Sushana Guthrie champions diversity with Get Fab Now Fashion
Entrepreneur Sushana Guthrie is winning in diversity with inclusive women’s wear. Today, she celebrates her journey to confidence and self-love in Get Fab Now Fashion.
“Fashion is everything to my team and I. It’s a form of love and self-care for us. We are all about inclusivity and giving every woman a sense of belonging irrespective of their shapes and body types,” Guthrie told Living, adding that this has become the groundbreaking ministry as it relates to women empowerment, confidence building and putting self love and acceptance on strutting display.
Growing up, the business owner recalled priding herself in looking her very best. Despite funds being limited, she made do with her fashion choice, bringing an innovative neatness and cleanliness to the table. “Holidays like Christmas, Boxing Day and New Year’s Day were my ultimate fashion havens. I would save up my lunch money, just to ensure I secure the best pieces downtown,” she revealled.
In the classroom setting, she took fashion lessons from her prefect in high school. She became a mentor of sorts, showcasing her great sense of style, while introducing her trend in the church. Over time, Guthrie was able to build her own mini-collection, with staple pieces in brown, black and white hues that could easily interchange to create a fresh approach to ready to wear.
So how did she get from style student to fashion teacher? Similar to saving and splurging over the holidays, her style story began filling pages and closets after taking her vacations.
“I’m literally a shopaholic. So whenever I travelled for vacations, my luggage would always be overweight. My closet is always overpacked, but well organised. Going into this line of business made sense, since it would give me more reason to shop without feeling guilty or being reprimanded for excessive spending,” she shared.
Get Fab Now Fashion officially opened its doors in Montego Bay, St James, in October 2018. “Customers love us, competitors respect us and the critics admire us, simply for the fact that we’ve been innovative, trendy yet one-of-a-kind and unapologetically fabulous,” the business fashionista said.
The trends in-store these days include sports wear, leather pants, sexy Maxi dresses, lingerie, special occasion pieces for graduations, christening, birthdays, as well as must-have shoes and accessories.
Providing fashionable alternatives for the local and international ‘dollies’, the company is as real as it is relatable. Hence the gravitational pull for customers, all in the presentation.
“Once you land on our page you’ll find a real bodied model that you can relate to as an everyday woman. We cater to all body types ranging from extra small to 5XL. Our customer service is top tier; we value all customers, irrespective of their socio-economic background. You’ll be given the same amount of love, respect and attention,” she highlighted.
Although God has been extremely good to her, entrepreneurship, she explained, is not for the weak. One of the biggest hurdles she has had to jump so far is separating her personal taste from those of her customer, a task which is easier said than done in her book.
“Sourcing and rolling out the inventory in a reasonable time frame according to the trends and current events is another obstacle. Staffing is also a challenge because they often believe that they don’t have to put in the hard work; because everything looks good on the Internet but they don’t understand it’s hard work behind the scenes.” She has overcome the challenges with time, wisdom, commitment and purpose.
Guthrie initially started in beauty with the hopes of providing a convenient one-stop shop for any occasion. Tapping into the hair department, she supplied bundles, closures and frontals, there was also a beauty bar designed for makeup as well.
“Unfortunately, that aspect didn’t work out as initially intended. So I put a pause on it, redesigned the space, got all current stylists certified in order to create a more wonderful and fabulous experience for our customers,” she said.
It is her hope to have the complete package up and running in short order and expand from the second city into other areas of the island, as well as overseas.
Her advice to those looking to find their style but don’t know where to start is to go with what makes you happy, even if it means being different, “You are special, so seek to create your own path, your own lane and never live in anyone else’s shadow. Once you are clear with the visions or standards you have for yourself, invest in yourself, trust your instincts and everything else will flow naturally.”