by On paper, Cath Weller – in the past four years the “face” of the fashion brand Wyse – should not be someone to warm.
The idea of an influencer who extends advice for nutrition in your “network” would normally make me tap. But on the other hand, warm for you. Because Cath is not an average social media influencer.
In fact, despite her 37,000 supporters and her role in Wyse, she is not really an influencer or at least not full -time.
The 54-year-old Cath Weller, who receives social media @Mrsaddtobasket, has a full-time job in a world that moves away from the filtered reality of Instagrams Little Squares. She is a director of the largest housing association in Wales, where it is her job to offer critical services such as a place to life and for care for the needy.
“I don’t have to be an influencer,” she tells me when we meet your home office via video calls.
“I already have a full -time job that I enjoy. But I have always joked that I am a frustrated TV presenter because I feel very comfortable in front of the camera, and I also love fashion and find solutions for the problems of people.”
Weller, who lives in Murmeln with her husband Matt, 58, son Teddy, 21, and Black Labrador Margot, has a Welsh Welsh accent and appears smiley, neat and flawlessly invented. She wears a bright red jumper who, with the slogan “never too much” from her upcoming capsule collection Cath X Wysis, and a clothing rail, behind her (“This is my joy!”, I spy on one of her trademark -Gucci handbags that sits in the end.
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How it started
“A lot has changed in my life around the time of pandemic. My job was stressful. I was responsible for health and security for our society with social housing and you can imagine how it was while covid and tried to protect older people in nursing homes. When we went to the lockdown, my meetings started at 6 a.m.
At that time it was so Weller – who confesses that she was “always obsessed with fashion and beauty, I am a born consumer!” – started to use Instagram.
“My friend Helen had actually set up the report for me, but I rarely used it for the occasional contribution about a beauty product or something I bought. I had 100 followers for about two years and I didn’t try to expand it or anything.”
Cath Wears: Speced-Toe Pumps with Gurten, £ 329, Maje
Weller discovered Wyse during the first closure by Helen. “At that time, Marielle [Wyse, founder of the eponymous label] I did a lot of joint structure, many Instagram sessions “live” and I really started to deal with it, “she says.
“I was at home, I wanted a bit of joy. I had lost three stone and wanted to integrate a little more color into my wardrobe. In addition, video calls meant that people could only see my upper half. I only needed a whole new look.”
Weller, a self -made “about the thinker”, contacted Marielle Wysis directly and asked her for advice to send photos of herself in some of her purchases. When the couple met in 2020 at one of the brand’s shopping events, they really got on and began to work with further live videos on social media. Customers loved them.
“You flew!” says Weller with visible joy.
Cath official: Lauren Blouse, £ 165, Cath X Wyse; Blondie medium -sized top handlebag, £ 2.530, Gucci
“People asked me questions, questions, Marielle also got a lot of commitment, it was an incredible reaction. The brand was also at a time to grow. At the beginning of 2021 I became an official Wysis ambassador.
How is it going
This feeling of chance and authenticity is an essential part of Cath Weller’s attraction. She says she will only work with brands that she really likes and has rejected many lucrative offers from companies whose products she does not believe.
“I do not accept any cooperation from things that I don’t really believe that they really work. A great pressure on influencers is that they earn all of their money. Don’t get me wrong, that earns me money that I can spend on a nice vacation or a Gucci handbag, but it’s not my core.
Your day starts at 5:30 a.m. and ends at 8 or 9 p.m. “I have a lot of energy,” she says.
Cath Wears: Charlotte Coat, £ 425, Cath X Wyse
“I speak to Marielle every morning, then I make our social contributions, create the content and publish it at seven o’clock. Then I am on the golf course that goes for a walk.
Weller also admits that she does not resemble her Instagram self all the time. “I don’t wear make-up very often,” she admits. “What people see online is the tip of the iceberg.”
In many ways, Cath Weller’s Split Life Story reproduces that of Wysis founder Marielle, whose original career was in TV production, especially in natural documentary films. After taking the time out to take care of her two children, she decided to try her hand in fashion in 2015, which she had always enjoyed.
In 2019, its brand of knitting paths expanded to a more diverse range of separations that had been aimed for at women between 40 and 65 years and six to 18 years. When the pandemic took place, Wyse decided to sell the department stores directly to customers via their own website and social media. Here the cathse came into play.
Cath Wears: 18ct Gold Signet Ring, £ 1850, Alicat
“When I met Cath five years ago, it was such a happy moment,” says Marielle.
“I recognized her from pictures that she had sent to me on Instagram. To sound a bit kitschy, it really felt like we were taking a conversation. She was such a bundle of joyful energy and positivity – not to mention totally stylish, so we undoubtedly. Robin.
The 10 simple pieces
And now Weller has her own 10-part capsule collection with the brand, which revolves around a navy and a red palette, with pops-naturally von animal pressure.
Cath civil servants: Vivienne dress in tomato red, £ 280, Cath X Wyse
“I can now tell people that I am a director during the day and a designer at night,” giggles. “I am wearing the straight -line jeans, I wore them two days ago and I will wear them tomorrow. They are really great. Marielle and I have worked together to create these pieces from my feedback about what I thought, Wysis would miss the reaction of buyers about the people my age.” It’s okay for you to carry this here “or” can style. “
Do you see how you work with Wyse to find solutions, do I wonder?
“Yes. That is exactly what,” added Weller.
“I am not a trained fashion stylist, but I am used to finding solutions through clothes. Because I was not always as comfortable or confident about my body and looks like I am now. I thought about what to put on to either look slimmer or improve my best parts. I have improved my best parts. See clothes.
The style rules of cathy
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Tonal dressing works harder – it extends the figure, looks luxurious. The key is the mixture of textures.
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Stop on three colors at the Outfit building – everything more and the balance is lost.
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If in doubt, they look better and feel more comfortable.
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A pointed kitten dock ends everything – it adds polish, extends the leg and gives a little height without affecting the ease.
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In case of doubt, overdress – it is never the wrong decision.
