Can you please tell us who you are, and a little bit about yourself?
My name is Maxine, and I live in Te Whanganui-a-Tara, Wellington, though I originally hail from Muriwai Beach on the west coast of Auckland. I’ve lived here for 3.5 years now, with my partner Sam, and his 17 year old daughter Rose, who is with us part time.
What inspired you to start Underlena? And how is it different from other lingerie stores?
I actually stumbled upon a note in my journal from 2020 when I was cooking up the idea - I wanted to create a beautiful, lush experience for trying on lingerie that wasn’t otherwise available here in New Zealand - no harsh lighting, no pressure, no judgement.
It’s different in the sense that I tightly curate a selection of (what I perceive to be) the best independent lingerie brands around the world and NZ, picking out the styles that I think will best work for our women. Beyond this, it is also the environment - our spaces are lush, comfortable and lounge-like - a customer recently said they felt like they were in their girlfriend’s living room - which is exactly how I want people to feel entering our spaces.
When it comes to Underlena, what do you look for in brands that represent the Underlena ethos?
Our north star is sourcing items and experiences that encourage everyday sensuality. This comes from the belief that sensuality doesn’t just belong in the occasional experience, but rather the everyday. It’s also about a modern lens on sensuality - I’m not so much focusing on the sexual experiences but a broader interpretation of sensuality; how can we bring it into our daily life? How we dress, spend time in nature, experience food, engage with community; mindfulness.
The brands I look for fundamentally have this belief too. They are designing for women - they understand the female form well and aren’t trying to squeeze us into anything insane. They have excellent relationships with their suppliers and are working to do things better (whether that is through fabric and trim choices, how they dye their fabrics, working with manufacturers who use solar energy and consider responsible water treatment etc) - they are considering the whole ecosystem of the product. And they give me a visceral reaction - which is a little harder to break down.
What trends have you noticed in lingerie over the past few years? Is there anything that has surprised you? Or you think is missing?
The quest for the perfect strapless bra continues! Beyond this, I’ve noticed that, while bralettes are fabulous and popular, people still love an underwire bra. When I started Underlena, I went heavy on bralettes as we were coming out of COVID, and we had come through a phase of a lot of new DTC brands creating non-wired basics. But I’ve found in the last couple of years, women are buying both - an underwire for their workday, and a bralette for their off duty. Something that has surprised me is that I thought we had come a long way in terms of body positivity - but we have such a long way to go. The amount of times I’ve been apologised to (for how someones’ body looks) is distressing to me, and I think we have a lot more work to do in our communities and society to help women accept themselves as they are.
Why do you think women should invest in beautiful lingerie?
It’s very simple to me. You consider and invest in your clothing, care about how and where it was made; so why would you not also invest in good lingerie that fits well and provides the ultimate foundation for your outfit?
What is the biggest thing you’ve learnt since starting Underlena?
How to understand a cashflow forecast! Essential and life-changing. But equally, the importance of leaning on people - asking for advice from the right people is such a key part of owning and growing a business. It’s really beautiful to see how many people are willing to help, and want to support you.
What do you think has had the most profound influence on shaping the woman you are today?
My close relationships with my family and girlfriends.
Who is your muse? and why?
This is a hard one - how could I possibly have one! Honestly, my closest girlfriends. Whether they are growing families, starting + running businesses, I take the most inspiration from the women in my life.
OHEN is about giving women a little luxury everyday, how do you take care of mind, body and soul?
There’s nothing like the luxury of time, so for me it’s about stretching out the time in my day - starting the day slowly, sitting down for meditation after a coffee, getting some morning sun into my eyes on a walk, and making sure I’ve got time with my partner, family and friends scheduled into my days.