Noir Lingerie
STARTUP COSTS: ‘I didn’t have much startup capital at all,’ Jenn says. ‘I bought my first sewing machine in London for £250. Then, once I was back on South African soil, my family helped contribute towards my first industrial sewing machine.’
It’s the first thing you put on and the last thing you take off, so shouldn’t underwear be something you want to wear? That’s the philosophy behind Jenn Hattingh’s Noir Lingerie. Jenn runs Noir from East London, alongside her other baby, Shopify web-building business Mush:Mush. She provides women of all shapes and sizes with beautiful, affordable delicates that make them look and feel good.
What sparked the idea for Noir Lingerie?
I decided to start Noir around 2012 while I was living in London. I’d often go to the shops to buy lingerie, but everything in my price range was either
ugly or poorly made. And I couldn’t afford the stuff I really liked. My sisters and friends had the same complaints, so I thought, ‘Why isn’t beautiful lingerie affordable?’ That planted the seed for me. I started researching what was out there and I did a pattern-making course. I bought a basic sewing machine and started to experiment.
So you make each pair of knickers yourself?
Yes! I had to teach myself to make lingerie from the ground up. The first lot I made weren’t great. But with practice and determination I got to where I am today.
How did you end up back home?
I’d been living in London for 10 years, but I was tired of being cold and
I missed my mom! It just felt like it was time. Coming back to South Africa was quite an eye-opener, though – in some ways, lingerie is still perceived as taboo. There’s this idea that if you’re seen buying lingerie people will think you’re up to no good.
When did you launch Noir Lingerie?
I was employed at a company that specialised in e-commerce while working on Noir Lingerie as a side hustle. I registered the business in 2016, but it was still very, very small then. It was only in 2018 that it came into its own and people started picking up on it. They say once you’ve sold something to a stranger you know your brand has made it. That was also around the time my first distributor contacted me. They’re based in Durban and supply luxury lingerie and adult toys to boutiques. Today, five online stockists and three retail boutiques stock Noir Lingerie.
What sets your brand apart from other lingerie brands?
I’m probably breaking a lot of rules in terms of what lingerie should look like or how it should be made. But I think it’s important that you do that. Everyone I’ve spoken to hates wearing bras or shopping for bras, so if everyone hates the current model, why aren’t we changing it? Let’s just rip it apart.
Why is lingerie important?
As women, we’re so self-critical all the time. You can look like Naomi Campbell and still have body issues. I know for a fact that when a woman wears lingerie that fits correctly, it changes everything. I’ve seen it. You walk taller and your clothes look better on you.
Do you think perceptions about lingerie have changed?
They’re starting to, very slowly. I think we have Bonang Matheba to thank for that! She’s fabulous and beautiful, and her lingerie range has helped change people’s minds. But I don’t think there is one magical step that will shift that mindset completely – it’s part of a bigger struggle for women to have more of a voice.
Any words of advice for other budding e-commerce entrepreneurs?
The best piece of advice I can give to anyone wanting to start an e-commerce business is to just begin. It’s 2021, and anyone can start an online business. All you need is a product, a phone, an internet connection and determination.
What are you most looking forward to in 2021?
Right now, I handle everything at Noir; this year, I’m looking to get someone on board to help with the sewing. That will free me up to design other products and expand the range. Up until now we’ve done only a lace range and the only bra offering is a bralette, but this year I’m going to start making the Pin-Up Bra, a lovely wired bra with a vintage look. We’ve also expanded into loungewear with our kimonos, and will launch our range of silky PJs this winter.