Style queen Kelly Lundberg

It wouldn't come as a surprise if Kelly Lundberg evoked envy among Dubai's fairer sex. After all, not many own a business venture that's as fabulous and lucrative as the one Lundberg has built.

To put it simply, this Scottish stylist shops for a living and has converted Dubai's famed malls into her workspace. On a regular working day, mall trawling, shopping wisely and hunting for rare finds that fit and flatter her clients take top priority.

"I do have the world's best job and there are many who come up to me and say so.

"The idea sprang to my mind when I was hunting for a job in Dubai in 2005 and realised there were no personal shopping services available in this region. I immediately applied for a loan to start my own personal stylist agency," she says.

Sartorial inspiration

Three years later, Lundberg, 27, has under her designer belt a thriving enterprise called Divine, a string of clients who look up to her for sartorial inspiration and accolades like the Lloyds TSB Small Business Award in 2007. "Owning a business is way better than working for someone else. Although I started off in cabin crew, I knew it was not meant to be my permanent job.

"I wanted to do something that was more personally rewarding," she says.

Her wish has come true in more ways than one. Apart from garnering goodwill from her customers, Lundberg says that many misconceptions that surround a personal shopping service have dissipated over the last six months.

"There's a feeling that hiring a personal stylist is for the super rich. But it's slowly changing.

"And tell me, if your computer or your car were to break down, wouldn't you call a technical expert to fix it? It's the same with wardrobe and styling. Either you have the sense or you don't."
Lundberg, who has a degree in fashion merchandising, charges around Dh500 for an initial consultation that includes sizing up the clothes in a client's wardrobe and gauging their style quotient. Be prepared to throw in an extra Dh250 if you require a private undergarment fitting service.

"I keep telling my clients to keep an open mind and to leave the rest to me. In a day, I visit at least three malls and in a week, I spend more than 35 hours in stores and boutiques. But the best part is that I never get tired of shopping," she says.

In turn, there's a section of lawyers and businessmen who are thanking Lundberg for her unstinting enthusiasm. "My service is popular among lawyers. Most of them have no inclination to shop. I plan what they should wear on a daily basis," she says glancing down at her well-stocked pink organiser.

But lawyers are not the only ones who fail to make Lundberg's sartorial cut. "Men in Dubai are such lost souls. They should realise that it's not OK to just wear any shirt or pair of pants. The women are comparatively more clued in."

Apart from putting together presentable wardrobes, Lundberg is also in the process of writing her own book about styling. "Though it's too early to talk about it, I am in the process of drafting it and it will hit the stand sometime next year," she adds.

But this time around, the idea has not been met with scepticism. "When I floated the idea of personal shoppers, it was tough to be taken seriously. But now, things are looking up considerably."

Lundberg's hot tips

Three must-haves in a man's wardrobe:

Three must-haves in a woman's wardrobe:

Lundberg would love to get her hands on...

Britney Spears: "She needs a stylist ASAP. She should learn how to put her money to good use."

Tilda Swinton: "Don't get me started on Swinton. How does she manage to get it wrong all the time?"

Lundberg's a fan of...

Cameron Diaz: "In terms of my own personal style, I identify a lot with Diaz. She is sporty, edgy and classy at the same time."

Victoria Beckham: "Barring her LA fashion disasters, she's got style."

Styling tips for autumn-winter '08