Sick and tired of the daily grind and feeling unsatisfied in her work life, Jaye Hensley decided it was time to pave a new path.
She thought she’d hit the jackpot with a graduate position in a sought-after fashion company in Melbourne. Fast forward twelve months, Jaye felt as though she was selling her soul trying to compete in the dog eat dog world of the fashion industry, whilst her personal life was suffering.
The glamorous ideal of working in the fashion industry was long gone, and the initial new job butterflies were well and truly dead. Like many designers trying to make it, the struggle was real. Working ridiculous hours, fighting fatigue, no longer being creatively challenged, and working her arse off to make a pittance, Jaye became defeated.
After some self-evaluation of how unhappy she was feeling, mixed with realisation that her now stagnant dreams were drifting away, the young twenty-year old bit the bullet – and that’s when everything changed.
Sick of working for “The Man,” over the course of the next six months Jaye quit her job, moved interstate from Melbourne to Brisbane, and launched her own lingerie line.
Viola, Etheria Intimates was born! Now let’s not pretend it’s all smooth sailing. There is real emotion, planning, stress, failures and successes.
“Etheria is my baby, I invested every penny of my savings into creating my dream brand, a brand that is relatable to women, feminine, beautiful, delicate, accessible and high quality.”
But, since her launch date, the dream that was Etheria is now booming with a thriving and successful future ahead.
Jaye’s delicate and feminine monochrome pieces are perfect for every young woman. Etheria believes the single most important rule for lingerie is to remember it’s never about him, it’s always about you. Wearing something that feels soft and beautiful makes you ooze confidence, and that’s what CEO and director Jaye Hensley wants every woman to feel. Whether you wear their pieces as essentials, as a fashion item under a sheer top at festivals, or for saucy nights with Mr. Right, Etheria will have your back (or your boobs).
Etheria is Australia’s newest and most beautiful lingerie line, so head to @etheria_intimates or www.etheria.com.au to shop the look. Keep an eye out for birthday discounts and upcoming Valentine’s Day promotions.
Words By Abbey Stuart
