By Esraa Mahmoud
Club Lemonades has a goal and an ambition: To keep making our customers feel beautiful, feminine and empowered and this is what we want to aim for going into the new decade.
The goal is to keep creating products that are luxurious, beautiful and sustainable. And to immerse our consumers into our carefully considered physical space which is our way of communicating our message about Club Lemonade as a brand. Club Lemonade is a message, a well thought message that says to our consumers: You are strong, you are powerful, you are beautiful, and you deserve to feel that way all day every day!
We strive for women, women of all types, to be in touch with and to embrace their feminine side. All whilst having fun. With these thoughts in mind we create our well-considered content for our platforms.
Our founder Sandra Willer began Club Lemonade in October 2018, with an ambition to create a brand that would make women embody all of the above and still feel comfortable.
We all know the feeling; you’re walking down the street and you’re wearing your newly bought lingerie however it’s all hidden under your clothes.
Willer had a vision and an idea, because why should women buy expensive and luxurious lingerie and not be able to show it off? This question lead to the creation of Blair, Audrey and Gabrielle – three bodystockings that you are able to use as either tops or under your clothes as a camisole. Club Lemonade is creating loads of content where the brand shows their consumers how to wear each individual piece in many different ways.
“We are in a time where we are defined by fast fashion, and where you have more people buying and throwing out clothes rather than reusing and restyling it. Creating the Club Lemonade bodystockings was a way of saying: We are giving you this piece, and then you can reuse or restyle it as many times as you want. It’s created with thought of longevity and a more sustainable wardrobe.” says Willer.
According to Willer, the main reason for creating the silk product range is because of the difficulty of finding these products elsewhere. Our pillowcase and eye mask are in 100% silk and it’s one of the easiest ways to upgrade your hair, skin and anti-aging game.
“Being beautiful and feeling beautiful and fresh is two different things. Our silk products help with a variety of things. It prevents your hair from tangles, it prevents your skin from creasing plus silk will help you stay cooler through the night” says Willer. It’s created mainly to make women feel healthier and well rested - which is part of feeling beautiful. Also, the silk products are created with the goal to recreate the feeling of waking up at a luxurious hotel while on vacation and to allow the consumers to keep recalling that feeling every night.
But why the name Club Lemonade, you may ask? What does it mean, what does it stand for? Willer explains, that the idea for the name hit her one day while ordering a pink lemonade - which isn’t a rare occasion: “I always knew the word “Club” should be in the brand name, as I wanted to create and gather a union of strong empowered women who like to have fun and express themselves through fashion. And then the word ‘lemonade’ added to that fun part of the brand. Also, the two words sounds good combined.”
So, if you are looking for a brand that states all the previous things listed such as empowerment, femininity, sustainability, fun and sexiness you have come to the right space.
We welcome the new decade, the new twenties with the main goal to keep doing what we do best: Which is to make our union of beautiful women feel beautiful and making them claim their feminine power.