TL;DR: After feeling lost in motherhood, former biology teacher Chloe Lee started an Instagram account to share her passion for fashion, rediscovering her confidence and identity in the process. By creating unique, visual style guides and selling them on her Stan Store, she overcame her fears, built a community, and replaced her teaching salary in just three months.

Chloe Lee is a wife, mom of two, and former teacher from London, Ontario, who turned a season of self-reinvention into a six-figure business. It all started when her youngest child was about to start school. After five years as a stay-at-home mom, Chloe felt a deep need to do something for herself.

“I was just tired of looking tired,” she recalls, describing her daily uniform of leggings and sweatshirts. She began dressing up each day as a form of self-care and quickly noticed a profound shift in how it made her feel.

“I was standing taller. I was carrying myself differently. I was confident. I became a more patient and better mom to my kids.”

This realization lit a fire within Chloe. She wanted to empower other women, especially those who felt they had lost themselves in motherhood, to feel fabulous and confident again. And when she began sharing that message online, she had no idea just how many people needed to hear it.

Discover how Chloe turned that message into a meaningful six-figure business doing what she loves.

The Challenge: Pushing Past Fear and Finding Her Creative Angle

Chloe couldn’t wait to share her message, but she was terrified of putting herself out there. Feeling equally scared and full of excitement, she decided her passion outweighed her fear and launched her Instagram despite a lack of formal fashion training.

For the first few months, she questioned why she was putting in so much effort when only a handful of people engaged with her posts, but her persistence eventually paid off.

Her breakthrough came when she started incorporating dance into her content. As a lifelong dancer, Chloe had always felt like she had lost part of her identity after leaving university and becoming a mom. Instagram gave her a creative outlet to continue dancing for an audience.

After one video gained over 10,000 views in minutes, she realized she had found her unique angle.

“I started dancing and people were really drawn to me, because they can see the amount of joy, the amount of authenticity, and the amount of fun I’m having in my videos.”

This combination of educational fashion content and entertaining dance performances proved to be her winning formula, helping her grow her account from 0 to over 350k followers in just one year.

Navigating Cumbersome Tech Tools

Once Chloe nailed her content approach, her next hurdle was monetization. Like many fashion influencers, she was earning with affiliate links, but found the income sporadic and disorganized.

And she noticed a disconnect—she was telling her followers what to buy, but not how to style the pieces creatively. That’s when she had the idea to create visual style guides.

But that presented a new challenge: technology. Chloe didn’t consider herself tech savvy, and the thought of using complex platforms to sell digital products was so daunting that she almost abandoned the idea entirely.

“I was overwhelmed with the where and how. So I started doing my research and came across lots of platforms that allow you to sell digital products. But I was so overwhelmed…When I came across these big websites, I literally almost gave up. I’m like, I can’t do this—it’s too hard.”

The Solution: A Simpler Way to Monetize Her Passion

The turning point came when Chloe discovered Stan Store—the perfect, user-friendly solution for her tech overwhelm. Stan’s pre-made templates made setting up her digital storefront simple and straightforward. And she was able to quickly upload her PDF style guides and create a landing page in minutes without a learning curve or coding (finally 🙌 ).

“I came across Stan, and I was like, this is so easy. All you have to do is click on the layout, and then they have templates for what you need to say and your landing page. Then you upload your digital product.”

Stan removed friction from launching, giving Chloe more time and mental space to focus on creating a great offer. She wanted to build something truly helpful—unlike most other guides, which featured a lookbook of various items in a Word document that made it hard for people to visualize the outfits.

So she took a unique approach—personally modeling all 55 different outfit combinations in her guide, using just 15 essential items. This visual, personalized approach was the missing piece her audience needed to feel confident dressing themselves.

The Results: Replacing Her Salary in Just 3 Months

Within the first three months of selling her guides on Stan Store, Chloe earned her former teacher’s salary, allowing her to pursue her creative passion as a full-time career.

In one year, she grew her Instagram account from zero to over 350,000 followers, monetizing her influence through digital style guides, affiliate links, and webinars—all of which she hosts on her Stan Store.

“I’m a former elementary school teacher turned fashion influencer, and I’ve already made my teacher salary within the first three months of monetizing.”

With Stan’s user-friendly features and high-converting design, Chloe’s business took off. She quickly surpassed her initial goal of selling 50 guides, having now sold hundreds.

And her followers love them, telling her how much easier it is to get dressed every day by simply picking an outfit from her PDF. She even received an email from a follower’s husband who shared that Chloe’s style tips have transformed the way his wife carries herself.

“This is so fulfilling. I’m so grateful that people are actually implementing my tips and tricks, and it’s making a big difference in how they feel about themselves.”

What’s Next: Building Confidence, Community, and a Life She Loves

Today, Chloe continues to build her community, known affectionately as “Chloe’s Chlones,” by being her authentic, goofy, and relatable self. She has learned that vulnerability is her greatest strength and encourages other Creators to “dig deep and find the thing that sets you apart.”

“I feel like I have created a stage for myself on this platform. I’m sharing my passion for dance and fashion, and I’m here to entertain. That’s what brings me joy. That’s when I shine.”

Although she was initially nervous that her personality might be “too much” for the internet, she found the opposite to be true. “I wasn’t sure if the internet was ready for me, but they were more than ready. And they want more,” she says encouragingly.

Chloe remains dedicated to her core mission: empowering women to shine. She has created her own stage and is living a life that feels joyful and fulfilling. She emphasizes, “You’re a person before you’re a mom. So put yourself first, get dressed, look fabulous, and live your best life.”

Ready to transform your passion into a profitable online business? Stan is the easiest way to get started—no tech savviness required. Get 14 days free and see why Creators like Chloe sell through Stan.

Follow Chloe’s journey:

Stan Store: Chloe’s Stan Store
Instagram: @Chloes.looks
TikTok: @Chloes.looks