If you’re curious to know what it takes to build a brand – Lauren Lewis, founder of The Holiday Co. is ready to reveal all.
And, if you haven’t booked a holiday just yet, trust us – once you read Lauren’s story, you’ll be inspired to pack a suitcase stashed with The Holiday Co. to set off for some fun in the sun!
What inspired The Holiday Co.?
Ever since I can remember, I’ve loved clothes! And even now, I often spend my downtime browsing brands and putting together my dream holiday wardrobe by ‘adding to cart’.
But coupled with my interest in fashion has always been this underlying stress about covering up in summer. I had skin cancer when I was 18 and as someone with pale skin, I’ve always been conscious of covering up in the sun. I used to wrap towels around myself when I was at the beach but when I’m roaming about with the kids, this is just boiling hot and annoying. I wanted to create some pieces that would make me feel free in the sun so that I didn’t have to constantly panic about burning – while still looking stylish.
However, as most cover-ups and kaftans are either really long or have a short sleeve, I could never find something that worked. I felt there was a gap in the market for cool cover-ups – so I decided to design my own!
When did you know it was time to launch?
I’ve learnt so much about building a brand from the ground up having launched other businesses in the past, and this has really afforded me the foundations to get The Holiday Co. off the ground.
But after getting the collection finalised, I actually put the launch on hold as life was so busy juggling three other businesses and two young kids. I prioritised being a mum and after reading a quote from Oprah that said – “you can have it all, just not all at once” – I knew this was a sign that it just wasn’t the right time. But, I never stopped dreaming about the brand and what I could do with it in the future.
Pressing pause also gave me the opportunity to wear the collection, test my assumptions and get feedback on the product which has been super important. But then, over Easter this year, my daughter Bowie and I started making her Easter hat for the parade. As we spent time chatting together about what we could create, we had the best time choosing all the bits and pieces we needed and this simple act of working on this project together left me feeling so inspired. I was tapping into my creativity again and I knew I just wanted to keep making clothes as it made me happy and I love bringing my visions to life!
As a busy working mum, what has been the biggest challenge so far in starting your business?
For me, it’s all about time. Time is the only thing you can’t get back so it’s been a challenge to make sure I’m still a great mother and wife.
What pieces are you most excited about?
The Margot set for sure as well as the Bowie Mini Ruffle Dress – I have literally lived in them. I feel so protected when I’m wearing Margot too, legs covered, arms covered and free from worry!
How do you want women to feel when they wear your collection?
I want them to feel good, I want them to feel a little more protected from the sun and most of all, I want them to feel sexy.
What’s the ultimate goal for your brand?
The ultimate goal for the brand is that women around the world will love wearing The Holiday Co. so that I have the opportunity to keep creating collections for them!