Georgian Brand Trusilvania Makes Lingerie World Colorful and Diverse
Trusilvania is a new, innovative Georgian underwear brand, which has a different and unique design and has no analog in the Georgian market. CBW had an interview with Trusilvania's team to learn about how it all started:
Tell us about the inspiration behind founding Trusilvania.
Making our days colorful-the main inspiration of Trusilvania. The idea comes from the first Lockdown period in April, when we were spending all days at home and decided to make a creative gift for our friend for her birthday. Usually, we have a tradition to surprise each other with creative gifts.
Accordingly, boring days in the period of the pandemic become the main inspiration to start the new brand, which will be special, making the world of everyday underwear colorful and creative. Additionally, previous experience in startups helped us to launch a new product, which is different and unusual for the Georgian market.
Trusilvania has no analog on the Georgian market. How did the public react to the appearance of your brand, and who is your target group?
When we started Trusilvania, we were trying to create a colorful world of underwear, which can replace the usual concept of lingerie. feedback from people was more positive than we could have ever imagined. We can say that Trusilvania made the day of our consumers unusual. We also got critique because our brand represents the different illustrations from art, pop art. However, we wanted to suggest a variety of choices to our target market. Every different design is demanded and loved by our consumers, which is a great motivation for us.
Our target group is people, who are open to innovations, like variety and they tend to make their usual routine more colorful. Also, we target people, who think more to make a different gift to their loved ones. Our product is affordable and creative, which becomes one of the best alternatives.
Walk us through your workday. Who’s your team, and what’s your work process like?
Our traditional workday starts with communication between team members when we discuss our plans and goals for that day. We need to manage the stock, website, and communication channels. However, mostly we spend a lot of time discussing plans, such are to work on the new design, create graphical illustrations for a new collection and develop our product.
By the end of the day, we summarize actions taken by us, what we achieved, and plan what we need to do next. Each member of the team works very hard to achieve goals and develop Trusilvania because it needs a lot of time and energy to become successful. for instance, we do not have the traditional 8 hours to work on each day, because it needs much more time and effort.
We are three in our team, Elene Beridze, Tatia Tenoshvili, and Medea Tlashidze-founders of the company. And our employee- a tailor who sews the product.
How do trends impact lingerie?
Trusilvania is a new product with a different concept in our country, which itself makes the trend on the market in the lingerie industry. Trends impact lingerie, for instance in recent years people prefer more comfortable, invisible no-show panties. Because of that, the demand for seamless underwear is increasing every day. In Georgia, there was no domestic production of such type of lingerie. Trusilvania is the first Georgian brand to sell no-show underwear in our country.
Do you have any practical tips to give to entrepreneurs who are now starting?
It is important to know that the way which drives you to your goals is full of challenges, obstacles, and problems, but it suggests new possibilities and opportunities as well, which is a very interesting process. It is significant to remember that you should love and believe in what you are doing, which is key to overcome all challenges on the way. You will meet people, who can say that you can't, but there are always alternatives to achieve your goals. What is very important, never forget that opportunities are not limited, we should believe in what we do.
The way to become an entrepreneur is very hard but at the same time so interesting, that you should not stop.
In which directions are you planning to develop your business?
We decided to develop and make the world of lingerie colorful and diverse. Now we work to add swimsuits and underwear for men. In the future, we plan to sell our product not only in Georgia but internationally.