There’s been many a grim prophecy about how the global recession will affect us all; companies are down sizing and investors are steering clear of large risks and leaning toward keeping their shirts. But Karen McElroy has taken a calculated risk and she’s sure it will pay off.

On February 19, she launched a local online shopping site called TTFashionista.com that offers stylish clothing and accessories to a wide range of budgets and sizes. "I had originally planned to open a store, but when I started going around and getting rent prices; I realized that I wasn’t going to be able to do what I wanted. Clothes were not going to be affordable", the bubbly 32 year old said.

McElroy has lived in New York for the past 11 years, but wanted to start her business in T&T where she was born and grew up. "Most of my family still lives here and I send my three kids here every summer to get some island living." McElroy said.

After doing some research on the ground, and because of her own love of online shopping, McElroy decided to take her dream of selling fashion to the World Wide Web.

The site itself has a funky, fun look, answers a lot of initial questions and is easy to navigate. There are lots of options, from pants and skirts to dresses and shoes and intimate apparel.

Customers can compare their measurements to a comprehensive size chart and choose chic outfits from the comfort of their homes. Once an order is placed, the items are shipped within two working days. And if the fit isn’t perfect or you change your mind, send it back at no charge.

"During the last week we’ve had over 60,000 hits. And the customers who’ve bought stuff have been pretty satisfied," McElroy said. "So I’m hoping that the buzz will spread by word of mouth". A self confessed internet addicts, McElroy spends hours on her own computer. "I would quicker send an e-mail than pick up a phone, or write anything down," she confessed. "And in New York my former employers were always the type who wanted what they wanted now, or five minutes ago. So the internet was the fastest way to get a phone number or find out something in that environment."

And being in New York just fueled the love for fashion that her mother instilled in her. "I consider her the ultimate fashionista," McElroy said, and once I got married, I had to start leaving the credit cards at home, because passing all those clothes in all those stores on the way to work was torture!" But her New York base also means that McElroy can go straight to designers and get great clothes and accessories at bargain prices for her customers.

"And I live to see the clothes myself, so that I feel comfortable selling it to others and saying: "Hey, this is going to work for you!" she said enthusiastically. "As a plus size person myself, I know what kinds of materials you need to stay away from, so I buy clothes that I’d like to wear myself, that will fit."

She raves especially about designer Donna Ricco whose styles suit everyone from size 2 to 24. "She has the most fabulous dresses, from the fabrics to the constructions. When you put on one of her dresses you’re like "Wow"!

McElroy has also been assisting clients by visiting their homes, taking their measurements and even looking into their closets to get a feel for what they like to wear. "If someone is not 100 percent comfortable about shopping online, I encourage them to make an appointment and come visit us. And I tell them, "try on everything". You never know when something that looks weird on the rack could really suit you."

As a mother of three, it’s been difficult to be away from her family, McElroy said. "But my mom takes care of them while I’m not there. And their dad is very supportive. He’s a 100 per cent investor," she said. "And I know they’re really looking forward to me coming back home".