Sarah Jordan is the founder & CEO of Y.O.U Underwear sellers of beautifully designed, ethically manufactured and eco-friendly underwear making the world a better place one pair of pants at a time. They’re also the UK’s top scoring B Corp, and the top fashion brand in the world. Founded in 2016 and launched in 2018, last year Y.O.U Underwear sold £250,000 via their Shopify store and physical store in Oxford.  Hit PLAY to hear:  Shifting from charity work to eCommerce The challenges of making products ethically Sustainability as the foundation of the business Scaling the business and how this affects building the team How personalization makes for better customer service  Key timestamps to dive straight in:  [03:29] Life-changing pivot driven by underwear necessity discovery.  [10:03] Creating a strategic fashion business with inclusivity.  [13:05] Advantage in sustainability without greenwashing or retrofitting.  [15:15] Anticipating future trends with unique selling proposition.  [20:55] Transitioning from freelancing to employing full-time staff.  [24:01] Managing business operations and customer relationships efficiently.  [25:38] Sarah’s Top Tips!  Full episode notes here: https://ecmp.info/492 Contact SHOPLINE >>> https://ecmp.info/shopline Genie offer: 30% off for the first 2 months >> https://ecmp.info/genie Be part of our episode 500 celebrations... https://ecmp.info/500 Get all the links and resources we mention & join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/