In conversation with: sarah haymes
Key Takeaways from our conversation:
Authentic leadership in luxury starts with being genuinely curious about your team and clients
The foundations of exceptional client relationships remain constant - respect, empathy and authenticity translate across all price points
True luxury service means treating people as humans first, clients second
Success in luxury doesn't require sacrificing wellbeing - it's about finding sustainable ways to deliver excellence
Staying grounded while working with luxury products and high-net-worth clients comes from genuine gratitude and maintaining perspective
I recently sat down with Sarah Haymes, whose varied journey from 90s London model to Head of Personal Shopping at Editorialist offers valuable insights into building a fulfilling career in luxury fashion. Prior to The Editorialist, Sarah headed up the MATCHES Personal Shopping team which is how we met, and I can honestly say she is one of the most inspiring leaders I've had the pleasure of working under. Two standout qualities are her warmth and authenticity – both of which have clearly contributed to her success across both high street and luxury sectors throughout her exceptional (and super cool!) career to date.
"I've always been so grateful of all the experiences and different opportunities that I've been given. I want to make sure my children are proud of me and they see how I interact with people."
Authentic Leadership in Luxury: Learning from the Best
One of the key themes from our conversation was Sarah's emphasis on authentic leadership, drawing inspiration from her early mentor Jane Shepherdson at Topshop. "She was so genuine and open... she would come into the store and want to know what was going on, what clients were actually buying, what they liked, what they didn't like," Sarah recalls. This hands-on approach to leadership and willingness to break down traditional hierarchical barriers left a lasting impression.
What made Shepherdson's leadership style particularly impactful was her commitment to cross-collaboration and empowerment. "If we had feedback, she would say, 'Can you come next week into the buying meeting, and we can talk about these things.' It was never like you worked in your department and were kept in your lane," Sarah explains. This early exposure to inclusive leadership has shaped her own approach to managing teams, which has a focus on empowerment.
Having worked alongside Sarah at MATCHES, I experienced first hand how she embodies this kind of authentic leadership with her own unique balance. She combines genuine warmth and approachability with sharp business acumen - a rare combination in luxury fashion. What stood out was her ability to make tough, data-driven decisions while remaining deeply mindful of their human impact. I watched her navigate complex situations, like managing long-standing but loss-making client relationships, with a level of nuance that taught me valuable lessons about seeing the bigger picture in luxury leadership.
The Art of Building Genuine Client Relationships
Despite the evolution of luxury retail from purely physical towards an increasingly digital omnichannel experience, Sarah's approach to client relationships remains rooted in the same principles of authenticity. "Luxury clients, like everyone, just want to be treated with genuine respect and kindness," she emphasises. This philosophy has served her well across both high street and luxury sectors.
"Clients will remember you for how genuine and kind you are. Everyone, regardless of wealth or status, wants to be treated with genuine respect and kindness."
During our time working together at MATCHES, I witnessed Sarah's philosophy in action countless times. She had a remarkable ability to find common ground with everyone she met, whether through shared humour or genuine conversation. What impressed me most was how she never created artificial distance between herself and high-net-worth clients, despite their often vastly different lifestyles. She understood instinctively that any hint of putting clients on a pedestal would be felt immediately, instead approaching each interaction with natural warmth and authentic interest. Her calm, relaxed approach to client service consistently turned potentially challenging situations into opportunities for genuine connection.
Sarah's personal experience as a luxury customer has also informed her approach to client service. She shared a powerful anecdote about her own experience with a brand interaction which made her think twice about a purchase as a result: "There was a designer once who was so rude... I would never, ever buy a piece of their jewellery because of that interaction. I wouldn't ever want to look down at my hand and think, 'I bought that from that person.'" This experience reinforced her belief that every interaction, whether selling high street jeans or a five-thousand-pound jacket, should make clients feel special.
Navigating the Digital Evolution of Luxury Service
The rise of technology has created new challenges in maintaining authentic connections, which include a growing assumption from clients that interactions and personalised recommendations with brands are all AI driven. Sarah recalled a conversation she had with a client assigned to one of her team at MATCHES who thought her exceptional online personal shopping experience might have been AI-generated. It was a proud moment for her to share with the client that in fact it was a talented (and very real!) member of her team who was getting it so right with their styling choices through hard work and attention to detail, but it highlights the importance of the human touch in luxury service.
"Technology is great but clients want to know whether it is actually still you behind that message, or if it's AI or a robot."
She's observed that clients increasingly want reassurance that they're dealing with real people, not automated systems. I truly believe AI will never be able to match the nuanced and personal experience that a talented human stylist can give.
Redefining Success: From Achievement to Fulfilment
Throughout her varied career often involving travel and the many different sides to fashion, it was interesting to hear how Sarah's definition of success has evolved significantly particularly after becoming a mother. "Pre having kids, I would have just worked day in day out to get to where I needed to be," she reflects. Now, she advocates for a more balanced approach, noticing the importance of reflection and intentional breaks.
"Everyone has stuff going on. Looking back, being chained to your desk or to your computer and just ploughing through the work isn't the answer. Now I know if I get up and move, or go for a walk at lunchtime, or get some fresh air, you come back and are so much more focused."
Observing Sarah's leadership style at MATCHES shaped my own understanding of what sustainable success in luxury looks like. She demonstrated that you could be both commercially driven and deeply human in your approach. I watched her make tough business decisions while always considering their impact on both the team and client relationships - a balanced approach that is so important, but isn’t always common.
Staying Grounded in the World of Luxury
Sarah’s approach remains refreshingly and genuinely humble while working with luxury products and high-net-worth clients. She emphasises the importance of maintaining perspective and how her team at home helps with this! I love this anecdote from our conversation about Sarah returning from the FW24 Burberry fashion show:
"I was all like, 'I've been to the Burberry show,' and feeling pleased with myself and got home to my kids telling me I haven't packed their lunch properly - I was like, 'Okay, back I am! Take off the Burberry trench and just put on my joggers.'"
Advice for Ambitious Fashion Professionals
For those starting their careers in luxury fashion, Sarah offers valuable advice: "Someone coming in being super ambitious and having so much energy is great but learning to train that and take advice and inspiration from other people who've maybe been in the industry longer is important." She has appreciated the value of diverse experiences and building a strong network early in one's career. Her most powerful career advice?
"Go with your gut instinct, and you never get anywhere without asking. Even if you think something can't be done or something you don't know, just ask - put yourself forward and don't be afraid to be vulnerable."
My Perspective
Listening to Sarah talk about her journey felt like having a conversation with a kindred spirit. Her story of finding deeper meaning beyond the surface success in luxury retail hit close to home. I remember feeling that same pull - achieving outward success at NET-A-PORTER and MATCHES but knowing deep down there was something more to explore.
What really struck me was Sarah's take on authenticity in an industry that can sometimes feel like it's all about keeping up appearances. Her story about coming home from the Burberry show to normal family life made me smile - it's those moments that keep us real, that remind us there's more to life than the glossy surface of luxury fashion.
Her evolution resonated deeply with my own path. Like Sarah, I've learned that true fulfilment comes from being genuinely yourself, whether you're helping a client find the perfect piece or supporting your team through challenges. It's about creating those real human connections that make both luxury service and leadership meaningful.
What I loved most about our conversation was the reminder that behind all the beautiful products and prestigious brands, this industry is fundamentally about people. It's about making others feel valued and understood, about creating moments of genuine connection. Sarah's journey shows that you can stay true to yourself while delivering exceptional luxury service - in fact, that authenticity is what makes the service truly exceptional.
Sarah's journey from model to luxury personal shopping leader demonstrates that authentic connection remains at the heart of exceptional service, regardless of how the industry evolves. Her approach reminds us that behind the prestigious brands and beautiful products, fashion is fundamentally about making people feel seen and valued.
If you're a fashion professional feeling stuck and seeking more purpose in your career without giving up the career and financial stability you've worked so hard to achieve, my 1:1 coaching services can help you navigate that transition.
For fashion businesses looking to increase revenue and retain high value clients, I offer personal shopping consulting services focused on omnichannel personal shopping programmes and clienteling workshops to upskill your sales teams.
Feel free to reach out directly at pippa@pippamellor.com to discuss how we might work together.
This interview is part of my ongoing series featuring inspiring people from the fashion industry who have successfully aligned their purpose with their career. Stay tuned for more conversations exploring these topics.