
Michelle Levy, founder of Silhouette London. (Credit: Courtesy of Silhouette London)
Affordable Formal Wear for Teens and Tweens
Michelle Levy opened her boutique, Silhouette London, to offer younger clientele a haven full of affordable-yet-elegant party dresses.
When Michelle Levy’s children were born, she decided to leave her legal career behind in favor of focusing on her family. But when her children started school, she decided she was ready for her next personal challenge. The idea for her fashion venture came when she was shopping for party dresses with her daughters, and grew frustrated by the lack of stylish, affordable options that were also age-appropriate. The dresses they saw were either too childish or too mature, and the prices were unreasonably high either way. Levy decided to open a boutique, Silhouette London, where she could offer well-priced, trendy party and prom dresses. Today, her Greater London-based shop helps teens and tweens find their perfect occasion dress, both in-person and online – including, as of late, some of Levy’s own designs.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We are unique in our unrivaled selection of occasion wear for tweens, and teens. We understand how difficult it is for them to find that something special on the High Street. We know that girls come in different shapes and sizes, that each customer has a different budget, and that everyone’s idea of special may be different – but we strive to cater to everyone.
Tell us about your biggest success so far.
Creating and launching my own tween fashion brand called Sass & Sparkle. Ever since I opened my boutique, it has been my dream to create a U.K.-based dress brand. Being able to sell my own designs in my shop has been beyond exciting, and I’m now working on a second collection!
What is your top challenge and how have you addressed it?
Managing every aspect of running a business while also raising a family and making sure that I’m there for them. Sometimes, it’s really hard to be all things to all people – it’s a delicate balancing act to keep on top of things.
Now that my kids are older, things are a lot easier. But there were times earlier on when I thought about giving it all up. I learned over the years that, while some things are non-negotiable, others are. I didn’t have to keep my kids’ rooms tidy every day while trying to make my business a success. Dinner could be a quick pasta dish if I was short on time. Letting go of the little stuff was key to that elusive work-life balance.
What is your biggest tip for other startup entrepreneurs?
Get all of your marketing ducks in a row before launching, so you can hit the ground running. SEO is key to being found on the internet, so make sure you have a fully optimised website prior to launching. Finding your ideal customer and using appropriate keywords to pull them in is also critical. Creating a brand isn’t all about the logo and brand colours – who knew? (I certainly didn’t!)
Also, when you’re trying to determine how much to charge for your product, make sure you have a firm idea of all the costs involved. It is incredibly important to know this if you want to have any chance of turning a profit.
How do you find inspiration on your darkest days?
It’s all about the smile on a young girl’s face when she finds the dress of her dreams – the way she stands a little bit taller and her eyes sparkle as she looks in the mirror. That is why I love what I do, and why I hope to be doing it for many years to come.
What is your go-to song to get motivated on tough days?
“Fight Song” by Rachel Platten. Such a cliche, but I love it!
Who is your most important role model?
My late mum. My father passed away when I was just 8 years old, and she dedicated her world to looking after me and my two brothers. To her, family was everything, and she worked so hard to make sure that we wanted for nothing. She instilled that love and dedication into us all. It is her values that I try to emulate every day.
Instagram: @SilhouetteLondon
Facebook: @SilhouetteLondon
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