Party season is upon us and the shops are full of lovely Little Black Dresses to enable us to dazzle at the annual Christmas parties.  The majority of these dresses seem to be sleeveless and for various reasons there are a lot of ladies out there who avoid sleeveless dresses like the plague, opting for a dress that is not necessarily what they want but it covers the arms or they end up buying THE dress but spoiling the effect by adding a shrug or cardigan – and getting too hot in the bargain!  My guest this week is the lovely Michelle Ellis, who came up with a brilliant product – Wingz – to give ladies a trendy and alternative option!  I caught up with this busy lady to find out more – welcome Michelle:

Hi! I’m Michelle, 36 years old, married to Steve for the last 8 years with 3 lovely children – Marshall (9), Athena (7) and Jasmine (6). We live in a village called Methley, near Leeds.

What was the inspiration behind Wingz in the first place?

I needed to solve a problem. My lipoedema had given me large arms, I was self conscious and wanted to cover them up, my friends were getting married, all my dresses were sleeveless, it was summer, it was hot, wearing a cardigan or a shrug was not a good solution (far too hot) so in the end I came up with Wingz.

After applying for a patent, you began to sell Wingz via Ebay. In 2010 you appeared on BBC’s Dragon’s Den. Although you didn’t manage to get investment you did come away with good feedback. Was it daunting to appear in front of the “dragons”? What advice did you take note of and applied to your product or to the business in general?

We were told by Theo that if he were to come up with a model for a start up online business, he would be telling people to go about it exactly how we had done it. He was very complimentary but then he said ‘why do you want to ruin all that by borrowing all this money?’ He didn’t think we needed the investment or to change what we were doing. We were advised to keep at it, stick to our business model and grow organically. That is what we have done. We were also given some words of caution about selling to the big retailers. It can obviously go very well, but with the increased volumes comes risk and it can go horribly wrong very quick. We’ve built the business without going to the retailers and instead sell directly to customers or through some small distributors.

I wear quite a few tops and dresses that are sleeveless, but going sleeveless is a big problem for a lot of women which results in the wearing of cardigans, jackets or shrugs over pretty sleeveless dresses regardless of temperature! So, when picking the material, look and choice of colours did you go by your preferences, fashion trends, other people’s suggestions or a mix of all?

I’m very much into fashion, it’s a big passion of mine. I therefore knew what colours, designs and fabrics were needed for Wingz. I started out with the black chiffon flare, a light fabric with floaty sleeves. Then I introduced more colours in this style before bringing out new designs such as fitted sleeves, cowl sleeves, volume sleeves and split sleeves – all in a variety of colours and materials.

I really like the black stretch lace full sleeve, the purple chiffon flare wingz, and the Big Cat chiffon volume wingz. In fact with one elegant shift sleeveless dress you can create so many different looks by adding different wingz! What wingz style has been the most popular to date?

There are 4 designs that are all very popular – black chiffon flare, black fitted (3/4 or elbow length), black stretch lace and black cowl. Yes, it seems black is very popular! Probably due to the flexibility it offers.

Have you got your own favourites?

Definitely, the black fitted elbow length is the one I wear most often!

Although you are UK based, you do ship worldwide with 40% of your sales going to the export market to places such as Australia, South Africa, New Zealand, Singapore and The Netherlands. I’m impressed by your sizing system too, four sizes catering for UK sizes 6 to 28; US sizes 6 to 28; and Euro sizes 34 to 56. Which style “wingz” seem to be most popular overseas?

That’s a good question and the answer depends upon the territory. Most countries will want black, the Netherlands are probably the most experimental with different colours. As for the styles, countries in Europe, USA, and Australia are similar to the UK in terms of styles. However, in countries with a large Muslim population the preference will swing towards long sleeves that offer full arm coverage – this would be the long sleeve fitted wings in black or white.

You are a sufferer of Lipoedema – a genetic condition whose symptoms include disproportionately large bottom half of the body, painful legs and swelling in legs and arms. In 2011 you founded the support group Lipoedema Ladies. How old were you when you was diagnosed with Lipoedema? What are the main benefits and aims of the support group?

I was 27 when I got a diagnosis but I had my ‘big blow up’ with the birth of my first child 2 years previously. The symptoms had really flared up during the pregnancy and birth so it was a big relief to get the diagnosis and understand why my body was doing what it was. Lipoedema Ladies is there to support women with the condition by sharing knowledge, offering help advice and a place to turn to in order to share our problems and feelings. Our objectives are also to raise awareness by helping women receive the diagnosis they deserve and to help doctors, GPs and nurses become fully aware.

Personal now – what outfits and shoes would you normally be found wearing ?

I normally go for pyjamas as house wear if I’m completely honest (can I say that!? I sleep in the nude – so I think that still counts as getting dressed! Casual wear is NYD Jeans (which I have 18 pairs of as I love the fit) with a top that suits my mood; summer is maxi dress time which I have over 150 of. My style/look is somewhere between lonesome cowgirl and smart/clean boho (is that too contradictory?) On the flip side I absolutely LOVE getting ‘dolled up’ and slipping into full length evening gowns and heels and at 6ft2 in heels I like to make an entrance. I love to play with my clothes and they really are an extension of my personality and my mood.

Do you have any favourite shops or online sites?

Long Tall Sally is great for my beloved pyjamas and fluffy robes. Kiyonna and Not Your Daughters Jeans are two of my favourite online stores – both are USA based so I do get hit with the import duties, but they are worth it. Debenhams is top for underwear, they have improved their styles and range so much in the last half a dozen years, my only issue is stopping myself from buying too much, my underwear drawer is almost an underwear chest of drawers, it’s getting silly. One moan – I have a real problem getting shoes as I have big feet – a UK 10 and a wide fit, a few years ago Evans shoes would have been on my ‘fab List’, but unfortunately the sizing and quality has really gone downhill, and recently from bad to worse – I would love to get my hands on their shoes buying department. On a lighter note, the Debenhams jewellery department is my absolute favourite and cannot be beaten come January sales time…I arrive home with carrier bags full of earrings and necklaces bought with my Xmas gift cards much to Steve’s dismay.

What’s next on your clothes/shoe wish list?

A perfect fitting pair of outrageous cowboy boots in finest leather and a high quality white cotton fitted shirt.

Boots or Shoes?

BOOTS! Every time…I wear compression socks/stockings through necessity, and these do not look good with shoes! Lol They suit my personality more anyway – sturdy and ready for anything – no matter what the weather or terrain.

Links you would like to share e.g. website/facebook/twitter
etc so that my readers can follow your company (and also to find
out about Lipoedema)

Thank you for the opportunity to share my sites and what I am doing, everything I do is for a good reason – I have never just done anything for money alone – I truly believe we are put here to be useful in some way, no matter what that reason may be.

I must give credit to Sarah Clark for all the Social Media we do. Sarah is amazing. She is a published author with a mean sense of humour; efficient and organised I am blessed to have her work with a tangent lover like me. Thank You Sarah X

www.fatphrocks.com is my Tall Plus Size website and I am moving towards specialising in dresses only. FatPhRocks has an amazing blogger called Eloise, she has more spunk than even me, I adore her and always have a giggle when reading her posts.

www.wingzfashion.com is my Wingz website, simple and easy to use with links to our social media. We give a 50% discount code to customers that post a photo of themselves wearing Wingz with their outfits on Facebook. We hope this gives other ladies ideas about how to wear their own Wingz and add sleeves to what they wish.

www.lipoedemaladies.com is my website about Lipoedema, it is lifestyle focussed and I hope it is and positive place for those with Lipoedema. All links to Lipoedema Ladies facebook pages and twitter can be found on there, there is also a ‘Hub’ page on this website that has live posts from our social media, so those that do not want to be a part of the ‘Social Media World’ can still read the latest news without having to be members of these sites.

Thank you very much for sharing with us Wingz and the work you are doing to bring awareness about Lipoedema.  I wish you continued success in both ventures. So ladies, have you got a favourite “Wingz” style? Do share !

Linda x

All photos have been published with kind permission from Michelle Ellis.

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Readers of my blog and those who know me, will know that three of my passions are boots, hosiery and talking …. so you can imagine my excitement at meeting the gorgeous Shelby Mason and her fab creation, “Bootights”….these are tights (and socks) specifically made for wearing with boots.  I just had to have a chat….welcome Shelby:

Hi! My name is Shelby Mason and I am the founder and CEO of Leg Up, LLC and creator of the legwear lifestyle brand called Bootights®. I created Bootights® because I was tired of being uncomfortable in my boots when wearing traditional thin hosiery. My feet would slip and slide in the boots which caused blisters and snags and runs in my tights. My boots also didn’t fit quite right so I had to layer a separate sock over my tights so I had extra cushion and warmth. This make-do solution wasn’t ideal either because I could never find the right sock – my running socks would bunch down under my heel so I was forced to “borrow” ugly white “man” socks from my Dad or boyfriend. It was always a bit of a pain and inconvenience.

What inspired you to invent the idea of bootights?

As a former road warrior in my previous career in syndication TV sales, I spent a lot of time in and out of airports and consequently airport security lines. One winter day I was heading Fargo (I lead a very glamorous life!), chatting with a fellow traveller standing behind me. I was forced to take off my boots and reveal my ugly, white tube socks that I had layered over my tights and needless to say, I was beyond embarrassed. On my flight I wondered why there wasn’t a hosiery product that combined the look of a tight and the comfort of a sock – all-in-one. The idea for Bootights® was taking off. Eventually, I created what I thought was a need in the marketplace after doing research to support my time and effort, I realized that I wasn’t the only gal who was forced to layer a separate sock over my tights when I wear boots. In fact, over 50% of the 500 women polled nationally said that they also layer to sock for comfort and they would buy a product that combined the two.

Coming from a background in the American TV industry, and having worked your way up to Vice President of Television Sales – West Coast Division for Disney … then to leave your comfortable career to embark upon this venture of entrepreneurship in an industry you knew little about, must have been a trying time for you. I applaud you for such a brilliant idea and your determination to get your idea realised. As a young girl though living in Washington State, what were your career dreams at the time? Did you have a love of fashion at a young age?

Thank you. Yes, it was very difficult and extremely scary. I was armed with a unique solution-based product and a lot of passion and luckily, the press followed. Getting Bootights® featured on the Oprah show as a Must Have Fashion Item in 2011 made it a little easier to walk away from the Mouse House. I knew I was on to something. Plus, I didn’t know what I didn’t know so in way, it was eaiser because of that as well.

Coming from Bremerton, WA, a blue-collar, navy town, I had always dreamed of moving away from the rainy, sleepy town and “make it big” in NYC. I always wanted to be in advertising and eventually received an internship at a big Ad Agency in Seattle. After working in that environment, I realized that it wasn’t my true calling and ended up working at the local Fox Affiliate, KCPQ-TV in programming and I loved it. I quickly moved up the ladder and found myself in NYC and working for Universal Television then Warner Bros hired me and moved me to Chicago and then I worked for Disney after that and was promoted and eventually landed myself in LA to work at the Disney studios in Burbank.

Looking back, I did always love fashion. At a young age I dreamed of being a fashion designer and would draw models with my clothing creations. Being a child of the 80’s, I was always very coordinated and remember enjoying putting together outfits but I wasn’t really that creative or artsy. Just loved clothes.

Are your bootights colours & designs dictated by your personal tastes, popular customer requests, hosiery trends, or bits of all three?

All three. I always look at color trends and boot and legwear trends. I always take into account my customer’s feedback as well. I’m a bit more classic in my styling so many of the designs reflect that. I want the styles to be really wearable because they are so durable, the patterns should be relevant season after season. Of course, I will throw in some fun patterns to mix it up and Fusion Flame Stitch is an example of that. The Lacy Darby is an example of a design that is not personally my esthetic but it is my best seller. 

My favourite bootights designs currently are the Lincoln Park Open Knit and the Fusion Zig-Zag. What’s your favourite design out of your collection?

I love my new Ellevator™ over-the-knee boot socks. They mix a cable knit and classic rib pattern and can be worn in different ways depending on your look that day. They can be worn as a thigh-hi, knee-hi or over-the-knee or even folded over your boot as a boot cuff. Of course, the bottom has our signature comfort sock attached so your feet always stay comfy in those boots.

What are the differences between bootights and “darby’s”, that you’ve also designed?

Darbys® is my name for our knee-hi boot socks. I didn’t want to call them boot socks because you think of something kinda chunky and ugly. I didn’t want to call them a trouser sock because they are traditionally thin. Darbys® are a compression, nylon, spandex knee-hi and a cushioned, moisture-wicking performance sock attached. They come in fun and classic patterns and our best seller has a pretty lace embellishment on the top. Bootights® is what started it all – our tights/pantyhose with the socks attached.

What design(s) from the latest collection have been the most popular amongst your customers so far?

In our Bootights® line the Madison, sheer rib has been popular because of it’s so wearable and figure flattering – the vertical rib design create long, leaner looking leg. The Lillith Filligree design is also getting a great response. Our Chelan Shaper is a favorite because who doesn’t want to feel and look sleeker.

The Ellevator™ versatile over-the-knee has been a big hit and our collegiate game day colors of our Darby Lacie has taken off.

If it was possible, who would you like to see being the “legs” of Bootights?

Great question – I wouldn’t turn down Heidi Klum if she wanted to wear the Bootights® that’s for sure. I’d also love to see them on Princess Kate, Sandra Bullock, Julia Roberts, Jennifer Aniston. Love to see the Darbys on Carrie Underwood and Taylor Swift because they have a western/country appeal. But I really see my customer as every busy, on-the-go gal who appreciates style and will pay a little more for comfort, quality and convenience.

As we approach the Autumn/Winter season – what colour trends/styles of bootights do you think will be popular?

Our stone color has been really hot – it is an updated take on Taupe and we offer it in our Lillith style Bootights®, Ellevator™ and Darbys®. It’s very wearable and can go with any outfit and boots. Plum and Deep Burgundy are also very pretty on legs this fall.

Your bootights are available via your website and at retailers across the USA. Have you any plans to expand overseas in the future to feature in retailers globally? Do you ship outside of the USA at all?

Bootights are currently available in Canada and Australia. I’m planning to expand in Germany and Japan next season.

Personal now – what outfits and shoes would you normally be found wearing?

I love wearing dresses with my boots and skinny jeans or leggings. My clothing is usually neutrals (beige, black, brown, grey) and I pop my outfit with accessories. Of course, Bootights® and I love wearing fun and colorful scarves and jewelry. This allows me to change my accessories for each season depending on trends without spending a fortune. I do love my boots though – Big fan of Frye and Ariat.

Do you have any favourite shops or online sites?

I love Akira in Chicago, Urban Outfitters and shopbop.com.

What’s next on your clothes/shoe wish list?

Momma needs a new pair of boots so I have my eye on some new Frye embellished beauties.

Boots or Shoes?   (I have a sneaky feeling I already know that answer!)

Yep! How did you guess?

Links you would like to share e.g. website/facebook/twitter etc so that readers can follow you and your career.

www.bootights.com
https://www.facebook.com/pages/Bootights/420407940200
http://www.pinterest.com/Bootights
http://instagram.com/bootights
https://twitter.com/bootights

It’s been absolutely fabulous talking to you Shelby and I really hope that you’ll bring Bootights to the UK soon too… 

Linda x

All photos have been published with kind permission from Shelby Mason.

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