As Urban Darling celebrates five years of providing styling and shopping services, the company is launching a new website, smart-phone app, members-only discounts and more.

Silicon Valley entrepreneur Corinne Phipps started Urban Darling five years ago, offering closet audits, personal shopping services and fashion guidance designed to help clients refresh tired wardrobes and recreate their image. Since then, she’s grown the business from a one-woman venture to a national network. Her stylists offer services from California to Texas to Ohio, and Urban Darling continues to hire team members in new markets across the country, as well.

The refreshed Urban Darling website, which will launch this week, better highlights what the company offers for men and women. An enhanced members-only section will share exclusive “Darling Deal” discounts on clothes, shoes and accessories; other special sales will feature fresh designs by local fashion professionals. In the coming months, Urban Darling also plans to release a series of e-books, and an upcoming smart-phone app will enable clients to solicit real-time style advice.

Urban Darling clients range from new mothers interested in remaking their look to what Phipps calls “women in transition.”

“[Maybe it's] a woman who got a job promotion. Maybe she’s going through a divorce and needs new dating clothes. Maybe she has never been married and is ready to start dating. Maybe someone is looking for a career change. Maybe someone has lost a bunch of weight. There are so many different variables for the transition person,” she says. “That’s also a very exciting person. It’s almost like the slate is completely clean, so you get to create it with them.”

The ultimate goal is a mix of style and substance, according to Phipps.

“We’re helping women to feel better about themselves. Clothes are just the medium through which we do it.”

Information on Urban Darling is at www.urbandarling.com.

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