From living in a friend’s garage to running her own plus size sportswear business

Nicole Gaviria, 29, found herself unemployed and living in her garage during the 2020 lockdown.

Now she has launched her own activewear company with the most extensive plus size range in New Zealand, ranging from size 44 to 30.

The Christchurch woman founded Lulah Collective after her own personal experience as a curvy woman in the fitness and mental health industries.

In her work as a therapist, she heard stories from other women and girls who struggled with body image.

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“Often they note that their struggles are influenced by the harmful body norms and ‘fitspo’ messages portrayed by activewear brands. I decided to create something that could counteract the lack of options in plus size activewear and deliver an alternative body-positive message in the fashion space.

She had experienced this herself when she was 100 pounds heavier when she taught yoga and had nothing to wear, and when she did, the leggings suffocated her or rolled her down.

“One experience I had was when I was invited to teach an ‘all bodies are yoga bodies’ yoga class at a major activewear brand store,” she said.

At the end of the lesson, they offered her a piece of sportswear in exchange. When she was a size 22, she was in the locker room and couldn’t fit into anything. She left with a drinking bottle.

“I founded Lulah Collective because I experienced a ‘problem’ myself and I wanted to create a safe, inclusive and empowering space for plus size women so they don’t have to go through the same experiences as me.”

But Gaviria said she never thought about starting her own business until she was laid off during the 2020 lockdown and was living in her best friend’s garage, feeling hopeless.

An ad for a free entrepreneurial mindset program from The Princes Trust Aotearoa popped up and she took the chance.

In December 2021, The Princes Trust Aoteaora had noted that they were working with the Ministry of Youth Development to offer start-up grants to kiwi entrepreneurs under 30 who wanted to validate a business idea.

Through her own market research, she discovered that 70% of women couldn’t find activewear that fit their shape and size, so she decided to take up running with the idea of ​​making activewear in plus sizes.

“I was living paycheck to paycheck, and there was no way I could invest in testing a business idea myself, so this was my chance.”

She spent Christmas that year developing her business plan and in March 2022 pitched to the Prince’s Trust He Kākano team. Lulah Collective was the first to receive $20,000 from the inaugural He Kākano funding round.

“With the funding, I spent the rest of 2022 designing and developing pieces, building my online community and building my brand.”

Lulah Collective launched in January with leggings and a sports bra and had sold 220 sets in the past month.

It was about to open pre-orders for motorcycle pants and some accessories and by the end of the year Gaviria wanted to expand the size range to 34 and add more designs. She also partnered with nutritionists and personal trainers to offer a subscription service for exercise classes, mindfulness, and online workshops.

“My advice to other aspiring entrepreneurs under 30: go for it.

“The only person who can give you the life you dream of and deserve is you. You have to be the one to take the action and do the mahi.”