (web, networks etc) but mostly creative problem solving, project management and web strategy (form/function).


Having had a good year about 10 years ago I felt it was time to invest in me and paid for a Colour and Style consultation. The very nice lady spent all of 20 minutes speed draping me, one colour after another and in such a rush I couldn't see what was working and what wasn't. But, she's the expert, right? Not one question about my lifestyle or what I liked to wear, some general advice about suits and I was on my way without so much as a cup of tea or a natter. I followed her advice and she typed me as a Soft Summer.

The Problem:

Being a get-on-with-it kind of girl, I spent a small fortune (to me) on suits, blouses, tops, shoes, bags and accessories in my new colours and really thought I looked the business.


For the next 8 years or so, every client who knew me well kept asking if I was ill or feeling okay? There's only so many times you can keep saying "I'm fine thank you" before it gets a bit repetitive and you start wondering what's going on.


Even my lovely Mum kept commenting about how pale and grey I looked, my skin was blotchy and every blackhead or blemish looked like Mount Versuvius to me.   When I finally stared at photos of me wearing the Summer colours, I looked like I was seriously ill.

I decided that maybe the expert was wrong. 


Had the Consultant taken even 20 minutes more to look at how my skin reacted to the colours, she'd have been able to see my true colouring. I had wasted a lot of money to look like an extra from the Walking Dead. 

The Solution:

I trained in Colour Analysis and loved it. I could add this to my existing consultancy, go online with services, it was a whole new world of colour that took me back to a childhood with my head either in a book, drawing or painting. I'd forgotten how much colour, texture inspired me to create. I added Colour Psychology and Hair Colour Analysis soon afterwards.


I spent weeks looking in the mirror with this drape and that drape and decided that I am in fact a Soft Autumn, so my colouring is warm and NOT cool, the expert had it wrong.


I quickly put together a capsule wardrobe of grab-and-go outfits. Wearing one of these outfits at a meeting, I bumped into a colleague I hadn't seen for 12 months or more and he yelled.  'Bloody hell woman, you look ten years younger than the last time I saw you, have you lost a lot of weight, what's different?' I hadn't lost weight (I am still a curvy girl), but dressing in the right colours, shapes and styles to flatter my shape had made all the difference. I was floating on cloud nine with happiness.


I can't wait to share that feeling with other women and men, after all, who doesn't want to look and feel fabulous?

Wearing Soft Autumn Colours

Loving the khaki

I feel so much better in a soft/muted and warm khaki, no need for make up other than a bit of lippy.

Soft Autumn top

No make up, a rich burgundy heathered top, nice even skintone and it's reduced the appearance of any fine lines.

Wearing the Wrong Soft Summer Colours

Ghastly in Grey


Loraine Birchall wearing Summer grey ombre sweater

Grey ombre sweater, looking old, tired and haggard, look at the deep lines on my face and this was taken four years ago!

Woeful in Black


Campaigning in 2016 and looking old, grey and washed out in black and strong patterns.   Eeek.

Better in Universal Purples


Loraine wearing Universal Purples, still a little too cool but this is better

A soft/muted purple scarf, it's a little cool in colour but it's not awful.   My skin tone is much more even in this photo and the only make up I have on is some lip gloss.

Is it really a bargain?

Is it really a bargain?  If not, put it back.

Next time you’re shopping and see a ‘bargain’.   Stop and ask yourself:

  • Will I really wear it?
  • Does it go with the majority of my wardrobe?
  • When would I wear it?
  • How would I style it?
  • Is it in MY colours?
  • Will I look great in this or will it WEAR me?

If you honestly don’t think you’ll wear it, put it back and walk away.      

If it doesn’t go with most of your wardrobe, you’ll have buy other things to go with it.   A bargain shouldn’t mean you have to spend more so you can use it.   

If you can’t imagine wearing it and have no idea what you’d wear it with – it’s not a bargain, it’s a dead loss.  The cost per wear, wouldn’t stack up and it’d be money down the drain.

This is me four or more years ago, on the left, wearing a royal blue cotton cardigan and a similar patterned, pintuck, long sleeved top from Evans.  The cardigan was a gift and the top was a ‘bargain‘ in the sales.     The top has pintucks on the bodice and a hanky hem, which is very flattering if you’re carrying weight around the middle, so the style is good, but…..

The intense, bright blue of both items is making my face look red and blotchy, I have dark grey shadows under my chin.   I look like I’m having a hot flush/flash.    It’s just far too strong a colour for me.    I’ve never worn it since, not such a bargain, was it?   

It’s not a bad colour, it would look fabulous on a bright/clear Winter friend of mine, the cardigan is a men’s design and looks amazing on my bright/clear Spring son, but it completely overwhelms my soft/muted and warm colouring.  

Wardrobe Weeding

What is wardrobe weeding?    We work with you to create outfits you love with the clothes you have, identify any basic or accessory purchases you need to complete or enhance your look and how to get your wardrobe ‘working for you’.   We’ll help you create a hard working capsule wardrobe from your existing clothes and show you how to easily put together outfits for all occasions.    No more worries about what to wear, you’ll be able to ‘grab and go’.

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