welcome to sima says

about sima says

sima says is a modern brand consultancy and platform providing readers an insight into the world of founder, Sima Kumar.  sima says has four brand pillars: love, yoga, style and travel. These four pillars have been the consistent themes in Sima's personal and professional life. It is how she explores the world, plays, fails, succeeds and grows. The blog  known as  lyst is where readers will be able to keep up to date with what Sima says, thinks and feels, meet some of her inspiring friends and colleagues and learn more about how she negotiates the world through personal experiences. The services page is where anyone who is interested in hiring Sima for her four distinct areas of expertise in branding, coaching, style and yoga can find out more about what she offers and how to work with her. 

about Sima

Sima was born in the South Pacific Republic of Fiji. She was raised on the west coast of Canada in Vancouver, BC by her Catholic father and her Hindu mother and currently resides in London, UK. She is a middle child with two brothers, both of whom reside in Vancouver with their families. Sima describes herself as an Island Girl With An English Heartwhich if you ask anyone who knows her, or has worked with her, will confirm is a very accurate description of her personality and working style. Her Island ways ensure she brings a laid back and calming energy to any project while her love of all things English ensures a forensic attention to detail and high standards in both her personal and professional life. 



Sima has been a freelancer for nearly 25 years. Her professional career started in the world of retail in Vancouver, Canada where she worked in established brands Club Monaco and Artizia as well as ground-breaking independent retailer The Block, in the city's historic Gastown neighbourhood. She also has put in time on the shop floor at  Harvey Nichols in London, UK during the mid-nineties. It was in senior retail management roles that Sima honed her skills of marrying creativity and commerce while understanding the importance of working with a diverse group of people, which helped develop her mentoring leadership style. The retail industry is and continues to be the the foundation of her dynamic and international career. It instilled in her to always identify what was of value for the customer, not simply about making a sale. 

It was also on the retail sales floor that Sima's career as a fashion stylist  took off. Her ability to build rapport quickly and provide exceptional customer service with straightforward style facts to clients regardless of who they were, led to celebrities requesting her services for personal shopping which progressed for requests for  her natural styling skills for their photo shoots.  For 20+ years, Sima went on to style world renowned artists in music, film and television for both editorial, commercial, red-carpet, and promotional work. In Vancouver, Sima established herself within the film production community as a commercial stylist working with agencies from around the world.  Sima was a contributor amongst the pages of Canada's Fashion Magazine, where she had two dedicated pages Market & Score. She has been part of Anya Hindmarch's UNICEF Be A Bag campaign, which sold out in Asia, and was voted amongst Canada's Best Dressed Stylists, quoted as saying about the accolade, "I've been overdressed, underdressed and inappropriately dressed. I guess if you do that long enough, eventually that leads to the best dressed."  Sima went on to work as a Creative Director in TV for the Canadian version of international franchises of Top Model and The Bachelor as Creative Director on & off camera, and principle stylist, respectively. 

In 2009 Sima took a 5 month sabbatical from her professional life to Kerala, India to take an intensive 4 month yoga teacher training course with yoga master, Swami Santhi at the School of Santhi graduating with distinction with a 500+ hour certification that is both Yoga Alliance and International Yoga Federation accredited. When Sima returned to the west, life was never the same. She began to incorporate the philosophies she learned in India into her everyday work and home life. Sima deeply honours yoga as a philosophy and a lifestyle choice, not as a set of postures or exercises. Practising Patanjali's Ashtanga yoga, Sima currently offers three options for students to work with her as a yoga teacher. Since her teacher training, Sima continues to study yoga philosophy with a select group of teachers in London and India.

In 2014 Sima moved to London, UK where she pivoted her career from celebrity & fashion styling into Marketing and Brand Direction. She worked with Canadian lifestyle brand Kit and Ace as their International Market Director for the UK. There she achieved record breaking PR, Events and Activations both online & offline, establishing global best practices as well as launching three locations within 1o months with the UK team. In 2016 Sima was approached by Sequoia Capital funded tech start up Mad Street Den to work as their Marketing Director. She was tasked with rebranding both the Mad Street Den brand and their Vue.ai product, along with structuring and managing a team remotely and creating strategies and pitches for the company to develop their business offerings to luxury & premium fashion and lifestyle clients in the United States and Europe. Sima currently works as the CEO and Brand Director for Chennai based branding agency, Department Of New a start up she co-founded with Christina Preetha, a colleague who worked in her marketing team at Mad Street Den. Sima continues to work as a brand consultant, coach, stylist and yoga expert with clients in London and globally. Sima's professional approach is to bring a holistic expereince to all her client work as she incorporates the ancient eastern teachings she learned in India and integrates her offerings in a modern way for her western clients and their businesses.