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As a part of the Morning Lazziness collection highlighting empowering girls who’re making a exceptional affect with their concepts, I had the pleasure of interviewing Tika Hasborth.
Tika Hasborth is the founding father of DOVENA, a premium activewear model that merges efficiency, type, and wellness. Tika’s imaginative and prescient for DOVENA started with a easy concept: girls deserve activewear that helps their motion, empowers their confidence, and aligns with their values.
With a background in promoting, Tika understands the facility of connection. She has constructed DOVENA by way of genuine engagement on social media, interactive content material, and private conversations with the ladies who kind the model’s rising neighborhood. Her method goes past promoting merchandise; it’s about nurturing relationships and creating an area the place girls really feel aligned, impressed, and a part of one thing significant.
DOVENA is rooted in moral manufacturing and a no-waste philosophy. Tika works carefully with manufacturing companions to make sure each piece is thoughtfully made, and leftover materials are repurposed to attenuate environmental affect.
Via progressive design, consideration to element, and intentional neighborhood constructing, Tika has created greater than an activewear brand-she has created a motion that celebrates girls’s power, wellness, and self-expression.
On this interview, she reveals the mindset shifts, daring strikes, and classes that helped her flip concepts into impactful on-line companies.
What impressed you to start out what you are promoting, and what drawback have been you keen about fixing?
I’ve all the time been drawn to the intersection of enterprise, style, and design. After changing into a mom, I felt a fair deeper urge to create one thing lasting, one thing that aligned with my values of high quality, power, and self-expression. I observed how a lot of the activewear out there wore out shortly and lacked that elevated element that makes girls really feel each assured and cozy.
DOVENA was born out of a need to vary that. I needed to design sculpting activewear that blends performance with stylish type, made to final by way of each motion, each season, and each stage of life.
How has what you are promoting advanced since its launch, and what key selections have helped drive that development?
Though DOVENA formally launches Embody in October, the journey thus far has been about refining each element to make sure the model actually displays power, high quality, and goal. One of the vital vital selections I made early on was to concentrate on material innovation and sculpting design. By creating activewear that not solely flatters but in addition performs, I set the inspiration for items that ladies will really feel assured reaching for many times.
One other key resolution has been nurturing real relationships with the neighborhood. Folks don’t wish to be bought to—they wish to really feel aligned with a model and the individual behind it. Reasonably than merely exhibiting merchandise, I’ve shared the story, the method, and the guts behind DOVENA. That authenticity has been the bridge between the model and the ladies who will put on it.
The evolution has been about balancing creativity with technique, and trusting that while you lead with imaginative and prescient and integrity, development naturally follows—even earlier than the primary launch.
In your view, what actually units your model aside in at the moment’s aggressive market?
DOVENA is greater than activewear; it’s a illustration of power, motion, and confidence. Each assortment begins with materials I’ve personally developed to make sure a sculpting match, premium consolation, and sturdiness that actually helps girls by way of each stage of their way of life. I needed to design items that don’t simply carry out within the studio but in addition transition effortlessly into on a regular basis life, whether or not that may be a morning Pilates class, a stroll alongside the coast, or catching up with mates.
What units DOVENA aside is the dedication to element and integrity. From the sculpting traces to the signature V {hardware} and the rigorously chosen impartial palette, each design selection is intentional. On the similar time, our values floor us. Each piece is ethically produced, and we work carefully with our manufacturing companions to make sure transparency and care at each stage. Leftover materials are donated to an area artisan who repurposes them into scrunchies, permitting us to scale back waste and lengthen the life of each materials.
DOVENA is designed not solely to empower girls in how they feel and look, but in addition to replicate values of accountability and consciousness. When girls put on DOVENA, they know they’re selecting items that elevate their motion, assist their way of life, and honor the world round them.
What has been your best advertising technique to date, and why do you assume it labored so nicely?
Coming from the promoting business, operating paid advertisements has all the time been a talent of mine. However I shortly realized that if you find yourself constructing a begin up, advertisements alone don’t create the connection you want, particularly at first when nobody is aware of your model but. What labored greatest for DOVENA was specializing in natural development; sharing genuine content material on TikTok and Instagram that sparked curiosity and curiosity.
From there, the true sport changer has been taking the time to personally join with girls who interact with the model. I’d attain out to new followers by way of direct messages, not with a gross sales pitch, however to genuinely construct relationships and perceive what they have been on the lookout for in activewear. That non-public contact created belief and loyalty earlier than any transaction occurred.
I consider it labored so nicely as a result of individuals don’t simply wish to purchase activewear, they wish to really feel a part of one thing that displays their values and way of life. By main with neighborhood first, the advertisements I’ll run sooner or later will likely be a lot simpler, as a result of there may be already a basis of connection and belief.
How do you keep linked to your best viewers and perceive their wants or behaviors?
For me, staying linked begins with real conversations. I make it a precedence to have interaction with girls straight on social media, whether or not that’s replying to feedback, answering messages, or personally reaching out to new followers. Over time, I’ve additionally been slowly increase a neighborhood group the place girls can share, join, and really feel a part of DOVENA’s journey.
I like utilizing interactive instruments like polls, query containers, and votes on Instagram Tales or by way of electronic mail advertising. They not solely spark engagement but in addition give me actual perception into what girls are on the lookout for, what colours or designs they gravitate towards, and the way they wish to really feel of their activewear.
It’s a mixture of listening and observing; watching how they work together with content material, whereas additionally giving them the area to inform me straight what issues to them. That ongoing suggestions loop helps me form collections and experiences that align with their wants, whereas ensuring DOVENA all the time feels private and linked.
What’s one branding transfer or marketing campaign that helped elevate what you are promoting to the following degree?
One of the vital impactful strikes for DOVENA was leaning into storytelling and exhibiting the method behind the model, sharing not simply the product, however the values that drive us, like moral manufacturing and decreasing waste. That openness constructed belief and created a deeper reference to girls who wish to really feel aligned with the manufacturers they put on.
One other key resolution was embracing collaboration. I really consider we’re all linked by way of wellness and lively dwelling, so partnering with different like-minded manufacturers and girls who embody that way of life has been a robust strategy to develop. These collaborations not solely broaden our attain but in addition amplify the shared message of motion, power, and neighborhood.
Wanting again, the true turning level was combining authenticity with collaboration, inviting girls to see themselves in DOVENA whereas constructing significant partnerships that replicate what we stand for. That method elevated the model from activewear right into a linked neighborhood.
What does success seem like for you, not simply in numbers, however in goal or affect?
For me, success is about making a model that ladies really feel actually linked to. It isn’t measured solely in gross sales or development metrics, however in the way in which DOVENA conjures up confidence, helps motion, and turns into a part of girls’s every day lives. When a girl tells me she feels empowered, snug, and seen in our items, that may be a second of actual affect.
Success additionally comes from constructing a neighborhood rooted in wellness and lively dwelling, the place collaboration and shared values matter as a lot because the product itself. Understanding that our model prioritizes moral manufacturing, reduces waste, and companions with girls and types who share our imaginative and prescient makes each resolution really feel significant.
In the end, success is leaving a optimistic footprint on the ladies who put on DOVENA, on the individuals who assist convey it to life, and on the world round us, whereas staying true to the values and goal that impressed me to start out this journey.
How do you personally outline success, past income and development metrics?
For me, success is measured by the affect I create and the values I uphold, not simply numbers. It’s seeing girls really feel assured, supported, and empowered once they put on DOVENA. It’s constructing a neighborhood rooted in wellness, lively dwelling, and significant connections, the place collaboration and shared goal matter as a lot because the product itself.
Success can also be about defending my power and wellbeing, making intentional selections, and surrounding myself with individuals who uplift reasonably than drain. Once I can create work that aligns with my goal, conjures up others, and displays the requirements I maintain for moral and considerate observe, I do know I’m succeeding.
Are you able to share a problem or setback that in the end grew to become a turning level in your model?
I used to be initially imagined to launch DOVENA final 12 months, however I discovered myself so targeted on escaping a tough and draining relationship that I noticed I wasn’t totally embodying the message I needed to share with our neighborhood. DOVENA is about motion, confidence, and changing into the individual you wish to be, and I knew I wanted to reside that for myself earlier than I might authentically encourage others.
I took a six-month break to concentrate on my psychological well being and wellbeing, and it was throughout that point that I discovered the readability and motivation to select myself up and proceed constructing the model. An important lesson I realized is that while you encompass your self with individuals or conditions that drain your power and focus, it’s far too costly. Defending your power and prioritizing your wellbeing shouldn’t be solely important for private development, but in addition for the success and authenticity of your work.
This season of my life has additionally deeply impacted how I present up on-line. As a single mum navigating these challenges with a baby within the image, there are days the place I merely don’t have the identical area and time to completely present up as I’d with out these circumstances. However as a substitute of seeing that as a setback, it’s given me a brand new perspective—one which values presence over perfection, and intention over quantity. It’s taught me that exhibiting up authentically, even imperfectly, will be simply as highly effective, and that’s the power I wish to convey into DOVENA.
That’s why our Embody vary carries the tagline “embody the power you search” throughout each sizing tag—it’s not only a phrase, it’s a reminder. A reminder to myself, and to each lady who wears DOVENA, that even within the messiness of life now we have the facility to decide on the power we step into and carry ahead.
What every day habits or rituals maintain you targeted, inventive, and grounded as a frontrunner?
My mornings set the tone for my day, so I all the time begin with motion and daylight. Whether or not it’s a brief stroll, some stretches, or mild Pilates, shifting my physique whereas feeling the solar on my pores and skin helps me really feel current and energized. Self-care is constructed into that point, permitting me to pause, breathe, and recentre earlier than the day totally takes over.
As a mom, my thoughts usually goes a thousand miles per hour from the second I get up. It’s straightforward to get caught up in fixed organisation and planning, and with out consciousness, that may result in burnout. Being intentional about this ritual helps me keep grounded, targeted, and inventive. It jogs my memory that caring for myself is simply as vital as caring for my enterprise and household, and that steadiness is what permits me to steer with readability and goal.
How do you method innovation and threat in what you are promoting technique?
Danger is a part of the journey, and I’ve realized that significant development usually comes from stepping exterior of consolation zones. Whether or not it’s testing a brand new advertising technique, collaborating with different like-minded manufacturers, or exploring new methods to scale back waste and produce ethically, I see calculated dangers as alternatives to be taught, evolve, and strengthen the model. For me, innovation and threat are inseparable—they’re what permit DOVENA to face out, encourage girls, and lead with goal.
What recommendation would you give to somebody beginning a enterprise in at the moment’s fast-changing digital world?
My recommendation is to concentrate on constructing a robust basis earlier than chasing shortcuts or traits. In at the moment’s digital world, it’s straightforward to get caught up in algorithms, paid advertisements, or viral content material, however true development comes from connecting authentically along with your viewers and understanding their wants. Take the time to hear, interact, and nurture a neighborhood that believes in what you’re creating.
Work on what you are promoting with intention and readability, and be aware of your power. Psychological well being is essential, as a result of the main focus and presence you convey straight have an effect on the outcomes of your work. In case you are rushed or burnt out, the outcomes will hardly ever match your imaginative and prescient. Pair threat and experimentation with goal, consistency, and self-care, and you’ll construct one thing significant.
The place can our viewers join with you and be taught extra about your work or choices?
You’ll be able to join with DOVENA on Instagram, TikTok and a Fb Group referred to as Women In Motion by DOVENA, the place we share new collections, behind-the-scenes insights, and tales concerning the girls and values that encourage our model. We additionally maintain our viewers up to date by way of our electronic mail e-newsletter, which incorporates unique launches, polls, and alternatives to have interaction with the neighborhood.
For many who wish to discover the collections straight, DOVENA is offered on-line by way of our web site, the place each piece is thoughtfully designed to assist motion, confidence, and wellness. We are going to launch our first drop in October 2025.
Be happy to obtain any belongings from our assets library for the EMBODY vary.
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