Fashion Capsule (formerly The Honey Mustard) has been in business since November 2003. Director Sarah Murray earned her Honours BA in English from the University of Toronto and was working as a freelance writer and boutique manager in Vancouver. Then the editor at Fashion Magazine (Sarah had completed an internship there) passed on contact info for a jewellery designer who needed help with a press release.
Sarah figured she could write anything and she already had a media database as a freelance writer. So she simply turned “can I write this story for you?” into “I have a great story that you should write.” The jewellery designer proceeded to hire her to do publicity for a market that received much coverage; this lead to Vancouver Fashion Week hiring Sarah to do publicity for their shows. Eager to break into the industry Sarah lived at VFW that year, talking to the designers and vendors in the corresponding VFW market place.
The following year The Honey Mustard did publicity and fashion show coordination for Vancouver Fashion Week. Those two seasons introduced Sarah to enough local designers to start her communications and fashion show production business. Word of mouth spread and clients started coming to her. Now Fashion Capsule and Sarah have been credited by the Westender newspaper as “helping to jump-start the local fashion boom.”