June 17, 2019
As one of five ladies in her household growing up, it’s no surprise that Everyday Lingerie Co. founder Danielle Sady is inspired by strong women. Taking time out from #ELC’s exciting launch preparations – all the while preparing to birth her first baby – we chat to Danielle about her business, her passions and the women that inspire her.
We have to start with a lingerie question! What type of undies do you prefer - brief, boy leg or g-string?
What does a typical day look like for you?
I rise early and head off to work at our office at least four days a week. I then try and train at the gym or dance at least four nights a week. I’ve been doing Street Latin dancing for over three years now with Hooman from HD entertainment and I love it! I’m currently training for my Gold Medal grading.
What do you see as your biggest achievement in life, and why?
This. Right now. Starting Everyday Lingerie Co. When I first came up with the idea in 2013, I went and talked to my dad and he was super supportive, but I dragged my feet for so many years plagued by my self-doubt. The minute I finally realised it was now or never, everything really fell into place.
What is your mantra in life?
Stick with your gut instinct - it will always lead you on the right path.
Who is your biggest inspiration in life?
My mum, without a doubt. She raised four girls as a single mum, working hard to ensure we had a great education and were brought up in a loving home. Mum worked as an interior designer but took many other jobs to further educate herself. She always had the most positive mindset and that is something that really rubbed off on me. I love reading motivational books because of the introduction she gave us. Losing her taught me further lessons about moving forward and ensuring we continue on our path, no matter what life throws at us.
What is your favourite book?
You Can Heal Your Life, by Louise Hays. This book was something I found when I had some challenges before me and I was not sure which way to go next. Reading this book allowed me to clear my mind and focus on what I had - not what I didn’t have - and look forward to the future.
What is one word you would use to describe yourself?
Speaking of positive, what’s your favourite body part?
My buns! I have always loved walking, and feel genetics has helped in this area as well. I love admiring a good set of buns on others as well – men or women!
What age did you fall in love with your body?
It took me until I was in my early 30s. Growing up in a house hold of beautiful women, we all had very different bodies - but I was always the larger or curvier one between my mum and sisters. They never had to worry about what they ate, or how often they exercised, as they naturally were slimmer than me. I found myself comparing my body to theirs, rather than focusing on how amazing my body was for me.
Why did you start this business?
I started actively working on the business in 2013 when I could not find the underwear I was looking for. I wanted underwear that was comfortable and supportive, and allowed me to feel sexy whilst I was working, heading to the gym or heading out for after work drinks.
How have you changed by being a business owner?
I’ve learnt to prioritise my time better. I have always been a very organised person, but this has made me step it up another notch. I have so many deadlines to work towards and so many moving parts to manage.
Who has inspired your entrepreneurial journey?
Jessica Simpson. From her beginnings as a singer and reality TV star, she’s created a fashion empire worth over $1 billion dollars from focusing on her passion and making products that she loves.
What did you dream of doing for a career as a child?
Growing up, both my parents owned their own businesses and my dad was in the automotive industry. I worked in his business over school holidays from eight years old. I loved working there and thought I would end up taking over the business for him as I have a passion for cars!
If you could give your younger self one piece of advice, what would it be?You are perfect just as you are, don’t compare yourself to others - they are not you.
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