Here’s How Personal Shopper, Rachel Choy, Built Her Instagram Community

The best way to get a glimpse at a behind-the-scenes look of celebrities, or the selection of iconic, red-carpet couture, is by following personal shoppers, also known as stylists, on Instagram. These image-builders, entrusted with creating historic fashion moments, not only enjoy privileged access to the top luxury-fashion stores and up-and-coming collections, they also often get first dibs on the archive pieces from the top fashion houses in the world.

Rachel Choy

As times are changing, brands and experts are being expected to connect to their audience through digital projections, and so, maestros from the fashion world are upping the ante by turning into digital stylists for their social, savvy followers. Among them is the Internet’s fashion cupid, Rachel Choy. Scrolling through her Instagram feed is nothing less than a visual treat.

Choy’s interest in the world of fashion, especially luxury footwear, started at an early age; yet she was always looking to the external world for inspiration.   Thanks to social media, Choy, a personal shopper at Neiman Marcus, finally found a platform and people where she could showcase her ingenuity and connect with like-minded fashion enthusiasts.

“I love the community that I have built and continue to build on Instagram. It’s heart-warming and very inspiring to witness the admiration I’m getting on social media for my work and otherwise, too. It feels great to root for other women and have them root for me. This new world, the virtual friends and followers, is what keeps me going and pushing me to advance each day,” said Choy.

The married mother of two, along with pursuing her career as a personal shopper, is also focused on creating content for her blog and Instagram with a follower count of 2,35,000. Now a social influencer, she is associated with some of the biggest brands in the luxury footwear market, including Dior, Louboutin, Gucci, and Fendi.  From Choy’s perspective, being a digital stylist cum-influencer suggests that incorporating relevancy into her assignments is much more important than conforming to the otherwise pre-set norms of the fashion world. Her distinct and fearless way of styling has helped her cement a permanent position within the industry. This famous stylist has managed to earn a reputation for giving her clients head-turning moments and virtual consultations for dressing, organizing, and accessorizing their looks by giving priority to the foremost element – comfort.

Now, years after working in the industry with independent clients, brands, and designers, Choy is careful to work only with people who resonate with her vision and the ones she believes in.

“Times are changing and so are the preferences of people. I believe in associating myself with people who are truly keen on raising their fashion game. I always recommend my clients, as well as followers, to hire either a personal shopper or digital stylist if they want to stand out in terms of style, brands they choose, and the appearance they go with. Instead of going back and forth to the mall or a designer store to exchange clothes or fix the fitting, consulting a specialist saves all the time and energy,” adds Choy.

Her personal style and highly-Instagrammable photos are impossible to escape. A look at her portfolio makes it clear that she’s someone who lives on the concept of minimalism and yet brings out the personas of her clients and meets their expectations. Her massive network, online as well as offline, is a testament to her ability to create conversations with a single footwear or bag – or an Instagram photo.