Trailblazing entrepreneur fulfils six-year dream with lingerie launch

Entrepreneur Sadia Sisay has overcome a six-year struggle to relaunch her lingerie brand at the The Lingerie Edit.

Sadia, who is originally from Sierra Leone and now lives in London, first launched beingU in 2011.

But her dreams were put on hold after her husband passed away suddenly in 2014, leaving her a single mum.

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“He was playing basketball with colleagues and friends after work and he never came home,” she said. “We had no idea he had a heart problem.”

As the main carer for her mother who suffered a stroke six years ago, she has had to balance building her business and looking after her mother.

Sadia moved to the UK from Sierra Leone at 16, trained as a cancer nurse, then worked in the pharmaceutical industry until 2008 when she decided to start her own business and become the founder of beingU.

The brand is focused on providing high quality lingerie for women of all skin tones.

Founder Sadia Sisay.

Founder Sadia Sisay.

beingU, whose creative director is lingerie veteran Bok Goodall, has developed a line of microfiber moulded T-shirt bras, three piece cut and sew bras, a lined balconette made with soft dot mesh and a backless solutions bra in five skin tones.

It has a strong focus on fit, with some styles ranging in size from 28-44 B-H. beingU has also developed the patent-pending Buttacups range of high-waist briefs with added back seams designed to hug the curves.

Sadia attributes her 21 year-old daughter as the main inspiration for the beingU brand and is keen to ensure she grows up in a world that celebrates women of all shapes, shades and sizes.

beingU launched to trade at The Lingerie Edit yesterday and will be sold online next month.

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