Shop Till You Feel Fabulous

If shopping doesn’t make you happy, then you’re in the wrong shop.
~Mimosa Rose

Shopping is about so much more than what we carry out of the store, it’s about how we carry ourselves when we wear it.

I don’t like shopping. I like buying. For me, it’s never been about the hunt, it’s about the gathering.

In my many years in the fashion industry, I was both a professional buyer and a professional shopper. I literally got paid to shop.

As a boutique owner, I made biannual trips to Montreal, Vancouver, Toronto, and New York to buy seasonal inventory, timing deliveries so there was always something fresh arriving. To the average shopper, the idea of flying off to New York sounds glamorous. Truth be told, my days were gruelling—not all bagels and Broadway. I started early, ended late, and worked months ahead, making appointments with manufacturers and suppliers.

In their showrooms, I’d sort through collection after collection, evaluating fabric, line, shape, silhouette, and value, always with my clients’ pocketbooks in mind. On average, for every garment I purchased, I rejected forty or more.

When I left retail to work as a consultant, I became a personal shopper for my clients. I had no loyalty to any one store and searched everywhere for the perfect pieces.

These days, I shop only for myself, and I can assure you; I don’t find retail shopping particularly recreational. My idea of fun isn’t trudging through a mall where parking is impossible and the crowds are relentless, only to find the same styles in store after store.

I do love small, independent retailers that offer unique labels and great service, but they can’t always deliver the selection or sizes I need. Stores like Winners and Marshalls carry some good brands at a great price and—some not so good fast fashion. I never know what they’ll have until I get there. I also have a soft spot for outlet malls. Who doesn’t?

But here’s the reality: outlet malls primarily exist to liquidate manufacturers’ overruns, discontinued designs, cancelled orders, damaged or irregular merchandise, and one-of-a-kind designer samples. And don’t assume every store in an outlet mall is an actual outlet store. Often, only about half are true factory discount locations. Even then, you might find a better deal in a regular store during a great sale. Those Compare at tags? They’re a legal term for outlet merchandise and often refer to products made specifically for outlets—still brand name, but sometimes of lower quality than what’s sold in their mainline stores. Whether that matters is up to you.

And then, of course, there’s the online world. Like it or not, most of us now do a lot of shopping from our laptops or phones. Stores carry fewer colors and sizes in person, pushing us toward the web. But let’s face it: a photo on a gorgeous model can make almost anything look good. The reality that arrives in a box on your doorstep doesn’t always live up to the dream. Still, online shopping is convenient, and I’ve learned to make it work for me. If I find something in-store, I’ll try on what’s available, then order the size or color I actually want online. It’s not foolproof, but it saves me from the headache of return labels and tape guns.

Women have all kinds of clothing budgets. Some are still working full-time and can invest generously in their wardrobes. Some are retired on a fixed income and need to be more selective with every dollar. Others have the freedom of a substantial pension or savings and enjoy dressing up for travel, dinners, or simply for themselves.

And I want to say this clearly: you do not need to spend a fortune to look good. You don’t need a credit card with no limit. You don’t need a closet the size of a boutique. Style has never been about the number on a price tag. It’s about knowing who you are and dressing with that in mind.

I know this not just professionally, but personally. Growing up, money was tight. Later, as a single mother raising two children, there wasn’t anything extra. Every dollar had a purpose. Every choice had weight. And still, I dressed with intention. I found ways to feel good in my clothes, even if they weren’t new or name-brand.

Some of the most stylish women I know shop “new-to-you” whether that’s consignment or thrift. Consignment stores take in quality pre-owned items and resell them, often at a fraction of their original price. You’re more likely to find designer labels and pieces in excellent condition. Thrift stores are donation-based and can be more hit-or-miss, but when you find a gem, the thrill is unmatched.

It’s not about a big wardrobe. It’s about a big feeling when you put something on.

Both consignment and thrift are perfect for “thrill of the find” shoppers. And many women modify and alter what they already own or wear the same beloved pieces season after season. They don’t look dated. They look defined.

A $15 sweater in your best color can do more for your look than a $500 handbag ever will. A well-cut blazer from a thrift shop can serve you far better than something trendy that never quite fit right. When we stop measuring style by how much we spend, we start measuring it by how we feel.

Empowered. At ease. Aligned. And that’s the kind of wealth that really matters.

Before you indulge in retail therapy, remember anything hanging in your closet unworn because it’s not quite right is expensive no matter how deeply discounted it was. Ask yourself: Is it a good colour for me? Does the style suit me? Does it fit me now? Am I happy with the quality? Do I need it? Will it work with what I already have? Do I feel great wearing it? Why am I shopping? Am I bored, restless, wanting to feel better about myself?

Sometimes what we’re looking for in a store isn’t just clothing. Searching for something new can be the beginning of an internal reinvention. For many, stores feel like the promised land of possibility.

I’ll admit it, some days I roam just for fun. I’ll comb the racks to see if I can find a deal on something I don’t really need but might be too good to pass up, especially if it’s on the third markdown. I try not to think with my sale brain (the one that ignores all logic). I know getting swept up in the pursuit of the almighty bargain is a trap.

But when I score something truly special on sale? OMG, the pride, the satisfaction—and the bragging rights. If someone compliments my dress, I’ll smile, caress the fabric, and proudly say: “You’ll never believe the deal I got.”

The best purchase isn’t the one you brag about. It’s the one you live in.

Ultimately, we must ask: how much will more clothing add to our happiness? If it doesn’t make you feel fabulous—don’t buy it, don’t wear it, and don’t keep it.

Copyright: Helene Oseen 2025