The high net worth client: A guide for stylists and curators

High net worth (HNW) individuals are a unique type of client. They are both open to collaboration and have the means to explore the best brands and designers, making them ideal partners for curators.

However, their expectations can be demanding, influenced by their experience with exceptional service that blends professional and personal interactions. Curators must navigate their complex lives, which may involve multiple countries, projects, and households.

By learning from HNW stylists such as Francesca Salih, Law Roach, Jen Atkins, Kate Young, Karla Welch and Dani Michelle, we explore the key aspects of styling and managing this distinctive clientele.

Volume 1: Laying the foundations for high net worth clientele

1. Styling is a multi-layered process, dependent on the perfect team

To those outside the industry, a curator often appears to work alone. However, the reality is much more complex. Behind every flawless look is a team of key contributors, including sales associates at luxury brands, personal assistants, product sourcers, and vintage boutique owners.

Dani Michelle, stylist for Hailey Bieber, Rosie Huntington-Whiteley and Kendall Jenner, emphasises the importance of strong relationships with both clients and brand representatives. Many logistical elements must align for a look to be flawlessly captured by photographers, and the stylist serves as the team leader, coordinating, ideating, and executing the vision.

2. Brand yourself meaningfully

In a landscape where most curators want HNW clients, a distinctive angle can be the defining factor. HNW clients seek not just experience, but a unique perspective.

For instance, Francesca Salih's styling journey began with a wardrobe philosophy that extended beyond just individual items. Rather than concentrating on standalone outfits, she crafted wardrobes that reflected a client’s complete lifestyle. This method earned the confidence of athletes, artists, and influential figures worldwide, as it transformed curation from mere ‘pieces’ into a comprehensive ‘lifestyle’.

3. Believe in your value

Styling for HNW clients demands not only skill but also a strong belief in one’s own value. These clients desire uniqueness, and a curator’s quiet self-assurance indicates they offer something truly exceptional.

A curator's confidence develops through resilience, as they navigate the challenges of high-stakes work and adapt to each client’s distinct needs. Whether managing last-minute requests or sourcing exclusive pieces on tight timelines, every success enhances a curator’s sense of capability and reputation. 

4. Provide an experience that gets clients talking

Curating for HNW clients is about more than just sourcing items; it’s about creating memorable experiences that reflect their personalities. Each step, from the first meeting to the final reveal, should be carefully planned to meet the client’s needs, providing not just products but a sense of luxury and care.

This focus on detail – knowing what a client likes before they ask, offering options that match their vision, and ensuring smooth logistics – turns a transaction into a meaningful experience that can be recommended to friends.

Karla Welch, stylist to Justin Bieber, Greta Gerwig, and Matt and Lucy Damon, likens the experience of styling high networth clients to working at a restaurant. To keep clients coming to you and telling their friends about it, Karla believes you must surrender to “the really late hours, the intense grind of it, the performance of it, (and) giving yourself to the people you’re serving”.

Volume 2: Developing your styling relationship

1. Your role is to unlock the client’s own style persona, not craft your own

Curators are inspired by their own taste, but their true skill is in understanding what the client wants. This happens when curators listen closely and recognise their clients’ identities and aspirations. Rather than focusing on fleeting trends, the goal is to enhance the client’s existing style, not to change it entirely.

Zendaya’s tribute to Law Roach, upon receiving the CFDA Fashion Icon award, captures this relationship perfectly: “Thank you for pushing me to see all of myself and teaching me how to do so fearlessly.” Roach was acknowledged not just for styling but for starting a journey of self-discovery; elevating what she already had.

2. Understand their true needs, goals and priorities

A deep understanding of a client’s wishes helps curators choose pieces that truly resonate and create a styling experience that elevates the client’s life. While curators may believe they’ll remember every detail, it’s essential to keep track of their clients’ wants and needs to build trust. Over time, a client’s preferences should become second nature to the curator.

Kate Young, stylist to Dakota Johnson, Sienna Miller, Natalie Portman, Michelle Williams, Rachel Weisz, Selena Gomez and Margot Robbie, uses her natural curiosity and interest in clients to guide her research. She likes to understand who they want to be and who they are right now. Then, she refines that idea into a polished visual that can be created through fashion choices.

Francesca Salih emphasises the significance of deeply understanding her clients. "What inspires me is having such a close connection with a client that I can enter a store and immediately identify what suits them. It's about building a narrative, mixing textures, colours, and fabrics that genuinely represent their identity. It goes beyond clothing; it's about their entire lifestyle”.

3. They must believe in their power like you believe in them

When a HNW client starts working with a curator, they are not looking for someone to simply continue their current style. Instead, they want to change and be inspired by an expert who can help them explore new possibilities. Clients rely on their curator to support them, creating an environment where trying new things boosts their confidence.

Francesca has worked for years creating these welcoming atmospheres. “To build a safe and encouraging environment for clients, it's essential to make them feel like their authentic selves while gently guiding them to explore new styles. I focus on highlighting what they already have.”

“When dressing someone, my priority is their comfort; if they don’t feel at ease, I haven’t fulfilled my role. I engage in open dialogue, asking for their thoughts and preferences throughout the process. This collaborative approach allows clients to express their feelings and ensures that any new idea aligns with their identity.”

4. Discretion and intimacy are powerful assets to develop

As curators, clients allow access to their homes, wardrobes, and personal lives, which requires trust and discretion. Jen Atkin’s work with her celebrity clients shows this in practice. 

Known for her skills and careful protection of her clients’ privacy, she maintains boundaries that build trust. Even as she and Khloé Kardashian have formed a close friendship, Kardashian values Atkin’s discretion, noting, “It’s knowing that I could hang out with her and she would never take advantage.”