Image consultant Louise O'Dwyer tells Brian O'Connell she always knew science was not for her
'Oh I like your shoes," says Louise O'Dwyer, mid-way through describing her unusual career path, "do you mind if I have a quick look in your wardrobe?"
For O'Dwyer, nosing around in strangers' closets for a living is far removed from her past life as a food scientist, which began in UCC in the late 1980s. "At school I picked lots of science-based subjects such as physics, biology and higher lever maths. When I went to my career guidance teacher it was advised that I do science.
"So I found myself enrolling in UCC in a science degree in 1989. Whilst there, a new course called Food Technology started which I transferred to in second year. I knew at that point though that it wasn't for me, I was more of a people person, and the course wasn't giving me any real fulfilment."
Despite such reservations and anxious to find employment, O'Dwyer enrolled in a quality assurance course with FÁS after completing her degree. The course led to a work placement with Tipperary Spring Water as a laboratory assistant and from there to the unlikely setting of a cider orchard in New York.
"After the course with FÁS, I began a six-month work placement with Tipperary Spring Water. It was a typical nine to five, Monday to Friday job, and involved a lot of lab quality management. Once the placement was up I headed for New York, and met a former manager in Tipperary Water, who had just bought an orchard and intended producing cider. It wasn't a million miles from the course really - lots of graduates in my class subsequently went into food promotion."
The work involved arranging tasting nights in pubs, promoting the product and encouraging reluctant bar owners to stock the range. O'Dwyer found her outgoing manner suited the American way.
"I really liked American life, and especially meeting people and organising events. I was really beginning to enjoy the event management side of things. Bar owners would try to shy out of taking the produce and I had an ability to make them change their minds.
"After a few months though, the company was bought out by a large producer and that ended that work."
For the next few months, O'Dwyer took time out to care for her young daughter, and had little thought of returning to work until a chance meeting in a public park changed everything.
"I was in a doggy park one day in Manhattan - one of these places where you are allowed to let your pet run free - when I met an elderly Jewish lady. She complemented me on my appearance and we got talking. She asked me if I was interested in doing a few hours' work for her every week.
"She was a psychologist and wanted someone to bill insurance companies on her behalf. After three weeks working, she walked in one day laden down with clothes shopping and looking a bit frustrated.
"I want you in my wardrobe not my office," she said and I suddenly became her image consultant. I went into her wardrobe and spent days going to and fro to second-hand designer shops. I then brought her along to stores such as Macy's and Bloomingdales.
"Previously she was very image conscious, but would wear mature looking shoes with a more youthful top. She had a spark in her personality that would allow her to wear younger stuff but she was afraid to be too old and afraid also of being too young.
"I helped her along though, and last I heard she's currently looking for husband number three and I haven't got a phone call from her in months, which is good news."
Time had come to leave America and O'Dwyer returned to Ireland with vague intentions to set up an image consultancy. The time wasn't quite right though and family matters took precedence.
"I eventually came back to Ireland and was a little dubious that Irish society was ready for an image consultancy business. So I left it at that and in the meantime had twin boys, which kept me pretty busy. All the while though friends and family were constantly asking me for advice before job interviews or dates.
"My sister-in-law rang me in a panic at one stage looking for something to wear to a wedding. I drove over to her and she basically took the clothes I was wearing off my back and swapped for hers."
And thus began O'Dwyer's image consultancy - A New U - which has been operating successfully since last summer. With an increasing client base, O'Dwyer is currently juggling the demands of a new business with her young family, yet is buoyed by the fact that she has finally found a career that fits.
"At the moment I work the company from home and have developed a formula for new clients which is working really well.
"The essence of what I do is not about changing people; it's more to do with bringing out the best in people. I usually meet clients in their home, and what I do is get to know a person first and try get a sense of their style.
"Next I pull out their wardrobe and conduct what I term closet surgery. I always start with underwear - a woman can't look and feel good in my view if she is not wearing nice underwear.
"The second thing I do is bring someone shopping, and the golden rule here is never buy something you don't already have something to match it with.
"My work is very varied though, along with individual consultations, I also organise fashion shoots and am in the process of writing my first book, so it's pretty hectic."
The business has taken off to the extent that O'Dwyer is now looking to expand and recruit extra staff to help cope with the demand.
"And to think it all began by meeting a stranger in a park," she says.