Alicia's Journey: Helping Women Look and Feel Amazing Since 1983
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40 Years of Helping Women Feel Confident: My Journey to Shapewear
Every business has a story, and mine begins back in 1983, when I was just 20 years old. This journey has been one of determination, passion, and a relentless drive to help women feel confident and amazing in their own skin.
Recently, while sorting through old photos, I found a picture of my very first shop on Ecclesall Road in Sheffield. Seeing that photo brought back so many memories and reminded me why I started this journey—and why it’s led me here today.
How It All Began
When I left school, I didn’t have any qualifications—I’m dyslexic—and opportunities were limited. I started working in a high-end dress shop, and it was there that I fell in love with fashion and the way the right outfit could transform how a woman felt about herself.
Then, at just 19 years old, my boyfriend at the time asked me, “Would you like to open a shop with me?” Without hesitation, I said yes!
I had a vision: to bring Bond Street fashion to the Midlands. But convincing luxury brands to stock their collections in my little shop in Sheffield was far from easy. Time and time again, agents turned me down. Back then, it felt like they thought we were all still wearing flat caps and chasing ferrets up north!
But I didn’t give up.
Making My Vision a Reality
I knew there was a market for beautiful clothes outside of London. Women shouldn’t have to travel to the capital to find designer fashion. After countless rejections, Escada became the first brand to say yes, and from there, everything changed.
Soon, I was stocking MaxMara, Dolce & Gabbana, Prada, and Versace. My shop was even the first in the UK to stock Moschino! It was an incredible time—I traveled to Milan, Paris, and New York for catwalk shows, met designers, and watched as these iconic brands launched their own journeys to global success.
In just five years, I grew my business to five stores across the Midlands, with a team of 55 staff. Women traveled from all over the country to visit us because they knew they would leave not only looking amazing but feeling amazing too.
Why Shapewear?
What I loved most during my time in retail was helping women feel confident in themselves. Time and time again, I saw how the right foundation was the starting point for both style and confidence.
When I left retail, I started working with women one-on-one, helping them make the most of their wardrobes. But I noticed a common frustration: shapewear.
Most shapewear on the market made women feel uncomfortable and unattractive. It squeezed them into something that didn’t fit, caused flesh to spill out, and often left them counting the minutes until they could take it off. I knew there had to be a better way.
With 40 years of experience working with thousands of women of all shapes and sizes, I decided to create shapewear that would change the game.
Shapewear for Real Women
My shapewear is designed with real women in mind. It’s not about squeezing into a smaller size or feeling like you’re wearing a sausage sucking contraption. It’s about smooth, supportive garments that adapt to your body as it changes, giving you confidence and comfort at every stage of life.
This isn’t just a product—it’s the culmination of decades of experience, knowledge, and passion. I’ve spent my career helping women feel good in their clothes and in their own skin, and now I’m bringing that expertise to shapewear.
The Next Chapter
Now, 40 years after opening my first shop, I’m embarking on a new journey. My goal is to grow this brand and reach even more women, helping them feel fabulous every day.
To those of you who’ve supported me so far—thank you. Your belief in me makes this journey possible, and I can’t wait to share more with you as we continue to grow.
Here’s to confidence, comfort, and celebrating the incredible women we are!
With love,
Alicia 💛