Lifestyle • 08 March 2017
Discovering Elvie was the beginning of something special. Few technology companies are able to unite the likes Khloe Kardashian, Gwyneth Paltrow and January Jones with their latest devices, but this company is the exception to the rule. We spoke to co-founder Tania Boler on taking a leap of faith and launching a women-focused business.
THE CONCEPT BEHIND YOUR BRAND HAS BEEN QUITE REVOLUTIONARY. TELL US MORE ABOUT HOW ELVIE BEGAN.
The inspiration for Elvie came from my own personal experience of becoming a mother, and realising how much change our bodies go through. When I started researching women’s health products, I realised that much of this technology existed almost exclusively in hospitals. I wanted to create a connected devices company which is led by women and designing products specifically for women. It’s really important to me that our products solve real world problems so that they have a positive impact on women’s lives.
SO ESSENTIALLY WOMEN ARE ESSENTIAL TO YOUR BUSINESS IN EVERY STEP OF THE JOURNEY.
Elvie’s mission is to create extraordinary products that improve women’s lives. We combine research and innovation to transform the way women think and feel about themselves. We make sure women are at the centre of everything we do and we involve them in every stage of our product development, from feedback on the initial concept to testing the final product. The input of more than 150 women helped shape Elvie Trainer – they wanted something fun, motivational, comfortable and discreet, so that’s what we created.
WHAT HAS BEEN THE MOST SIGNIFICANT MOMENT IN YOUR STORY SO FAR?
There was a defining moment when I won an innovation competition for £100,000, which was confirmation that this wasn’t 100% crazy and that I could actually be onto something really good. I literally handed in my notice the next day! Launching our first product to such a positive response from customers and the media was a great moment for Elvie and we’re thrilled to follow that up by becoming breakeven within six months and securing the full £5 million of our Series A funding round. We’re even being called the Apple of women’s tech and have received 16 awards for design, innovation and start-up success already. But most of all, I’m proud of the impact that our kegel trainer is having on women’s lives and the conversation that we are part of, which is lifting the taboo from women’s bodies and common health issues.