OURSELPHS

Who is SELPH and what is our business model

SELPH was born out of a shared experience between two everyday working women who felt their wardrobes were missing certain pieces. 

Natalie, a personal and celebrity stylist with 18+ years of experience, had dressed every type of woman – CEOs, creatives, new mums and women returning to the workforce. She intimately understood what real women wanted: to feel powerful, comfortable, stylish and seen in their clothes, not boxed into stiff silhouettes, under-designed basics, or luxury items unattainable for the everyday woman – all of which are prevalent in the market. 

On the other side, Amanda, a lawyer, struggled to find clothing that made her feel strong, confident and like herself at work. Despite women having been a pivotal part of the workplace for decades, traditional workwear still hasn’t caught up. The options were either lacking any unique or edgy element or completely unattainable. Women should feel empowered in their lives through their clothes. 

Together, Natalie and Amanda created SELPH: a label for women who want their wardrobe to match their ambition – elevated pieces that are timeless yet edgy – items that can carry them from the boardroom to drinks, without losing themselves in the process. In essence, the SELPH is about creating reimagined classics for the modern woman.

In addition, Natalie and Amanda knew that like them, so many women are time poor – that is why SELPH isn’t just a label by women, it’s for women, offering them not only timeless and unique pieces that can be re-worn over and over, but accompanying every purchase is a curated styling guide on how to style each piece purchased, made by Natalie, to help assist every woman to find their best SELPH.