Seeing Liv Stein, the creator of the lingerie brand “Flash you and me”, it is quite clear that she embodies the essence of her brand and its values from hair to fingertips. Strong, independent, with his own opinion, which he is not afraid to express at all, and I wonder if there is so much energy in one person. As Līva herself says: “I am a man-orchestra.”
Your brand “Flash you and me“It was already seven years ago. How has the company changed over the years?
Quite a lot has changed – both the concept itself and the products. Compared to what we started with, the products have absolutely changed. Let’s say we don’t really offer what we started with anymore. We only sell what is left of it. Also the concept itself. If in the beginning everything was more so loving, related to relationships, then now the brand has become much more feminine, stronger, more sexual, more independent. The products are ones that are quite impressive in themselves and cannot be confused with any other brand. There is a refined style.
What was the change related to – did you look at what the buyer is interested in, or did it develop with its own growth?
The buyer was the original reason why we started to make any changes at all. The standards taught in business incubators: “You have to solve the problem! To be a successful company, you have to answer the question!” We have now realized that this is not the case. You don’t have to look for problems all the time to build a business. This is my greatest resistance to what is being taught in business incubators, because it very much destroys the vision.
Going back to the question, originally it was the customer, the metrics and the sales, now more – what I want, what I feel, I do. Both herself and our relationship with her husband have grown, we have also been joined by a child. We have grown ourselves, become more stable, with our vision of the world, our vision of ourselves. And all this is reflected in our products. My husband also left the company. He started his military career two years ago, and I needed the brand as his support, as such a shield, because I had to take over all the leadership. If before that I was just a designer, then I had to take over the whole financial side, management and planning of the company.
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