Whyography of the Week: Lindsey Froemming, Fashion Fix

Lindsey Froemming’s Whyography is one of more than 30 stories featured in the “Whyography: Building a Brand Fueled by Purpose” book. 100 percent of proceeds from book sales benefit the Fueled by Purpose micro grant fund for womxn-owned businesses. To purchase the book, visit the Marketplace page.

Lindsey Froemming had recently given birth to a healthy baby girl. She had visions of going back to work at Fashion Fix, her Minnesota-based wardrobe consulting business. After all, her business was her first baby. She had launched it after several friends asked for her expertise as they headed back to work post-maternity leave. They trusted Lindsey’s fashion sense—she’d spent nearly a decade as a personal shopper and retail manager for brands like J. Crew, Gap and Loft. For five years, Fashion Fix thrived. Lindsey was the happiest she had ever been in her career. But everything changed after her daughter arrived.

As a new mom, Lindsey felt depleted and uncomfortable in her own skin. Helping women find styles that made them feel confident while she struggled with her self-esteem felt disingenuous. So Lindsey decided to put the business on hold. Then, nine months after her son was born, something shifted.

“Today is the day,” Lindsey thought to herself. She was tired of obsessing over her weight. She had struggled with gains and losses before kids, and finding clothes that made her feel good always helped. So she decided to go back to work, make herself her first new client, and document her journey on Instagram. The outcome was exactly as she had hoped. The community she had built rallied around her. New women joined the conversation, sharing their stories. Fashion Fix came to life again, and Lindsey did too.

These days, Lindsey manages motherhood and entrepreneurship like a boss—though she admits she doesn’t have it all figured out. One of her secrets is getting out of bed really early, which gives her a solid block of work time. That feeling of productivity sets the tone for her whole day. It allows her to be fully present for her kids when they’re awake. She switches back into business mode when they nap and schedules shopping trips in early evening when her husband is home.

Lindsey enjoys working with all her clients, but moms hold a special place in her heart. Whether they are headed back to work or are stay-at-home moms, Lindsey uses tools she’s created to educate them on the best shape, fit and fabric for their lifestyle. She is also conscious about price point, so many of her consults take place at Goodwill and other thrift stores. Her motto: Dress for value, shop for fashion, and feel great every day.

Fashion Fix’s mission is to empower women to live their best lives. In addition to styling and shopping services, Lindsey fulfills that mission by sharing the story of her own transformation through public speaking, which is where she really comes alive. She makes powerful connections with other women when she shares how she learned to love her body as it is—whether size 8 or 20—and celebrate it with clothes that make her feel good. Lindsey envisions sharing that message with women around the globe.

To learn more about Lindsey’s business, visit FashionFixMN.com.

Photo: Fashion Fix

About the author: Chris Olsen is a radio veteran turned communications consultant, educator and author of “Whyography: Building a Brand Fueled by Purpose”. Through her work as a consultant partnering with startups, Chris realized her WHY—to support womxn-owned businesses in confidently communicating their purpose and impact, setting them up for entrepreneurial success. She created My Founder Story as a platform for doing so.

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