Functional fashion not a tall order for Rynfield’s Veronique

Seated behind her pink sewing machine, her feet barely touching the pedal, Veronique Mew of Rynfield watched in awe as her self-taught mother created flowing wedding gowns fit for fairytale princesses.

Mimicking her mom’s rhythmic stitching, Veronique’s toddler fingers soon guided fabric under a pulsating needle and thread, not realising that this core experience would lay the foundation of a booming business.

By the age of 13, Veronique already stood tall at 1.82m.

Despite her athletic stature, shopping for clothes was a tedious task, with trendy outfits never fitting well.

“Being tall definitely has its advantages, but very few people talk about the emotional aspects of finding clothes that complement your height,” said the spunky owner of Tall Story, a homegrown online clothing boutique for tall women.

“As a teenager, I was trying to develop a style that reflected my personality, but pants and dresses were always too short, and sleeves hardly reached my wrists.”

Drawing on her childhood love for sewing, she spent Fridays lost in her mother’s fabric collection.

“Snipping and stitching, I would emerge from my room donning custom-made trousers or skirts that flattered my physique,” she said with an air of pride.

As she grew older, Veronique’s sewing machine soon made way for stacks of textbooks when she set out to pursue a career as a chartered accountant.

“I am analytical and creative. Working in the fast-paced corporate environment, I tried to express my creativity through projects and systems,” she said.

“In 2016, I hit burnout. I had lost my footing, my balance was off, and I was at the edge of bursting at the seams.”

After much-needed inward reflection, self-care, and realignment, Veronique found herself drawn again to the raw and untouched textures of fabric.

“I toyed with the idea of launching a clothing line dedicated exclusively to tall women,” she said, her eyes dancing with excitement.

“Dabbling with designs and patterns, I felt my spirits lift. Every aspect of my life has led to this moment.”

Eagerly preparing to launch three tailor-made products in early 2020, the life coach and fitness trainer’s life was again plunged into turmoil.

“In March 2019, I was diagnosed with breast cancer. I underwent a double mastectomy and treatment,” she said, adding that stress and a genetic predisposition to breast cancer were identified as the leading causes.

“The development of a second lump in June 2020 meant undergoing another round of radiation treatment. Four months later, I received a clean bill of health. I was in remission.

“Those two years were consumed by inner conflicts. I had to do deep soul-searching to find myself, the person I needed to be. In the end, I concluded that everything is exactly as it should be for me to create the life I want to live.”

Using her experience and knowledge, Veronique launched Tall Story in 2022, making garments that flatter her fellow ‘talls’ available through her online store.

“I want my life to be impactful. I’m not just selling clothes to a marginalised market. I believe my journey with every client is meaningful. I don’t want the jumpsuit you’re interested in to merely complement your body; I want it to unlock your confidence and grace,” she said.

“I encourage my clients to reach out so we can talk about what they want and how it should make them feel.”

Veronique explains that her clothing range is not designed to follow seasonal trends, but the well-fitted items, mainly produced at home, are carefully designed to serve as the foundation of a functional wardrobe.

“Our items are made from functional fabrics and come in a variety of colours that can be dressed up and paired with in-season prints, jewellery, and belts,” she said, her finger gliding over the fabric.

“I believe these key items will allow taller women to dress however they wish while feeling confident, beautiful, and comfortable.”

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