Five Minutes with the Founders | Hēdoïne

“We love what we do and make sure our customers feel that spirit and have fun at every touchpoint of their journey. This, combined with great products, is how we are building Hēdoïne.”

As we are busy recruiting our Brands of Tomorrow Class of 2021, we take five minutes to chat to Anna and Alex, the co-founders of Hēdoïne, a Brand of Tomorrow 2020, about what they enjoy most about life as entrepreneurs.

Tell us about Hēdoïne

Anna: Everything we do at Hēdoïne starts with our customer. Our core vision is to create a world that celebrates and elevates  Hēdoïnes – bold, strong, women. Our products are designed to complement their uncompromising lifestyles. We craft innovative, responsibly made fashion essentials – starting with ladder-resistant, seamless tights.

Tell us the story of how you built your brand

Alex: It all started with a glass of wine and an attempt to think of brands that truly captured the persona and character of all the incredible women we were surrounded by: driven, bold, energetic, confident, and at the same time unconventional, punchy, humorous and feminine. Frankly, we could not think of many, so we imagined creating one ourselves. Thinking of products, tights were on top of our list for being the biggest pain-point and the most neglected piece of an outfit. Ever since, everything we do follows our own taste and humour and we are lucky to have an outstanding team of like-minded Hēdoïnes who share the same values: we are all driven and determined, but we never miss a good laugh and have a lot of fun at work. We love what we do and make sure our customers feel that spirit and have fun at every touchpoint of their journey. This, combined with great products, is how we are building Hēdoïne.

Why did you choose to set up your business in the luxury sector?

Anna: Just like our customers, we have high expectations of ourselves and the world around us. We see something that is broken and fix it. We are creating products that make an impact and change the status quo, elegant and timeless, yet innovative and of the highest quality. We aim to create the best in class fashion essentials for our customers, and a true luxury experience.

What is your favourite thing about your job?

Anna: It is the good energy around us every day, the interesting and inspiring people we meet on our journey, as well as seeing the beauty of the products we create.

What and/or who is your source of inspiration and motivation?

Anna: What motivates me every day are our happy customers, our ambitious team and developing new exciting products!

If you could have any other job in the world what would it be?

Alex: Impact investing or leading an NGO.

If you could do something differently in your career what would it be?

Alex: I am truly happy where I am. Yes, at times it’s exhausting and challenging, but seeing the company grow gives me a lot of energy; solving problems and overcoming challenges makes me proud, and all the learnings and personal growth are incredibly satisfying.

Where do you see yourself and your company in 10 years’ time?

Anna: In 10 years’ time we want to see the Hedoine as a recognised persona, with strength, boldness and femininity sitting alongside one another. We aim to be an internationally known brand and to have brought many more innovations to both hosiery and fashion essentials, continually crafting products that our customers love.

What does success look like to you?

Alex: When people come to you for advice, product-partnerships, or asking to be part of your team, that is always something to celebrate.

What advice do you have for any young entrepreneurs looking to start their own business?

Anna: Go out and do it! Don’t be shy and don’t hide. Talk to as many people as you can, get their feedback, reiterate and always keep going. If you do this, the amount of help and introductions you will receive will surprise you.

What is your greatest luxury under £10?

Anna: My hair pin which fixes every bad hair day in 3 seconds.

Alex: A good coffee 😉

Apply for the 2021 Brands of Tomorrow Programme here.