Beija London is a lingerie and swimwear brand that responds to the needs of different cup sizes. With 3 unique sizing categories (X, Y and Z) they have created a collection that is modern and beautifully practical, without compromising on style. They are on a mission to make lingerie women want to wear. Believing the simple things are the most beautiful, Beija offers paired back fuss free styling, sublime design and carefully considered construction for sizes AA-H cup.
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G: What problem did you set out to fix in this world?
M: We wanted to create a lingerie brand where women felt welcome, celebrated and cool. Beija bras are designed to cater to the specific requirements of cup sizes, from AA to H. Along with it’s current and contemporary branding, instantly recognisable by it’s proud disregard of the male gaze.
G: How did you find your ‘Why”?
A: Beija has a platform so we must use it for a positive impact. We have daughters and are surrounded by women so we have a responsibility to change the scope of imagery and product design that is reflected back to them. We knew that the retail spectrum was changing and understood the spot in the market for Beija.
G: How long did it take until you start making a living out of it? Money can be a bit inconsistent at the beginning, so what has kept you going during the tough times?
M: Our brand is supported by our family business – Aura Lingerie, our mother’s company. It’s 35 years old. It’s a lingerie design and manufacturing company. They are our only only investor. We do everything on a shoestring and are incredibly careful with cash flow.
G: What were the biggest obstacles launching the company and how did you overcome them?
M: I think a big thing is trust, you endlessly feel like you’re getting ripped off by everyone! Consultants, web developers, advertising agencies, influencers, landlords – everyone! Without experience of working with all these types of people before you have no idea how much it all costs. It makes you reluctant to give anything a go for fear that you’re totally getting taken advantage of!
G: Why do you think people fell in love with your company?
M: Our brand is refreshing and just what women need. Specifically the Z category – this customer has wanted a cool bra in the larger sizes for a long time. Typically she’s sold unattractive grandmas boulder holders. The quality and fit of Beija is what sets us apart, it’s exceptional. It washes well and lasts a long time.
G: How your company/brand is winning over the hearts and minds of the local community?
A: Connecting with our customers IRL is key for us due to the nature of our product. We are competing online with brands that have a much larger digital marketing spend. We have to use innovative and creative ways to win over customer loyalty. Instagram is the main window into our brand identity, but conversion is dependent on customer service and brand experience.
G: What 3 pieces of advice would you give to the people who want to create something, but not sure how or where to start ?
A: Understand your product and learn how it’s made so you can save money on the process from design to manufacture.
Work out why the world needs more products and why the brand exists.
Speak to as many people as possible so that you can save from making expensive mistakes.
G: Have you had any mentors or role models that have influenced you? Who do you learn from how to grow your business?
A: Yes. Business women and creatives that understand the vision of the brand.
G: Who/what are your favorite CEOs/Businesses in Shoreditch or East London?
A: Hard one! I’d have to pick my friends, Samson Soboye on Calvert Avenue because he’s got an unwavering style and prioritises fun. Plus, Alice of Magpie Vintage on Brick Lane because she’s ambitious, hard working and we have a reciprocal understanding of just how much energy it takes to make things happen and I appreciate her.
G: Where do you see your company in a few years’ time and what are your thoughts on the future of your industry how is it changing?
M: We’ll have mini Beija Bra fitting shops all over the world. Women will whip in to find out their size and their selection will be delivered to their home the next day.