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How to launch a lingerie brand - with Tiffany Chiu - JulieMay Lingerie
Episode 1717th July 2023 • Bring Your Product Idea to Life • Vicki Weinberg
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Today I'm speaking with Tiffany Chiu from JulieMay Lingerie.  JulieMay Lingerie is the only underwear brand tested by dermatologists and certified by Allergy Free UK to be friendly for people with sensitive skin. Everything is made with certified organic Pima Cotton. The ethically-made collections are anti-hot flushes, and skin irritations and contain no synthetic, no harsh chemicals/harmful dyes. Across the range, they are also nickel-free and latex-free, with no exposed elastics that will rub against your skin. All underbands and waistbands are carefully wrapped with double-layered Pima Cotton, designed with 100% Pure Silk inner layers, perfect for those who have under-boob sweats or rashes on the breasts.

Tiffany shares what inspired her to set up her lingerie brand, how you go about certifying a product as allergy free and the materials they have to avoid. Tiffany also shares lots of useful information about how she has used awards to build her brand awareness and recognition, including tips on what sort of awards to enter and writing the applications.

It’s a great episode all about how someone saw a gap in the market, and filled it with a brilliant product that solves a problem for lots of people.

Listen in to hear Tiffany share:

  • An introduction to herself and her business (01:20)
  • Materials that people can be allergic to (02:02)
  • What inspired her to start creating her bras (03:08)
  • How she set about creating her product (06:27)
  • Finding a factory to manufacture her bras (10:00)
  • How she manages a product with different sizes (11:51)
  • Helping customers understand the fit and measure themselves (13:29)
  • How the brand has grown (15:10)
  • The impact winning awards has had on the business (16:05)
  • How to choose which awards to enter, and tips for filling out the applications (17:32)
  • The process of getting her product certified as allergy free (22:15)
  • Her number one piece of advice for product creators (25:43)


USEFUL RESOURCES:

Julie May Website

Julie May Instagram

Julie May Facebook

Julie May Youtube

Julie May Tik Tok


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Mentioned in this episode:

This month’s podcast episodes are proudly sponsored by my own book - Bring Your Product Idea to Life

Have you ever had a great idea for a product? Or does creating a product to sell appeal to you? Where do you begin? How do you come up with a product idea? Or, if you have an idea, how do you know if it’s even viable? In Bring Your Product Idea to Life, I take you through the process of creating your product, step-by-step. From developing your product idea, to finding suppliers and launching your product we cover it all. The book includes advice on how to price your product, where to sell it and how to find out if anyone will actually buy it. Designed to help you make real progress, Bring Your Product to Life is both practical and motivational. Every chapter includes clear action steps, so you know exactly what to do and when. This isn’t just a book for reading - this is a book for doing.

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Transcripts

Speaker:

Welcome to the Bring Your Product Idea to Life podcast.

Speaker:

This is the podcast for you if you're getting started selling

Speaker:

products, or if you'd like to create your own product to sell.

Speaker:

I'm Vicki Weinberg, product creation coach and Amazon expert.

Speaker:

Every week I share friendly, practical advice as well as inspirational

Speaker:

stories from small businesses.

Speaker:

Let's get started.

Vicki Weinberg:

Today I'm speaking with Tiffany from Julie May Lingerie.

Vicki Weinberg:

JulieMay Lingerie's only underwear brand tested by dermatologists and

Vicki Weinberg:

certified by allergy free UK to be friendly for people with sensitive skin.

Vicki Weinberg:

Everything is made with certified organic Pima.

Vicki Weinberg:

I had a great conversation with Tiffany.

Vicki Weinberg:

As you can imagine at the outset, I knew absolutely nothing

Vicki Weinberg:

about creating lingerie brands.

Vicki Weinberg:

Um, I know a lot more now.

Vicki Weinberg:

It was really interesting hearing what motivated Tiffany to start

Vicki Weinberg:

her business in the first place.

Vicki Weinberg:

All the steps that she has to go through to create her lingerie.

Vicki Weinberg:

Um, she spoke about the way she chose to launch her brand, which

Vicki Weinberg:

I found really interesting.

Vicki Weinberg:

And all the success and the awards and things that have come since.

Vicki Weinberg:

Um, and it's such a new business as well.

Vicki Weinberg:

So I found the whole story really fascinating and I would love

Vicki Weinberg:

now to introduce you to Tiffany.

Vicki Weinberg:

So, hi Tiffany.

Vicki Weinberg:

Thank you so much for being here.

Tiffany:

Hi Vicki.

Tiffany:

Uh, it's lovely to be here.

Tiffany:

Uh, I'm Tiffany.

Tiffany:

Let me introduce a bit about myself and my business.

Tiffany:

So my business is called JulieMay Lingerie.

Tiffany:

Uh, as nowadays, people are getting more cautious of the material

Tiffany:

they're wearing against their skin.

Tiffany:

And our underwear is the UK's only allergy friendly underwear, brands

Tiffany:

that make of certified organic Pima cotton and is anti allergy.

Tiffany:

And it helps people, uh, with, uh, skin issues, sensitive skins, or we have many

Tiffany:

customer that are allergic to material like latex, synthetic fibres and elastin.

Tiffany:

Yeah.

Vicki Weinberg:

Oh, that's brilliant.

Vicki Weinberg:

Oh, thank you for explaining.

Vicki Weinberg:

And um, so does allergy free, is that all about the material you you use then?

Vicki Weinberg:

So are there certain, so you've just, I guess you, you

Vicki Weinberg:

mentioned, um, like latex earlier.

Vicki Weinberg:

So are there certain materials that are classified as allergy free?

Vicki Weinberg:

Is that how it works?

Tiffany:

Yes.

Tiffany:

Yes.

Tiffany:

Mainly because of the, uh, material that triggers the allergies.

Tiffany:

Uh, we, we see like the most common allergies are like

Tiffany:

latex in that, or nickels.

Tiffany:

Many people are allergic to, uh, the nickels of the underwear of the bras or

Tiffany:

like the metal, um, fastening or like harsh chemicals in, uh, polyesters.

Tiffany:

And we also have customer, not like, um, we have skin allergy, but just general

Tiffany:

sensitive skins, for example, due to menopause or after their post-surgery or,

Tiffany:

uh, sorry, after their breast surgeries.

Tiffany:

And they need something really soft and smooth that can touch the skin.

Vicki Weinberg:

Oh, that's brilliant.

Vicki Weinberg:

Thank you for explaining.

Vicki Weinberg:

And what inspired you to start creating your bras?

Tiffany:

Um, yeah.

Tiffany:

Well, I started the brand a few years ago because when my mum gave

Tiffany:

birth to my little sisters and she developed rashes on her, on her breast,

Tiffany:

and I started to look, uh, on the market and realized that there's no.

Tiffany:

Uh, there's no relief for her situations.

Tiffany:

So I start to look into the market.

Tiffany:

I realized there's a huge gap in the market, and then I do

Tiffany:

some research and the materials, and that's how I started it.

Vicki Weinberg:

Amazing.

Vicki Weinberg:

And I'm, I'm really surprised.

Vicki Weinberg:

And were you surprised to find that there was nothing on the

Vicki Weinberg:

market already at that time?

Tiffany:

Uh, yes.

Tiffany:

I, I guess it's because when people have certain type of, like skin conditions

Tiffany:

or we've seen, um, customer who have, uh, rashes between, uh, their breasts

Tiffany:

due to like, because they have a bigger, bigger breast, or they tend

Tiffany:

to have sweats underneath their boobs or between them and they don't realize

Tiffany:

that it's caused by, uh, the clothing that they're wearing or they didn't

Tiffany:

realize that they can do something about it by changing their underwear.

Tiffany:

So I guess that's why, but, uh, since we started a brand many, uh, many people are

Tiffany:

getting more, uh, educated about, uh, the material that used in underwear can cause

Tiffany:

certain type of allergic uh, conditions.

Tiffany:

So they start to find a solution from us.

Vicki Weinberg:

That makes total sense because I've seen

Vicki Weinberg:

a lot of information out there.

Vicki Weinberg:

You know, like if your bra is maybe uncomfortable, I, I've seen information

Vicki Weinberg:

in the past about things like, um, uh, you know, change your washing powder.

Vicki Weinberg:

Maybe your washing powder is irritating.

Vicki Weinberg:

But there hasn't been a lot of information that I've seen about the

Vicki Weinberg:

actual fabric, but of course that makes sense, that rather than looking,

Vicki Weinberg:

maybe changing your washing powder or whatever, thinking about the fabric

Vicki Weinberg:

you're putting next to your skin, does makes so much sense, doesn't it?

Tiffany:

Yes, it is.

Tiffany:

We went to an allergy free show in London a few months ago, and when people walk by

Tiffany:

and see us, saw our stand, and they were like, oh, I've never heard such thing as

Tiffany:

like allergy friendly underwear before.

Tiffany:

And they find it kind of weird why you're here.

Tiffany:

But once we kind of explain the concept to them, they feel like, oh, that makes

Tiffany:

like, uh, that actually makes sense why I haven't thought of that before.

Tiffany:

So, yeah.

Vicki Weinberg:

Yeah, it really does.

Vicki Weinberg:

Um, and so when your mum started wearing your underwear, did she see

Vicki Weinberg:

an improvement in her condition?

Tiffany:

Yes, of course.

Tiffany:

Um, because, um, all our products have been, uh, tested by dermatologists

Tiffany:

and certified by allergy for uk.

Tiffany:

And we do see, uh, not only improvement in my mum's condition,

Tiffany:

but many of our customer's condition.

Tiffany:

So now, not only by mum, myself and my little sister, wearing my

Tiffany:

underwear, uh, like underwear brand.

Tiffany:

So, yeah.

Vicki Weinberg:

That's amazing.

Vicki Weinberg:

And I'm just so impressed that your mum had this issue and you

Vicki Weinberg:

just went and created something.

Vicki Weinberg:

I'm just, I'm blown away by that, that you were able, she must have been so,

Vicki Weinberg:

um, so grateful that you, that you did.

Vicki Weinberg:

Because it must be a huge undertake.

Vicki Weinberg:

And I've got so many questions about how you actually develop an underwear range.

Vicki Weinberg:

Um, so can you take us back to say, you know, you decided that

Vicki Weinberg:

you would like to look into this.

Vicki Weinberg:

There was nothing on the market.

Vicki Weinberg:

What did you do next?

Vicki Weinberg:

What was the first step in actually creating your range of products?

Tiffany:

The first step that I did was build a minimal viable

Tiffany:

product, so, I just have one simple collection or like one simple set

Tiffany:

and then I start selling online.

Tiffany:

I don't get much sales, uh, uh, back in that time, but every sale, uh, means a

Tiffany:

lot to me and I talk to customers and listen carefully to what they want,

Tiffany:

and I kind of like, uh, spent all my time researching the best fabric

Tiffany:

combinations based on their feedback and source the material that will not

Tiffany:

trigger any irritation to the skin.

Tiffany:

So I kind of am moving my collections based on what customer told me.

Vicki Weinberg:

Okay.

Vicki Weinberg:

That makes sense.

Vicki Weinberg:

So what, what material was your first, so your first was your first

Vicki Weinberg:

product, was it simply one bra that you created in a range of sizes?

Tiffany:

Yes.

Tiffany:

Just, it was just one set.

Vicki Weinberg:

Yeah, one set.

Vicki Weinberg:

And what fabric did you use for that initial set?

Vicki Weinberg:

I'm just being curious.

Tiffany:

I, I use, uh, cotton and then after I talk to a customer,

Tiffany:

they told me, uh, which part they feel as irritating the skin.

Tiffany:

For example, one customer told me that they feel the bra

Tiffany:

they're wearing is really hot.

Tiffany:

And make them sweat.

Tiffany:

So I kind of think, oh, maybe I could put silk in the, in the layers to cool

Tiffany:

down the skin, especially when I have, um, I have customer that have eczema and

Tiffany:

sweating really make the condition worse.

Tiffany:

So I kind of.

Tiffany:

Uh, try different materials.

Tiffany:

I also have customer told me that they find issues with the straps that sticking

Tiffany:

in and rubbing it against the skin.

Tiffany:

So I changed the, uh, sewing technique of the straps to make the straps comfortable.

Tiffany:

So that's how I, um, develop my collection.

Tiffany:

Like, um, I improve it every time when I hear from my customer.

Vicki Weinberg:

That's amazing.

Vicki Weinberg:

And out of interest.

Vicki Weinberg:

Do you have any experience in fashion or textiles or anything like that?

Tiffany:

Not really.

Tiffany:

I, I was in a law background, so, uh, funny enough, I don't have any experience

Tiffany:

in design or in fashion or textile, but once I decided to start the brand, I

Tiffany:

took, uh, design course, um, from the UAL.

Tiffany:

So kind of like educate myself more about like bra designing.

Tiffany:

So yeah.

Vicki Weinberg:

That's really impressive.

Vicki Weinberg:

Because I think a lot of people are put off by doing something because

Vicki Weinberg:

they say, oh, I don't have experience.

Vicki Weinberg:

So I think it's fantastic that you just said, okay, I don't have

Vicki Weinberg:

the experience, but I can learn.

Tiffany:

Mm-hmm.

Vicki Weinberg:

Um, did you work with bra designers to come up with

Vicki Weinberg:

the designs or was that something you were able to do yourself?

Tiffany:

Uh, when I first start the business, because I only have one

Tiffany:

set, so I just, uh, did it myself.

Tiffany:

But now I have a bigger collection and I have new collection launching every year.

Tiffany:

And I'm starting to work with professional, uh, lingerie designer now.

Vicki Weinberg:

Oh, that's brilliant.

Vicki Weinberg:

And how about the production side?

Vicki Weinberg:

So, uh, initially did you just have to, I say just because I know you're finding

Vicki Weinberg:

a supply is not an easy thing, but was it a case of finding, um, a factory that

Vicki Weinberg:

could make what you wanted in the fact, in the fabric that you were looking at?

Tiffany:

Uh, yeah, because mm, not only I want my collections to be,

Tiffany:

um, allergy friendly and suitable for sensitive skins, I also want

Tiffany:

my collection to be ethically made.

Tiffany:

So I have to find, um, a factory that can, uh, produce my bras, um, like ethically.

Tiffany:

So it, it is difficult, but once you have find the factory

Tiffany:

and build that relationship.

Tiffany:

It, yeah, I guess it's, yeah.

Tiffany:

Or, or, or you can actually go to a lot of, um, associations online

Tiffany:

that can help you to connect with a supplier and help you to yeah.

Tiffany:

Produce your collection.

Tiffany:

So, yeah.

Vicki Weinberg:

I think you're right.

Vicki Weinberg:

Finding this flow isn't necessarily that straightforward, but it is worth

Vicki Weinberg:

it, isn't it, to find someone that you are happy with and you enjoy working

Vicki Weinberg:

with because you don't want to be doing the same process again and again.

Vicki Weinberg:

Um, it's good to just build up a relationship if that works long term.

Tiffany:

Mm-hmm.

Tiffany:

Yeah.

Vicki Weinberg:

And I guess then they get to know you more and

Vicki Weinberg:

know what you're looking for, and they're able to support you.

Tiffany:

Yeah, it's all about like the communications that you have between

Tiffany:

you, your designer, and the suppliers.

Tiffany:

When you get that communications and get the relationship established,

Tiffany:

I think everything can go smoothly.

Vicki Weinberg:

And tell about, um, sorry to ask you so many questions,

Vicki Weinberg:

but I've never spoken to anyone with a lingerie brand before.

Vicki Weinberg:

So I do have questions.

Vicki Weinberg:

I hope you don't mind.

Vicki Weinberg:

So one thing I was gonna ask about is sizing.

Vicki Weinberg:

So for lingerie, is there like standard sizes that you would say to the

Vicki Weinberg:

factory, make this size, this size, this size and, and the factory knows

Vicki Weinberg:

like there's a universal standard.

Vicki Weinberg:

The reason I ask this is because I've spoken to clothing brands before who've

Vicki Weinberg:

said for clothing, so they say T-shirt.

Vicki Weinberg:

It can be quite hard because as we know, different stores work to different

Vicki Weinberg:

measurements and it's not really standard.

Vicki Weinberg:

But for, for lingerie, is everything.

Vicki Weinberg:

Can you see what I mean?

Vicki Weinberg:

Is there universal?

Tiffany:

Yes.

Vicki Weinberg:

Accepted.

Vicki Weinberg:

This is the size?

Tiffany:

I, well, I think you've touched a really, really difficult

Tiffany:

questions in the lingerie industry because bra sizing is not always easy.

Tiffany:

Yeah.

Tiffany:

Especially when we sell online, sometimes it could be really difficult to find

Tiffany:

the right size, and I don't think that such things called like standard

Tiffany:

sizing because different bra shapes fit differently and especially with the

Tiffany:

material that we use are so different.

Tiffany:

The stretch, the, uh, flexibilities are different.

Tiffany:

So it, it really, it really depends.

Tiffany:

I don't think there's such things called like sensitizing even that

Tiffany:

you, for example, if you buy a 36 D from Marks and Spencer and you'll

Tiffany:

find yourself end up with a completely different size in a different brand.

Vicki Weinberg:

Wow.

Vicki Weinberg:

That's a real, that's a real challenge.

Vicki Weinberg:

How did, how did you, um, overcome that?

Vicki Weinberg:

What was your approach?

Tiffany:

Well, just to provide as much information as possible online to help

Tiffany:

our customer to find the right size.

Tiffany:

Uh, give really, really detailed size guide and size chart and

Tiffany:

help our customer to, um, take measure themself before purchase.

Vicki Weinberg:

Yeah, that makes sense.

Vicki Weinberg:

And I think you're right though.

Vicki Weinberg:

I think customers are used now too, but when they buy from a different

Vicki Weinberg:

brand or maybe a brand they haven't brought from before, whether it's

Vicki Weinberg:

underwear or clothing, you do sort of know that the size may not be

Vicki Weinberg:

what you are used to because as you say, they just aren't standard.

Vicki Weinberg:

I wasn't sure for underwear, I knew for clothes they weren't,

Vicki Weinberg:

I wasn't sure for bras.

Vicki Weinberg:

Um, but I think most consumers know, don't they, that they need to, um, take

Vicki Weinberg:

measurements and make sure they're getting the correct, the correct size and fit.

Tiffany:

And one thing that's very important when you do a lingerie

Tiffany:

business is to ensure that you have a good return and exchange process because

Tiffany:

people tend have to like try a few times in order to get the perfect fit.

Vicki Weinberg:

That's really useful.

Vicki Weinberg:

So do you find that customers will, um, maybe order a range of sizes from you and

Vicki Weinberg:

then return the ones that aren't right?

Tiffany:

Yeah, sometimes they do.

Tiffany:

Yes.

Vicki Weinberg:

Yeah, that's really, that's a really good point about

Vicki Weinberg:

the exchange and refund process.

Vicki Weinberg:

Um, I wouldn't have thought of.

Vicki Weinberg:

That's fantastic.

Vicki Weinberg:

Um, and so you mentioned that your ranges expanded due to

Vicki Weinberg:

feedback from your customers.

Tiffany:

Mm-hmm.

Vicki Weinberg:

So talk us through the last couple of years.

Vicki Weinberg:

So you started off with just.

Vicki Weinberg:

Um, the one initial set and, um, talk us through what's happened

Vicki Weinberg:

since and how your range looks now.

Vicki Weinberg:

I know that's a big question.

Tiffany:

No, like, um, well, I think the brands, uh, the brand is growing very

Tiffany:

quickly and has made a lot of achievement in the past few years when we have expand

Tiffany:

our collections and go to the market.

Tiffany:

Uh, the brand's been featured in Guardian Evening Standard, and we

Tiffany:

won the London Prestige Award, the best Lingerie store of the year.

Tiffany:

We have also been selected as one of the a hundred most inspiring small firms.

Tiffany:

And we have awarded the new promising, uh, sorry, the most promising business of the

Tiffany:

year by the Kent, uh, Chamber of Commerce.

Tiffany:

So the brands has make a lot of achievement and progress so far.

Vicki Weinberg:

That's amazing.

Vicki Weinberg:

And how have the, the awards, you've mentioned some of these awards that

Vicki Weinberg:

you've won, which is fantastic by the way.

Vicki Weinberg:

Congratulations.

Vicki Weinberg:

I think that's a massive achievement because you're

Vicki Weinberg:

still quite a young business.

Vicki Weinberg:

How have, um, the awards that you've won and the recognition you've had,

Vicki Weinberg:

has that impacted your business at all?

Tiffany:

Yes, of course.

Tiffany:

Um, well, I'm very honoured that, uh, my effort and my team and the

Tiffany:

business has been recognized by this award and this award can, um, help

Tiffany:

my brand to get the exposure and, um.

Tiffany:

And one thing is when you fill out the application for all this

Tiffany:

award, you kind of have a better understanding of what, where you are

Tiffany:

now and where you want to go next.

Tiffany:

So it is overall is a very wonderful, um, experience, uh, in applying awards and

Tiffany:

also very exciting to win those awards.

Vicki Weinberg:

That makes sense.

Vicki Weinberg:

Um, okay.

Vicki Weinberg:

Because I guess while you are filling out the application, you have to

Vicki Weinberg:

think a lot about what your brand is and the message you want to share.

Vicki Weinberg:

Um, so I guess you really hone that message while you are doing that.

Tiffany:

Mm-hmm.

Tiffany:

Yeah.

Tiffany:

Yeah.

Vicki Weinberg:

And, um, how did you choose?

Vicki Weinberg:

I mean, uh, if maybe you, if you've got any advice around this sort

Vicki Weinberg:

of choosing which awards to enter?

Vicki Weinberg:

Because of course, as we all know, there are so many awards.

Vicki Weinberg:

Quite often I get something in my inbox or I see on social media.

Vicki Weinberg:

Um, how did you go about deciding which ones you were going to enter?

Vicki Weinberg:

Because presumably you could spend a lot of time filling out forms.

Vicki Weinberg:

Um, so was there any strategy behind the ones you went for?

Tiffany:

Uh, I guess to find, I guess you can start searching from local awards.

Tiffany:

Yeah.

Tiffany:

For example, we have won the, uh, SSP award in the southeast England

Tiffany:

and also like the um, award from the Kent in the Chamber of Commerce

Tiffany:

because we're based in Kent.

Tiffany:

So maybe we can start, um, locally and start to search local awards

Tiffany:

because local awards can help.

Tiffany:

You could connect with other, like local business owners and they kind of build

Tiffany:

community around all the award winners.

Tiffany:

And then you can start going for national awards, for example.

Tiffany:

I'm one of the winners of the Young Innovator Award this year.

Tiffany:

This is a government funded award, um, um, organized by the Innovate UK.

Tiffany:

And, uh, going nationally could mean like, um, more recognitions, more resources

Tiffany:

and more opportunities, but also of course, it's harder and more difficult.

Tiffany:

So my advice is to, uh, start searching for local and start locally.

Vicki Weinberg:

That makes so much sense.

Vicki Weinberg:

And I guess then you can make sure that your messaging is correct,

Vicki Weinberg:

how you position your brand.

Vicki Weinberg:

And I guess once you've had some success with the local awards, then

Vicki Weinberg:

you can, as you say, think about applying for the national ones.

Tiffany:

Mm-hmm.

Vicki Weinberg:

Um, and I guess it also gives you a bit of confidence as well if

Vicki Weinberg:

you've won a few awards, because I think it must be very intimidating to, um.

Vicki Weinberg:

And, well, I'm speaking for myself.

Vicki Weinberg:

Maybe you don't find it intimidating, but I feel it.

Vicki Weinberg:

It could possibly be quite intimidating to go put yourself up for Big

Vicki Weinberg:

National Awards as a very young brand.

Tiffany:

Yeah.

Tiffany:

But try to think of another way, like another perspective, not

Tiffany:

thinking, um, as a competition.

Tiffany:

But thinking it as an opportunity to, for example, to, uh, outline a business plan.

Tiffany:

So, um, change, kind of like make you feel less stressful about feeling it.

Tiffany:

Um, Filling in, um, com competitions or filling in the applications

Tiffany:

because do you, you just don't think it as competition.

Tiffany:

Just think it as like a exercise to build your business strategy

Tiffany:

and don't, don't be too stressful about like winning it or not.

Vicki Weinberg:

That makes a lot of sense.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

I really like that advice.

Vicki Weinberg:

Mm-hmm.

Vicki Weinberg:

Um, yeah, that's, that's really good because you're right that it can't

Vicki Weinberg:

all be about the, you know, we're not all going to win everything.

Tiffany:

Yeah.

Vicki Weinberg:

So that's really useful.

Vicki Weinberg:

And, um, I guess as well as another benefit of winning the awards is a

Vicki Weinberg:

lots more people finding you now, because what I've been reflecting on as

Vicki Weinberg:

we've been speaking, as you mentioned, but there weren't, there wasn't any

Vicki Weinberg:

underwear or lingerie brands that was allergy free in the first place.

Vicki Weinberg:

So now you've got an allergy free brand.

Vicki Weinberg:

I guess there's also some education of customers that actually you can, you know,

Vicki Weinberg:

perhaps some of your skin issues might be due to the underwear you're wearing.

Vicki Weinberg:

And even if not for things like menopause, as you were saying, choosing different

Vicki Weinberg:

underwear can help you with symptoms.

Vicki Weinberg:

Um, so how have you been getting that message out?

Vicki Weinberg:

Because I think it's always hard when you are the first to do something

Vicki Weinberg:

because you are almost leading the way with speaking about it.

Tiffany:

Yeah, I, I think, uh, the message that you have to, you trying

Tiffany:

to give out has to be precise.

Tiffany:

Yeah.

Tiffany:

You can't include everything in your brand.

Tiffany:

You have to find, uh, unique selling points of your brand.

Tiffany:

And the values behind your brand are what values you can offer to your customer

Tiffany:

and emphasize that one particular value, uh, many, many times on, on your

Tiffany:

public speaking, on your websites, on your blog, or on your social media.

Tiffany:

Yeah.

Vicki Weinberg:

Yeah, that makes sense.

Vicki Weinberg:

And I think you've done a great job of that.

Vicki Weinberg:

When I look at your website, you know, I get a real sense

Vicki Weinberg:

of who your lingerie is for.

Vicki Weinberg:

Well I know it's for everyone, but, um, I think you do a great

Vicki Weinberg:

job of explaining the benefits.

Tiffany:

Yeah.

Tiffany:

Thank you.

Vicki Weinberg:

And I've got another questions where, if you don't mind,

Vicki Weinberg:

about the, um, you mentioned that your lingerie is certified allergy free.

Vicki Weinberg:

So is that a process you need to go through in order

Vicki Weinberg:

to have that certification?

Vicki Weinberg:

Was there something you, you had to do?

Tiffany:

Yeah.

Tiffany:

Uh, first of all, we have to take the products to lab for testing.

Tiffany:

So we have a laboratory testing, uh, to say that there's no harsh chemicals

Tiffany:

found in the report, and, and then you have to, um, kind of, um, prove,

Tiffany:

give evidence to prove your claims uh, to apply for this certifications.

Tiffany:

I guess the process is the same, uh, for other certifications as well.

Vicki Weinberg:

That makes sense.

Vicki Weinberg:

And does the, um, having this certification, and sorry to ask so

Vicki Weinberg:

many questions, but I'm genuinely so interested, does, does it kind of

Vicki Weinberg:

impact anything about your product?

Vicki Weinberg:

So for example, um, because of the chemical aspect, are there only, this

Vicki Weinberg:

might be a really stupid question, but I'm going to ask it anyway just in case anyone

Vicki Weinberg:

else thinks it, like, are there a certain.

Vicki Weinberg:

Only certain lingerie colours you're able to do because of obviously the chemicals

Vicki Weinberg:

involved in dyeing processes or, um, do you tend to steer away from that anyway?

Vicki Weinberg:

How does that, what I'm trying to ask is, does um, being certified

Vicki Weinberg:

allergy free, does it impact at all on the designs and what you

Vicki Weinberg:

are able to do with your lingerie?

Vicki Weinberg:

If that makes sense.

Tiffany:

Yes.

Tiffany:

It's actually, um, kind of limit what we can do.

Tiffany:

Like you said, we can't use, like, for example, synthetic lasers,

Tiffany:

we have to use cotton lasers.

Tiffany:

We have to use cotton threads and we can't, we just can't do

Tiffany:

like, um, we can do some designs.

Tiffany:

That we really want, uh, because we have to use a certain type of material

Tiffany:

and avoid using some other materials.

Tiffany:

So that is limitation when you create the allergy friendly collections.

Tiffany:

But I think we manage it quite well to maintain, uh, the comfortability of

Tiffany:

the collections and the, um, and also make it beautiful and elegant, not

Tiffany:

just like boring plain collections.

Vicki Weinberg:

Yeah, I agree.

Vicki Weinberg:

I think your underwear's really pretty.

Vicki Weinberg:

Um, and I would say that looking at it and not knowing the background,

Vicki Weinberg:

you wouldn't necessarily say this is allergy free, or this is different

Vicki Weinberg:

from any other lingerie brand in terms of, you know, the aesthetic.

Vicki Weinberg:

It looks really pretty.

Tiffany:

Mm-hmm.

Tiffany:

Yeah.

Tiffany:

Thank you.

Vicki Weinberg:

And I guess in some ways as well, it's nice to have

Vicki Weinberg:

those parameters if you need to know what you can and can't, um, do and

Vicki Weinberg:

include, I guess that, does that help with the design process in some

Vicki Weinberg:

ways because, um, it's very clear.

Tiffany:

Um, I wouldn't say it helps or not helping, it's just the

Tiffany:

direction that your designs have to go.

Tiffany:

It's like there this kind of like a limitation around.

Tiffany:

What you can design, what you can or what materials you can use and

Tiffany:

what things that you can't use.

Tiffany:

So.

Vicki Weinberg:

Yeah, that makes, that makes sense.

Vicki Weinberg:

I guess it is what it is.

Vicki Weinberg:

It's one of those things.

Tiffany:

Yes.

Vicki Weinberg:

Well, thank you so much for everything you have shared Tiffany.

Vicki Weinberg:

I have one final question, if that's okay, which is what would your number one piece

Vicki Weinberg:

of advice be for other product creators?

Tiffany:

Uh, my number p one piece of advice is to listen to your customer.

Tiffany:

I think it is very tempting to design the product that you think is the best, but

Tiffany:

without testing it with, in the market.

Tiffany:

So I think it's, uh, always helpful to design the collections

Tiffany:

and listen what customer says.

Tiffany:

Before you get like, um, you get a big inventory or before

Tiffany:

you buy a lot from the supplier.

Tiffany:

So make sure you start small and then listen to what the customer says.

Tiffany:

I'm sure after you listen to your customer feedback, you'll find

Tiffany:

there are so many upgrades that you want to do with your products.

Tiffany:

So make sure you do all this, like, um, uh, all this feedback loop before

Tiffany:

you ordering in bulk from the supplier.

Vicki Weinberg:

That makes loads of sense.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

Because I think it can be really tempting, particularly if you've, came up with

Vicki Weinberg:

the idea, or I guess in your case you came with the idea to help your mum.

Tiffany:

Mm-hmm.

Vicki Weinberg:

It can be really easy to have a really narrow focus and just think

Vicki Weinberg:

of what you like or what the person you are creating the product for would like.

Vicki Weinberg:

Um, and forgetting that actually this needs to, for it to be a business,

Vicki Weinberg:

it needs to work and appeal to much wide, wider range of people.

Tiffany:

Yeah, exactly.

Tiffany:

It's just, make sure that the product you design, not only you like about it

Tiffany:

or your friends or family, like about it, make sure that your customer, the

Tiffany:

peoples who actually buying it, likes it.

Vicki Weinberg:

Brilliant advice.

Vicki Weinberg:

Thank you so much, Tiffany.

Tiffany:

You're welcome.

Tiffany:

Thank you so much for inviting me.

Tiffany:

I'm happy to share my story and I hope, uh, yeah, uh, you find it helpful.

Vicki Weinberg:

It's, it's been fascinating.

Vicki Weinberg:

Thank you so much.

Vicki Weinberg:

I've really enjoyed this.

Vicki Weinberg:

Thank you.

Tiffany:

You're welcome.

Vicki Weinberg:

Thank you so much for listening right

Vicki Weinberg:

to the end of this episode.

Vicki Weinberg:

Do remember that You can get the full back catalogue and lots of free resources

Vicki Weinberg:

on my website, vickiweinberg.com.

Vicki Weinberg:

Please do remember to rate and review this episode if you've enjoyed it,

Vicki Weinberg:

and also share it with a friend who you think might find it useful.

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