THE FRIDAY INTERVIEW: RACHEL JENKINS

This week Underlines speaks with Rachel Jenkins, MD of Curvy Kate, who has spent most of her adult life working with lingerie brands and in lingerie retailing with teams as passionate as she about the transformative effect on women’s lives of properly fitted underwear. Her life long love affair with lingerie and Diet Coke remains undiminished!

Life before Curvy Kate?

I come from a family where higher education wasn’t exactly the norm, so landing a Management Trainee role at just eighteen with Beatties, Midlands based Department store was a ‘sliding doors’ moment for me. I learned the ropes of retail there, but more importantly, I learned the power of putting people first. When you treat your team right, they’ll create an amazing experience for your customers. Over the years, I’ve managed everything from toys to stationery, and then I found my true calling in the lingerie department.

I went on to work for Wonderbra/Playtex where we had industry iconic sales conferences- still talked about today! I took 3 years out to have my two children and was then fortunate to join Peter Doyle, whom I had worked for at Playtex, in a sales role working with Zoggs swim brand. I loved the spirit of Zoggs being a challenger brand in the sports industry but missed lingerie and then joined Steve Hudson in the early years of Curvy Kate and have not stopped learning since.

Why intimate apparel/specialist retailing?

Initially, stepping into the lingerie department was unexpected. I was a bit reluctant about becoming a bra fitter, but it was not long before I realised the privilege of guiding a customer through such a personal experience. It turns out I was good at visually assessing a woman at 40 paces and nine times out of ten getting it right. But it wasn’t just about selling bras; it was about transforming a customer’s day—helping them feel confident and valued. That transformative experience sparked my passion for intimate apparel, proving that when you combine excellent customer care with a product that touches on personal confidence, you create something truly special.

“When you combine excellent customer care with a product that touches on personal confidence, you create something truly special.”

A typical week?

My weeks are a mix of everything. I start Monday with a check-in with Steve Hudson, our business owner, just to make sure we are on the same page about where we’re headed. Then it’s all about results—trading, analysing performance, and making sure we’re doing everything we can to give our customers the best experience possible. I also spend time with my leadership team, chatting strategy, and making sure our five focus areas—choice for D-K cups (especially G-K!), experts in design, fit and service, great value and a fun, supportive brand experience—are always front and centre. Customer insights are huge for us, so I’m constantly checking in with our community—whether it’s through social media polls or surveys. And lately, I’ve been all about our brand refresh, making sure we stay true to our roots while keeping things fresh and exciting for our customers.

Another highlight of my week is professional development. As a member of the Institute of Directors and Vistage, I have the privilege of networking with other business leaders, keeping up to date with best practices, and constantly learning from industry experts.

With so much variety, no two weeks are ever the same, but the common thread is always ensuring that Curvy Kate stays innovative, customer-focused, and true to our mission of empowering fuller-busted women.

What is the best thing about your job?

Of course, the expert team that surrounds me every day is vital, but it continues to be the tangible impact that we can have on women’s lives through the lingerie they wear. How I felt at 20 years old as a bra fitter is fundamentally how I continue to feel. We do not just sell bras we also contribute to a broader movement of self-love and inclusivity.

I must not forget to say that the team at Curvy Kate is also one of the best things about the job. Steve often talks about a team of people that cartwheel their way to work in the morning and whilst we may not all physically cartwheel, we certainly surround ourselves with a team of people that enjoy what we do and that is infectious.

What is different about working in this sector?

For me it is the community that makes this sector so special. The bigger boobed community is fiercely passionate and vocal, which I thrive off. I also love working with industry professionals as many of them have stayed in the sector for years and they don’t just talk about bras as a commodity. There is a desire to continually be better for our customers and I find that inspiring.

Whom do you admire in the underwear industry?

My admiration goes to all women that have helped shaped the change at the top tables and bought a female voice to product, marketing and business reasoning in the last 30 years.

My admiration also goes to those in the industry that have an authentic shared passion for bra fitting and recognise its unique power and impact and have stayed true to their values in their careers.

If you were not working in this industry, what do you think you would be doing instead?

I’d like to think that I would be working for a brand that was serious about product and making positive changes. I have been incredibly lucky in my career to have worked for brands that are passionate about what they do and have fun whilst they are doing it. From my brief time spent in the sports industry I enjoyed the competitive nature, product innovation and the events were always entertaining. Quite honestly, trading and lingerie are in my DNA.

“Quite honestly, trading and lingerie are in my DNA”

Any other ambitions?

I’m continually driven by the desire to grow —not just the brand, but also my professional knowledge. I’m ambitious when it comes to embracing new and advancing technologies and to broaden Curvy Kate’s reach internationally. I want to keep working with hard working, best in class teams that cheer-lead each other and lead the Curvy Kate to be the most loved brand for fuller bust women.

Life outside of work?

I like nothing more than a bottle of wine and dancing in the kitchen with friends on a Friday night. My husband and I have two children who are now adults which gives us more time to travel and socialise. We have always loved music in our home whether that is a Spotify playlist on the stereo or my husband and son jamming on guitars, drum kit or piano.

Your greatest challenge?

My greatest challenge was balancing the love I had for my job and time for my family. I have been fortunate to have a husband who has been my cheerleader and allowed me to accept that work and home do not have to be separate but can be intrinsically blended.

Since 2020 we have offered hybrid and flexi-hour working which I believe supports hard-working parents to blend their lives to enjoy their jobs and be present with their families.

Proudest moment to date?

It is always wonderful to get awards that recognise publicly the work that you do. Curvy Kate has been awarded the ‘Best Place to Work’ by Drapers and The Sunday Times. Steve continually challenges us to ‘always be better’ for our people and we are proud to deliver a team of ‘A’ players that deserve to work alongside equally enthusiastic and hard-working people.

My personal work-related moment was when Steve offered me the role of Managing Director, as the business is his life’s work, and he was entrusting me to lead it. We make a good team.

My personal proudest thing in life must be my two children. My daughter, Tilly, is in her second year at De Montfort University studying Buying and Merchandising and my son, Max teaches music in primary schools. They have both found their flow and I could not be prouder of them.

Worst move so far?

I will be honest—I stayed in one of my early roles longer than I should have just for the enhanced salary package. But that experience taught me something important: enjoying what you do matters more than anything. I will never make that mistake again as being happy at work and home is my priority. I made myself a personal commitment to surround myself by people and processes that enrich me.

What do you think you will be doing in 10 years’ time?

I’ll be 61 in 10 years (crazy, right?!). Whether I’m leading a business or supporting the next generation of female leaders, I’m certain I’ll be doing something that keeps me growing. And, just so you know, I’ll still be a bra fitter—it’s a skill you never forget!

“I’ll still be a bra fitter—it’s a skill you never forget!”

The one product you can’t live without

If we are talking bras my number one go to is Curvy Kate’s Luxe strapless bra. As a 30GG it supports and shapes me in all the right places, and I can wear anything I want to and am comfortable all day whatever I am doing. I’ve never found a strapless to match it.

For those that know me well, I am never far from a can of Diet Coke. Yes, I know it is not the healthiest choice, but I’ve been addicted since the 90’s.

Time out?

My best thinking time is when I am in the garden, which might be digging, planting or just sitting in the sunshine with a glass of wine – it is my therapy and where I re-energise.

I live in a small village and enjoy meeting friends in the local pub, sitting by the river Avon. We are a wonderfully eclectic group of people with shared values in community and supporting each other.

Family, friends, work, and gardening are all areas of my life that enrich me.

Pet Hate?

Two things: Orange and chocolate combinations – yuck! And anyone that tells me how bad Diet Coke is for me. I have heard it all before!