Today things are getting stylish here at the nitchblog. I had the chance to chat with Wendy Woods of The Refinery, a creative image consulting company that helps real women find clothing and accessories that enhance their personal style and are practical for their daily lives. But more than an image consultant, Wendy has become a media guru in her own right, using numerous tools to help spread word about her business and educate her clients (and potential clients). I’m really excited to share some of what this non-traditional media business has done in the media space to great effect – so let’s get right to it.

Brand: The Refinery
Key Mediums: Web portal, e-news blasts, twitter – @THE_REFINERY, facebook, YouTube
URL: http://www.therefinery.ca/
Niche: “Real women” looking to enhance their personal style

nitch*: You’re a one woman shop so getting started must’ve taken some nerve, but what was the inspiration for your business, The Refinery?

Wendy Woods: I always knew I wanted to be an entrepreneur – it runs in my family. I was looking for a way to use my skills for guiding people and I needed a creative outlet.  When I was working at IBM I stumbled upon the image consulting certificate at George Brown by fluke.  Now I’m using my skills to help women realize that they too can feel confident everyday.  The fashion industry can be intimidating, I bridge the gap between fashion and practicality.

nitch*: It’s important to have that unique positioning and it seems you’ve been able to clearly articulate that. With a strategy in mind, what were your goals when you set up your website at therefinery.ca?

WW: My goal was to have a site that looks clean, and elegant with a touch of playfulness.  I love information, so it is important to me any site, including my own, is easy to navigate and access this information. It’s also important that I have the capability to update content at a moment’s notice.

nitch*: Great point about content management, and it seems that you just keep adding more info – so kudos! How involved were you in the creation of the site?  How involved are you today?  Would you have any tips for small business owners looking to create a presence online?

WW: I built, and continue to maintain, THE REFINERY site on my own.  I was looking into CMS so that I could update on my own afterwards when my brother showed me a program for Mac that helped you to build your own site.  I started fiddling around with it, and 4 months later I launched the site.  I am by no means an expert, but I feel a huge sense of accomplishment around THE REFINERY web project. I am also fortunate to have a significant other who is a copywriter so I had a lot of support writing content.

nitch*: It’s definitely true we all need support sometimes, but congrats on succeeding with the DIY approach. How long did it take you to feel as though you started to achieve some of those goals?  What was that process like?

WW: As I mentioned it took 4 months until I launched the main outline of the site.  I am an ideas person, so I’ve always got new ideas on how to improve things it just takes time to get them all done! Recently I figured out how to edit the CSS code for the menu fonts.  I was thrilled about that!  I’ve got a few more things I’m working on for this site for additional pages, and I would really like to increase my SEO. Does building a website ever really end?

nitch*: If you’re doing a good job with the site, it definitely shouldn’t! Did you launch the website with your “REFINED” email newsletter in place?  How did that evolve?  What was your rationale for creating that content?

WW: REFINED, like everything I do, is an evolution.  It started as a basic newsletter before I even had a domain.  It’s a way to help clients with small tips, and to engage potential clients.  The newsletters started much longer, but now they are quick tips. I like things that are quick and easy and entertaining to read, so I try to give my clients the same.  I create content for REFINED. from whatever moves me.  Sometimes it’s an interaction with a client, sometimes it’s a tip that comes from a friend, sometimes it’s something I’ve recently learned, sometimes it’s a social trend at the moment, it really just depends!

nitch*: Building on the educational piece of your business, you’ve also recently launched the YouTube Channel, REFINED.tv. What was the motivation for getting this video content (and your face) out there?

WW: It’s important to me that people understand who I am and what I’m about. There is an image that the fashion industry is intimidating and that people will be mean to you. I want to show people that they can talk about fashion and style in an open and comfortable environment, and have fun with things! Also, I love to talk, so this is a great medium for me to express my ideas! People love the videos because they are more interactive than writing, and they can easily follow along with the tips.

nitch*: It seems you’ve definitely nailed the strong points of the medium. But you didn’t stop there with the content – what was your rationale for including a list of recommended reading on the site?

WW: I love to share information, and help people whenever I can. If I like something I recommend it. There is also something very personal about the books you enjoy.  They say a lot about you.  If you’re interested in the same books as another person you feel an instant connection with them – you have some common ground.

nitch*: Really great points about connecting with people on that level. Further to those connections, it seems that your business would do a lot of its marketing through word of mouth. How does that translate into your social media strategy?

WW: Yes, most of my marketing is through word of mouth.  How does that translate into social media… hmmm… perhaps you can help me with that! When it comes to business I go with my gut for everything, so I guess that’s my strategy. I’ve joined a mastermind group that started in September where my goal is to set out a more concrete business strategy.

nitch*: I hope that’s moving along well with you, but when your business is one-on-one in nature, going with your gut often leads you to people who are a joy to work with! That said, what has the response to your business been like on twitter?  Have you run any formal or informal promotions through it?  Have you seen any changes in your business/opportunities as a result?

WW: I love to meet new people, and therefore I LOVE TWITTER! Thus far most of the connections I’ve made have been PR oriented.  I’m beginning to build client relationships online with the goal of developing them more fully this Fall.

nitch*: Best of luck with making those business connections! One fun one to close out: You’ve visited my website (I hope).  A little free advice here – is orange “my colour”??

WW: Can’t really tell from your picture if orange is truly one of your best colours to wear, but from the standpoint of the subconscious message you are sending, I think it’s a good choice.  Orange is a playful colour, which you definitely seem to be. To quote the pantone book (on my book list) “[Orange] is perceived as a color that shouldn’t be taken too seriously; a dramatic exclamation point generally preferred by the extroverted personality”. Interesting that you chose to juxtipose playful orange with powerful, and elegant, black.  I’m guessing you like extremes – that or you really like Hallowe’en!

nitch*: For the record, I do in fact love Hallowe’en and when Wendy and I did meet in person, she confirmed that I can pull off the orange. Such a relief! Thanks Wendy!

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