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By Darragh Kelly
“Keeping calm and carrying on” was a regular refrain to encourage citizens to maintain their morale during WWII. But it might equally be applied to business people during these current unprecedented times, not least Maria Carton, a style advisor based in Castlecoote.
Maria has worked in the fashion industry for the past 30 years and began working from home a year ago. She was born in Manchester but has been living in Castlecoote since she was 10 years of age. Maria hasn’t been immune to the chill winds of the effects of Covid-19. Since March 12th, she has seen her business fall-off in trade but has been taking steps to adjust and prepare for when a semblance of normality returns.
“I’ve worked in retail management for over 30 years, working in London, Dublin and Galway, for fabulous stores and brands like Harrods, Armani and Jaeger. This was an amazing learning experience, (working with the best in the fashion industry and was to play a key role in my future business.
“I came back home (to Ireland) in 1997 and worked in Brown Thomas Department Store, Dublin as a manager as well as overseeing departments in their Cork and Galway branches.
“I then moved to Next in Galway before working for Carraig Donn for 15 years. It had always been my ambition to return to Castlecoote where both my parents live and put down roots.
“Retail is a tough business and it had always been on my mind to do something for myself and to do it in fashion. I found people were always shopping but not always getting what they wanted. There was an emphasis on ‘Fast Fashion’ rather than on sustainable shopping, I wanted to help women find their own style by finding what makes them feel good.
“I set up my own fashion advisory service last year offering women personal shopping, wardrobe makeovers, fashion master classes and shop makeovers. As the business grew, schools and Government departments asked me to give talks on climate change, as fashion is the second largest polluting industry in the world after fossil fuel energy production.
“My job is very much one to one or talking to large groups so understandably there was a lot of fear over what was happening. On a personal level, it was really sad to see the business disappear overnight.
“Luckily, I’m a member of many networks but for the first week, it was rather intense the phone never stopped ringing. I did nothing for the first week but watch the news and social media.
“I stopped that after a week and reflected that perhaps the virus would give me an opportunity to upskill. I decided to take social media and marketing classes to take my business into the virtual world” as it were.
“Network Roscommon was a great support to me. Talking to like-minded women in business helped. I also got great support through the Roscommon Local Enterprise Office (LEO) and Roscommon LEADER Partnership who provide free mentoring to members.
“Because of the classes I’ve done, I can see that online business is a huge growth industry. The world is going to change because of Covid-19 and how we conduct business is going to change because we have been given an insight to how things can be done online.
“I do admit there is nervousness out there. How are people going to be after this? Will their jobs be safe? Luckily, I have consultations/classes booked for the second half of the year and I am currently putting together a programme for schools. Keeping in touch with all my clients by providing quality content is key for when things do return to normal,” said Maria.
For her and other businesses the ability to change and adapt in business is now, more than ever, crucial. “I think there are opportunities for businesses like me. I bring a lifetime of experience and an innate understanding of the fashion industry.
“The industry is itself rapidly changing on so many levels and the need to anticipate these changes is crucial to survive. 1 in 6 people on the planet work in the fashion industry with a value of $2.4 trillion.
“You can never start young enough which is why, teaching students not only the impact their shopping habits are having on climate change but also showing them how to outfit, style clothes get longevity and multiple looks all without sacrificing fashion. All the while giving them confidence to develop their own looks and ease the fear of conformity.
“While there are advantages to working from home, times like these can be difficult- your time is certainly reduced if there is a child in the house, like my 12 year old son! But I have been able to keep in touch with over 30 local business women on the Network Roscommon WhatsApp group. We are all from different backgrounds but share many concerns.
“Going forward, one of my key ambitions is to do virtual wardrobe makeovers and one to one online consultations. It’s common in the USA but new to Ireland. It’s fabulous to live and work in Castlecoote; the toughest part of working in a city was all the travel – I don’t have any more thankfully.”
Further information, contact Maria Carton here.
