Founder/Creative Director: Juanita Mottram
Juanita Mottram. Juanita completed a carpentry apprenticeship while starting a construction company in 2010 after a successful career in Marketing and Business Management in Brisbane. After recognising the need for women’s workwear, Eve Workwear for Women was created in 2012.
Juanita is an advocate for change and a mentor to women establishing their way in the construction industry.
What inspired you to start your own workwear company?
It was plain to see across many roles women were working in that they did not have suitable clothing. The workwear available to women working in these roles including all trades – plumbing, carpentry, electrical etc then for jobs such as gardening, working with animals, farming, working in theatre, backstage the list goes on, has not kept up with the everyday demands we put our clothing through. Women are continuing to push barriers and boundaries in the working world by taking on roles that traditionally were not encouraged. It was time for a change and I felt like I was ready to take on this HUGE challenge!
What are some of the challenges you've faced as a female founder in the male-dominated industry of construction?
Women are still not seen in this country as a major contributor to the construction industry – as the barriers (including a sexist culture, unsafe work practices and lack of encouragement at school level) which have prevented working in this industry have discouraged women taking on roles they are very capable of doing so – therefore when women ask for suitable safe clothing it is not a priority for employers as women aren’t significant in the industry…YET!
How do you think your perspective as a woman has influenced your company's workwear designs?
I guess I just tried to look at each piece I designed and asked myself, does that help me do my job better? Being a woman who has renovated many homes as a carpenter I can look at each piece of clothing in terms of functionality, comfort and quality. I want to feel confident in what I am wearing and feel like I can take on any task put in front of me that day. How can it be 2023 and the choice of working clothes for women is still so limited?
What are some of the trends you're seeing in the workwear industry?
More clothing brands are introducing a women’s option, which is fantastic as long as they are actually made for women! Women are demanding more diversity in the workwear marketing and also in tool brands. 10 years ago it would have been rare to see a woman in an advertisement for a brand of tool…with all her clothes on.
How do you stay ahead of the competition?
All my designs come from a passion for women to succeed in their own right. Our company is not about the competition. My designs come from the heart, I speak to women and do my best to fulfill their needs for clothing so they can do their jobs . Other brands may have different reasons to design workwear, but at eve its more than women’s clothing it a game changing tool, a movement.
What are your thoughts on sustainability in the workwear industry?
Obviously very important and we are very aware of the footprint we leave behind. We are ‘slow fashion’, we want out clothes to last and make it to the secondhand shops where people can pick them up and recycle. We have measures in place to reduce waste, use of plastic and type of fabric we use. Did you know 100% cotton can be composted? This is one of the reasons we use natural fibres in our workwear. We also have mending kits available to repair those unexpected tears you may incur.
What are your thoughts on the importance of diversity and inclusion in the industry?
I cannot emphasise the importance of diversity in the workplace, especially in male dominated industries such as construction. Women bring so many positive attributes to a workplace dynamic including opening up communication between work mates, looking at things differently to solve problems and make decisions. Its not just gender diversity but race, religion and sexual orientation that will improve a teams performance.
What advice would you give to other women who are thinking about starting their own business?
Let’s not glam it up, business is hard work! But would I have it any other way – NO. Every win is my win, every gain is fought for – you have to celebrate the little things in business as you forget how hard it was to get there. So, stop talking about it and give it a go, you will only ever regret not doing it.
What do you think are the most important qualities for a successful female founder?
Hmmm resilience, stubbornness, thick skin! Believe in yourself and why you are doing it, the rest will follow.
What are some of the things you're most proud of about your company?
We made it through the pandemic, celebrating 10 years in 2022. Young girls now wanting to do a trade are entering with some good quality, made-for-women clothing available. That has to be making a difference if you compare it to the women before her who did not have a choice, and would have to wear men’s clothes. Being in business with my best friend, we are so proud of the contribution we have made to improving women’s confidence in the workplace.
Franc’s Fast Five
What is your favourite movie? Wonder Woman
What is your favourite thing to do for fun? Surf
Salty snacks or sweet dessert? Salty snacks - crisps
Dream vacation? Surfing Costa Rica
Spontaneous or planned? Hmmm both I think, I can be spontaneous but the bigger things in life I will plan for.