Startup Story

Veronique-Chantelle Mew is a Chartered Accountant, a certified Life Coach and Personal Trainer, a breast cancer survivor, and the founder of Tall Story, based in South Africa. While working as a Chartered Accountant in the corporate world, she felt limited by conforming to someone else's vision and knew deep down that she wanted to start something of her own. In 2016, she resigned from her directorship position at an international company, and decided to embark on her entrepreneurial journey. She was determined to pursue her passion, knowing that this was where her heart truly belonged. Veronique launched Tall Story in 2022.

LoA spoke to Veronique to find out more about her entrepreneurial journey, what drives her passion, and her vision for the future.

What does your company do?

We offer superior quality essential clothing, tailored for tall women and focus on providing our customers with the fundamental pieces needed to build a versatile wardrobe. We are empowering women with the freedom and confidence to stand tall, beautifully celebrating their unique identity.

“We are empowering women with the freedom and confidence to stand tall, beautifully celebrating their unique identity.”

What inspired you to start your company?

I am a tall woman. From a young age I faced the frustration of not being able to find clothing that catered specifically for my tall frame. For many years I imported my clothing from Europe but it became very expensive due to exchange rates and duties. The idea of creating a solution for tall women's fashion needs intrigued me, and I established that there was a gap in the market. Armed with the skills as a CA, and with pure determination, I decided I was perfectly positioned to bring my idea to life, and so Tall Story was born.

What makes your business, service or product special?

There are no premium clothing brands that cater specifically for tall women in Southern Africa. We supply high-quality, foundational clothing that makes tall women feel comfortable and confident. We are on a mission to change the current non-inclusive fashion industry that favors fast fashion and leaves tall women feeling alienated and self-conscious, and achieve a world where every woman, regardless of her height, feels included and empowered.

“We are on a mission to change the current non-inclusive fashion industry that favors fast fashion and leaves tall women feeling alienated and self-conscious, and achieve a world where every woman, regardless of her height, feels included and empowered.”

Tell us a little about your team

We recently employed our Office Support Hero, Bobbie, who is an absolute gem! She takes on all projects, no matter how big or small, and approaches all her challenges with grace and positivity. We will most certainly expand out team in the near future, depending on where our needs lie.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

I do not come from an entrepreneurial background, however I have always had a yearning to find a way that I could start my own business and combine that with my passions. From a young age I had an interest in designing and sewing my own clothes. My mother taught me all I needed to know about dress making. These skills have been crucial in creating this specialized brand of clothing, as the structure of all the clothing we manufacture has to be created from scratch. My experience as a CA has provided me with all I need to know about running a business. My life coaching skills allows me to approach each and every one of my clients with the specific advice they may need.

What are your future plans and aspirations for your company?

My ultimate aspiration is to become a brand known for both exceptional clothing and impactful initiatives, one that inspires women globally to celebrate their authentic selves and feel empowered through fashion. We want to increase our reach in Southern Africa, but I also see the Tall Story Brand making a significant impact by capturing an international market. My goal is to broaden the brand's reach globally and have a strong presence anywhere tall women crave access to stylish and well-fitted clothing.
I envision becoming a household name, shipping our clothing to women worldwide, and making a difference in their lives. By establishing a sense of community and belonging among tall women, I hope to create pods of enthusiasts who celebrate their uniqueness and embrace their height with pride.

“My ultimate aspiration is to become a brand known for both exceptional clothing and impactful initiatives, one that inspires women globally to celebrate their authentic selves and feel empowered through fashion.”

What gives you the most satisfaction being an entrepreneur?

Being able to channel my own creativity, to make my own decisions, and to see my business grow from strength to strength is so rewarding. Overcoming challenges and remaining motivated is sometimes tough, however it builds character, and adds to my tapestry of life.

What's the biggest piece of advice you can give to other women looking to start-up?

If you can dream it you can do it. It's fear that keeps us back from achieving what we really want. Try to overcome that fear and replace it with motivation and determination. Take it one day at a time, but also have a plan. On the bad days, remember why you are doing what you are doing. Don't give up. The rewards will be worth it. Oh yes, and don't become distracted by what is happening around you; stay in your lane and work hard on achieving your vision.

Find out more

Email: veronique@tallstory.co.za

Website: http://www.tallstory.co.za

Facebook: https://www.facebook.com/tallstoryza

Instagram: https://www.instagram.com/tallstoryza/?hl=en

Why LoA loves it…

They often say that if you want to build a successful business, start by finding a consumer pain point and then create a solution. In the case of Veronique-Chantelle Mew, her personal pain point was not being able to find clothing suitably tailored for tall women. Her answer was to create a business with a highly focused product offering and solution, and Tall Story was born. — Melanie Hawken, founder & ceo, Lionesses of Africa