Feature Friday: My Secret Weapon- Dear Frankie
After pregnancy, It takes a while to get used to your new body. I have come so far in my fitness, but still seem to have that dreaded "pooch" that most moms love to complain about. Because I want that (and underwear lines) to be the last of my worries day to day, I swear by my secret weapon, the Dear Frankie high-rise tummy taming thong. Its still has a sex appeal to it, but smooths you over so that your curves to look great in that figure hugging dress, or those high rise mom jeans. What makes them even greater is the fact that they are a Canadian brand made in Canada. Allicia Martin, owner of Dear Frankie, is a fun, dog loving, beautiful lady who just happens to be a good friend of one of my friends. I got to ask her a few questions about her business, and got to see how Dear Frankie came about.
You have an awesome line called Dear Frankie and it's gaining success fast. What started it all?
Well its a long story for sure, but it all started in Edmonton, Ab (my hometown), when i was doing swimsuit competitions. i wasn't happy wearing an "off the rack" bikini so i decided to make my own! I still have the 2 that I made....let me tell you they are TERRIBLE! I started getting a lot of compliments, however, on what I was making, so I decided to apply to Ryerson and just see if I could get in. Well i did get accepted! I quit my job, sold my condo, left my family and moved my life to Toronto! Its actually so crazy looking back! I went to school for 4 years and received my degree in 2010 and that fall Dear Frankie was born!
You are most known for your tummy control thong, but you also sell both lingerie and bikinis, was the thong always your vision for your company?
Believe it or not the thong happened by mistake. I designed it thinking solely how much I needed this piece. I really didn't think many women would take notice let alone love it! But it is still the top selling piece on dearfrankie.ca!
Your ad campaign mirrors that of Dove instead of involving the usual skinny models, what was your reasons for that?
The Dear Frankie Love Yourself Campaign was to empower women and show our customers that we do care and we do listen. I heard from many women over the years that our models were gorgeous and stunning, but they were in great shape so why did THEY need the high waist thong? And although all women no matter what size love the thong, i knew they had a point. I wanted to use everyday women to showcase the thong, and to also showcase how such a small accessory can cultivate that extra little bit of confidence. The women doing to shoot were so empowered by the "I love my..." shots and by doing a topless shoot! It take courage to do something like that, and i believe that shows in the images and translates to other women.
What inspires you when it comes to designing your collections?
Other women inspire me. I love feedback, and i love to hear what other women need and want. If i can make a handful of women happy and feel confident, then I feel although I have done my job.
What is your vision for this company in 10 years?
I want Dear Frankie to be a household name. I want every women in Canada to know about the high waist thong and have at least ONE for that special LBD :)
What is you all time favourite piece that you've made?
Tough question! I have so many! I think as a whole I love my last swimsuit collection because of all of the thought and consciousness that went into the collection. The pieces flatter the female body. Instead of forcing a women's body to fit into the suit (like most swim lines), I focused on facilitating the experience. I used bra strap adjusters on the swimsuit bottoms so that the suit would fit along the woman's curves and could adjust to her size. When designing the one pieces i chose to be daring with the cuts on the back and neck, however kept the leg at a modest cut, to ensure that those women who wanted a one piece could be sexy, but didn't have to show it all. There was also a bikini top designed to be worn so many different ways! i've found 11 but I'm sure there are SO many more! All in all, the collection was made for women to feel confident in their swimwear, make it their own on their own beautiful bodies and rock that sexy confidence all the way to the beach!
What is the story behind your name?
Well my pups name is Frank :) I really love the name and as a brand i wanted something that wouldn't pigeon hole me into my first collection. I know myself, and knew that I would grow so much as a designer and would want to expand. I felt, the name, Dear Frankie was something that could be a lot of things. It wasn't just a women's brand (good thing since i just launched my mens underwear line!!), it wasn't just a lingerie line....it was a name capable of a lot of things.
What would be your one piece of advice for a young entrepreneur?
Im still learning so much everyday, but at this point i would just say have the confidence to start and believe in yourself and your product. I struggled (and still do!) with having confidence in what i do. We are always our own biggest critics, but if you don't believe in YOU and what YOU do, no one else will either. Being an entrepreneur is a very hard thing to do, but the rewards are endless. It take a ton of work, a ton of discipline, and a ton of motivation, but there are no glass ceilings when you work for yourself! The sky is truly the limit and knowing that feeling is AMAZING! Always remember to Love Yourself!
I would also say, take one day, one task, one step at a time. If i had thought about Allicia today when i began Dear Frankie, i would have been scared out of my wits to even start! I don't mean don't have goals and expectations, but it can be very daunting when you look at the bigger picture. So focus on whats directly ahead of you, because those baby steps will get you to the top one day if you just keep going!
Make sure you follow Allicia on her adventures in design and business owning on her instagram account.
Katie Rose xo