Lula Belle Meets: Kal Di Paola

Are you championing independent businesses?

Through my feature, Lula Belle Meets, I'm championing independent businesses and finding out what drives people to become self employed.

Lula Belle Meets: Kal Di Paola, Director and founder of BuyMyWardrobe

I, like, most of us have things in my wardrobe that I no longer wear, so you'll remember from are you looking to sell or update your clothes and accessories? that I am quite excited that BuyMyWardrobe is coming to Birmingham.  Since its launch in 2008 BuyMyWardrobe has been a phenomenal success, so head of the first event outside of London, I've found out from Kal why these events have been such a hit and where the original idea came from.

What were you doing before you set up BuyMyWardrobe?

I had a fashion label Kal Kaur Rai from 1997 till 2009, it sold in 140 independents worldwide and I held a concession in Topshop’s Oxford Circus for 8 of those years.

Where did the idea for BuyMyWardrobe come from?

In 2008 the country was in recession the over consumption of the past decade was being highlighted in the media and a new wave of eco-awareness was taking hold. Faced with a wardrobe that would barely close I realised I needed to change my shopping habits and the first step was to clear my wardrobe of years of hoarding. My options to do that were limited. Ebay wasn't the right place for niche labels and dress agencies were too picky - I wanted somewhere I could set up shop for the day and nobody provided that - so I decided to host my own event.

How did you develop your idea?

I started with one event and evolved with the needs and requirements of my users.

Was it easy to set up the business?

Well it wasn't hard to get people enthused by the idea and because I was already running a successful fashion business I guess it made it easy for me to get sellers, sponsors and partners on board. As with most businesses cash flow and funding can be the biggest set backs, I managed to secure investment last year in order to launch online and have been lucky enough to have meet a very hands on angel investor who brought a lot of experience to the table.

What are the philosophies of BuyMyWardrobe?

To deliver an exceptional shopping experience in buying and selling pre-loved designer fashion. To deliver a personal service that exceeds expectations because our users are important to us. We believe in evolving by listening to our users and improving on what we do. We believe in collaboration v competition. We aim to maintain sustainable business practises. We believe that fashion should be inclusive and never elitist.

What is the USP of BuyMyWardrobe?

Our seller memberships are invitation only and we only sell pre-loved luxury items. We also offer a unique combination of offline events and an online marketplace.

What is it exactly about luxury recycling that women in particular are drawn to?

The idea that luxury is available at an affordable price is the biggest draw. More and more people are moving away from “throw-away” fashion in favour of buying quality pieces that will last- and the great think about buying a pre-loved designer item is that you can buy it wear it and sell it on again pretty much at the same price - now that's what you call  "money in your wardrobe!"

Who would you say are your competitors?

There has been an explosion of online dress agencies over the last few years and pre-loved is the buzz word in fashion circles right now. We are proud to say we have found a way to work with them rather than in competition with them. We will have some of the leading dress agencies in the UK as business sellers on our site when we launch. Our site will help all these business to grow and offer users a one-stop shop for pre-loved fashion.

What is your strategy for telling people about BuyMyWardrobe?

So far, we've grown largely through word of mouth and though we will start a marketing campaign ahead of our online launch - we will continue to use our events as a means to spread the word.

What have been the highlights so far?

Getting the investment to launch online and having a professional team to work with has been amazing and a huge learning curve for me.

What does the future hold for BuyMyWardrobe?

The future is exciting! It’s a Luxe Recycling Revolution! The events have been hugely successful in London so they will be rolled out to other major cities in the UK.  The BIG news is that we are due to launch an on line marketplace next month! It will be an exclusive marketplace for high end, desirable fashion. The emphasis will be on quality rather than quantity. In a world where everyone aspires to be stylish but some women have more disposable income than others, BuyMyWardrobe will be a window to a more glamorous life.

What would you say to someone who has a business idea and wants to set up their own business?

When you run your own business you’re often working 24/7 so make sure you love what you do. Passion alone won’t get you through, so if you lack experience in certain areas, seek out mentors. There are plenty of people out there who’ve been there and done it, who’ll be willing to offer a helping hand.

Thank you Kal for such an inspiring interview. I can fully relate to Kal's initial predicament of where to sell luxury or high end items, having been in the same position myself.  BuyMyWardrobe is such a fantastic concept and I, for one, can't wait to visit my first event, but I'm already having wardrobe dilemmas - what to wear to such an event?!


I'm championing independent businesses......I hope you do too!


Lula Belle x


More information about the April 2012  BuyMyWardrobe event in Birmingham