Pauline Durban is the proud founder of Covered Perfectly, a company whose purpose is to provide flattering, comfortable clothing for women over 40. Originally from England, Pauline moved to the United States in 1992.
The Challenge: What to Wear?
As a middle-aged woman, Pauline grew increasingly frustrated with the desperate and tiresome effort of combing through her closet for something to wear! She wanted clothing that made her feel attractive and feel confident that she was showing the best parts of herself. But finding the right tops was becoming a huge challenge. Most of her tops did not play to her strengths and left her feeling exposed.
Instead of settling for the limited fashions available to women of a certain age, Pauline decided to take matters into her own hands. In May of 2012, at the age of 56, Pauline invested her life savings into Covered Perfectly: an online clothing store, dedicated to fashion for women over 50, women over 60 and beyond. She began designing women’s fashions with a focus on fabrics that feel great against the skin. She started with tops and eventually branched out into dresses, skirts, and more. She also chose to use age appropriate models, all of whom are over 40 and most of whom are over 50 and 60.
The MaturePreneurial Journey
Pauline experienced the typical stress and angst that all new entrepreneurs face. On her website, she writes, “Was it scary? You bet it was! As a single woman, I had no one to fall back on. I went through all the ‘what ifs.’ What if I’m wrong? What if no one likes them? What if no one buys them? They went on and on!”
However, Covered Perfectly was launched on May 5th 2013 and mature women of all shapes and sizes love the fashions and have welcomed the concept with open arms. Every week Pauline receives emails from customers who rave about their tops and the company’s excellent customer service, many of whom include photos of themselves in their new purchases.
Today, Pauline says, “Blessed doesn’t even come close to how I feel!” She is a great role model for those of us starting new ventures after 40.