Podcast Summary: Yasmin Sewell: Intuition Can be a Superpower in Business
Podcast Information:
- Title: The Business of Fashion Podcast
- Host: Imran Ahmed, Founder and CEO of The Business of Fashion
- Episode: Yasmin Sewell: Intuition Can be a Superpower in Business
- Release Date: June 27, 2025
- Description: This episode delves into Yasmin Sewell's transformative journey from a renowned fashion buyer to the founder of Varreo, a groundbreaking fragrance brand that integrates traditional perfumery with holistic practices.
1. Introduction to Yasmin Sewell and Her Transition
Imran Ahmed introduces Yasmin Sewell, highlighting her illustrious career in fashion as a buyer at esteemed institutions like Browns and Liberty. Yasmin's keen sense of aesthetics and intuition played a pivotal role in her success within the fashion industry. However, a personal reset led her to embark on a new venture—Varreo, a fragrance brand that harmoniously blends perfumery with spiritual practices such as Reiki, kinesiology, and neuroscience.
Yasmin Sewell [00:46]: "When I was in fashion, what made me successful was tapping into my intuition and tapping into energy."
2. Yasmin's Esteemed Career in Fashion
Yasmin began her fashion journey in London at the age of 22. Her role at Browns, a legendary retailer known for discovering designers like Galliano and McQueen, earned her significant respect in the industry. Imran recalls Yasmin’s influential presence at Browns, describing how her name was spoken with reverence.
Imran Ahmed [02:33]: "When I first entered fashion, you became one of those buyers that this is before a lot of direct to consumer... you had built already so much respect in the industry."
Yasmin later transitioned to other significant roles at Liberty, style.com, and Farfetch, establishing herself as a creative force in fashion.
3. The Power of Intuition in Career Transformation
Yasmin credits her intuitive abilities as the cornerstone of her success in fashion and her subsequent shift to the beauty industry. She discusses how intuition guided her in discovering remarkable designers and inspired her to create Varreo.
Yasmin Sewell [04:13]: "When I met him [Jonathan Anderson], there was a rush that went through my body... it was something about this guy that's kind of brilliant."
Her intuition led her to mentor Jonathan Anderson, helping him transition into womenswear and accessories, eventually positioning him as the Creative Director of Dior Men's, Women's, and Haute Couture.
4. Balancing Intuition with Analytical Thinking in Business
Imran poses a question about balancing intuition with analytical thinking, especially in a business landscape that often prioritizes data and numbers. Yasmin explains her approach to integrating both facets.
Yasmin Sewell [07:11]: "I lead with intuition, and I use the brain as a tool. I don't think the brain can take us that far."
She emphasizes leading with the "gut" (98% intuition) while utilizing her analytical skills (2% common sense) to navigate business decisions. Yasmin shares her strategy of blending intuitive insights with practical business acumen, ensuring that both elements guide her company's trajectory.
5. The Genesis of Varreo: From Vision to Reality
Yasmin recounts the inception of Varreo during a period of personal transition, including a divorce. This time of change became a catalyst for her creative vision.
Yasmin Sewell [09:55]: "I sat in my house and I thought, okay, I'm going to paint my house... Varreo came to me as an absolute vision from somewhere else."
Inspired by the concept that energy is the source of everything, Yasmin envisioned Varreo as a brand centered around energy and sensory experiences. She collaborated with experts like Lynn Harris and Maeve McCurtain to formulate her first fragrances, focusing on emotions such as freedom, liberation, sensuality, empowerment, and self-love.
6. Overcoming Challenges: From Idea to Market
Transitioning from fashion to beauty presented Yasmin with numerous challenges, particularly in product development and execution. She admits,
Yasmin Sewell [13:00]: "I didn't know how to make anything at all, so I had to really bring in people to tell me how to make anything."
Yasmin highlights the difference between the fast-paced, ever-changing fashion industry and the enduring nature of beauty products. Her determination, clear vision, and willingness to take risks enabled her to navigate these challenges successfully.
7. Varreo Today: A Blend of Beauty and Well-Being
Varreo has evolved beyond a traditional fragrance brand. It positions itself within the well-being space, aiming to transform individuals' energetic fields through sensory experiences.
Yasmin Sewell [16:46]: "We are enhancing that in the scent... they spray our scents, they will amplify your vibration, like the new dress."
The brand has garnered global attention, with partnerships involving esteemed investors and retail partners like Mecca Australia and Liberty. Customer feedback underscores the profound impact of Varreo's fragrances on their emotional and energetic states.
8. The Undervalued Power of Intuition in Business
Yasmin discusses why intuition remains undervalued in the business realm. She believes that the unseen nature of intuition makes it difficult for many to comprehend and trust.
Yasmin Sewell [18:16]: "People can't really make sense of it. I think anything you can't see the unseen is sort of nerve wracking to people."
She shares personal anecdotes illustrating how intuition aids in making critical decisions and enhancing personal and professional relationships. Yasmin advocates for embracing intuition as a complementary force alongside analytical thinking.
9. Cultivating and Trusting Your Intuition
For listeners seeking to harness their intuitive abilities, Yasmin offers practical advice. She likens intuition to training an AI tool— the more you listen and trust it, the more refined it becomes.
Yasmin Sewell [20:10]: "It's like meditation. People say, I can't meditate. Meditation is just a separation from the thought and the mind and watching them from a distance."
Through practices like meditation and mindful listening, individuals can differentiate between analytical thoughts and intuitive insights, fostering a deeper connection with their inner guidance.
10. Conclusion: Embracing a Holistic Business Approach
The episode concludes with a reflection on Yasmin Sewell's remarkable journey from fashion to beauty, emphasizing the integral role of intuition in her entrepreneurial success. Her story serves as an inspiring testament to the power of harnessing both intuition and analytical thinking to create impactful and innovative businesses.
Imran Ahmed [22:59]: "Your energy is huge."
Notable Takeaways:
- Intuition as a Business Asset: Yasmin underscores the importance of intuition in making decisive and impactful business choices.
- Holistic Branding: Varreo exemplifies how integrating spiritual and emotional well-being into product development can create a unique brand identity.
- Balancing Intuition and Analysis: Successfully blending intuitive insights with analytical strategies can lead to sustainable business growth.
- Personal Transformation: Personal life changes can serve as powerful catalysts for professional reinvention and innovation.
This episode offers valuable insights for fashion creatives, entrepreneurs, and business leaders seeking to integrate intuition and holistic practices into their professional endeavors.