#WIB – Q&A With Stefanie Davis CEO Of Feel Good & Co
1. Can you please tell us more about your business?
A. XO Underwear by Feel Good & Co is a proudly South African, eco-friendly, ‘Period Proof’ underwear & outerwear brand. Our brand promotes body positivity as well as ‘period positivity’ & the need for women to be able to feel both sexy & comfortable at ALL times, even on their period. What is ‘period proof’? Well, our XO’s absorb liquid & moisture, take away odour & ensure that there are 0 leakages. You then wash them & wear them again. Voila! No more tampons, no more pads!
2. When, how, and why did you start your business?
A. Feel Good & Co was started a few years back with XO Underwear launching last year in April. I started it with a previous partner, whom I bought out, and now launched XO Underwear with the help of my mom who is the business CFO and Administrative Head. The reason for starting a business was a desire to firstly own a business and for that business to create a positive change and make an impact.
Having a product that not only helps women look good, but also feel good during ’that’ time of the month seemed like the perfect fit as it also tackles the period poverty issues that our country faces on a daily basis. XO Underwear, specifically, was born out of lockdown and out of a need for our South African women to finally have a product that is suited to their body shape and daily lives. XO Underwear is made for women, by women, and is very much moulded by what we and our clients want.
3. What is your role in the business?
A. I am the CEO
4. Where did you study and what did you study?
A. I studied Musical Theatre and Performance Arts through the Trinity College of London. I know, it’s completely arb with regards to having a business. I’ve also done a few marketing courses with a focus on digital marketing and am a partner at a Marketing Agency where I head up our Digital team.
5. How did you finance your business?
A. We financed it through my and my mom’s savings. I’m proud to say that the company now pays for itself which is a small win for us.
6. Describe your average workday, if such a thing exists.
A. Oh goodness. Let’s see…I am an early bird and feel strongly about my morning routine which consists of having a moment to myself with my coffee. (It may not seem like much, but it’s important to me) I then have some breakfast (eggs) and then start my day with emails and admin, followed by client meetings and then meetings with our suppliers. I also create our marketing plan for the week with content and make sure it goes out accordingly. Every day changes, some days are filled with client meetings with the agency with some admin and planning for XO, and others are filled with XO Underwear, meetings, admin, executing campaigns, supplier meetings, etc with less agency work. It really depends.
7. How do you balance your home life and your work life?
A. This is a difficult one. I do try to give myself a cut-off time as being a business owner means not working 9-5, but instead during any and every hour. This of course can’t happen if you’d like to balance your family/personal life and work life. So I try to cut off at 5 pm and not take any work calls or anything after that time. On Fridays, I try to do this from 4:30. The keyword being ’try’ LOL. It can be so hard, especially when there is a lot happening.
8. What drives you and inspires you?
A. To make a difference and leave positive energy with every person or business we come into contact with. The big one is making a difference. This is the guiding principle for our business and is very much what our core mission is at Feel Good & Co.
9. Where and when do you have your best ideas?
A. At night. Always at night. Mostly while I’m meant to be sleeping!
10. Where and how do you market/advertise your business for sales leads?
A. We mostly use digital outlets including social media and then also more traditional forms of online media and we’ve been lucky enough to be featured in some print pieces as well with our latest one being an Entrepreneurial feature in Fairlady’s May-June Issue. Word of mouth is also a factor but our biggest success has come from Social Media as well as SEO.
11. What is next for your business?
A. We have SO much in store. Firstly some improvements on our current ranges as well as a BRAND new range (launching next month). We are so excited. We also have some big dreams and plans for the near and far future. With the agency, we are also working on some incredible projects and there is pretty much a lot of excitement all around!
12. What advice would you give to female entrepreneurs hoping to start their own business?
A. JUST DO IT! Honestly. It’s tough, it takes a lot of work, but it’s so worth it and YOU are so worth it. You’ve got this girl!
Short bio:
Stefanie Davis is a singer, songwriter, dancer, and entrepreneur with an associate’s degree in Musical Theatre and Performance Arts. She has written songs for DJs all over the world with one becoming the anthem of Holi One Colour Festival Internationally. She also released a single in 2019 that debuted on 5FM and another that charted on Tuks FM.
Today, she has chosen to focus on her entrepreneurial skills with her business Feel Good & Co, and brand XO Underwear. She is also a partner at a Digital Agency where they are working on some very exciting projects in the digital and media space.
SM handles @feelgoodandco @xounderwear @stefdavisxo
Website: www.feelgoodco.co.za | Tel: 0798988879
#WIB – Q&A With Stefanie Davis/#WIB – Q&A With Stefanie Davis/#WIB – Q&A With Stefanie Davis