Let me tell you something about running a clothing boutique that you might not expect.

I spend almost as much time deciding what NOT to sell as I do choosing what makes it onto the website. And believe me, there’s plenty to reject.

For every fabulous blouse, beautifully detailed jacket or pair of jeans that makes me stop scrolling and say, “Oh, now THAT’S interesting,” there are countless others that leave me wondering what on earth the designer was thinking.

Sometimes it’s the fabric. Sometimes it’s the fit. Sometimes it’s a perfectly lovely garment that looks suspiciously like everything else already available at every other retailer on the planet.

And sometimes?

Well, let’s just say there’s a fine line between fashion-forward and fashion emergency.

So today, I’m pulling back the curtain on how I choose merchandise for Creative Muse, what makes me pass on a style, and why some perfectly respectable clothes will never earn a spot in our collection.

1. If I’ve Seen It Everywhere, I’m Probably Not Interested

There’s nothing inherently wrong with a plain sweater or a conventional pair of jeans. We all need dependable pieces in our wardrobes. But there are already approximately eleven billion places to buy those.

Creative Muse exists for women who want something a little different. Something with personality. Something that makes getting dressed feel less like a daily obligation and more like an opportunity to express themselves.

That doesn’t mean every garment needs sequins, embroidery, dramatic sleeves and seventeen different colours. Sometimes the most interesting detail is a beautifully shaped neckline, an unexpected seam, a flattering silhouette or a subtle twist on a classic.

I’m looking for that little something that makes an ordinary garment worth a second look. If a piece doesn’t have it, I’m usually moving on.

2. Pretty Isn’t Enough. It Has to Feel Good, Too.

I’ve encountered some truly beautiful clothing that has absolutely no business being worn by an actual human being. Scratchy fabrics. Stiff construction. Uncomfortable seams. Sweaters that look deliciously soft but feel like you’ve wrapped yourself in a decorative scouring pad. I'll pass, thanks. 

I want Creative Muse customers to genuinely enjoy wearing their clothes—not spend the entire day counting the minutes until they can take them off. That means paying attention to fabric composition, stretch, weight, drape and construction.

Of course, different garments have different purposes. A structured denim jacket isn’t supposed to feel like a cashmere cardigan, and a delicate lace blouse will never behave like your favourite cotton T-shirt. But whatever its purpose, a garment should feel appropriate for the way it’s meant to be worn.

3. The Fit Has to Make Sense in Real Life

Oh, the things clothing manufacturers call flattering. Some of them are quite creative. When I’m considering a new style, I’m looking beyond how it photographs on a perfectly posed model. I’m thinking about how it will fit different figures, how the fabric falls, where the waistline sits, how the sleeves are cut and whether the proportions make sense.

I’m particularly drawn to pieces that provide a little flexibility in fit without sacrificing shape. Relaxed silhouettes, interesting draping, well-placed seams and forgiving waistbands can all be wonderful things. But oversized doesn’t automatically mean flattering. Neither does fitted. The magic is in the proportions.

It’s also why I put so much emphasis on garment measurements and fit guidance. A manufacturer’s size label only tells part of the story, and one brand’s medium can bear very little resemblance to another’s. My goal isn’t to convince every woman that every garment will suit her. It’s to help her find the pieces that actually will.

4. There’s a Difference Between Interesting and Ridiculous

Now, this is admittedly subjective. And I freely acknowledge that my own wardrobe has occasionally contained items that other people might consider questionable. But there’s a method to my madness.

I love an unexpected detail. A dramatic sleeve. A fabulous print. An unusual pair of jeans. A jacket that makes you stop and look twice. What I’m less enthusiastic about is a garment that appears to be experiencing an identity crisis. You know the ones.

Ruffles, fringe, embroidery, cutouts, metallic buttons, contrasting panels and an enormous decorative bow. All on the same blouse.

At some point, someone in the design department needed to put down the embellishment gun and go home. A great statement piece doesn’t need every interesting design element known to mankind. It just needs the right ones.

5. I Want Clothes That Can Actually Earn Their Keep

This is a big one. I absolutely love a dramatic piece of clothing. But I’m even more excited when I can immediately imagine several different ways to wear it. Can those statement jeans work with a simple sweater for coffee and a beautiful blouse for dinner? Could that embellished jacket dress up a basic outfit without looking out of place? Is the gorgeous top something you’d wear once for a special occasion, or could it become a favourite you reach for regularly? The more ways I can imagine styling something, the more interested I become. That doesn’t mean every garment needs to be practical in the traditional sense.

Sometimes you buy something simply because it makes you ridiculously happy. And I fully support that. But the best pieces tend to offer more possibilities than you initially expect. That’s the kind of value I love bringing to Creative Muse.

6. Sometimes What Arrives Isn’t What I Expected

Here’s a less glamorous little confession. Not every buying decision works out perfectly. There have been garments that looked absolutely spectacular in supplier photographs but were considerably less impressive once they arrived. Sometimes the colour is different. Sometimes the fit is bizarre. Sometimes the fabric doesn’t live up to expectations. And occasionally, I open a shipment and wonder whether the manufacturer and I were even looking at the same product.

It’s one of the frustrating realities of sourcing clothing, particularly when you’re working with multiple suppliers and trying to bring customers styles that aren’t available everywhere else. Photographs and product specifications can tell you a lot, but they don’t always tell you everything. That’s why I continue refining product descriptions, measurements and photography as actual merchandise arrives and I can evaluate it more closely.

I’d much rather tell you that a sweater fits generously or that a fabric behaves differently than expected than leave you to discover it after opening your package. Because while I can’t promise every buying decision will be a masterpiece, I can promise to take the accuracy of the information you receive seriously.

7. I Have a Secret Weapon. Actually, Several.

Here’s something you might not know about how Creative Muse collections come together. I have a Style Council. No, we don’t wear robes, hold secret meetings by candlelight or vote anyone off the island. Although, now that I think about it…kidding.

My Style Council consists of an intimate group of actual Creative Muse customers whose opinions I trust and whose honesty I value enormously. These are women who know our clothing, understand our aesthetic and, perhaps most importantly, aren’t afraid to tell me exactly what they think. I regularly share potential new styles with them before making my final buying decisions.

Sometimes they’re every bit as excited about a piece as I am. Other times, they notice something I’ve overlooked, question whether a particular style will appeal to our customers or talk me right out of something I was convinced was a winner. And trust me, these ladies aren’t in the business of telling me what I want to hear. 😂 That’s precisely why their input is so valuable.

When you’re immersed in merchandise selection day after day, it’s easy to become attached to a particular style or develop a little tunnel vision. Having another set of eyes—or several—helps me look at things from different perspectives. And because these women are customers themselves, they’re evaluating potential purchases from the same perspective as the women who will ultimately be wearing them.

What catches their eye? What makes them hesitate? Would they actually wear it? And perhaps the most revealing question of all: would they spend their own money on it? I’m very fortunate to have a thoughtful, opinionated little sounding board helping me along the way. 

I’m incredibly grateful for the time, enthusiasm and candid feedback these ladies contribute. Because while Creative Muse is personally curated by me, some of the best decisions are shaped by the women who actually shop here. And I think there’s something pretty special about that.

8. Ultimately, I’m Shopping With YOU in Mind

When I’m browsing potential merchandise, I’m not just thinking about what’s trending. I’m thinking about the women who shop at Creative Muse. Women with busy lives, individual tastes, different figures and absolutely no obligation to dress like everyone else.

Women who appreciate beautiful details but don’t necessarily want to sacrifice comfort. Women who still get excited about finding something special, regardless of their age. And women who subscribe to the mantra that getting dressed should be a highlight of every day.

I think about what you’ve purchased before, what you’ve loved, what hasn’t worked, and the questions you’ve asked me along the way. That feedback matters. Whether it comes from my Style Council, a customer review, an email or a casual conversation, it helps shape what I look for next.

One Last Confession…

I don’t expect everyone to love every piece I choose. In fact, I’d be slightly concerned if they did. Personal style is supposed to be personal. What makes one woman swoon might make another raise an eyebrow. That’s part of the fun.

But if you visit Creative Muse and discover something that makes you smile, sparks an outfit idea or has you mentally planning where you’re going to wear it before you’ve even checked the size chart? Well, that’s exactly what I’m hoping for.

P.S. I’m curious—what’s your biggest dealbreaker when shopping for clothes? Uncomfortable fabrics? Terrible fit? Boring designs? Or something else entirely? Leave a comment below. I’m taking notes. 😉