( CNN ) -- Former model Charlotte Collard sashayed down the catwalks and graced the covers of magazines around the world , until she decided to use her inside knowledge of the fashion industry to launch e-commerce platform SoYouThinkYouCanShop . Here the mother of three girls , who is also a GIA certified gemologist , shares her insights on the future of online shopping and talks about her transition from a model to a businesswoman . Watch out for Collard at Paris Fashion Week , where she is Tweeting and Instagramming behind the scenes exclusively for CNN . CNN : Why did you switch career from being a model to a fashion writer and now entrepreneur ? Charlotte Collard : I would n't say that I changed my career , but more that I took it to the next level . Modeling has given me the opportunity to travel and learn about business from an early age , and that experience has helped me become an entrepreneur . It all started with a blog in 2009 where I put together various looks and photographed them , and then Net-a-Porter gave me the opportunity to sell clothes through an affiliation system . It made me realize the potential online and SoYouThinkYouCanShop became a commercial platform . I also studied gemology to gain a deeper knowledge of exclusive markets , as at the time many fashion brands were launching their own jewelry lines . CNN : What have been the greatest challenges you 've faced in the transition ? CC : As a model , people have preconceived ideas of you , and you have to fight them to gain credibility . But that can also be a good thing , because it pushes you to work harder and prove yourself more . You might need more time for people to take you seriously , but once you succeed you know that you 're fully prepared to operate on that level . CNN : What advice would you give to someone changing careers in the way you 've done ? CC : Think about what you have done in the past , and start something based on what you have experienced and learned . If you want to make a drastic career change , consider what your passion is . Today , to be successful you must be professional , but also patient and persistent . You need to know what you are never willing to give up . Ask yourself - if this job would n't pay anything , would I be able to do it every day for a long time ? If the answer is yes , then you have found your passion . CNN : How do you see consumer behavior changing over the next decade ? How will shopping be different ? CC : The financial crisis has made people think more about the way they spend their money . They want to invest in lasting pieces which wo n't go out of fashion . I have always selected garments for my website according to that principle -- elegant clothes with a modern touch , which are wardrobe staples . CNN : Do you think there will still be a role for high-street clothes shopping in the future ? CC : I believe that we need both markets : virtual and physical . People shop online because it saves them time , they do n't have to worry about opening hours , or maybe they ca n't find what they are looking for in shops . It gives them a certain `` shopping freedom '' , but not everybody knows how things will fit them based on a picture from an e-boutique , no matter how detailed it may be . This is why at SoYouThinkYouCanShop we offer our clients services such as online personal shopping . CNN : How easy is it for new designers to find an audience these days compared to previous years ? CC : I think it 's becoming harder and harder . So many designers are coming out of schools trying to launch their own brands , and it 's hard for them to stand out from the crowd . Once they have found their brand identity it is n't over , they have to be able to keep it fresh and renew it for every collection - almost four times a year . This is why I am so impressed with designers that have been in fashion for decades , and have managed to reinvent themselves without losing what identifies them . CNN : Has the Internet improved exposure for those who are up-and-coming ? CC : Of course ! Internet is the best way to communicate , it offers easy access to up-and-coming designers , and social networks help them go beyond the constraints of a studio and show-off their work to a global audience . Good or bad advertising , it does n't matter , as long as it spreads the news and people remember you and your work . CNN : How important are events like Paris Fashion Week for designers ? What opportunities are there after a good show ? CC : Fashion weeks are extremely important for designers . They are an opportunity to impress the most important people in the fashion media , whose reports will influence department store buyers and potential customers . A fashion show is not only about designing garments of clothing , it 's about inviting an audience into your world and showing your vision through a collection .
Charlotte Smith is a former model turned entrepreneur . She created a fashion e - commerce website after spotting the potential of the market . Charlotte believes there is room for both physical and virtual beauty in the world of shopping . She thinks they offer different experiences when shopping , which compliment each other .