Ep. 25 - Founder of Knix, Joanna Griffiths, on Redefining Intimates
Explicit content warning
09/22/20 • 38 min
About this Episode:
Imagine being a 12-year-old girl, having your first ever period and, instead of your parent handing you a bulky pad or trying to explain how to use a tampon, they give you a pair of leakproof underwear that look exactly like your normal underwear and hold as much liquid as EIGHT regular tampons. It would have changed the entire experience. The focus of the conversation would be about your changing body, rather than the confusion of having to 'manage' it!
The fact that a product like this will exist for my daughter, Olive, when her time comes, is literally a dream come true for me and I have today's podcast guest to thank for disrupting the intimates market and producing products that are redefining the whole experience, period.
Today on the pod, we welcome Joanna Griffiths, founder of Knix and Knixteen.
I am a total Knix-evangelist, so I was very honoured to interview Joanna about how she created a company that's innovative, high-quality, inclusive (in sizing and in marketing campaigns) as well as being eco friendly! As a consumer, I feel really good about supporting this company- I trust their ethos and their products.
On today episode, we discuss:
- Joanna's 'why' for creating Knix
- Leakproof underwear and SUPER leakproof underwear
- Campaigns that connect (Life After Birth, International Women's Day, Knixteen)
- Navigating COVID and becoming a temporary Zoom CEO
- Toddler motherhood
I'm grateful for what Joanna and her team have created and I am so excited for you to hear her stories and perspectives.
About Joanna Griffiths:
Joanna Griffiths is the Founder and CEO of Knix and Knixteen the direct-to-consumer intimate apparel brands that are reinventing intimates for real life. Since launching the company in 2013, Joanna has built Knix into one of the fastest growing intimate apparel brands globally. Through a focus on product innovation and the brand’s mission to empower women to be unapologetically free, a Knix item is now sold every 7 seconds, and the company has shipped over half a million orders in the last twelve months alone. Knix was recently named the 6th fastest growing company in Canada with over 3800% 3-year growth.
A marketing disruptor, under Joanna’s leadership, knix was the first intimate apparel brand to showcase real women in their campaigns. Over the past six years the brand has photographed over 1000 of their customers, ranging in age from 21 to 81, and sizes 0 to 22. In October of 2018, Joanna pioneered the brand’s Faces of Fertility campaign. The campaign was inspired by Joanna’s own experience having had a miscarriage on Mother’s Day. The campaign to-date has received over 1600 uses of the hashtag #FacesOfFertility and expanded to include a weekly podcast that Joanna co-hosts. More recently, Joanna created the Life After Birth Project, a multimedia exhibit that features the images of over 750 women, including Amy Shumer, Christy Turlington, Jillian Harris and more. Within the first ten days of launch, the project received over 220 million media impressions.
Joanna holds multiple patents and has been cited in hundreds of media publications including Forbes, Fast Company, The New York times and more. Joanna has been recognized on both the national and international stage for her work as a marketing disruptor championing the topics of body inclusivity, fertility, mental health and postpartum. Joanna has won the Women Of Influence Start Up Entrepreneur of the Year award, the Shopify Build a Bigger Business competition, The Retail Council of Canada Marketing Innovation Achievement Award and was a finalist in the prestigious E&Y Entrepreneur Of The Year.
About this Episode:
Imagine being a 12-year-old girl, having your first ever period and, instead of your parent handing you a bulky pad or trying to explain how to use a tampon, they give you a pair of leakproof underwear that look exactly like your normal underwear and hold as much liquid as EIGHT regular tampons. It would have changed the entire experience. The focus of the conversation would be about your changing body, rather than the confusion of having to 'manage' it!
The fact that a product like this will exist for my daughter, Olive, when her time comes, is literally a dream come true for me and I have today's podcast guest to thank for disrupting the intimates market and producing products that are redefining the whole experience, period.
Today on the pod, we welcome Joanna Griffiths, founder of Knix and Knixteen.
I am a total Knix-evangelist, so I was very honoured to interview Joanna about how she created a company that's innovative, high-quality, inclusive (in sizing and in marketing campaigns) as well as being eco friendly! As a consumer, I feel really good about supporting this company- I trust their ethos and their products.
On today episode, we discuss:
- Joanna's 'why' for creating Knix
- Leakproof underwear and SUPER leakproof underwear
- Campaigns that connect (Life After Birth, International Women's Day, Knixteen)
- Navigating COVID and becoming a temporary Zoom CEO
- Toddler motherhood
I'm grateful for what Joanna and her team have created and I am so excited for you to hear her stories and perspectives.
About Joanna Griffiths:
Joanna Griffiths is the Founder and CEO of Knix and Knixteen the direct-to-consumer intimate apparel brands that are reinventing intimates for real life. Since launching the company in 2013, Joanna has built Knix into one of the fastest growing intimate apparel brands globally. Through a focus on product innovation and the brand’s mission to empower women to be unapologetically free, a Knix item is now sold every 7 seconds, and the company has shipped over half a million orders in the last twelve months alone. Knix was recently named the 6th fastest growing company in Canada with over 3800% 3-year growth.
A marketing disruptor, under Joanna’s leadership, knix was the first intimate apparel brand to showcase real women in their campaigns. Over the past six years the brand has photographed over 1000 of their customers, ranging in age from 21 to 81, and sizes 0 to 22. In October of 2018, Joanna pioneered the brand’s Faces of Fertility campaign. The campaign was inspired by Joanna’s own experience having had a miscarriage on Mother’s Day. The campaign to-date has received over 1600 uses of the hashtag #FacesOfFertility and expanded to include a weekly podcast that Joanna co-hosts. More recently, Joanna created the Life After Birth Project, a multimedia exhibit that features the images of over 750 women, including Amy Shumer, Christy Turlington, Jillian Harris and more. Within the first ten days of launch, the project received over 220 million media impressions.
Joanna holds multiple patents and has been cited in hundreds of media publications including Forbes, Fast Company, The New York times and more. Joanna has been recognized on both the national and international stage for her work as a marketing disruptor championing the topics of body inclusivity, fertility, mental health and postpartum. Joanna has won the Women Of Influence Start Up Entrepreneur of the Year award, the Shopify Build a Bigger Business competition, The Retail Council of Canada Marketing Innovation Achievement Award and was a finalist in the prestigious E&Y Entrepreneur Of The Year.
Previous Episode
Ep. 24 - The Founders of Love Powered Co. on Creating from the Heart
Guests:
Lindy Sood, Co-founder Love Powered Co.
Anna Lozano, Co-founder Love Powered Co.
About this episode:
It’s Podcast Day – and let me tell you, this one is going to light you up!
Episode 24 with Lindy Sood and Anna Lozano, founders of Love Powered Co., is now live!
These two mom entrepreneurs are on a mission to ‘empower the next generation of mindful leaders, through the POWER of I AM’.
And they’re doing just that.
They have created the most beautiful affirmation card sets for wherever stage you AND your children are in; including cards for littles, teens and femmes.
Listen in to today’s episode to learn more about:
- The power of affirmations and re-writing subconscious beliefs
- The incredible impact of starting the self-love journey early (with affirmations for littles)
- How teachers are using Love Powered Co. cards in their classrooms
- Anna & Lindy’s ‘why’ for starting creating these products and starting this business together
- Navigating COVID as a small business
About Love Powered Co., in Anna & Lindy’s words:
We are Anna Lozano & Lindy Sood, and we would like to welcome you into our Love Powered Family.
We are friends, soul sisters and mom entrepreneurs on a mission to spread love and teach mindfulness through the POWER of I AM ~ without the woo.
Separately but simultaneously, we have been on self-discovery and personal development journeys centred around self-love. In making small and subtle changes in our day-to-day experiences, and in becoming more aware of our thoughts, feelings, actions, and reactions, our lives literally transformed.
Practicing positive I AM affirmations became a daily ritual in our households. Stating them changed how we felt in an instant. But more than this, we both noticed that the positive effects these statements were having on us ~ feeling empowered, confident, energized, inspired, motivated, and at the same time peaceful, calm, open ~ these feelings persisted well after we were done speaking the words.
So we started to wonder, if these mindful practices were so good for us, think of the effects they would have on our children!
With paralleled journeys, shared values, and an insatiable drive to create something beautiful, meaningful, and impactful, we joined forces.
We searched high and low for the perfect affirmations we could start using in our homes, and when we couldn't find what we were looking for, we got to work.
With an electric spark of energy, and a creative, intuitive nudge, Love Powered Co. was born.
We are so grateful to be on this journey with you!
Next Episode
Ep. 26 - Krista Williams & Lindsey Simcik of Almost 30 on Cultivating Community
Guests:
Krista Williams and Lindsey Simcik
Co-Hosts + Co-Founders of Almost 30
About this episode:
Krista Williams and Lindsey Simcik were on my vision board under 'wish list guests' for this podcast long before it ever existed, so having the opportunity to interview them within my first year of podcasting was a literal dream realized.
Not only are these two podcast legends (Top 50 Podcast in the world), but they're all around rad humans who are committed to giving back to the community they have cultivated over the past four years since Almost 30 was born. Talk about expanders!
I have truly learned so much from Krista and Lindsey as well as their insanely inspiring guests over the years. It was through their podcast that I was introduced to many of the thought leaders who I honour, trust and talk about all the time (think Peta Kelly, Lacy Phillips, Jenna Zoe) - as well as many of the spiritual theories I hang my hat on.
So, if you're woo-curious and want to explore a wide range of spiritual and personal development conversations under one beautiful 'roof', with two hilarious and incredibly vibey hosts, Almost 30 is for YOU!
To say I'm grateful for this interview would be an understatement. Pinch me.
Here's what we chatted about on today's episode:
- Trusting in the universe as it may be cooking up an even more aligned reality for you than the one you're trying to manifest
- How Krista and Lindsey look to their intuitions, rather than trends, when determining what spiritual practices and lessons to take on
- Navigating the 2020 landscape and the importance of honouring and validatingeach person's individual 2020 experience
- #1 tips for new podcasters from both Krista and Lindsey - and an especially hot tip for those who have been thinking of starting a pod (hint: just start!)
- Krista & Lindsey's podcast accelerator program (beginning in mid-October)
About Almost 30:
Almost 30 is an Apple Podcasts "Top 50" podcast and a global brand and community brought to life by LA-based best friends Krista Williams and Lindsey Simcik. Hailed as "The Best Wellness Podcast to Listen to Right Now" by Coveteur and nominated for “Best Health Podcast” by iHeart Radio, Almost 30 is supported and inspired by an online and offline community centered around personal growth and empowerment. Think of Krista and Lindsey as your virtual best friends who are there to listen, share, laugh, and learn right along with you.
Known for their relatable conversations about wellness, entrepreneurship, spirituality, and self-development, Krista and Lindsey take pride in creating inspiring, raw, and hilarious moments during their weekly interviews with fascinating guests. The Chalkboard Mag raves that the content "isn’t preachy or contrived — it's 100% relatable with a pinch of sass.” Each episode provides listeners with actionable “aha!” moments and inspirational stories.
With over 12 million downloads, the podcast has reached people in more than 161 countries. The #Almost30Nation community is made up of curious, conscious, and loyal listeners who gather at events all over the world. After many requests from their community, Krista and Lindsey recently launched the Almost 30 Ambassador Program. The Ambassador Program is a natural extension of their mission, supporting and empowering more than 100 ambassadors around the world to create community where they are.
As they reach three years in the podcast space, Krista and Lindsey are inspired to redefine podcasting and help others 'dream it, and then do it'.’ In January 2020, they launched the PodcastPro Program, a comprehensive guide to creating, launching, marketing, and monetizing a successful podcast.
If you like this episode you’ll love
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