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Meet Lisa Malmgren of Classified Image Consultant

Today we’d like to introduce you to Lisa Malmgren.

Lisa, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My journey has been so unique and rewarding.  It has taken me from a small island nation to some of the most culturally different and affluent parts of the world, albeit not by design.  I was born in Trinidad and am very proud to be an “island girl” I learned early on that there is a whole big world waiting to be discovered and had dreams of traveling to other countries. I started doing TV commercials in Trinidad at about the age of 14 and I hoped it would lead me to travel the world and be exposed to different cultures.

Then “life” happened. My parents divorced shortly after my 16th birthday and as a result, my mother decided to move closer to her family in Boston. I worked in the airline industry at Boston Logan airport which allowed me to travel as I had always dreamed. I got married just before my 20th birthday and put my dreams on hold while raising my sons. I returned to Trinidad and was urged by a friend to interview for a sales position at a new car dealership.

Ultimately, this part of my journey covered eighteen years and culminated in the Luxury auto market in Florida.  During this time, I continued to act in commercials and became more aware of the importance of image in personal and professional presentation.  My interest in the image industry grew even stronger especially around the areas of beauty, fashion, staging, lighting, and photography. It also helped me to create an impressive professional image for myself in the auto industry. I left auto sales because of a unique opportunity to do business development for an automotive project in Finland for about 3 years. I then returned to Boston to work with a company that managed online reputation for businesses.

I was still not sure what my true calling was and I felt that I needed a creative outlet that would allow me to travel, bring joy to people I met, or somehow help them to improve their lives. I was fortunate that, through my experience in professional sales and also in the advertising industry, this has allowed me to align all of my passions through a career in Image Consulting.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I was really excited when I decided to start my own business. My enthusiasm was through the roof, but, I had never owned or operated a business before so I had much to learn. I got some guidance from the SBA in Boston, and it was very helpful, but my expectations of daily client bookings were unrealistic and that led to some initial disappointment.

While I did not have a lot of startup costs, I didn’t have enough to pay for the marketing that was necessary to get my “name out there.” It had been a slow but steady two-year growth. I’ve continued to act and model in commercials to manage my bills. I’ve also been trying to find my niche, but so far I still enjoy all aspects of doing what I do for men and women from all walks of life.

Classified Image Consultant – what should we know? What do you guys do best? What sets you apart from the competition?
An Image Consultant offers assistance in Image Enhancement which includes appearance, color analysis, wardrobe development, shopping help, self-esteem building, voice, and social etiquette.

Coaching and consulting have become the norm in the last few years as people have realized that to be successful, it’s necessary to have a healthy attitude and open mindfulness toward self-improvement. Because I’ve had many life experiences and had to “begin again” many times, I know the overwhelming feeling of not sure of who “I” was or where do I start. I love to help people to re-define the best version of themselves so that they can look and feel more confident and to be happy with who they are. I really like to let my client set the pace, and I pay close attention to their needs and not necessarily the current fashion trends so that they can learn to look “their” best. It’s a very personalized consultation. Because of my love for photography, I also offer makeovers with a photoshoot for my clients to use in their social media or dating profiles.

I’ve been so fortunate to work with individuals in the LGBT community, including individuals who are in transition. This has been one of the more rewarding aspects of my services because gender identity is so much about taking incredible steps in becoming more confident about their appearance.

What is “success” or “successful” for you?
Success to me is when my clients tell me months later that they have saved time and money by incorporating the systems I shared with them in keeping an organized closet and having the best (basic) wardrobe suitable for them.

Success is also when I hear that a client has received both personal and professional compliments that they attribute to my helping them enhance their image. Ultimately, the greatest reward is when I see my clients recognize they are on their path to being the best version of themselves.


  • Wardrobe Organizing $75.00 per hour within 15 miles of Boston
  • Personal Shopping $50.00 per hour within 15 miles of Boston
  • Makeover with photoshoot $100 per hour within 15 miles of Boston

Contact Info:

Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.


  1. Jaime Hernandez

    November 15, 2018 at 10:31 pm

    Excellent article from about a lady who is always first class with her clients. I have known her for 20 years and she is the example of a professional.

    • Lisa Malmgren

      November 17, 2018 at 6:20 pm

      Thank you Jim! I really appreciate your comments! I did learn so much from you! 🙂

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