Elevating retail with intuition, strategy, and people-first leadership

Wizz Selvey, founder of Wizz&Co, is a retail strategist and brand consultant whose career has been defined by a unique blend of intuition, creativity, and hands-on experience. From her early days in retail to leading buying at Selfridges and now running her consultancy, Selvey has developed a reputation for helping brands connect authentically with customers. In this feature, Selvey shares her journey, the lessons she’s learned, and her vision for the future of retail.

From Textile Design to Retail Buying

Selvey’s introduction to retail came early, working in a sports shop as a teenager. But it was during her studies in textile design that she discovered her passion for the intersection of creativity and commerce. “I realised I wanted to do something more creative and commercial,” she recalls. A final-year specialisation in retail management set her on the path to becoming a buyer, a role that appealed to her for its mix of business acumen and creativity.

Breaking into the field wasn’t easy. “I was told I’d never be a buyer because I had no experience,” Selvey says. Determined, she entered the industry through merchandising—a role closely aligned with buying—and quickly transitioned due to a restructure. Reflecting on the early challenges, she credits her resilience and adaptability. “When you’re early in your career, you just get on with it,” she says.

The Art and Science of Buying

As a buyer, Selvey managed a portfolio of 400 brands, honing her ability to juggle creativity, strategy, and stakeholder management. “It was absolute chaos, but I loved the combination of creativity and commerce,” she explains. Working at Selfridges offered exposure to a wide variety of brands, from global corporations to emerging designers. “I was lucky to see the rise and fall of many brands, which taught me about consumer trends, what customers want, and how they buy,” she says.

Selvey emphasises the importance of intuition in buying. “You need gut intuition—it’s one of my superpowers,” she says. Buyers often make decisions six months ahead based on market trends and instinct, with little reliance on forecasting tools. “We made mistakes, but you learn quickly,” she reflects.

Founding Wizz&Co: From Buyer to Brand Therapist

After being made redundant, Selvey transitioned into consulting, founding Wizz&Co. “It wasn’t planned—I’m not sure I’d have been brave enough to quit a job to start something new,” she admits. Her first project was with Dermalogica, and from there, her consultancy grew organically. Today, Selvey’s work spans workshops, strategy sessions, and mentoring, helping brands refine their positioning, build customer connections, and optimise their growth strategies.

She describes her role as part strategist, part therapist. “People come to me thinking they need one thing, but often the issue is deeper,” she explains. Common challenges include strained B2B relationships, unclear brand positioning, or a disconnect with customers. “Many brands lose confidence when they’re not growing as expected. My role is to provide clarity and direction.”

Positioning and Customer Connection

For Selvey, successful retail starts with clear positioning. “What’s your elevator pitch? How do you quickly communicate what your brand is about and why you’re different?” she asks. This clarity needs to extend across all touchpoints, from social media and websites to in-store displays.

She also stresses the importance of emotional connection. “Customers want to feel seen and heard. If a brand loses that emotional tie, particularly in today’s economic climate, they risk losing customers altogether,” Selvey says. She points to the rise of community-driven brands and user-generated content as examples of how brands can foster deeper connections.

The Shift Back to Physical Retail

One of the trends Selvey highlights is the return to physical retail. “Digital is still growing, but physical stores are once again a dominant sales channel,” she notes. Post-pandemic, customers are researching online but often making final purchasing decisions in stores.

For retailers, this means rethinking how digital and physical channels work together. “It’s about creating consistent, memorable experiences across all platforms,” Selvey says. While digital advertising offers measurable ROI, she cautions against relying solely on it. “Customer journeys are complex. A purchase decision is rarely based on one touchpoint—it’s the cumulative effect of multiple interactions.”

Trends Shaping the Future of Retail

Looking ahead, Selvey identifies several key trends, including digital fatigue, the rise of emotional purchases, and the demand for personalisation. “Customers are bombarded with information, so your message needs to be clear, repetitive, and emotionally resonant,” she advises.

She also sees AI and user-generated content as major opportunities. “AI can support human interactions, enhancing personalisation and streamlining customer service,” she says. Meanwhile, user-generated content offers a cost-effective way to build authenticity. “People trust content from other customers—it’s relatable and real,” she adds.

Lessons for Retail Professionals

Reflecting on her journey, Selvey emphasises the importance of instinct, resilience, and continuous learning. “Retail is dynamic—you have to stay curious and adaptable,” she says. For aspiring professionals, she offers practical advice: “Focus on building strong relationships, whether with customers, suppliers, or colleagues. Retail is a people business at its core.”

Wizz Selvey’s career is a testament to the power of blending intuition, strategy, and empathy. Whether guiding a struggling brand to regain its confidence or helping retailers navigate the complexities of omnichannel, her insights continue to shape the industry. As retail evolves, Selvey’s people-first approach offers a roadmap for brands looking to connect meaningfully with their customers and thrive in an ever-changing landscape.