Calgary fashion blogger grows Instagram love into sponsors and business
A focus on fashion, food and lifestyle
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Fashion Blogger Sheena Virmani is a modern minimalist.
She’s confident in her style, what colours she wears on her Instagram account and what she blogs about – and the modern minimalist tone that accompanies it all.
It’s the confidence and consistency that has landed her sponsorships to write about and show off businesses like Viniq sparkling wine, Smart Buy Glasses and Essence Cosmetics.
She’s taking her love of fashion, food and lifestyle and turned it into a small business.
“It didn’t start as a business, but that’s what it’s grown into,” she said. “After I started getting more followers and more attention on the blog, I had to start thinking about my brand.”
It’s been a slow rise: Virmani started fashion blogging two-and-a-half years ago, but it’s only now started to gain traction. Like any business, the first year was a slog – she only posted occasionally, and even now she’s still working her day job as an IT consultant.
“I kind of combined my tech savvy-ness and my love for fashion and lifestyle to create my blog,” she said.
What that combination produced was a weekly schedule, targeting a demographic of 18 to 30 and, most importantly, consistently. She had to nail down her topics.
“So, if you follow me on Instagram, you won’t see random posts,” she explained. “You’ll see stuff about fashion, food and lifestyle. You won’t see photos of me hanging out with my friends.”
Virmani said it’s important to have consistency with each images, and curating the images as a whole.
She sticks to lots of whites and neutral colours. Virmani said that’s reflected in her clothing, but also the backgrounds she shoots against and even the dishes and tables her food is on – so when viewed as a whole, her feed looks consistent.
Virmani said it’s her look and how she captures her demographic that has PR firms and local brands approaching her for partnerships. It’s not all about the number of followers.
And despite giving up all the free evenings and weekends she has outside of work, it’s the most fun she’s having in life.
“If it wasn’t still fun for me, I wouldn’t be doing it.”