How many identities do you have?

1. Entrepreneur

2. Interior Stylist

3. Marketing Professional

4. Furniture Designer

5. International product importer

6. Property Fanatic

7. Photography enthusiast

8. Creator of Opportunity

9. Avid self-believer

10. Fun filed daughter, aunty and devoted friend.

Please tell us the story behind Perth Style Co and how you’ve got to where you are now?

I came from great roots having worked with my previous employer for over 10 years. To say his business style and leadership impacted my career is an understatement. I was well trained, well equipped and I had no idea that the intricate skillset I collected would help me lay the solid foundations of my first start-up company.

So, after any years in the property finance industry I saw a niche in the Perth property market for trendy home staging. I took the plunge, ditched the corporate ponytail and heels to start Perth Style Co. with little capital and absolutely no real idea of what to expect. I made customers and contacts the hard way - the old-fashioned way – by cold calling. To this day this is my main form of business generation. My product was new and sometimes unclear to begin with but my branding and confidence was strong. I poured my heart and soul into creating a desirable, innovative product offering by over delivering, exceeding expectations and wowing people to earn their trust, respect and repeat business.

Today, our four-year-old Perth Style Co. leads the way in property presentation in the Perth real estate market. We have a team of highly skilled professionals that drive successful marketing campaigns by staging homes for sale. Around every corner has been an array of challenges. We have evolved our product and services rapidly to meet demands and stay ahead of the game.

What has been the biggest life lesson you have learnt so far?

Life is a journey, there is no road map. The universe is certainly guiding my journey through life without a doubt.

I have developed an unconditional positive belief within myself that I can do anything and be anything.

Such self-belief comes from experiences and events that have made me strong, taught me lessons and shaped every inch of who I am today. Tune in, listen, watch. Life isn’t perfect. Find your light, your why, your passion not only with in yourself but those who surround you. It’s infectious. Shit happens, fail fast, forgive. Life is actually pretty damn amazing once you find that fire within yourself!

How do you feel women have been affected by stereotypes?

Can women really have it all? You tell me? Beyoncé seems to have it all, right?

Stereotypes exist in our society, no denying. We can either buy into it and form a stereotypical opinion and let it affect us as women or we can row our own boats and get on with it.

I am female, I am successful, I am busy, I am driven and I am ambitious. I acknowledge this in me and every other modern-day woman - I acknowledge this in you. Rather than comparing others and competing it’s so important we lift and support each other.

What do you believe your secret to success is, in balancing your many passions and pursuits?

On face value my definition of business success is built around helping people and achieving results - results for my clients, results for my team and for myself. I am a hard worker, I set clear visions and goals, I stay innovative and I don’t give up. I’d like to think I have built a reputation on this, along with my supreme professionalism. I love what I do and I think those who deal with me love my passion.

At times running a business and having so many balls in the air at once can seem absolutely insane. It can also be heavily isolating. Mentors and other business professionals have played a large role in my success. I seek advice and guidance from a business coach on my sales, strategy and numbers and I also engage a performance coach who helps with mental and physical endurance. Both keep me on track, accountable and ensure that I am not only performing in my business but also that living my best life and enjoying the rollercoaster ride.

What advice would you give to other women out there who want to start their own business but don’t know where to start?

Release fear here… You have to find that undeniable courage and unconditional self-belief.

Be real with yourself, be genuine and true to you and what you stand for.

No risk no return – Reality is that you’re going to need some money. Keep data and track trends to help you make the right decisions.

Seek help from others – play to your strengths identify and acknowledge your weaknesses.

Fail fast - If something is broken, fix it. Don’t give up - try again or add something new and change direction.

Go all in – If you’re only willing to dip your toe in it’s never going to work. You have to go all in, back yourself and never give up!

Yes – this feeling is addictive – look after yourself and don’t forget to stop and celebrate every single win!

SARA JAMES

Company Director | Interior Stylist | Furniture Designer | Importer | Marketing Executive | Photography Enthusiast