This Isn't About Fashion – It's About Coming Home to Myself

A few weeks ago, a woman stepped into the fitting room and emerged wearing a blazer that she had almost talked herself into buying. It fit well. It looked great. But I could tell by her posture that something was off. She paused, looked in the mirror, and said, „I like it, but I don't know if it's me.“

That moment has stayed with me. I've seen it time and again: successful, self-aware, thoughtful women who are somehow disconnected from their own reflection. It's not because they don't know how to dress – it's because their style has stopped keeping pace with who they're becoming. That moment reminded me why I care so deeply about personal style. Not as something superficial, but as something essential. It's a way to listen to ourselves. A way to come home.

So I wanted to share my thoughts with you. Not just as a store owner, but as a woman who has learned that style is a tool for building self-trust. It's about alignment. It's not just about whether something looks good. It's about one essential question I always come back to: Does it feel like me? And that question changed everything.

I don't dress to impress. I dress to align.

I used to think that style was all about taste. Or confidence. Or even courage. And sometimes it is. But what I've learned is this: true style is about alignment. When someone asks me to define my personal style, I pause. Not because I don't know what it is, but because it's something I live. My style isn't about fashion rules or references. It's about how I solve problems. How I navigate my day. How I feel in my own skin. It's how I carry myself through the world. That's why I don't need my clothes to be impressive. I need them to be authentic. I want to feel like myself in every outfit, every texture, every shape.

What's in isn't always what's right.

When I opened The Store by Schneeweiss in 2008, I was drawn to the clean lines, muted tones and visual order of Scandinavian minimalism. That aesthetic felt grounding to me at the time. It made sense. It reflected where I was in my life. But as I evolved, so did my style. New Brands introduced me to brighter colors, daring patterns, and a playful edge – all within the Scandinavian tradition.

Now, with brands like Nackiye, I'm exploring new dimensions of my style. It's less minimalistic and more adventurous, yet still true to what feels authentic. So, when people ask me how I decide what earns a place in my wardrobe, I have a simple answer: I decide based on emotion. I'm not the kind of person who shops with a checklist. That's just not how I operate. To me, clothing is an expression of mood and feeling. That's what guides my choices. Of course, I stay within certain parameters. You won't catch me in a ruffled cocktail dress because that's just not me. But if someone says, „Isn't that your fifth black blazer?” my answer is, „Yes, and I wear them all.” Each one brings something slightly different. And that difference matters. It's not about quantity or logic – it's about resonance. That's how I get dressed. That's how I decide. It's the same intuition I try to pass on to my clients.

Trust your gut. Not the hype.

One of the things I most often tell my clients is this: „Trust your gut. If you're unsure, don't buy.“ I never push a sale. If someone says, „I never wear dresses, but I kind of like this one,” I ask them, „Do you really see yourself wearing it?” If the answer isn't a clear „yes“, I encourage them to wait. Sleep on it. If they're still thinking about it tomorrow, then maybe it was meant for them. I do this to take the fear of missing out out of the equation for my clients and myself. This mindset has shaped not only how I buy clothes for myself, but also how I buy clothes for the store. I don't chase every label or trend. I know I can't serve everyone, and I'm not supposed to. Letting go of that fear has been one of the most liberating things I've learned in business and in life.

In that sense, I only ask my customers one question, when they step out of the fitting room: „How does it make you feel?” I don't ask, „Do you love it?“, „Do you think it's flattering?“, „Will it impress your partner?“ I ask them to feel it. Because when something feels like you, when it aligns with your inner rhythm, your entire energy shifts. I recognize this spark when a customer sees themselves fully. That's when I know they're not just trying on clothes – they're stepping into a more aligned version of themselves.

Of course, there are times when a customer comes out of the fitting room looking amazing on the surface. The color suits them and the fit is fine. Yet, something feels off. My gut tells me, „This isn't it.“ More often than not, the client feels it, too. I don't ignore that feeling. I address it. Honesty in that moment builds trust. I know they'll appreciate it. Maybe not immediately, but soon. And I also know: the right piece is still out there for them. And the one they left behind might be perfect for the next person who walks through the door.

It's in those moments – the subtle off-ness, the quiet recognition – that I'm reminded: style isn't something fixed. It's not about perfection. It's about alignment.

My style isn't a formula, it's a frequency.

For me, style isn't a formula to follow. It's a frequency to tune into – one that shifts as I do. It's a reflection of where I am in life. I've seen this not only in my own journey but also in the daily transformations I witness in my clients. As we evolve, so does the way we dress: the shapes we're drawn to, the textures we crave, the balance we need.

There have been times when I've felt unsure about how to express myself. When I had short hair, for example, I gravitated toward more fitted, traditionally feminine pieces. That contrast felt grounding. Now, with longer hair, I live in oversized silhouettes. However, I often add a deep V-neck and jewelry to maintain an element of softness and sensuality. My style is defined by those contrasts. Not just in what I wear, but also in how I feel when I wear it

After all, style is a rhythm. It's a pulse I've come to trust: elegant, relaxed and a little unexpected. Those are the words that guide me. You might have your own rhythm and balance between practicality and self-expression. The key is to notice what you keep reaching for – what feels like you. Not just once, but over time. Sometimes, it's not about discovering new rules. It's about letting go of the old ones.

That belief doesn't just shape how I dress – it shapes how I run my store. Because The Store by Schneeweiss has never been about following rules either. It reflects the same values: freedom, intuition, creativity. It's a place to experiment – for me and for everyone who walks through the door.

My store is an extension of myself.

So when I buy for the store, I don't chase trends. I ask myself the hard questions: Will this piece help someone see themselves more clearly? Will it fit into their real, everyday life? Will it still feel right months or even years from now? The more I ask these questions, the more adventurous I become. Seeing a customer light up when something unexpected clicks fuels me. It reminds me why I do this work. Why style matters. Style isn't just about function or polish. It's about instinct, surprise and the joy of discovering something that feels right.

What am I trying to say without saying it?

That question isn't just for my customers – it's one I ask myself, too. Because, ultimately, that's what it always comes down to when I get dressed. What am I trying to say – without saying it? It's not about getting it „right.” It's about being in tune. Because when your outfit reflects your truth, even imperfectly, it speaks louder than any trend ever could.

Style isn't a costume. It's an internal dialogue. The most powerful look is the one that makes you feel like you've come home to yourself.

So, tell me: When was the last time you felt truly at home in what you were wearing? Not just put together. Not just complimented. But seen. I'd love to hear about it.