DRESSING smartly for work doesn’t mean you have to blow your shopping budget, especially when the annual Great Singapore Sale (GSS) is on.

Happening now till July 25, it’s a time for savvy shoppers to pick up both bargain buys and investment items, especially when it comes to workwear, say a panel of working professionals my paper spoke to.

Diana Ser, 38, a communications consultant and media trainer, takes full advantage of the sale season each year.

Ultimately, dressing well is very important for the communications consultant and media trainer.

The former journalist and news presenter said: “It is important to dress well and appropriately for work because, like it or not, people will judge you based on appearances – at least initially.

“The way you present yourself also communicates something about your values and outlook.”

Her dedication to perfecting her image shows. The mother of two is always coiffed and well dressed, without a stray hair in sight.

For our photo shoot, she was dressed in an Alexander Wang dress, which she would normally pair with a cardigan and a jacket for the office (“I would go sleeveless only for after-work cocktails,” she stresses).

It is accessorised with a chunky gold Fallon choker and Raoul heels.

Although Ser has quite a few pieces from designer labels, she also buys items from high-street brands such as Topshop and Zara. She does not hesitate to mix luxury and everyday brands for certain occasions.

“I think (shopping for high- street brands) is so much healthier for the bank account. Also, many high-street brands are doing such a great job of interpreting catwalk trends.

“I make sure the fit is good by altering whatever and wherever it is necessary. For example, it could be the waist or sleeves,” she said.

Ser loves sales, because that’s when she makes best-value buys and invests in pieces that will go a long way, she said.

“I especially look forward to the GSS as it is different (from the usual sales) because some retailers really pull out all the stops. As in previous years, I look forward to discounts from luxury retailers such as Club 21,” Ser said.

For example, she was given a red Bottega Veneta bag which was bought at a 30 per cent discount during an earlier sale.

“You can’t go wrong with Bottegas, plus I love red bags. They can dress up any outfit instantly and, surprisingly, go with just about any colour except red and green,” she said.

She also bought a black Cavalli Class dress, which is a “perfect cocktail piece, with just a hint of sexiness”.

She paid about $700 for the dress, after a 50 per cent discount.

So, any shopping tips to share with our readers who are hitting the sale, Diana?

She gamely advised: “Just head straight for the brands that you know always work for you; don’t bother with everything else.

“The GSS is also a good time to buy classic pieces that are normally beyond your budget.”

>> Diana's GSS great buys

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