Words: Kit Heathcock Images: Supplied
Boudoir Box is about quality lingerie designed by women for women, making them feel special and celebrating curves. Founder Tarryn Abrahams tells us about the business, currently based at a co-working space in Woodstock.
How did your business start?
I’m a leather designer by training. I started my first business without realising quite how hard it would be. When it failed, I was in a deep funk, and to cheer me up my romantic partner was buying me lingerie and goodies. Eventually I realised that I needed to take care of myself, and that wearing and appreciating beautiful things was part of that. When I was ready to take the plunge into a new business, I wanted to use that experience and turn it into something beautiful for all women to relate to. Our first designs were aimed specifically at curvy women, as plus sizes are often left out of the fashion space. Due to demand we have since opened up to all sizes, and we now go from sizes eight to 20, and bra sizes 32A to 46D.
Why did you choose this area to base your business?
It happened by chance. We were chosen as one of five entrepreneurs by Absa to take part in their Accelerator programme, run by 88 Business Collective, and part of the deal was joining their co-working space at the Rise in Woodstock.
How did you find your premises?
We’re here for the duration of the accelerator programme and would love to stay on afterwards. The programme has given us the tools to scale the business and see ourselves as part of the tech world rather than just another e-commerce business. Within 12 weeks I think we’ve learned and grown the business more than we would’ve otherwise in five years!
Why are the premises ideally suited to your business?
It’s a co-working space with a bunch of other entrepreneurs and it’s really helpful to be around like-minded people. You get to meet veterans in the ecosystem we’ve submerged ourselves in. I don’t think we would’ve been able to move forward as quickly as we have without the guidance and learning from our peers in the space.
Who are your neighbours?
In the WEX building we are surrounded by tech companies like Bandwidth Barn and Mest, lifestyle shops like Chapel, and restaurants like Superette (one of my faves).
What are the rental/sales prices like in this area?
Rising steadily with the advent of gentrification in Woodstock, but it’s really dependent on the space. Hot desks go for between R1,500 and R3,500.
How many people visit your business each day?
We’re an online store, so we only meet with people when we need to.
Do you have any expansion plans?
We do, but all I can say at the moment is that we’re moving into fashion tech.
Do you operate online as well?
We operate primarily online. Clients choose their preferred designer items on our website. Their goods are made to order and delivered to their door.
What’s your most popular item?
Currently, it’s our Boudoir Box lingerie set. It’s a beautifully structured bralette with a matching bottom in lace and mesh. People are going nuts over it.
072 939 4239