In conversation with the founders of Beija, an inclusive lingerie brand.
We had the pleasure to chat to Abbie and Mazie, the founders of Beija. Beija is an incredible lingerie brand that focuses on understanding women’s needs when it comes to their lingerie by creating the most inclusive designs. In this article, Abbie and Mazie talk to us about how Beija started, the hardest challenges they have faced, the Beija community and their future plans for the brand.
Keep reading to find out more and check out their website and socials below.
How did Beija London all start? Have you always wanted to start it?
Lingerie is in our DNA. Our Mother has a lingerie manufacturing design and supply business. We grew up with bras on the kitchen table and as kids were dragged around lingerie department stores all over the world. What was being offered never particularly excited us so we wanted to create something refreshing that was more relatable and welcoming to modern women. A brand that the women we see around us, and our friends would want to wear. Prioritising fit, simplicity and designing for the needs of the cup size is important to us and we couldn't see a brand doing this well so we sorted it out with our X,Y, Z sizing categories.
Within your brand, how do you aim to create a community and make women feel included?
Beija is a space for women to come together to support one another. Internally, we have a really positive culture of complementing one another on work related things, tasks, presentations, photoshoots, designs, customer service - whatever it may be. The team are great at being vocal when someone has done something good. It helps us all to thrive and get the most out of ourselves, it keeps the energy up and the vibes strong!
Can you tell us a little more about the "behind the scenes" of Beija London; for instance what is the day to day schedule and how the products are made?
Hectic and fast paced. We develop the range as a team really, talking about colour and customer feedback and suggestions. I'll show sketches and fabrics then work the designs into something that is technically neat and possible, based on formulas that always work. Samples get made, and tweaked and the fit is tested and amended along the line before production starts. All the meanwhile making the imagery and marketing strategy in time for the launch. Behind the scenes is a lot of fun. Lots of boobs and bras and lols. It's stressful of course and there is a lot of pressure, but Beija is a very creative place to work, with really positive goals for women's well being which is so fulfilling.
If you had to pick three defining words for Beija what would they be?
Relatable, fun, supportive.
What are the most popular pieces at the moment?
Freestyle Z bra and brief. We can't get the orders out fast enough, it's been INTENSE in a good way!
What have been the hardest challenges to overcome since starting Beija?
Probably the pressure that myself and my sister put on ourselves to be good at every aspect of running and growing the business. We’re spread thin and fundamentally we want to designate more of our time to the jobs we’re good at as this is what we enjoy most and get the most satisfaction from! It feels like we do these tasks the least at the moment :( We’re learning all the time though and for that I am very grateful - albeit a little exhausted and scrambled from all the spreadsheets!
Are there any brands that inspire you?
Eres and La Perla are my faves. La Perla has a totally different aesthetic to ours, but they are the creme de la creme in terms of craftsmanship. I just love em. They're only for an E cup or thereabouts, and they exclude the majority of the women in the UK. Doesn't mean they don't know how to execute a heartbreakingly beautiful 34B though!
Are there any exciting projects coming up that you can tell us about?
Beija is just recovering from the phenomenal response to our first totally wire free range called Freestyle, so we'll be developing more of those which will lead into a maternity collection next year.
