A Cool Brand Owner Shares Her Style Rules

We’re big fans of Natalia Georgala’s chic and wearable approach to fashion. Plus, the founder and director of fashion brand WOERA is also an up-and-coming name on Instagram – hence why we asked her to share the style rules she lives by.
By Elaine Lloyd-Jones

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Know your three words. My personal style is best described as minimal, practical, and refined. I’ve reached a point in my life where less is more, and practicality is key. I work long days either at our showroom or running around between different meetings, so wearing things that are smart and practical is a priority. 

Use accessories to transform an outfit. A good pair of shoes or a piece of statement jewellery can instantly elevate any look. You can also use them to add a pop of colour or point of interest to make your outfit feel that bit chicer or more polished. 

A good pair of shoes or a piece of statement jewellery can INSTANTLY ELEVATE ANY LOOK.

Invest in timeless, versatile pieces that make you feel confident. If you do, then no matter what you throw on, you’ll always look and feel your best. I’ve been building a capsule wardrobe of good quality basics over the past few years and it’s been life changing. Getting dressed is now one the easiest parts of my day.

Incorporate a focal point into every outfit. That could be a statement piece of clothing or an accessory – for me, it’s normally a pair of trousers or shoes. Once I’ve chosen my focal point, I build the rest of my look around it. The result often varies depending on my mood and schedule, though.

Only embrace the trends that feel right for you. For example, I’m loving the Gucci embellished slingbacks, which some might say are too feminine for me, but I can see myself dressing them down with oversized jeans and a cool cashmere jumper. It’s all about making them work for you.

During a typical week, most of MY LOOKS REVOLVE AROUND A GOOD PAIR OF 501s.

Stock your wardrobe with some key pieces. It’s worth investing once you really understand your own style, as you’re more likely to opt for things that you will love for a long time. That said, I think everyone should have a great white shirt, good jeans, a tailored blazer, black boots and a good quality wool or cashmere coat. My favourite brands at the moment are WOERA for quality, everyday pieces, Prada for outerwear and pretty shoes and Levi’s. During a typical week, most of my looks revolve around a good pair of 501s.


Understand there’s a trick to dressing for the cold. Choose high-quality, well-made pieces in the same colour palette to keep you warm and cosy. Then, layer these pieces to create a cohesive look – you can add or remove them as needed, safe in the knowledge that everything goes together. I also like to add statement pieces, such as a bold necklace or a pair of earrings, to add visual interest and break things up. 

EMBRACE YOUR OWN STYLE and don’t copy anyone else. That’s the secret to great style.

Know where to find fresh inspiration. Pinterest and Instagram are both a great way to spark new ideas and gain a sense of what’s trending. I’d also recommend taking a break from shopping and only wearing what you already have in your wardrobe. It might sound counterintuitive, but it can help you rediscover your personal style and come up with new outfits. My favourite people to follow on Instagram are @PernilleTeisbaek for the season’s key pieces; @JosefineHJ for her minimalist aesthetic and @RosieHW. I’m also decorating my apartment right now, so I’ve been down an interiors rabbit hole. I follow @ArchDigest, @TheMillieVintage, @Architeckure, and of course, the inimitable @KellyWearstler.

Don’t be afraid of re-wearing your favourite pieces. I bought my Bottega Veneta large Jodie in black in September before Paris Fashion Week and have used it pretty much every day since. It’s the perfect size, fits both my laptop and iPad, and also looks smart enough for evenings out.


Prioritise sustainability where possible. The entire industry is becoming more aware of the environmental and social impacts of fashion, so we all have to examine our part in this cycle of waste by developing new habits, such as buying only a few pieces that we can wear for years to come, or by investing in pre-loved fashion (I’m a big fan of Vestiaire Collective). I’m thankful I now understand exactly what I love and what my wardrobe needs, so I’m very considerate with my purchases. 

Embrace your own style and don’t copy anyone else. That’s the secret to great style. It all comes down to expressing yourself, being comfortable in your own skin and wearing clothes in a way that shows off your personality. When it comes to style icons, Princess Diana is up there for me. She was a woman with an extremely sophisticated fashion sense, exuding effortless confidence in every possible way. She’s the epitome of the WOERA girl – a symbol of beauty, strength and style.

Follow @NatGeorgala and @WoeraOfficial  on Instagram.


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