Being fired led to birth of Style by Ray

Tell us about yourself?

My name is Regina Wabuko. I’m a stylist and a personal shopper with a background in digital marketing and guest relations. I run an online clothing thrift shop called Style by Ray.

How did Style by Ray come to be?

Style by Ray was started as a way of making ends meet at the start of the Covid-19 pandemic. I had lost my job so I had to come up with a creative way to make a living. It worked.

What do you like most about what you do?

I like that I get to dress different bodies, talk to different people and understand how every aspect of their lives affects how they dress. I like that I’m able to get people out of their fear zones (I don’t call them comfort zones) and have people see what I see in them.

Tell us about a project or accomplishment you consider to be the most significant in your career

Last year, I did a shoot with my friends which was meant to promote the shop. People kept asking if I do personal shoots so I decided to come up with birthday packages. I have done more than 30 shoots now.

If we’re sitting here a year from now celebrating what a great year it’s been for you, what would you talk about?

The fashion show I’ve dreamt of for the longest time. If not that, at least the fashion line for plus-size girls and expectant women, a group I have had in mind for a long time.

What did you study in college and how do you apply those skills in your business?

I have a degree in Hotel and Hospitality Management. I worked as a guest relations officer which placed me at the centre of customers’ concerns. How you treat your clients will reflect on how the business grows and the referrals you get.

Why fashion?

I like to think it’s more of style than fashion for me. Style is personal. Fashion is a form of expression but style shows how every person expresses themselves.

What do you dislike the most about your line of business? 

There’s nothing I dislike because before it was a business it was a passion. However, there’s constant pressure to deliver.

What’s your favourite body type to dress? 

This feels like asking a doctor which patient is the best to treat. I love working with all body types. People view their bodies differently and each has insecurities and parts they like. If you can combine these two and come up with an image that a client looks at in the mirror and feels good about, then that is a win.

How much is a standard styling/photo session/ fashion item? 

There’s no ‘standard’. The price depends on where you got the items from and the quality. Photo sessions depend on whether indoor or outdoor, makeup or location.

What’s your favourite style?

I do not have one specific style. I think the reason why I’m confident about working with everyone is that I’m a free soul. There’s nothing I won’t do. 

Mention a time you failed in business and lesson learnt

When I was starting out I didn’t have clear boundaries on reservations and payments for orders made by customers. Customers would ask to reserve an item and not pay until days later. It was a massive challenge to restock as well as calculate profit margins. Now, I know better.