This Friday Underlines talks with Lisa Ebbings, founder of Hotmilk Lingerie, about how her personal experiences brought her to the world of maternity and nursing lingerie. The brand is returning to exhibiting in the UK at the Wonderland Show from 14-16 July 2024.
“I am now fast approaching 50, which gives great perspective, and a great time for reflection! I had been working in photography and the film industry prior to having my first child, but I always knew I wanted to start my own business. From my personal experience with the serious lack of lingerie options for mothers around the world, the idea for Hotmilk was born. My husband and I started Hotmilk with our combined skillset in design, marketing and photography, which enabled us to create a truly unique brand that stood out against our competitors.”
Tell us more about your brand…
From the very beginning, Hotmilk has always been more than just a lingerie brand; it is a movement that embodies the spirit of motherhood. Lingerie is intimate and is a product that impacts how she feels about herself and her day ahead. We also felt that in a world full of baby products, our product is something that’s for her, something that acknowledges the journey she is on, which isn’t always an easy one.
What is different about working in this sector?
The intimacy of lingerie makes it uniquely special. Women go through so much change through pregnancy and postpartum and during these times they can lose confidence which can impact on who they are, how they perceive themselves and how they show up in the world. Lingerie is one small intimate way we can be there to support them.
Your proudest moment to date?
Wow, there are so many! I’m proud that Hotmilk was the first nursing brand 20 years ago that revolutionalised the nursing lingerie market, we have made a permanent mark on that landscape which has benefited millions of women around the world and will continue to do so, making them feel seen, relevant and heard. I’m proud of creating a resilient brand that has stood firm through the many global crises of the past 20 years. I’m also proud of the team environment we’re created that enables mothers to juggle their home and life in a safe supported space.
Your biggest mistake
My number one advice for people starting their own business is to ask for help early. Seek out advisors early on. I didn’t and there was a lot of learning on the go, two steps forward, one step back. There is a wealth of knowledge out there and people genuinely want to help. Running a business can feel very isolating, surround yourself with others that you can bounce ideas off and you can turn to for advice.
Forever Yours
A Typical Week in your life
I wish there was one! It is a juggle, and I don’t want to lead women astray and say it’s easy, because there is too much pressure on women to do everything, we have to be everything to everyone. I have learnt that it’s not possible, so I try now to have more balance. I haven’t cracked it, but I’m trying!
there is too much pressure on women to do everything
I now mostly work school hours, but I do wake early and check emails and plan my day ahead before they wake. I also work at nights and in the weekend, but always around family plans. The workdays are a mix of meetings with the design team, our marketing and sales teams, finance and strategic planning, I try and stay connected with each member of the team and keep any eye on the messaging reaching our customers. I have spent the last few years ensuring we have the best people in roles who I can trust and know have my back, so I can rely on them more now which takes away a lot of pressure.
If you were not working in intimate apparel, then what do you think you would have done instead?
I loved filmmaking, telling stories, which is something we can continue to do at Hotmilk.
Any idea where you will be in 10 years’ time? Any plans for further brand extension?
We do have some top secret plans ahead for Hotmilk. There is so much scope for where we can take the brand, so I do see it becoming a major lingerie player over the coming 10 years.
Temptation
What is your greatest challenge?
Sometimes we find the distance between our head office and our customers a challenge, but then the world feels so much smaller now, travel is easier and with Zoom meetings, we can achieve a great deal, so this challenge is fading.
The one product you cannot live without
Hand cream, I’m addicted! I love hand cream at night before bed. A little ritual, like lingerie, something that’s just for me.
Time out?
Seeing friends and exercise, walking my dog at the beach, these are the things I struggle squeezing into the work/life juggle, so I try and prioritise these when I can. Sometimes I need to unwind with some Netflix too, just to unplug. Reading books again is on my wish list!
Pet Hate?
At work, it’s probably returns, the world of returns is tough!
Personally, clutter at home. I think it symbolizes the busyness of life so I want it tidy to make things feel like life is simpler.
