Style is a way to say who you are without having to speak. Whether you are a self-proclaimed fashionista or are someone who wears whatever is in sight, each of us has a unique style that leads us to make our wardrobe choices. And it represents something about us.

Where does our style come from? How much of it comes from individuality and how much from social influences? Even more intriguing, how do the clothing stores decide what selection of styles they should offer to the public? How do they decide the color, material, and cut that should be going around? After speaking with a few owners of popular clothing stores, we came to understand more of the thought process behind creating the styles you choose from.

Decisions, Decisions

We had the pleasure of interviewing Rachel Benporat from Ooh La La, who gave us insight into how fashion starts and spreads. Rachel started off as a teacher, but when an opportunity arose to start her own clothing business, she and her husband took it. They began by catering to women, and as time passed and the company expanded, they branched out into teens.

Rachel buys stock from around 10 wholesaler companies. It is from these companies’ selections that Rachel can see the trending styles. The popular styles this season, says Rachel, are cardigans, outfits that come in sets, and materials like satins and silks. Prints and plaids are very trendy, and hunter green is a very popular color.

To receive everything in time, Rachel usually orders the next season’s clothing about six months in advance. How does she know how much to get? “Well, you daven,” is her answer, “because you never know until you see how much is bought off the shelf.”

Despite her interest in fashion, Rachel’s main goal is not to have customers feel pressured to buy the trendiest piece; it is to have them find styles that fit their personalities and bodies. She emphasizes that her goal is for everyone to realize they don’t need to be “in style”; they can find their own style.

Warmth and Welcome

The Mimi Boutique, owned by Mimi Ankry, located in Baltimore, sells headwear, accessories, and clothing. When asked what the main service her store is meant to provide for the community, Mimi’s reply was, “I want it to be a place where anyone can come in and shop for anything fashion related.” This is why the shop offers many styles in many colors and prints. Mimi is also careful to create her selection so that women from all modesty levels and backgrounds can shop.

Like Rachel, Mimi expresses the angst involved in having to shop months in advance. Right now, she just put in an order for next spring! When I asked her about styles, she had to think for a moment to remember what she had ordered last year for this upcoming fall and winter season. “Greens and purples are in,” Mimi recounts. “There’s a small comeback in animal prints. Blues are in. Sets are in, and they’re trying different takes on mixing up sets. Velour is still here,” says Mimi, “although it usually is still hot around Rosh Hashanah time. Florals are still in, as are tie-dyes and lots of ruching.”

While Mimi has a strong sense of style that she offers to her customers, she mostly cares about the warmth, care, and sense of welcome her customers feel when they enter the store.

Coming Soon

Shani Grunhut, owner of the soon-to-come-to-Baltimore Keshet, says she loves fashion and truly enjoys the buying process. As she does in her London boutiques, she will be curating her selection based not only on what she likes but also on her customers’ tastes. She has been buying from the same brands for almost seven years, and every so often she will try a new one. Shani says she knows what to expect from the brands she has long-standing relationships with and trusts their quality and recurring silhouettes. 

Although Shani majored in biology and planned to become a doctor, she minored in textiles and apparel and always had a keen eye and a sharp business sense. As a certified stylist and color consultant, Shani believes that you should have staple pieces in your wardrobe, like a black skirt. Add a blazer that is in style, and it changes the look completely. Take a staple printed dress and add a knitted vest or crop top to make it more current. Shani says you should always buy things you love, and if you’re hesitant, sleep on it, or it may end up of sitting in your closet until you give it away. “We look forward to welcoming you to our store very soon!” says Shani.

Fashion Goals

Three different women, yet their goals in fashion are the same: to help women feel comfortable with themselves in the most fashionable way. So where does style come from? Is it from large corporations or invisible designers, who sometimes create outlandish styles that, unless you catch onto them, you’re out of the clique? Or should style come from inside you – you, making your own choice of how you’d like to represent yourself with what feels most comfortable and beautiful to you.

That’s what seems to be these store owners’ goal. So, embrace what feels comfortable to you, and know that self-confidence is the most beautiful style of all.