Tammy Slifer

While most of us are fairly adept at dressing ourselves and even making sure everything matches, some women have a certain sense of style that goes beyond the sum of their clothes and accessories. Tammy Slifer is one of those women. Yes, she dons the latest fashions and even admits that shopping is her favorite pastime. But what defines her style is more about what's going on inside.

In October, 2008, Tammy took a bold step out of her comfort zone to pursue a lifelong dream. Packing up her belongings, leaving family and friends behind, she made her way to Hilton Head Island to open Posh, a chic boutique overlooking Shelter Cove Harbour. "It was the opportunity of a lifetime, and it came at just the right time," she said.

Prior to moving to Hilton Head, Tammy lived and worked in Raleigh, NC. After a divorce, she needed something new in her life, she said. Although her primary career was in the mortgage business, she always had a part-time job in retail clothing sales. So, in spite of scary economic times and the scarcity of small business loans, she was determined to use her flair for fashion to a new advantage.

Owning a business has opened up a whole new world for Tammy, allowing her to do what she loves. "It's like Christmas every day," she said, describing the thrill of receiving boxes of clothes selected months in advance. "My friends say it's just a cover-up for my shopping addiction. I am totally a shopaholic, so this is my little secret closet," she said.

But beyond the pretty dresses lies the real source of satisfaction-and it's not about the tangibles. "I love coming in here every day, because it's mine. I don't even take a paycheck home yet. But when I make a sale, I know I have done something right," she said. "For right now, this is exactly where I'm supposed to be and what I am supposed to be doing, so I am going to put everything I can into it."

Tammy will be the first to agree that appearances are important. "Like it or not, people judge you by your style. People look at the way you present yourself and, if they like what they see, they will pay attention to what you have to say," she said.

But for a girl who once lived on popcorn and Kool-Aide to afford the latest fashion trends, Tammy has come a long way. Her personal style is casual chic, she says, but what's most important is to feel good about herself. "It's all about what you feel comfortable in. That's part of the mystique," she said. "I love to be a girly-girl, but I can also put on an old pair of jeans and a T-shirt and still feel like I am in style."

Beneath the exterior trappings, friends describe Tammy as very down-to-earth. What matters most today is who she is, and that's about the passion within. "I love the clothes and I love to be fashionable, but that's just on the outside," said Tammy. "When you meet me on the inside, I like to have fun. I love meeting new people-I'm not 'posh.'"