How Gail Doyle Turned Real-Life Style into a Community of 170,000 Women

We’re absolutely delighted to welcome this issue’s guest newsletter editor, Gail Doyle, owner of Gails Rails, whose story is nothing short of inspiring.

From sewing her own debs dress in 1995 to launching a sell-out clothing brand, she’s built a remarkable career rooted in authenticity, hard work, and a deep desire to help women feel confident in their own skin. As founder of SENSS Clothing - Simple, Sensible, Sustainable - she has turned her life experiences into a thriving business and a powerful platform, resonating with over 170,000 loyal followers.

Her journey, from garden shed seamstress and young mother to award-winning stylist, brand ambassador, and successful entrepreneur, is a masterclass in perseverance and purpose.

Where It All Began

My grandmother taught me to sew when I was seven, and I’ve been creating ever since. I made my own debs dress in 1995, and that started my 30-year journey as a seamstress. I became a mother at 21 and started an alterations business in my garden shed, which was perfect while raising my two kids.

In 2013, I earned a diploma in Image Consulting and became an award-winning stylist, and today I’m proud to run SENSS CLOTHING: simple, sensible style for women.

Helping Women Find Their Style

When I started my alterations business in the early 2000s, I found myself helping women feel confident in their clothes. That’s when I realised so many of us were struggling with body confidence. So in 2015, I set up my social media to share style tips and advice. I wanted to help women feel good in what they wear because I’ve been there.

Within one month I had 10,000 interactive followers and today I have over 170,000!

Struggling With Style and Body Confidence

As a teen and in my early 20s, I struggled to find my style. Most trends didn’t suit my curvy body, and with friends in tiny size 6s and 8s, I felt out of place. But over time, I learned to adapt fashion from what once felt like a weakness to becoming my superpower and career.

By the age of 35, I finally started to accept myself. I had gained weight, but through Slimming World lost it again and gained a newfound confidence. For the first time, I felt happy in my skin at a size 12.

Even after losing the weight, I realised trends weren’t for me. Studying image consulting helped me understand that I’ve always had a classic, timeless style - simple and elegant. Now I help other women find what works for them. I truly believe you can’t help someone unless you’ve been there. I was that insecure, body-conscious girl who struggled with anxiety and depression. I know how it feels and that’s why I care so deeply about helping other women feel good. 

We all have tough days. Sometimes we power through, and other times we need to hide away. I’ve learned to give myself grace on those days. It always passes, and rest is part of the process.

Launching SENSS Clothing

My career as a personal stylist paused during the pandemic, but years earlier I’d dreamed of launching my own clothing brand. Funding was hard to come by, but while working as a Brand Ambassador for Pamela Scott, they saw potential and asked me to design a collection. I jumped at the chance and went on to create four sell-out collections in two years. It gave me the platform and the confidence to go solo.

In October 2022, SENSS Clothing was born - Simple, Sensible, Sustainable - a timeless capsule wardrobe.

Manufacturing was new to me, so I partnered with an agent in Dubai who guided me through the process and introduced me to two fantastic manufacturers I still work with today. Launching my own clothing brand had always been the dream.

I was looking at other brands making a lot of money out of me! So I said, why don’t I eliminate the outside noise and do this for me? That was the biggest risk because it meant walking away from the brands I worked with to ensure I made my own brand work. But success is the other side of fear and I trusted my gut. 

The Secret to Success: Authenticity

To make something truly work, you have to work hard and love what you do. If you stick with it, success will follow. Nothing great happens overnight. My audience is made up of busy women, many mothers and grandmothers. My own style? I’m in leggings and trainers most days, full-on running the Gails Rails warehouse with my partner and a small team! It’s not glamorous, and I don’t pretend it is.

My socials are real and relatable, just like my day-to-day life, busy at work and the usual family chaos. You can’t just wing it on social media, your true colours always show. The ones who last are those who’ve been authentic from day one, and that’s what keeps a community loyal. I started this business out of something I truly loved. Not because I wanted to get big on Instagram and then developed a brand from that!

Day-to-Day Life and Future Plans

In recent years, I’ve learned to prioritise, delegate, and stop worrying about what people think. You’ll never be everyone’s cup of tea and that’s fine. Since starting to be authentically true to myself , the business has nearly doubled. Staying true to yourself really is the secret sauce.

Even before launching my brand, I never wanted to just push products, even if people didn’t buy, they always learned something. That’s what builds trust and real customers.

Interior design and DIY help me switch off from the business, give me a paintbrush or a drill and I’m in my element! Myself and my partner William make a great team, and our DIY transformations are a big hit with followers. I even started a DIY Highlights on Instagram to share our projects.

A clean, organised home genuinely brings me so much joy, especially fresh bed sheets at night, there’s no better feeling!

Seeing my name on designs and a warehouse full of products I built from a small sewing shed to a household name with no handouts, just hard work is my proudest moment.

My Message for Women Everywhere

My biggest regret is not believing in myself and fading into the background to please others. I found my strength at 40 and now there’s no stopping me.

To someone struggling with confidence or self-worth, I’d say is this really about you, or could it be your surroundings? Maybe something else is pulling your focus or making you forget to take care of yourself. Maybe you just haven’t found your people yet. Surround yourself with those who lift you up. Focus on what you’re good at. Do one small thing each day just for you.

What’s Next for Gails Rails?

The brand is growing, with three exciting new additions coming to the SENSS collection - including my Body Shape Masterclass and SENSS Daily Planner.

I hope my children remember how my success came about and use my lessons to build their own best life. I want to be known for helping women see their worth, and for being kind, compassionate, and trustworthy. If I were to die tomorrow, I believe I’ve done that and I’ll keep building on those values!

— Gail x
Owner of Gails Rails

www.gailsrails.ie