GoKawiilKey Takeaways Kuyers shifted her women’s inner wear brand to focus on versatile professional pieces.
In 2020, Adams took photos of Luxeire’s core products and experimented with online ads.
The product was a hit, with celebrity buy-in, and set the stage for its ongoing success.
“ I grew up in an era where you became a teacher or a nurse,” Gina Kuyers tells Entrepreneur. “I went on to become a psychologist for school systems, but there was no part of me that ever thought, Oh, I’m going to start a fashion company.”
Image Credit: Luxeire. Margot Adams, left, and Gina Kuyers, right.
But Kuyers had always had a sartorial passion, and that didn’t go away as she and her husband raised their four children over the years. Kuyers enjoyed putting together sophisticated outfits on a regular basis, but between working and taking kids to soccer practice, her demands for comfort and function began to change. Eventually, Kuyers experimented with her own designs.
In 2016, she founded her brand Luxeire, with a focus on women’s inner wear, or undergarments. She worked on the self-funded business as “more of a hobby” in those early years. But by 2020, with her daughter Margot Adams about to graduate from Parsons School of Design in New York City, Kuyers reconsidered the future of the brand.
At that point, Kuyers was less interested in designing undergarments and more interested in shaping fashion on full display. “ I started thinking, Really the issue isn’t the appropriate inner wear for women to wear beautiful clothes,” she recalls. “The important part is, why aren’t we making beautiful clothes for women that are super chic, but comfortable and easy-care? So I pivoted.”
Pivoting to a luxurious but functional clothing line
Luxeire would shift its mission to a clothing line made of luxury, functional fabrics.
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