Gqeberha resident Amanda Lee Bosch started her image consulting business 15 years ago, after having had her children.
With a passion for helping people rediscover their confidence and expressing who they truly are through their style, Amanda Lee Bosch Image Consulting was born.
Please share some background on yourself and how the business was started?
I studied advertising at the AAA School of Advertising in Cape Town after I left school, but realised PE (Gqeberha), at that stage, did not have many ad agencies, so I did a psychology degree with Nelson Mandela University at night, while working at Algoa FM, thinking I would pursue a counselling career.
After I had my children, I heard about image consulting and I was intrigued, so decided I wanted to learn more about it.
What is your core service?
Through personalised image consulting, I help clients rediscover their confidence, elevate their style, and express who they truly are — inside and out.
I don’t just change how people look — I change how they see themselves.
I do this by starting off with a colour analysis.
During this consultation I will ascertain your skin tone by means of colour draping, and determine your hair and eye colour to discover whether you have warm or cool undertones.
This helps determine the colours that will complement your skin tone, and the intensity of colour, before finally determining your recommended colour pallet.
You are then given colour recommendations on makeup, hair, sunglasses and accessories, ending the consultation with a professional makeup application in the correct colours and according to your face shape.
You will receive a colour swatch to make shopping for the right colours easy and fun.
The figure analysis: That’s all about the art of disguise and dressing for your figure shape.
From tops, jackets, jewellery, handbags to pants, you will be taught how to wear these items and eliminate the drab and drudgery of what to wear.
A quick, fun questionnaire will reveal your clothing personality, which allows you to enhance who you really are.
In this consult we also discuss the correct way to accessorise as this is the final touch to make sure you look perfectly groomed.
This consult includes a full body analysis booklet with all the personal advice you will ever need to look great. I also offer a shopping spree consult and a wardrobe cleanse consultation.
What makes your business unique?
I sell confidence, not just style
It goes far beyond just fashion and clothing.
Every client is different and so is my approach.
I’m not just fixing the outside — I’m helping clients align their appearance with who they are inside.
It’s a one-on-one approach where we focus only on you and your needs.
How did you navigate your business during the pandemic and load-shedding?
I don’t do consultations during load-shedding because I use lights to help with the skin tone analysis.
If someone wanted to copy your business model, how would they start?
You need to do an image consulting course with a reputable business and buy the tools needed for assessing skin tones, makeup in a range of colours, and so on.
I also think an inherent sense of style is fundamental.
What are some of the biggest inhibitors your business faced before getting off the ground?
I think marketing myself — I still feel that way.
I’m really good at my job, but I’ve relied purely on word of mouth
Do you have any tips for budding entrepreneurs or new business owners?
Get up to speed on social media.
It’s a pet hate for me but as a read recently, it’s the modern day cold calling.
What are some of your biggest challenges in day-to-day business operations and your particular industry?
Again, having a large social media presence.
If you have a small following on Instagram, people judge your business, but in my case, it just means I’m bad at social media — I’m amazing in my career.
What is the best advice anyone gave you on success?
Consistency in everything.
A bit like raising children. Ha-ha
How do you measure or define success in your business?
I know I’m one of the lucky ones in terms of loving what I do, and I think that shines through in my business.
It’s also the incredible feedback I get from past clients.
For example, a man that wanted to elevate his style for a big promotion, and he got it after six months, or the women who call to say how it’s changed their relationship with their body because they are wearing things that make them feel fabulous.
It’s the feedback.
What are some of the best practices that have made your business successful?
My expertise, my ability to connect with people and being true to myself.
I also believe in authenticity over imitation.
What advertising do you do?
Word of mouth, Facebook and Instagram.
I am also a guest speaker at many events.
What is your company’s vision?
To create an environment where a person, regardless of age, background or body type, feels seen, celebrated and confident through intentional image and style.
What is your target market?
All ages, all races, all genders.
What have some of your highlights been in running your business?
Besides the amazing feedback from clients, styling a few fashion shoots.
How important is social media and an online presence for your business?
Very important.
More than I realised.
How many people do you employ?
I’m a one-man band.
Do you have any plans for expanding the business, and how would you go about this?
I want to introduce an etiquette model into my offerings and start an accessory line.
How did you acquire funding for the business?
My husband paid for my course (I was a stay-at-home mom at the time)
What is the biggest lesson you have learnt from your business journey so far?
That mostly people are lovely if you take the time to connect with them.
I’ve never had a client I haven’t enjoyed working with.
Also, to be grateful.
I am grateful every day that I have been able to combine my love for clothing into a business that helps others.
What have been the greatest challenges and advantages of running your business in a city such as Gqeberha?
I think trying to get people to understand what it is that I do.
I still have people that think they have to get into their underwear for the body analysis, which is not accurate.
The body analysis is all about the ratio of shoulders to hips. Not size.
What do you believe are the three traits of a successful entrepreneur?
1.To have emotional intelligence — to be able to read between the lines and listen well.
2. To keep learning and to keep up with the trends.
3. To have a vision — I need to be able to visualise my clients’ transformation before they even see it.
What do you feel are the traits of a successful employer?
• Confidence, communication and commitment.
What do you wish people knew about your industry?
I wish more people knew how much money they could save after a consult with me — and that it’s never about dressing similar to me — it’s all about discovering their own style.
It’s so much fun.
The Herald
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.