About PUALEI

My love for fashion…

began at a young age, when I would watch my Mother sew the most beautiful clothing, and look through photo albums filled with black & white images of her wearing the gorgeous gowns & dresses she had sewn. As soon as I could start earning my own money (babysitting for neighbors at 10 years old) I would run to the local grocery store to buy VOGUE & ELLE magazine and dream of modeling the beautiful garments on their pages. 

After modeling off & on through college, graduating with my undergrad in Political Science & Communications, and becoming a Mom, I returned to the Fashion Industry in 2013, partnering with a friend to build a successful online women’s boutique. During this time I styled hundreds of outfits and items for photo shoots on all sizes of women. In 2018, I left that partnership to open EDYNKEI, a store front boutique in Pleasant Grove, Utah. My boutique, where I would spend time with shoppers, acquiring more experience dressing different women, is how I gained a true understanding of how impactful the fashion and beauty industry is on women. 

It was during a boutique shopping session when one of my regular, local clients shared that she loved my shop because it was a safe space to try things on, that I first began to understand the need for helping women love and embrace their own individual bodies. This was when I began my mission to help women understand there is no ideal body type, and to help them recognize and love their own unique, intrinsic beauty. 

I began taking private styling clients to help them own their beauty, understand how to dress their individual bodies, and build a wardrobe they love. And I became more intentional with my boutique, turning it from an ‘inclusive’ sizing store, to a ‘size neutral’ boutique with no sizes. A clothing store where you are not told by the number or letter on a tag whether or not something should fit, where you have to come in and try everything on and see how it makes you feel. 

I have since had the opportunity to work with dozens of clients in a range of styling services and image consulting, from wardrobe clean out’s, to closet organization, personal shopping, branding shoots, creating capsule looks, trip packing & event styling. I have also had incredible success coaching women on cultivating self love, building confidence, attuning to their own beauty, and gaining a healthy and loving body image. Last year I had the opportunity to share my knowledge and experience with Utah’s biggest fashion brands at the Utah Business Magazine, Fashion Roundtable. 

I have worked with Founders, Executives, College Professors, High School Teachers, Coaches, Artists, Stay At Home Mom’s, and women of all careers and backgrounds. Whatever you do from day to day, you deserve to love getting dressed. Fashion is a tool that enables us to more deeply embody who we are.