This designer loves lingerie so much, she started her own label.
This designer loves lingerie so much, she started her own label.
Why did you start your own lingerie label?
I’ve always wanted to start something on my own, and lingerie felt like a natural choice since I’m always buying it. A pretty set of lingerie, just like a good outfit, makes me feel good about myself. I started SUSY + BAE because I wanted to share a simple joy with women from all over the world. Lingerie shouldn’t be an afterthought.
What goes into the design process?
Every time I start a new collection, I think about functionality and my brand values – natural beauty, femininity and confidence. These values influence the choice of fabrics, colour and style of my pieces. More importantly, I take into account customer feedback and work their suggestions into my designs.
What has been your most challenging project so far and what’s coming next?
Things got challenging the moment I decided to get into SUSY + BAE full-time. I had difficulty sourcing as I didn’t know how to even begin, and it was a long road of trial and error before I finally found the right materials. Creating a brand identity was hard as well, and when I started the e-commerce site, I had to regroup and think about what SUSY + BAE meant to me and others. I’m currently looking at expanding my loungewear line, as lots of my customers have been asking me about it!
Get to know Sheryl
Five things that make her happy “Roller coasters, matcha desserts, The Office, Agatha Christie books and playing with my nephew.”
She’s an avid hiker “When I was in Seoul, I found myself enjoying nature and being outdoors – a big shocker to my friends back home. I like the way nature makes me feel and reaching the summit is an unbeatable experience. It makes me feel alive.”
She loves Sydney “The sky is so blue there and everyone I met was friendly and open. I could take walks in nature just minutes from the city. ”
Text Compiled By Adora Wong.
