Discovering the Passion Behind the Style: An Interview with Certified Style Coach™ Fatima Raoufi

In the ever-evolving world of fashion, few voices resonate as authentically as that of Fatima Raoufi. A Certified Style Coach™ with a lifelong passion for fashion, Fatima has recently embarked on an exciting journey as a content creator on YouTube. Her channel is quickly becoming a go-to destination for style enthusiasts seeking inspiration and practical advice. We sat down with Fatima to discuss her fashion journey, the challenges and triumphs of launching her YouTube channel, and her insights for aspiring Style Coaches™ and content creators.

What inspired you to start your YouTube channel, and how has your fashion journey led you to this exciting new chapter?

“I’ve always loved fashion,” Fatima begins. “During COVID, I spent a lot of time watching YouTube videos, especially those focused on fashion and beauty. It provided me with some escapism during a difficult period—I had just lost my dad before the lockdown. I looked forward to new videos from content creators whose style I admired and enjoyed discovering new brands.

“It was during that time I started to think, ‘I can do that!’ I was forever talking about clothes and fashion, and my husband had the constant pleasure—though he might not always call it that—of me parading around in new outfits I’d put together. Plus, my family and friends always encouraged me to do something with fashion, knowing my passion for it.

“However, it wasn’t until a couple of years later that I seriously considered it. I began researching how to set up a YouTube channel, learning about editing, and investing in the tools I would need for this journey.”

Can you share a little about your experience with the Style Coaching™ training and how it has influenced your work in fashion and personal styling?

“Absolutely,” she replies. “I decided to study a personal styling course nearly 20 years ago. I did my research and came across the Style Coaching Institute®. I loved its ethos about empowering women and the emphasis on inner beauty and development as well as outer appearance. Having studied a degree in psychology, that inner aspect really appealed to me.

“When I studied Style Coaching™, there was no social media as we know it today. I was able to study online and received material in gorgeous books that were really easy to follow and understand. I also found that Tracey was always on hand to guide and answer questions. I learned the fundamentals of styling, especially about body shapes, which have influenced my own style and choices throughout my journey.

“I thoroughly enjoyed the course, but unfortunately, due to external circumstances, I wasn’t able to pursue a Style Coaching™ career at that time. However, I’m so glad I did the course as I learned a lot, and the desire to do something related to fashion never left me—hence my exciting new journey as a content creator now that the time is right.”

What are some of the biggest fashion trends you’re loving this season, and why?

“Ooh, good question!” Fatima says. “I love burgundy! I’ve always adored the colour—it was actually my accent colour at my wedding. Seeing it come back as a big trend for the season is music to my ears. Burgundy fits so well with my capsule wardrobe.

“I also love the decadent chocolate brown colours and suede. Having the texture of suede in these beautiful autumnal shades makes me very happy. I’ve never been much of an animal print girl, but I’m planning to dip my toe into the trend by purchasing some leopard print accessories. Also, I’m so glad that kitten heels are in fashion. Gone are the days of me wearing five-inch heels all day at work!”

You’ve mentioned your lifelong love of fashion. Can you recall any specific moment or event that sparked this passion for you?

“I can’t pinpoint one specific thing,” she reflects. “I’ve just turned 53 and have loved fashion for as long as I can remember. However, I did have a beautiful, strong mum who always took care of her appearance and loved clothes and jewelry. We came to the country as refugees when I was one, and I remember my mum working as a seamstress from home for a factory. She had an incredible talent for making amazing clothes. She’d cut out her own patterns using newspaper and whip things up really quickly.

“When I was growing up and we didn’t have a lot of spare money, I was always well-dressed and had something new to wear because my mum would always work her magic. I’d like to think that she was a big influence on my love for fashion.”

Your recent videos have been so inspiring! What are some of your personal favourite videos or projects you’ve worked on, and why?

“Thank you!” Fatima says appreciatively. “I’ve only been doing this for seven weeks so far, and before I started, I wrote a list of content that I’d like to create. As much as I love the haul videos, it’s the ‘how-to’ videos that help someone solve a problem that give me the greatest pleasure. For example, my capsule wardrobe video and even my hair tutorial.

“I’ve had so many people ask me how I style my hair that it was nice to do a realistic video that showed the reality of styling my hair—warts and all!”

What challenges have you faced while building your YouTube channel, and how have you overcome them?

“I think the whole technical side has been my biggest challenge,” she explains. “Setting up the equipment and lighting to shoot videos, definitely the editing—which I’d never done before—and learning the different software. Funnily enough, I thought the hardest part would be talking in front of the camera, but that’s been easy. I think that’s because I don’t have to rehearse what I’m saying; I could talk about styling all day!

“It’s also much more time-consuming than I thought. It literally takes at least one whole day to get out one video a week. I’m lucky as I work part-time, so I’ve been able to allocate the time. I won’t lie; it will be great to be able to earn income from this in the future, as a lot of effort goes into it, but you need a minimum of 1,000 subscribers to join most monetising schemes with YouTube and retailers, so it’s a slow process.

“In my lowest moments, I’ve wondered and started to doubt myself and if I’d get there. The YouTube algorithm does favour creators with a lot of subscribers and likes in terms of how many people see your content, so sometimes it feels like a catch-22. But it’s at those times that I remind myself of the real reason I wanted to do this and how I know I’ll succeed. It just takes time to build your community, and the creators I watch that have thousands of subscribers all started somewhere.”

In your opinion, what are the most common mistakes people make when it comes to style, and how can they avoid them?

“I’m just about to do a video on common styling mistakes!” she notes. “I would say one of the key mistakes is trying to hide your shape with baggy clothes because you’re not happy with your body. One key concept I took from the Style Coaching™ course was the importance of creating a balanced hourglass shape regardless of your body type.

“You may dislike one part of your body, but there are other gorgeous areas that you could highlight. Following simple rules of balancing your body with clothes is key, I believe. On the other side of that, wearing clothes that are too tight can look quite dated and matronly. Oh, and wearing a good supporting bra of the right size—so important!”

Looking ahead, what are your goals for the channel? Are there any upcoming projects or collaborations you’re particularly excited about?

“I think it’s about taking one day at a time and making videos I’m truly passionate about,” Fatima says. “I would love to build a community that comes back to watch my videos and is fully engaged. I love that I can help people feel better and gain more confidence just by offering advice and styling tips.

“I would love to do collaborations and have just been approached by a clothing brand that I’m in conversations with, so fingers crossed. As I grow my channel, it would be amazing to form collaborations with brands I admire.”

How do you stay motivated and inspired to create fresh, engaging content for your viewers?

“I’m inspired by so many things,” she replies. “Other content creators, feedback from friends, things I like to watch. I would love for subscribers to tell me what they would like to see also. That way, I can continue to make engaging content.”

Finally, what advice would you give to aspiring fashion content creators or Style Coaches™ who are just starting out in the industry?

“Believe in yourself and remind yourself of the reason you’re doing this,” Fatima advises. “If it’s a passion, then you will succeed. It may be a long journey, and it does take time to build your audience as a content creator or clients as a Style Coach™, so patience is key! Enjoy the journey and try not to compare yourself to others in your profession. Remember, the people you admire were once in your position.”

Fatima Raoufi’s journey is a testament to the importance of passion and perseverance when pursuing your dreams. Her dedication to fashion and empowering others shines through in every video she creates. As she continues to grow her YouTube channel and share her love for style, she not only inspires her viewers but also paves the way for aspiring Style Coaches™ to do the work they love. We can’t wait to see what the future holds for this talented and passionate style enthusiast.

To follow Fatima’s journey and gain invaluable fashion insights, be sure to subscribe to her YouTube channel and join her growing community of style lovers.