Recently, I was invited to speak at the Scenic Rim Women in Business Luncheon, where I shared the story behind Lazy Girl Lingerie and reflected on the challenges, changes, and opportunities that have shaped my journey as a business owner.
It was a wonderful opportunity to look back on how far both I and my business have come over the past decade. From starting a side hustle while working full-time, to showcasing at Australian Fashion Week, becoming a mum, and navigating the many ups and downs of entrepreneurship, the journey has been anything but straightforward.
After the event, I had several people ask about my story, so I thought I'd share a little more about how Lazy Girl Lingerie began, the lessons I've learned along the way, and what has helped me grow an ethical lingerie brand from my sewing room into an internationally recognised business.
How Lazy Girl Lingerie Started
Like many small businesses, Lazy Girl Lingerie began as a side hustle.
I was working full-time while building the business during evenings, weekends, and every spare moment in between. There were plenty of late nights spent sewing, packing orders, creating content, and learning the ins and outs of running an online business.
In those early days, marketing looked very different. I didn't have a huge budget, so I relied heavily on social media, word of mouth, and collaborations with photographers, models, and other small businesses.
Looking back, collaboration was one of the most powerful tools for growth.
Every photoshoot created new content. Every collaboration introduced the brand to a new audience. Most importantly, those collaborations helped build trust. When people saw other creatives working with and supporting Lazy Girl Lingerie, it gave credibility to the brand and helped establish a loyal customer base.
Balancing full-time work with growing a fashion business wasn't always easy. There were times when I questioned whether I could keep juggling everything. But I loved what I was building, and that passion kept me moving forward.
Career Highlights and Fashion Industry Opportunities
One of the biggest turning points in my career came in 2023 when I was selected as one of just seven designers Australia-wide for the Indigenous Fashion Projects Pathways Program.
The program opened doors that I never imagined possible and connected me with incredible mentors and opportunities within the Australian fashion industry.
Through the program, I had the privilege of showcasing my designs at:
- Australian Fashion Week (twice)
- Melbourne Fashion Festival
- Melbourne Fashion Week
These experiences were truly surreal. As a designer who started sewing lingerie from home, seeing my work on nationally recognised runways was a moment I'll never forget.
The exposure also led to media features across publications including Vogue, Harper's Bazaar, Refinery29, SBS, Fashion Journal, NITV, and even a tiny appearance on Netflix's We Wore It. It may have only been a brief clip from Fashion Week, but I'm absolutely claiming it!
In 2024, another exciting milestone followed when Lazy Girl Lingerie was named a Top 3 Exporter in Queensland at the Queensland Premier's Export Awards.
I've also had the opportunity to design exclusive collections for:
- Missy Noir in Melbourne
- Lingerie and Literature in California
- Folk and Co in Jimboomba
And there are even more exciting collaborations on the horizon once I return from my next maternity leave.
What Helped Me Grow My Business Organically
People often ask what helped Lazy Girl Lingerie grow, and the truth is that there wasn't one magic strategy.
It was a combination of collaboration, education, mentorship, and consistency.
Collaboration
Collaboration has played a huge role throughout my business journey.
From collection collaborations to styled photoshoots and content creation, working with other creatives has consistently introduced my brand to new audiences while building meaningful relationships within the industry.
SEO and Organic Traffic
As someone running an online business, learning SEO was one of the best investments I made.
I focused on using strategic keywords throughout my website, blog posts, product descriptions, and Etsy listings. Over time, this helped increase organic traffic and allowed customers searching for ethical lingerie, bridal lingerie, and handmade lingerie to discover my brand naturally.
SEO isn't glamorous, but it works.
Mentorship
I've been fortunate to learn from some incredible mentors throughout my journey, including Bianca Park, Indigenous Fashion Projects, Lady Petrova, and the team at Create and Thrive.
Having experienced business owners to learn from has helped me avoid mistakes, gain confidence, and continue growing both personally and professionally.
Education
I'm a big believer in lifelong learning.
Over the years I've invested in programs and education through Create and Thrive, Tizzit, She-Com, and completed studies in Digital Marketing and Business Development.
Every course, workshop, and mentor has contributed something valuable to the way I run my business today.
The Challenges Behind Running a Small Business
Social media often shows the highlights, but running a business comes with challenges too.
Overcoming Isolation
One of the biggest challenges I've faced is the isolation that can come with working for yourself.
Unlike traditional workplaces, there isn't always a team around you. You're often making decisions, solving problems, and celebrating wins on your own.
Mentorship, networking groups, and collaborations became incredibly important because they provided connection and community.
Moving to the Scenic Rim
When my husband and I moved to the Scenic Rim in 2019, I didn't know anyone besides him.
It felt like starting my social life from scratch, and that sense of isolation carried into my business life as well.
Over time, I made a conscious effort to become part of the community. Joining my local gym, attending classes, supporting local events, and exploring this beautiful region helped me build genuine connections.
It's one of the reasons I'm so passionate about networking opportunities and community groups today.
Motherhood and Business
The biggest blessing in my life has been becoming a mum.
When my daughter Clementine was born, everything changed.
She is the best thing that has ever happened to me, but motherhood also required me to completely rethink how I work.
Instead of trying to do everything, I became much more intentional with my time. Clementine attends care part-time, and those hours are dedicated to my business. I've created stronger boundaries between work and family life and learned to outsource tasks where possible, including wholesale sewing.
The result is a business that feels more sustainable and aligned with the life I want to build.
My Advice for Anyone Starting a Business
If there's one thing I've learned, it's that you don't need to have everything figured out before you begin.
Start with the idea.
Trust the process.
Take imperfect action.
Sometimes beginning before you feel ready is exactly what creates the momentum you need.
Put yourself out there. Network. Collaborate. Join groups. Take courses. Invest in yourself and your growth.
Most importantly, be the face of your brand and share your story.
I've had people copy my photos. I've had people imitate my designs. But what nobody can replicate is your unique story, your perspective, and the reason you do what you do.
That's your greatest advantage.
If you're sitting on an idea you've been too scared to pursue, consider this your sign.
You can do it.
I'm just an ordinary girl who decided to take a chance on a dream.
And if I can do it, you can too.
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Image Credit: Captured Crimson
