An entrepreneur and style-setter, Tania Beasley-Jolly has art and fashion woven into her DNA. The St. Louis native’s early career included stints at Saks Fifth Avenue and major art museums, and she now owns an eponymous creative and marketing consulting firm. Along with pal Susan Sherman, she co-founded the St. Louis Fashion Fund, which promotes fashion education and helps designers get on the style map. She studied art history as a Washington University undergrad and later earned a master’s degree in the same subject—an appropriate backdrop for a many-hued career.
These collective experiences lend her a critical yet creative eye and put her in a unique position to influence the resurgence of fashion in the StL, which was known many years ago for its thriving garment district. Recently, Beasley-Jolly partnered with Sherman again for a new industry endeavor, MERCH, an experiential retail venture that brings global fashion, home and beauty brands to St. Louis through pop-up events at venues around town. “It’s all about the new, the novel and the next,” she says.
1. My most recognizable style elements
I must have been an 18th-century man in a past life; jabots, ruffles, bows and court shoes are all me. I also love a dramatic sleeve. And I’m having a headband moment right now.
2. A few of my favorite things
I enjoy beautifully embellished, architectural pieces of clothing and gravitate toward British brands like Simone Rocha and Japanese ones like Sacai. La Mer and Vintner’s Daughter are my skin care staples. And I’m never seen without my signature red lip; Tom Ford is my go-to brand.
3. My personal routine
I’m trying to experiment with beauty products more. Until a year ago, I actually washed my face with hand soap! Luckily, I inherited good skin, but I need to take better care of it.
4. How fashion intersects with art
Clothing is art. Even high-street and fast fashion are forms of personal expression. We all wake up and think about what to put on, and clothes say a lot about who we are and want to be. What’s most interesting is how cyclical fashion is.
5. Colors and textures that speak to me
I love all colors and prints, but I also like to do black from head to toe. Silk organza and gazar (a smooth silk or wool fabric) are my favorites, along with neoprene. It’s all about structure.
6. Styles that make me happy
I’m comfortable in anything from the ‘60s. I love the silhouettes and the whimsy.
7. What makes the StL fashionable
The startup community has created a wonderful, innovative spirit here. As someone who has championed a local fashion ecosystem for years, it’s exciting to see how far we’ve come. We have very stylish people in St. Louis, with a sophistication that rivals bigger cities—and luckily, they like to shop!
8. My go-to cultural experiences
I love the Grand Center Arts District and its world-class organizations. I just joined the Opera Theatre of St. Louis board and was a singer myself many moons ago. I enjoy trying new restaurants and attending art openings and fashion events. Traveling is a passion; I’ve lived in Europe and Asia, and my happy places are Paris, Bali and anywhere in Italy. Next up are Cartagena and Dubai.
9. My top dinner picks
I typically will eat Mexican food anywhere— it’s my favorite. Also, Brasserie by Niche never disappoints. And Zoe Robinson has brought some of the best, most stylish dining options to St. Louis (Billie | Jean, Bar les Freres, I Fratellini).
10. Where I shop and relax
Buying gifts at Lusso in Clayton is always a treat. My relaxation is a weekly massage at Stonewater Spa in Plaza Frontenac.
11. Where you’ll find me on the weekends
I’ll be at the opera or the gym, attending one of my son’s many athletic events, or enjoying a fun night out with my husband or friends. I love all of the new rooftop bar options in St. Louis.
Photo: Bill Barrett