The New Artisans

 

LYN PFAELZER

Image Awareness

As a child in upper-class Baton Rouge, La., Lyn Pfaelzer was schooled in all the social graces expected of a southern belle. Now the former teacher has turned those ladylike skills into a highly profitable enterprise. Working out of her home in the picturesque Noe Valley section of San Francisco, Pfaelzer instructs businesswomen and -men -- more than 500 clients in less than five years -- on how to establish the right "visual communication skills" with employees and customers. Among Pfaelzer's topics are proper dress and grooming and the use of body language. "Most successful businesspeople don't feel confident about how they look because they haven't been able to project a personal style," she says. Sales last year were $68,000.