To keep my creativity alive, I always had a side project on the go whether that be researching a business idea, doing some kind of a short course or attempting a DIY. It wasn’t until I spotted a gap in the market for breathable underwear that placed vaginal health, comfort and ass-thetics at its core that I felt I had found my 'thing.'
For about a year and a half I was using every spare moment I had to develop Vee’s brand and product. However, it wasn’t until the start of 2018 when I realised ‘you can’t do it all’ (something I still have to remind myself on the reg) that I decided to call it quits, salvage what was left of my passion for the industry and throw the skills that I had learnt into Vee Underwear. Six months later in November 2018 we launched and are supporting healthier, happier hoo-ha’s one top drawer at a time.
What inspired the concept?
The idea was born out of a personal need for breathable underwear that fit comfortably and didn’t look daggy.
A few years back I went through a frustrating period were I was regularly getting thrush… or ‘irritation’ as I like to call it when I’m trying to be a little more PG (not my strongest point). After too many visits to my local GP, I wasn’t going to take ‘Canesten’ for the answer and this was when the GP finally suggested a seemingly simple preventative–investing in breathable cotton underwear.
To my surprise, this ‘simple task’ quickly became impossible.
Breathable cotton underwear that fit comfortably and wouldn’t be embarrassing to wear in front of my new man-friend just didn’t exist.
After much web-trawling and trying on horrifically unflattering underwear, I clicked across bamboo fabric and discovered that bamboo fabric is not only breathable, but offers numerous additional health benefits in comparison with cotton and is significantly more sustainable.
Inspired by the possibility of creating a female focused product and educating women on how simple environmental factors such as underwear can affect their vagina health, I set out to create Vee Underwear.Did 5-year old Emma think this would be where you ended up? What did you aspire to be at that age?
Then at age 13, I made my mum sign up as an Avon sales representative on my behalf (as you can’t get a job until you are 14 and 9 months in Australia), and when I was 15 I had a jewellery stall at my grandparents’ local market. Looking back, I think in some ways I always had aspirations to have my own business.Avon!? Incredible. So, basically a hustler from day dot. Where or who do you draw inspiration for with Vee and for yourself?
In terms of drawing on inspiration for myself, I feel really inspired by like minded women in business. It really excites me to see other women creating amazing brand platforms and that gives me extra kick. I can’t explain it, but good ideas really motivate me to foster my own ideas.Why is natural and eco so important to you and the brand?
In addition, Vee's brand mission is to empower women to live healthier, happier day-to-day lives. This mission extends beyond our physical products, as far as the impact we have have on preserving the planet that these women live on.
Jonny could not agree more. Kudos to you Emma! Share your favourite statistic with everyone.
The stat that stands out for me – and not going to lie, also makes me feel a little better about that recurring ‘irritation’ I was talking about earlier–is that 75% of women will experience thrush in their lifetime, ouch.
I usually head to a cafe or co-working space for a change of scene and continue with the rest of my tasks for the day which could include anything from working with my manufacturer, blog writing, content creation, PR and influencer outreach, website updates, marketing strategy, coordinating a shoot, collaborations or the most glam job of all, packing orders in my little spare room.Phew! It's tiring just hearing you say all that! What is on the horizon for Vee over the next year?
And last question to round off this chat. If you could invite five people to dinner, anyone at all in the world, who would be at the table?
Tough question! Okay, I’m not a huge international celeb fan girl as they feel a touch unrelatable, therefore, I’d roll with some fellow Aussie business women:
What a dinner squad. It's safe to say Jonny and Vee go-together like breakfast in bed.