Balancing Growth and Purpose with Y.O.U Underwear’s Sarah Jordan

Sarah Jordan is the founder & CEO of Y.O.U Underwear sellers of beautifully designed, ethically manufactured and eco-friendly underwear making the world a better place one pair of pants at a time.

They’re also the UK’s top scoring B Corp, and the top fashion brand in the world. Founded in 2016 and launched in 2018, last year Y.O.U Underwear sold £250,000 via their Shopify store and physical store in Oxford. 

Hit PLAY to hear: 

• Shifting from charity work to eCommerce 
• The challenges of making products ethically 
• Sustainability as the foundation of the business 
• Scaling the business and how this affects building the team 
• How personalization makes for better customer service 

Key timestamps to dive straight in: 

[03:29] Life-changing pivot driven by underwear necessity discovery. 

[10:03] Creating a strategic fashion business with inclusivity. 

[13:05] Advantage in sustainability without greenwashing or retrofitting. 

[15:15] Anticipating future trends with unique selling proposition. 

[20:55] Transitioning from freelancing to employing full-time staff. 

[24:01] Managing business operations and customer relationships efficiently. 

[25:38] Sarah’s Top Tips! 

Full episode notes here: https://ecmp.info/492

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