Building the market for ‘sexy granny panties’: You’re Too Old For That
Shaula Yemini is no stranger to entrepreneurship, coming from a background in startup technology. Her daughter, Noa Arias, has a background in marketing. Together, the mother-daughter duo seemed perfectly poised to fix a problem few people talk about, but most women of a certain age understand — finding comfortable, yet sexy underwear to fit their figure. And as Mother’s Day approaches, this mother-daughter team has what may be the perfect gift for women everywhere.
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“I always advised entrepreneurs that in order to succeed, they needed to identify a big enough problem that enough people suffered from, that would be willing to pay enough money for its solution,” Yemini said. “One day I realized that my inability to find pretty and comfortable lingerie to flatter my older body is such a problem.”
In 2020, Bloomers Intimates was born. Today, the brand has 5-star customer reviews on Amazon and also sells direct-to-consumer at BloomersIntimates.com.
“When we got the first reviews from customers of all ages saying things like – ‘I never thought I could feel so good and look so sexy’ after my baby was born, during pregnancy, or after my 80th birthday, that was very encouraging,” Yemini said.
But, even with two strong, creative, industrious women at the forefront, shifting from tech startups to consumer soft goods came with challenges.
The shift from software to soft wear
Yemini said her spark of inspiration to create “sexy granny panties” came from some “old and tattered pairs of pretty lace panties” she bought in Europe decades earlier. She realized that although her body had changed, she still loved wearing pretty panties. But there weren’t many choices on the market.
She asked a seamstress friend to sew some samples modeled after her older panties. But the lace they purchased online during the pandemic in 2020 wasn’t suitable for underwear.
“We had challenges getting a lace vendor to open the doors to his showroom. We didn’t have a pattern maker nor know anything about production,” Yemini recalled. “I was fairly confident the market was there, but it took quite a while to develop and produce the product we were striving for.”
Eventually, their preferred vendor opened their door to allow the ladies to acquire lace. He also recommended a pattern maker, who introduced Yemini and Arias to a production consultant.
She attributed these early successes and connections to “persistence and lady luck,” adding, “All three terrific professionals have stayed with us from the beginning and are a joy to work with.”
Entrepreneurial experience
Persistence and luck can help jumpstart a business. But as any successful person knows, it also takes knowledge, a willingness to learn, and a certain level of business savvy. Yemini had all these traits as a former manager at IBM Research and founder of the enterprise software company SMARTS.
“[SMARTS] was a roller coaster ride,” Yemini said. “Eventually many of the world’s largest corporations became our customers. After 12 years, we were acquired and I retired. I became an angel investor and mentor to startup entrepreneurs.”
She took what she learned at IBM Research, which she described as more of a research playground than a corporate environment, and at SMARTS, to invest in Bloomers the right way.
“You must operate frugally but invest generously in your product to give it a chance to thrive,” she said. “You can’t grow by cutting costs.”
She also said that the biggest investment in any company should be in the people. “An excellent professional can produce more than 10 ‘good’ professionals.”
A solid mother-daughter team
Yemini also mentioned that trust is crucial when you’re running a company. And if trust is betrayed, it’s often impossible to recover. When Yemini launched Bloomers Intimates with her daughter, the trust between them was already there, built-in through a loving family relationship.
“We were always close,” Yemini said. “All the ingredients were there: the best partner, endless trust, and a willingness to take risks. The partnership brought us even closer.”
She noted that she and Arias have complementary skill sets. But in the early days, figuring out division of duties created some conflicts. “We sorted that out after a few months, and now it’s terrific, with each of us teaching the other,” she said.
After the early days launching the business, Yemini has stepped into more of an advisory role, but still spends several hours focused on Bloomers Intimates every day.
“I love working,” she said. “When I sold my company, I felt at a loss until I started angel investing, mentoring, and philanthropic activities. [I have] no plans to retire at this time.”
“I always advised entrepreneurs that in order to succeed, they needed to identify a big enough problem that enough people suffered from, that would be willing to pay enough money for its solution. One day I realized that my inability to find pretty and comfortable lingerie to flatter my older body is such a problem.”
Shaula Yemini, Founder of Bloomers Intimates
What it takes to thrive as a woman entrepreneur
For other women who may be seeking a second-act pursuit, Yemini warned that it may not be easy. “There may be several failures before you reach success,” she said.
However, if you’ve identified a need and think there’s enough demand to create a lucrative business, it’s worth taking that chance.
“[If] you have the drive, the willingness to work hard, and the financial means, go for it,” Yemini said.
“You’re Too Old For That” is a regular series that explores activities being pursued by inspiring people 50 years old and older who feel you’re never too old to do what lights you up. If you have a story to tell, let us know.
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