#243 What if COVID Inspired You to Go Into Business with Your Mother?

Reinvent Yourself

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"She'll hate to hear this, but I'll say it anyway: she's developing into her mother." So says Dr. Shaula Yemini of her daughter Noa Arias. In a Reinvent Yourself first, Lesley Jane Seymour interviews this mother-daughter entrepreneurial duo who founded Bloomers Intimates together in 2020. Formerly a computer science professor, Dr. Yemini was isolating with her daughter Noa during the Covid pandemic when a laundry-folding session led to a conversation about the lack of full coverage, comfortable intimates that are also sexy and confidence-boosting. “I can't be the only older woman who still wants to wear pretty underwear,” says Yemini. When they realized there was an opening in the market they decided to take the leap. In this warm, witty conversation mother and daughter explain the exact process they followed – and how they manage to keep a healthy relationship while also running a business together.

Bio: Dr. Shaula Alexander Yemini is an entrepreneur, an angel investor, and an advisor to technology startups. In 2021 Yemini transitioned from software to soft-wear, co-founding Bloomers Intimates with her daughter Noa Arias.

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