NEW NAME, WHO DIS?

10 years ago I registered the business name, The Style Files Aus, and posted a shameless picture of myself in a bikini on a beach in Bali that read, “The Style Files coming soon” haha.

What exactly did I believe was coming?? Did I even believe in myself back then?

The answer was no.

In the immediate years to follow my business name register, I got my styling qualifications and (TFP) experience, I continued to work in Marketing and PR full time and began popping out a kid or two.

Initially, the majority of my work was in the editorial space and I saw this as my lane and what came natural to me.

Personal styling scared me due to the close nature of the one-on-one sessions. Constantly in fear of “getting it wrong” or simply not being good enough held me back from fully emerging myself into this wonderful industry.

Like many businesses, The Style Files pivoted direction a few times. Becoming a mother, quitting my full time job, covid, and so on; all brought me to where I am now - Lauren Doogan Stylist.

Today, I am proud to step up as my authentic, confident self and grow this business the way it deserves.

I am wholeheartedly Lauren Doogan Stylist.