We make beautifully well-fitting lingerie and swimwear for cup sizes AA-H.
Our brand stamp is the Sanskrit symbol for Yoni, meaning vulva. This emblem of feminine power is at the heart of Beija London and underpins our mission to create a healthy, contemporary and comfortable space for women.
How did it all begin?
As two sisters born into a family business of lingerie supply and manufacture, Abbie Miranda and Mazie Fisher are creating a legacy. A lifetime spent around their mother’s design studio gave the insight to spot a market position for Beija. Namely, a lingerie destination where women of all different ages and shapes can have the same joyful experience.
What sets your business apart?
The landscape of the lingerie industry is changing and Beija is at the forefront. The representation which is at the core of our brand is authentic and our product and market fit is relevant to the modern consumer’s route to purchase. Beija’s designs are fuss free, but luxurious and match the ‘buy well, buy less’ ethos that is current with the times.
What is the concept behind your business or the problem you’re solving?
What we intend to do, is to redefine what is commercially beautiful and achieve body neutrality in our community. Using our customers as brand evangelists and representing them through the imagery that we produce is key to our brand message.
Where to next/What is your brand vision?
To grow the visibility of our brand worldwide.
Abbie Miranda & Mazie Fisher
Co-Founders of
Beija London
What do you feel passionate about/what drives you?
Abbie: Our customers. They are interesting, inspiring and so sweetly tender. It’s such an intimate product, and I revel in that open dialogue that I get to share with them as their vulnerability is cracked open. It’s healing, it’s good for the soul and makes me feel excited and motivated.
Share an example of early life that has shaped you?
Abbie: I think I have been really lucky to understand very early on that people are way too preoccupied with themselves to be judging my body. I got away with that insecurity around my body and I think that has given me a very good outlook to deliver Beija’s brand message.
Highlights of your business journey so far?
Abbie: The messages that we get from our customers about how Beija’s brand imagery and our product has improved their outlook. That’s really what it’s all about.
Key lessons you have learned along the way?
Abbie: Don’t get distracted by people’s advice and opinion on your business.
Best piece of advice you have received?
Abbie: ‘Tighten your laces and keep walking’ is a quote by Barack Obama that reinforces the idea for me that though it’s tough, there isn’t another option other than to keep going towards the goal.
Advice to an aspiring entrepreneur or woman just starting her career?
Abbie: Make peace with the sacrifices you will have to make and understand the win is the exciting, scary, difficult, hectic and mad but never ever boring days that will be your life in business.
What funding route have you chosen for your business and why?
Abbie: Crowdfunding via Seedrs. We smashed our target. Everyone said it would be the hardest thing that you’ll ever do, and they were right! We are thrilled with the campaign and chuffed that our community of customers got behind us and our now investors in Beija.
Some of the challenges you have faced and how you overcame them?
Abbie: Lack of confidence, people querying our direction. I just always go back to our customers, get back in the changing room with them, listen to them, help them to find their fit and deliver them the product that they want. Connecting with our customers always pulls me back on track refocusing me on our mission.
Why is it important to support women-led business?
Abbie: Because women hold the household spending budget and it is right that that spend goes towards women-led businesses. This is about equality and that starts in the home.
60
Seconds
with
Abbie Miranda & Mazie Fisher
My inspiration is...
My customers.
My greatest fear is...
Too many to list.
The most courageous thing I’ve ever done is...
Running cash flow.
Guilty pleasure?
No guilt.
Mantra you live by?
Everything will be okay.
Female role model?
Sharmadean Reid.
Women-led brand you love?
Paloma Wool.
Top productivity tool?
Google Calendar, live and die by it.
