Lyndal Sterenberg Director of Es Una has created a range of 100% Australian designed and made, ethically manufactured swimwear for women who want to cover up more at the beach. Made from UPF50+ recycled fabric, Es Una‘s range includes the original rashie dress, as well as swimwear tops and bottoms that are designed to provide comfort, coverage, and confidence so that all women can enjoy the beach.
To support a cause that Lyndal is passionate about Es Una is donating $10 to #MelanomaMarch this month for every rashie dress sold to raise funds for melanoma research. Select your very own “go-to” beach solution for sun smart, active beach wear from their range of rashie dresses here.
You have a successful career in professional and technical services marketing, and are also a retail entrepreneur. Tell us about that journey professionally and personally.
I’ve developed a career in professional and technical services marketing by working closely with practitioners (and their firms) to truly understand the difference they make to their clients’ business or lives. Many people in this niche relate marketing with lavish events. But that’s not the case. Effective marketing is about learning how to reach the right people, speak with them in a language that they understand (without jargon) and let them know that you understand their challenges.
Then you need to prove that you’re the right person to solve their problem and motivate them to take action. That’s where the real expertise kicks in!
It’s a similar process in marketing in retail as a fashion entrepreneur, but I’m solving a different problem by providing smart solutions for the beach with Es Una.
How does Es Una build women’s beach confidence?
Women want to cover up for different reasons, so my approach revolves around addressing women’s perceived issues with smart swimwear solutions. Our swimwear is made from UPF50+ fabric, so is sought after by those wanting a stylish solution for extra sun protection. This is one of our key markets and buyers can be motivated to solve different problems with Es Una’s range, for example, melanoma risk, post cancer treatment, scaring, lupus, sensitive skin issues or simply being smart when outside in the sun.
Es Una enables women to enjoy the beach without a worry.
This month, for example, is Melanoma March, the largest fundraising and awareness campaign run by Melanoma Institute Australia. Es Una is joining the campaign to take steps to beat melanoma by donating $10 from every rashie dress sold to the Melanoma March research fund.
How have collaborations grown your business?
Collaborations have been a really important factor in growing my business, primarily by building credibility and creating additional market access. Endorsement and referrals are key to business growth and collaborations are an effective and inexpensive way to achieve this. I have worked with a few Femeconomy members and am grateful to Yvonne Shepherd, who introduced me to her members on a zoom call with Women’s Fitness Adventures and we provided them with a member only offer. It’s great to find a complementary product where it makes sense to connect with their market.
Collaborations on Instagram are also a good way to build a following and, again, increase access to new markets.
Collaborations also work to gain business advice and an external perspective on your business or, in my case – the range of styles, particularly for product development.
How has COVID made consumers more aware of ethical shopping?
The challenges of COVID have created opportunity for Es Una. Already manufactured in Australia, we had very few supply chain issues and an upswing in the inclination to buy Australian. People turned to support local; locally made and local jobs. Before COVID, I would have a few comments about pricing and comparison to larger chain brands and their low prices. There really is no comparison to an Australian made, ethically manufactured brand, made from recycled materials. Ethical purchasing is now a growing trend.
The other benefit stemming from COVID is the higher propensity to buy online; the only choice for many during the past two years. People of all ages have needed to become familiar with online shopping and have also embraced social media to connect with brands too. For example, 40% of my social media following are aged over 45, with a third of these being 55 – 64. That just wasn’t the case before COVID and, as most of my customers are also over 50, this has provided opportunity for Es Una.
Pictured is Jessica, motherhood + fashion influencer, @adelaide.style
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