The small business doing big things for ‘forgotten’ fashionistas

Inside Small Business full article

Before she launched her own small business, Lois Wake already had a solid grounding in the SME space. Lois established a career working behind the scenes, ensuring that small- and medium-sized enterprises ran smoothly and that they had well-structured systems.

“It was detail-driven work, but it gave me a strong foundation in discipline, consistency, and trust,” Lois recalls. “What it also gave me was insight into people – particularly women – navigating work, family, and changing life stages.

Although Lois did grow up in a clothing industry-focused family, Lois & Co wasn’t born from a traditional fashion background. “It came from lived experience, understanding what it feels like to be time-poor, to want to feel good in what you wear,” she says. “Then you find that the market simply isn’t speaking to you,” she laments.