MarketingMaven

Style Coach, Retail Strategist

“When I was in high school, I dressed like a boy. I had no idea how to dress… I looked horrible… I had no idea what eyeliner was. For some reason, I took that [fashion studies] program because I thought it was a fluff program, because I thought it would be easy. And it completely changed my life. Nobody ever thought I would be in this industry—I didn’t even think I’d be in this industry…”

Today, Emily Salsbury owns PureStyle Productions, a company that handles anything and everything that has to do with Edmonton’s growing fashion industry. She has become the go-to gal for identifying fashion trends, staging events, and sourcing photographers, models and stylists. Emily has contacts with all the right people.

In 2006, PureStyle expanded its services to include a management consultancy and a modeling agency. Utilizing her expertise in image makeovers, colour analysis and wardrobe building, she offers the style coach program for Southgate Centre. She matches applicants’ fashion needs with merchandise available in the mall. The service is complimentary upon a $20 donation to Suit Yourself, the charity that helps less fortunate women get their wardrobes career-ready.

The massive remodel and expansion of Southgate “brought me to tears. I grew up with that mall.” The addition of 30 new, high-end stores “is exciting and gives me even more options. I get to take people shopping and seeing them transform is truly rewarding,” says Emily.

The 26-year old graduated from Grant MacEwan College with a major in business development and a minor in retail marketing. She serves on the advisory board of the MacEwan School of Business. Emily has become a fixture on the charity fashion show circuit, supporting What a Girl Wants for the Lois Hole Hospital for Women, Block to Shop for the Inner City Lunch Program, and Sorrentino’s Breast Cancer Luncheon.

After producing the fashion show at this month’s Bridal Expo, Emily will shift her emphasis to retail marketing strategies. Essentially, she conducts retail audits—assessing the effectiveness of staff, store layout, window displays, advertising, clothing lines. Her recommendations can include training to improve customer service levels, rearranging racks and counters to increase traffic flow, creating more provocative promotions, and acquiring new lines of merchandise.

Emily is ambitious and truly passionate about what she does.

“Without choice, without ever thinking about it when I was a teenager, I ended up here. And, 10 years later, I’m still in the same industry. I live it and I breathe it.”

- Written by Lauren Henrie, Edmontonians Sept 2009