Dressing for work was easy when Mitchell Simon worked for Nokia. He wore Nokia shirts with khaki pants. After striking out on his own in February, Simon went to a wardrobe adviser. “I wanted to exude confidence and comfort,” says the principal of Simon Alliance Group, an executive and team development agency.

When dentist Michele Yamada prepared to start teaching her peers, she also went to a wardrobe adviser. “I thought it would give me more confidence in front of people,” she says.

Yamada received a wardrobe makeover a year ago; Simon was three-fourths through the process in May. Both went to Tyrone Spencer, president of Icon Image Concepts. He’s a wardrobe adviser, tailor, designer, model and stylist.

Spencer says he brands clients through their desired images. His service costs from $300 to $575, with an hourly fee of $75 for shopping. On average, shopping takes from four to 12 hours. For women, this could take longer.

He starts with a consultation. “I ask how they envision seeing themselves. What impression do they want to leave people with? I get them dressed based on the people they want to do business with.”

Yamada wanted a wardrobe for business and her newly single life. She wore mostly black and admits, “I had no idea about fashion. Tyrone made it fun.” After setting wardrobe objectives, Spencer “edits” the client’s wardrobe. “I tell them why something works or doesn’t.” Simon “basically threw away everything.” Yamada was attached to some clothes and moved them to the other end of her closet.

The next step is a budget. Spending averages $1,000 to $2,900 for a business wardrobe. Yamada and Spencer shopped primarily in Fashion Valley, where sales people put clothes aside for her. Yamada says she felt like Julia Roberts in “Pretty Woman.”

Yamada’s new wardrobe is more colorful. Spencer “gave me a polished look. After my presentations, people complimented me. I usually get recognition for my material. People said, ‘I love your outfit.’”

For Simon, the cost of shopping with Spencer was worth the time he saved. He and Spencer shopped at Banana Republic and Nordstrom. Simon describes his new clothing as “classy, bold, but not in your face.” He bought a black suit, a khaki suit and auburn clothing that complements his red hair.

“Coming up with a new concept for yourself is not difficult if someone wants to,” says Spencer. “The process really increases your image of yourself.”

Spencer’s fashion forecast is colorful shirts and ties for men. Women’s suits have tailoring detail found in men’s suits. Spencer can be reached at (619) 231-4266.

— Liz Swain