About Me - My Biography

Emily Simpson is an Australian entrepreneur who founded ‘Bodywise’, an underwear business in 1995. It promoted a philosophy of dynamic self-acceptance, celebrating women of all shapes and sizes. She won several awards for her innovative marketing approach and sold the business in 2006.

She is a Veriditas-certified labyrinth facilitator and Board member and holds candlelit walks in Sydney every month.

Frustrated by the absence of labyrinths in Sydney, she submitted a proposal to the Board of Trustees of Centennial Park. They approved it and she is now raising the funds to build Sydney’s first public labyrinth.

Read Emily’s recent feature in the Sydney Morning Herald: Leave behind the retail maze, zen is just a single path away.

 

Her Story

Emily Simpson was pregnant and wanted to buy a black bra.

Horrified by the “sexless scaffolding” that was on offer, she started Full Bloom to provide “Beautiful underwear for women at their most beautiful”. After 3 years of trading it sold in stores throughout Australia, Singapore and New Zealand, as well as via a thriving mail order service, Full Bloom was awarded “Innovative Company of the Year for 1997” by Business Sydney magazine.

The Full Bloom philosophy is to offer innovative solutions that celebrate women and inspire an evolutionary change in their self-image and wellbeing. All choices are made in this light. Full Bloom markets their ideas and information rather than following fashion trends. Their garments are those ideas manifested.

Kazuo Immoral says “True creativity blooms when we dare to reject common sense and traditionally accepted knowledge”.

Emily recalls:

“We spend most of our time ‘outside the box’ – because that’s where all the good stuff is.”

Strategies for Success

  1. Create a vision – find a reason that is greater than making money. Stick to it.
  2. Be grand. Express yourself. Do what you would do if you knew you could not fail.
  3. Never be afraid to ask the questions you think are dumb and keep asking until you really understand. Your naiveté can be your greatest asset.
  4. Be outrageously generous and imaginative in the little extras you provide. 
  5. Talk to people who do not buy and find out why. You will be surprised how willing people are to help. Adapt, innovate and bloom. Deepest at heart wins.

My Articles