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Bio

Felicity Roche is the founder of Style Smart. She has over 15 years fashion industry experience covering design, fashion buying, product development, retail and stylist roles.

Felicity has always had a great love for fashion and was lucky enough to work for a fashion house where her job involved shopping for fashion world wide. With four sisters and five great aunts also heavily involved in the fashion industry, there was no doubt about her career path - she was born to be a stylist!

Felicity founded Style Smart after trying to maintain a career in the industry while raising three young children. As a mother she felt the same challenges as many other women: her changed body shape caused her to ask "what do I wear now I'm a mum and what fashion is age appropriate for me without being too frumpy?".

Style Smart is about learning how to dress to flatter your body shape and what to wear, when. It's about building the perfect wardrobe and looking fabulous and chic at every age.

Felicity's mission is to make men and woman of all age's look and feel great, and to help both men and women build a style that works for them. She'll inspire you and make fashion and style fun, with lots of practical advice that will work for your individual life style.

Awaken the Stylist in you and let it decide what image you would like to convey to the world.

"You gotta have style. It helps you get up in the morning" (DianaVreeland)