BUSINESS MATTERS
ELAN Lingerie -
inspired by mother, created by daughter Plymouth entrepreneur Jemima Ellis has launched a new business, after watching her mother Ruth struggle to find beautiful lingerie following a mastectomy.
incorporated media and marketing elements in a final year project, Jemima took her mum’s story as inspiration: “It was almost like a light bulb moment - and the more research I did for the project, the more passionate I became about it. Jemima, 24, has set up ELAN “I realised the need for Lingerie and has been boosted by comfortable, feminine underwear being selected for NatWest’s Back for women who had undergone Her Business initiative which is run surgery for breast cancer was not in partnership with Crowdfunder. It being met by the High Street or could mean Jemima winning up to by specialists online. That’s why I £10,000 to take her business to the decided this was something I had next level. to do not just for the project, but Working closely with UK freelance beyond that.” lingerie designer Lucy Warwood, As part of her research, Jemima Jemima has created a collection attended a meeting of Bosom Pals of bras which are ready to go to Plymouth - and the message she market testing - including feedback heard from all the women was from Ruth and members of the the same: “Every single one of the local breast cancer support group, women said: ‘this is fantastic, you Bosom Pals Plymouth. must do this’. They were women of “The designs might then need to all ages and they all felt that what be tweaked a little bit, depending on is currently on the market just isn’t their feedback, before we go to the right. production stage,” said Jemima. “If I “The bras aren’t flattering or can get some good support through feminine, they’re bulky, the material Crowdfunder, it will help, and if I is itchy and there is a poor choice of am chosen as a winner of Back Her colours. Usually, they do not have Business, it will be amazing. The knickers that go with them. more I can raise, the wider range “And I was seeing all this with my Jemima with her mum Ruth of sizes I can offer for testing - it’s mum as well. She was diagnosed important to me that the bras aren’t with breast cancer in July 2016 just pretty, they’re also fit for purpose.” and had a mastectomy that October. She tried ordering bras Jemima must raise as much as possible on her Crowdfunder online but there was obviously no care or thought put into page in the four weeks between March 2 and March 30. If any of them. I don’t think they realise just how upsetting she raises £500, NatWest will match fund it. In addition, this is for women. Something of this nature needs a more Gold, Silver and Bronze winners of Back Her Business are personal, sensitive approach.” selected on the quality of their product and Jemima set up a website and Facebook page marketing campaign as well as the support. for the business in 2017 but put it on hold to Story by Laura Joint The investment awards are £10,000 for the pursue her career. After leaving college with Gold winner; £5,000 for four Silver winners; and a First Class Honours Degree and a college £2,020 for 20 Bronze winners award for her business idea, Jemima initially Jemima, who lives in Stoke, first came up with the idea of worked for a year in the buying department at the Range ELAN Lingerie in 2017 when she was taking Fashion, Media head office, buying textiles for the store’s website. She now and Marketing degree course at Plymouth College of Art. works in the marketing department at Plymouth College of Tasked with devising a fashion business concept which also Art. Running ELAN in her spare time, she is currently researching UK manufacturers as she is keen for her lingerie to be made in Britain, using sustainable materials. She aims to use organic, ethically sourced fabrics and recyclable packaging
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The Plymouth Magazine April 2020