Saturday The Label By Local Shani Tomkins
Intimates You Won't Want To Take Off
Posted July, 2021
Saturday the Label
“Because no one else was doing it… I couldn't find any brands that were creating everyday lingerie that was sexy, fun and for women's own pleasure (not men).”
It’s an age-old dilemma: finding lingerie that’s both affordable and stylish. It’s the kind of thing that, if and when you do come by it, you do your due diligence and inform every woman you know. So we’re doing just that. Let us give you the run-down on Shire-based business, Saturday the Label because, sometimes ladies, it’s what’s underneath that counts.
Saturday the Label, the creation of local Shire girl, Shani Tomkins is a brand born to bridge the gap between basic everyday underwear and expensive luxury-occasion lingerie. Jackpot. Founded in 2019, Shani tapped into an untouched niche of the lingerie market and, in doing so, did us all a huge favour. Designing uncomplicated, chic separates made from mesh fabrics, bright colours and fun prints, we’ve now found lingerie that’s comfortable, stylish and won’t break the bank.
“For such a long time, the underwear industry has projected the image that in order to be sexy, you can't be comfortable and have to spend a bomb. I wanted to show that this wasn’t the case by creating beautiful, fun, playful and affordable everyday lingerie that enables women to feel empowered, confident and super comfortable in their own skin.”
So, where does the name, Saturday The Label come from?
“The name came to me quite quickly and I still love it to this day. I wanted to create lingerie that projected that ‘Saturday’ feeling. By creating pieces that are fun, beautiful, playful and most of all comfortable, women can feel like they do on the weekend, any day of the week. ”
Knocking down the typical lingerie stereotype, Shani has worked to close the gap between underwear and fashion, creating pieces that are modern, bold and unapologetically feminine.
“We believe we have created a new category, a category that bridges the gap between lingerie and fashion. We want to sit in fashion boutiques and in the fashion sections of the big majors next to beautiful blazers and sheer shirts. We design pieces that are comfortable but also made to be seen! Our lingerie is designed to be hung on your wall, not thrown in your drawer.”
Looking back on the industry's progression, Shani recalls,
“It almost felt taboo to put my images onto a public platform just two years ago. Since then, so much has changed. Female empowerment and body positivity have worked to somewhat normalise the category.”
More than just a fashion brand, Saturday the Label strives to deliver an ethical product by harmonising the business’s sustainable practice with charity efforts.
“We work to zero waste, meaning we only buy what we use. We buy a single colour mesh and then dye the fabric different colours with natural dyes - hence there are sometimes imperfections. All of our packaging is recyclable and all product sampling is completed digitally to reduce air freight. We offset all shipping through a company called Future Neutral which customers also have the option of adding at checkout.”
Along with their sustainable practices, Saturday the Label created Project 360, a first of its kind initiative that allows customers to return their old bras to be deconstructed and recycled. The new fabric is then used to create garment wash bags to care for your lingerie and give them longer lifespans, reducing the number of bras you have to buy in your lifetime.
“Project 360 assists us with completing the sustainable life cycle of the products from production to landfill. We also recently partnered with i=change to donate $1 from every purchase to help our community and country on a more local level. We have selected three charities to donate our contributions to, you can read more here.”
Yes, lingerie shopping can be daunting, but Shani has put the fun back into underwear. “Saturday the Label has gone against the grain, steering away from the traditional lace-based intimates, instead, designing lingerie rendered in innovative high apex mesh fabrics, aimed to flatter and perfectly fit individual female body shapes.”
Saturday the Label started purely as an online store but is now stocked in over 20 retailers Australia-wide. To check out Shani’s products, you can shop online or see them in the flesh at Tuchuzy Bondi or Girls with Gems in Double Bay.
A few words of wisdom from Shani for our readers
Shani Tomkins, Saturday the Label Founder and Designer
What gave you the confidence to start your own business?
I kept telling myself I had nothing to lose by starting. If it didn't work, at least I tried and gave it a shot. If it did, then amazing. I just started small and did everything I could myself and to the best of my ability.
Your top 3 tips for starting a business
Talk about your business and idea as much as possible with other people. This taught me a lot and also held me accountable.
I want to say JUST DO IT. Jump in and back yourself 100%.
Start with a good single-minded proposition, a nice brand logo, great content and a killer website - the rest will fall into place.
One of the biggest lessons you’ve learnt in the process
Invest money only into the things you cannot do yourself and don't be afraid to use your resources and contacts to hustle a good deal.
One app or piece of technology you couldn’t live without?
Shopify, Instagram, Dropbox - the obvious ones.
Neighbourhood Hangouts
With Saturday the Label HQ also located in the Shire, we were eager to know where Shani (and her team of 8) love to hangout locally.
Your favourite place to enjoy a cocktail after a long week?
Next Door or Papa J’s in Cronulla. Both have incredible cocktails and delicious food. What more could you want?
Your go-to cafe for a coffee fix?
Laneway Cafe in Caringbah South or a coffee van that comes to our office (saviour).
Your favourite spot for a long lunch with your team?
Sealevel Cronulla or at one of our houses!
Where do you go to switch off from the office?
I’m pretty much always on. But Sundays are family days so I spend it with my 2-year-old son and husband, ideally by the water somewhere local.
Designed in the Shire, ethically made and sustainably-minded, Saturday the Label is a brand every woman needs in their life. Seamlessly combining comfort, design and quality in each piece, Saturday the Label will leave you feeling confident, happy, comfortable and empowered. Ultimately, the very best version of yourself. Start exploring.
