In Conversation with: Aoidín Sammon

Key Takeaways

• Real connections with clients are built on honesty and trust

• Technical expertise in garment construction gives stylists a genuine edge that clients value

• The human touch in luxury service can't be replaced by technology or algorithms

• True luxury service means creating a seamless, personalised experience from start to finish

• Career pivots aren't about starting over, but integrating past skills in a more fulfilling way

In a world where anyone with a decent Instagram feed can call themselves a stylist, what actually separates the real deal from the rest? I recently sat down with Aoidín Sammon, one of London's most sought-after luxury personal stylists who is 100% the real deal.

Aoidín's story fascinated me from the moment we first met a couple of years ago. From head designer at Matches Fashion to building her own thriving styling business, Aoidín’s journey offers some brilliant insights into what authentic luxury service actually looks like.

What strikes me most about Aoidín (apart from her incredible expertise) is how she combines being this total industry powerhouse with genuine humility. She's one of those rare people who's constantly lifting other women up, especially fellow business owners. It's exactly the kind of energy the fashion industry needs more of.

From Designer's Studio to Clients’ Wardrobes

After studying fashion design in Ireland and working at Marchesa in New York, what started as a summer in London turned into 14 years and a complete career transformation.

"I didn't intend to be in London," she laughs. "I never thought this is where I would live, but I've been here 14 years, and I absolutely love it."

Those early London years were spent interning and assisting at design houses like Richard Nicoll and David Koma paying her dues in an incredibly demanding industry. Back then, as Aoidín explained, interns were honoured to work for design houses and would do anything for the opportunity, often unpaid with only expenses covered.

The Shop Floor Revelation

Here's where Aoidín’s story gets really interesting. When she landed the role of head designer for Freda (Matches' in-house brand, later rebranded as Raey), she did something most designers would never think of - she insisted on keeping one day a week on the sales floor.

"I wanted to keep one day in store because it's a truly unique position to be a designer who is in touch face-to-face with the client buying their product," she explains. "I don't know how many designers stand in a store and watch every different type of woman, every different type of body, come in and try on the clothes they're designing."

How many designers actually see their clothes being worn by real people with real bodies and real lives? This direct feedback completely changed how she approached design, making her collections more wearable and practical. She described the in-house brand as focused on wardrobe staples - the perfect crew neck, the perfect shirt, beautiful tailored trousers. Pieces that complemented the more fashion forward pieces from other designer labels brands that Matches carried.

Despite her success as a designer, Aoidín found herself drawn more and more to those client interactions. The solitary nature of design work just couldn't compete with that "alive feeling" she got from working with people. Eventually, she made the bold decision to pivot entirely to styling.

What Makes a Real Stylist

 With everyone calling themselves a stylist these days, Aoidín believes the real distinction comes down to technical knowledge.

"Anyone can say they're a stylist. Do they understand the fit and construction of a garment? Can they truly advise all different body types and shapes to what suits them best? Can they tailor clothing to fit their client? Is their product knowledge and design referencing next to none? These are skills a true stylist should be equipped with."

Aoidín’s design background gives her this incredible edge that clients notice immediately. She can pin garments during fittings and actually tell you what alterations are physically possible based on the construction. "I can pin during fittings, and I can also say what's going to be possible or not," she explains. She cautions clients against buying pieces with the intention to alter them if the structure of the garment won't allow it.

I love a story she shared about spotting a high-quality fabric mill tag in a Mango coat. Her client was amazed: "She was like, 'Only you would know where the fabric came from,'" Aoidín laughs. "But this is a mill that any luxury designer would use." It's this ability to identify exceptional craftsmanship, whether in a high street piece or luxury garment, that helps her deliver true value to clients, beyond simply following trends or knowing brands.

Why AI Will Never Replace the Human Touch

In our increasingly digital world, Aoidín is adamant about the irreplaceable value of human connection in luxury service.

"A truly luxury experience is one of human contact, interaction, and complete personalisation. Reading a client - their personality and their lifestyle - is one of the most important parts of the relationship. Personalising how you cater to each client's individual needs is more important than anything, and I think only a human soul can feel that."

Aoidín doesn't use any fancy tech to track client preferences because she personally remembers everything she's bought for them, how it worked in their life, what they styled it with. This comes from being physically present during the entire process—something no algorithm could ever replicate.

"I legitimately remember everything I've ever bought for them, how it worked in their lifestyle, what we styled it with," she asserts. "I don't need technology to know that because I was physically there. I selected that item for them from everything available."

While some people prefer digital experiences, I wholeheartedly agree with Aoidín and I'm also seeing a real shift towards customers craving in-person, human connections again. The leading luxury businesses are putting significant budget and strategy around these in-person experiences for their top clients and there's clearly demand for it.

AI can of course help analyse previous purchases, but I believe true style isn’t predictable. There are certain codes and rules, but the coolest, most iconic people break these codes all the time. Think Leandra Cohen or Carrie Bradshaw - on paper, their looks shouldn't work, but in person they're magic because their personality carries it. AI has no personality!

Creating the Ultimate Luxury Experience

What really sets Aoidín apart is her commitment to making everything completely seamless for her clients. And I mean everything.

"I want the client experience to be the smoothest it can be for them. I arrive with the bags, unpack them, style them into looks, talk through the looks with the client and how we're going to implement the pieces into their wardrobe. Once we're finished I'll pack up any returns and take away anything from their house that they're not keeping when I leave."

She does all styling sessions in clients' homes, which creates this comfortable environment where they can easily reference existing pieces. The goal isn't to sell them a completely new wardrobe every season - it's about building something cohesive where pieces work together for years.

"Luxury pieces should last," she notes, and her selections should complement pieces bought weeks or even years ago. This is such a refreshing approach in an industry often focused on constant consumption.

The Controversial Take on Work-Life Balance

When I asked about boundaries and protecting wellbeing, Aoidín gave me a refreshingly honest answer.

"I can't say I have ever set boundaries or protected my wellbeing. Would I advise someone else to give everything they have, be available 24/7 for their clients, work every day like you don't have a guarantee to do it tomorrow? I think I'd say yes. To be great at what you do requires some sacrifice."

This challenges the current wellness narrative, and I partly agree. There's a massive difference between working long hours in a corporate role that frustrates you versus building something aligned with your purpose. In my corporate days, I'd get frustrated having to work late or be available evenings and weekends. Now that I'm building something of my own that genuinely energises me, I actually look forward to those evening calls or weekend planning sessions.

Aoidín has built her business while raising a family (she's a mum of three, having had a new arrival in the past couple of weeks!), and these have been her busiest but most fulfilling years. Rather than seeing motherhood as a career limitation, she finds it makes her more relatable to clients and even more efficient with her time.

Building Through Authentic Connections

My favourite part of Aoidín’s story is that she has built her business entirely through word-of-mouth and existing relationships. No marketing, no website promotion.

"When I started the business, I set up a website, did a whole thing, registered the business, everything. And then business kind of took off and I got so busy. I realised in January this year that I have never once posted anywhere my website. Nobody knows the website even exists!"

Trust and personal recommendations beat any advertising campaign every time.

My Perspective

Listening to Aoidín talk about her work, I couldn't help but notice how animated she became when discussing her clients. Her home is "literally a depot" for luxury deliveries which made me laugh because it's such a tangible reminder of her dedication.

Her career pivot really resonated with me. Like my own journey out of corporate fashion, these shifts aren't about throwing away everything you've learned. They're about weaving it all together in a new, more fulfilling way. Nothing from your career is ever wasted if you approach it right.

As Aoidín shows, exceptional client service is equally important as styling skills. The best personal shoppers I've worked with - and I mean the absolute best during my time leading Global PS teams at NET-A-PORTER and MATCHES - all started on the shop floor or in customer-facing roles.

My own path to personal shopping came via high street retail, working my way up to luxury ecommerce through hard work and always going the extra mile. The industry's obsession with formal buying backgrounds often overlooks this, and some of the most successful people I know built their expertise from the ground up, learning to truly understand customers along the way. (I actually talk about this journey in more detail on this podcast if you're curious!)

I was particularly struck by her honest take on work-life balance. There's such a difference between being constantly available for work that drains you versus being immersed in work that energises you. When that work is genuinely in service of others, it hits differently.

Don't get me wrong - breaks are crucial. I try to keep Sundays off and Saturday afternoons free, but I'm flexible the rest of the week, and that suits me perfectly. When you're doing something you genuinely love, it doesn't feel like a burden when work becomes a big part of your life.

What I'll remember most is Aoidín’s commitment to honouring both the client and the clothing. In an industry where the human element can get lost among beautiful products, her approach reminds us that exceptional service is about seeing the person wearing the clothes, not just the clothes themselves.

You can follow Aoidín’s journey on Instagram @aoidin where she shares glimpses into her styling world, and discover more about her work at www.aoidin.com

About the author: Drawing from her experience leading global Personal Shopping teams at NET-A-PORTER and MATCHES and ILM L7 Executive Coaching training, Pippa Mellor provides fashion career coaching and personal shopping consulting services.