Mamas rock: The Smart Ass Gals
Filed Under Mamas Rock | December 11, 2007
We have to admit that we have a bit of an ulterior motive in choosing this month to profile the Smart Ass Gals, as we wouldn’t mind finding their wares stuffing our stockings just mere weeks from today. And we’ll be forwarding this along to our potential lingerie-buying loved ones to make sure they get the hint.
The Smart Ass Gals are local lingerie entrepreneurs, Cindy Ball and Alix Cameron. Long time friends and colleagues, the idea for their business was born when Alix was at the park with a friend whose thong popped out when she leaned over to pick up her son. When her friend said, “Don’t you hate it every time you bend down and someone sees your thong?” an idea was born. Why not emblazon that unused thong real estate with sayings like ‘bottoms up’, ‘kiss my…’ and ‘bun in the oven’? Thus their Signature Thong was born.
The two friends, who have five children under nine between them, had been looking to start a business together. Despite knowing a lot more about advertising and marketing than lingerie, they knew they had a great idea and got started making lists, setting goals, asking questions, and diving into unknown territory. Their biggest challenge was naming and branding their company, along with figuring out who would buy their lingerie and how to get it made.
Not content to rest on the laurels of their cheeky thong, they’ve created the EuroTrash line in ultra-soft mesh and lace which makes you dream of jetting off to Paris, and the SmoothOperator line in laser-cut microfiber which eliminates panty lines. All their undies have an inspirational gusset that lets you know how gorgeous, chic and sexy you are every time you drop your drawers. And for anyone with a little more tummy than they’d like, there’s their Finally-Long-Enough Camisole which keeps you comfortable and covered.
Initially Ball and Cameron began by working from their respective homes (they live a mere five minutes apart) but now they’ve centralized into one home office that’s a showroom, office and warehouse all in one. Their schedules revolve around manufacturers in different time zones, the school day and after school activities. While they both occasionally yearn to leave their houses and kid paraphernalia behind and head downtown to an office, they love the fact that they’re in control of their own schedules. As Ball says, “Working for yourself means you work more, but you have more flexibility about when you work.”
For them, the big reward has been creating something from nothing. Balancing life and work can be a challenge and they both have good mum days, and not-so-good mum days (and work days), and there is never enough time, but they are happy with the situation they’ve created.
Find our more about Smart Ass Lingerie on their website: www.smartassgals.com
Entrepreneurial Tip: “If you start your own business you’re probably an A-type personality and a perfectionist. Sometimes you need to accept that things only need to be good enough – after all, 80% of something is better than 100% of nothing. And don’t beat yourself up about it. This applies to both mothers and entrepreneurs.”
Previous parents who rock:
- Chris Mizzoni, Clancy with the Puck
- Lisa Will, Stonz Booties
- Shelley Franchini, The Stage Mother
- Lori Joy Smith, artist
- Sharon Chai, Bamboobino
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