A collection of cosmetic bags competes with the Hulk, a Star Wars stormtrooper, various other action figurines and an assortment of colouring-in implements on the dining table.

Everything is overseen by an impressive plant in a large glass vase — indoor greenery is a favourite in the Sefton household, as is visual art.

Sefton called in her professional make-up artist for the Mosman Daily photo shoot, who tends to her while Sefton asks son Mac, 6, to keep quiet while he plays Minecraft on Xbox.

But Mac provides his own soundtrack anyway, humming The Imperial March — Darth Vader’s theme — every now and then.

Sefton, who says she is in her “very early 40s”, has worked in the fashion industry for more than two decades, while no fewer than 255,866 Instagram users follow her carefully curated world.

Her first foray into the digital space, style blog TheyAllHateUs, started as a hobby about 13 years ago with BFF Elle Ferguson, when the pair worked for a leading youth fashion retailer.

Sefton’s IT businessman husband, Mark, suggested the pair start a blog because they were always landing in trouble at work for sharing their fashion finds with one another. The blog boomed into a full-time, global business for Sefton and Ferguson when they cannily added a retail arm.

“We had an online store seven years ago, before anyone had an online store that was a blogger and that was the turning point; that’s when it went mega,” Sefton said. “We would get 8 million people each year coming to our website and everybody would read it every single day; it was just out of control.”

Sefton said TheyAllHateUs evolved to meet its audience’s needs and had opened up many opportunities for the pair, including television presenting, events hosting and brand collaborations.

And, in another hobby-turned-business, Sefton also runs art practice Sefton Segedin with her landscape architect sister, Hayley Segedin.

Art was always an important presence in their childhood home and it was Sefton’s move to Mosman a couple of years ago which inspired her to start creating her own pieces.

“The ceilings are really high and the children were afraid of the change from our old house to this new house, because they were really scared, because the walls were so big,” Sefton said.

“And I said to Hayley, ‘Mac is so scared, he won’t sleep, we need to fill the walls with art to make the space feel smaller’. So, we just started painting to fill the kids’ rooms and our house with art, so they weren’t afraid.

“People started noticing the art on the walls and on my social media and asking me who the artist was, and I was like, ‘Well, it’s just us, we’re doing it’. That’s literally how our business started, about two years ago.”

Sefton and her sister create accessible visual art — drawing or painting every piece themselves — and have also moved into ceramics.

But, as if Sefton was not busy enough, last month she launched a third venture: Where Did Your Style Go? The style consultancy business is her chance to give something back and impart her professional fashion know-how, one-on-one.

“When I work with my clients, the first thing I ask them is, ‘Where did your style go? Did you have a style or did you lose it, and why?’” she said.

“If you don’t know what your style is, you’re just buying stuff and not really understanding why. So, I teach people how to define their style and how to work out what they love.”

Sefton said simple things transformed lives. “What’s really amazing, is that it’s so emotional ... I know it’s clothes and people are like, ‘Oh, it’s fashion and you’re just buying stuff’, but it can make people’s whole world change,” she said.

The Mosman mum’s chic eye even extends beyond style and art: this year she joined the committee for the annual Taronga fundraiser ball, Zoofari. “Pretty much we’re there every week because Mac, our six-year-old, is obsessed with animals, so I have this love of the zoo,” Sefton said.

“They needed someone like me who could come in and give a different perspective. That’s something that’s really important to me and if I can share that with my audience ... unreal.

“I’m not really an influencer or a blogger — I’m just like everybody else — I’m just sharing my story and my life with millions of people.”

Find @tashsefton on Instagram.com

Blog TheyAllHateUs

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