When I started this company, I was in my early 40s, in the best shape of my life, doing exactly what I wanted to be doing for a career, and enjoying a little more disposable income than I had in my 20s and 30s. I felt ready to embrace all the world had to offer! At the same time I couldn’t ignore a persistent feeling, one that crept in slowly, and one that society seems eager to reinforce: As women, the older we get, the more invisible we feel.
There’s this cultural idea that aging as a woman means fading, losing our beauty, and becoming less capable. Let me tell you, that couldn’t be further from the truth. Women in their 40s are living vibrant, dynamic lives, the kind of lives that would make our 20-year-old selves jealous! We’re experienced, resilient, and more alive than ever. And that’s exactly why we need to show up and be seen.
Our brand’s motto—Function. Fashion. Attitude.—isn’t just about what we wear; it’s a mindset. It’s about stepping boldly into every experience, with style that fits our lives, functionality that empowers us, and the attitude that commands respect. This mantra is my reminder to make waves, to challenge perceptions, and to bring our best selves into the world, no matter what age.
Embracing Fear and Doing It Anyway
I’ll give you an example. I love to surf. I’m not great at it, and that’s OK, because it's something I love, and it brings me so much joy. I love the physical and mental challenge I face every time I step into the water. Yet, as much as I love it, it can be very intimidating, for many reasons. I don’t want to look stupid or out of place, and once in a while my mind tries to talk me out of it.
But here’s what I tell myself in those moments: “Heidi, get out there, have some fun, make some waves, and be seen! Show them what 44 looks like.” And you know what? I do it. I paddle out, face those negative thoughts and fears head on, and every single time, I end up having more fun than I ever expected! Surfing has become my reminder to face life boldly, to push through the doubt, and to embrace the things that make me feel alive.
If Not Now, When?
This mentality has become my go-to mantra. Whenever I’m on the fence about doing something that might make me feel awkward or exposed, I ask myself: If not now, when? When is the right time to shine? The answer is now. Right now. We’re alive, and that alone is a gift worth celebrating.
So, if you’re ever on the verge of talking yourself out of something, whether it’s trying a new activity, starting something new, or even stepping outside your comfort zone and wearing a two piece swimsuit that shows off a little more a little more skin then you’re use to, remember that now is your time to make some waves. You are here, you are vibrant, and the world needs to see that. Let go of the fear of looking silly or out of place. Lean into the discomfort, embrace the thrill, and show everyone what it means to live fully at every age.