Meet TFR Stylist Amy Nelson

Get to know Amy Nelson, TFR's Creative Director and Stylist, and her approach to styling and building a powerful personal brand

 

One day around 10 years ago, I noticed one of my female colleagues in the office (Kristen) looked different in a really good way. I couldn’t quite put my finger on what was different about her but she cast a powerful energy. Elegant. Sophisticated. Confident. I finally asked her if she was doing something new. Her answer: I hired a personal stylist.

The stylist completely elevated Kristen’s personal brand. Somehow, every outfit, day after day, conveyed that she meant business but in a way that just seemed to “fit” her femininity, power and position at the same time. I needed this in my life, too, so she introduced me to her stylist, Amy Nelson, Founder and CEO of ABN Style Design.

Working with Amy has been a trip. From her onboarding questionnaire about my then-current approach to style (my responses made her laugh out loud), to the first time we met for my closet “edit” (i.e., total obliteration) of everything that didn’t work, to the try-ons of pieces during the rebuild of my closet, we’ve been on a journey together to refine my personal brand. Thanks to Amy, I’m confident that my wardrobe conveys the right message for/about me, and that confidence is enhanced because I know the pieces I wear are high quality and fit well, but are also functional and comfortable. I can honestly say that it has been one of the most important and impactful investments I’ve ever made in myself.

As I got further into developing TFR, it made sense to bring Amy on to the team as both creative director and the brand’s stylist for several reasons. First, no one knows TFR’s style better than Amy. She architected it. Second, with a client-base of several hundred professional women, she knows what women want and are actually wearing. This is important context for our design process. Last, she has a proven approach to boost women’s confidence through their wardrobe. I wanted her to share her approach with the women of TFR’s community in a way that’s frictionless and achievable. 

Let’s get to know Amy.

 

TFR: Tell us about you and how you became a personal stylist.

Amy: After college, I started in the fashion business with 2 luxury houses in NYC. Five years later, I headed to Atlanta, engaged to be married and starting a new career as the Director of The Fifth Avenue Club, a comprehensive personal shopping service I launched for Saks Fifth Avenue. After successfully launching the business, developing a big roster of clients for The Club, plus having a 4 year old and and a newborn, it was time to leave and think of my next act. My consulting business started from there with a tiny idea I felt - that there was a niche of styling and personal branding I could create for clients in a very curated manner. And 23 years later, Style Design is a full service visual brand and styling agency that has grown exponentially. I feel grateful for that little idea.

TFR: Let’s talk about the process you go through with your personal styling clients. How do you onboard new clients to learn their style and brand?

Amy: Honestly, the best way to bring a new client on board is to listen…intently. Listen about life, their work, lifestyle, how they live, kids, philanthropy, travels…all of that. Trust is built that way and the beginning of your relationship with your client. But I also ask how they want to be perceived by others and how they want to show up…and that’s the key. As it’s not entirely about the clothes, what you're wearing has to be aligned with who you are. It’s part of the total story of you. It’s their personal journey we are taking together.

TFR: I still have a clear picture in my mind of the mile-high “discard pile” after you got done with my closet. I may have snuck a few pieces out of the pile and hid them away from you, haha. 

Amy: It was a MONSTROUS PILE, actually piles! It was much needed to remove what was no longer serving you in your wardrobe. And curate a cohesive blend of pieces that did serve you, a more refined, modern Tori! It's a bit daunting when you have all that “stuff” without a home. What to do? A few key ways: donate to places that could really use the clothes like Dress for Success (especially for working women’s clothing!) and consider consignment for higher end pieces.

TFR: I’m all about efficiency when it comes to, well, everything in my life. Every minute counts, especially in the morning during the crunch to get out of the house. I believe my response to your question, “How long does it take you to get ready in the morning?” (response: 8 minutes) made you laugh out loud. You helped me see that an efficient wardrobe is not just about time and can convey the wrong message if not done right. What does efficiency mean to you and how do you apply it in styling?

Amy: It’s really about defining your style and that takes a few steps. First, establish a color palette that compliments you with core colors plus a few accent colors. It’s a way to initiate your signature brand and style. Next, think about investing in the best pieces you can afford that are long lasting not only in quality, but also in style. Finally, bring in a bit of your personality and it turns into a fully functioning wardrobe that reflects who you are and where you want to go.

TFR: Our style can often be tethered to our professional environment because that’s where we spend most of our time. We definitely nailed that early on. But on the weekends, I’m all about comfort. How/why can/should our style carry over into our personal environment?

Amy: Your personal brand is 24-7. Consistent and true…to yourself! And I’m sure you will cringe at this, but I’ll remind you of the time you told me that you go to the Farmer’s Market every Saturday in Nike shorts, a t-shirt and Birkenstocks, and I almost had a stroke and passed out! A C-suite executive that so many look up to! While many executives earn their right to let their hair down on the weekends, that doesn't mean your brand falls apart. Grabbing an easy sundress or finished pair of khaki shorts, a knitted top and a loafer to wear to the market speaks volumes about your consistent brand while still being true to yourself and comfortable! The effort is the same! 

TFR: It seems that shifts in our work environment after Covid have had a lasting impact on style. What are some of the changes you’ve seen? 

Amy: I’m so happy the leggings on the bottom and a work shirt on top are days of the past!! I would encourage clients to dress anyway! And feel good about themselves even if we were all at home. With Zoom and other client-facing video chats, it’s still important to embrace your best self and not let yourself “go to the dogs”. It was a slippery slope for many.

I saw many clients struggling to go back to the office. And I worked hard with them to evolve their wardrobes after Covid. And get back to dressing, but with a bit less formal workplace style. That did not mean less professional, but softer and less structured. Another big piece? So many, like yourself, the tried and true Jimmy Choo 90mm pump wearer, said no more! And while as women we all love a lift in our step, stilettos took the back burner while stacked, block and lower heels prevailed. That didn’t mean not stylish, but the key was to be more comfortable and stylish, thus where your idea for TFR blossomed.

TFR: I’m so excited to bring your expertise to life in TFR, especially through our Step & Style fashion edits. What can we expect to see from you here?

Amy: Great styling to show you the many ways to wear your fabulous TFR shoes! Look for the fashion edits soon!

Find Amy’s Step & Style edits paired with TFR shoes on tfrshoes.com and on The Formation, TFR’s membership community, where you can save your favorite style edits in a digital closet for future inspo!