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!

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