A little life update from me. October, you've been a lot 🤍

Hey lovely,

I genuinely don't know how we're already at the end of October. I feel like I blinked and somehow we're heading into November, Black Friday is around the corner, Christmas is creeping up, and I have about a million things happening at once.

This year has been chaotic, to say the least. But also, probably one of the most exciting years we've had at DTL.

So I thought I'd sit down and give you guys a little update on everything that's been happening behind the scenes, because there is A LOT.

First up, the bras. Oh my god, the bras.

I think we're officially on our 15th sample of the new underwire bra. FIFTEENTH.

And honestly, this bra is killing me hahaha.

Every time we get a new sample, we're a little bit closer, but there is always something that isn't quite right. And I know I could probably just approve something that's good enough, but after spending this long developing it, I just can't bring myself to do that.

The other one we've been working on is our new moulded cup bra, which has been a whole other challenge.

Something I didn't really understand before we started developing this is just how much goes into creating a moulded cup from scratch.

We actually have to develop our own mould for the cup, getting the depth, width and height exactly right so that when the fabric is moulded, it creates the shape and fit we're after.

Sounds simple enough, right?

Absolutely not hahaha.

And because we're developing this in a J cup as well, we're having to get that right for a much larger bust, which has honestly been incredibly difficult.

I see all of your comments asking when the J cup is coming, and trust me, I AM TRYING.

I wish I could tell you guys that we're nearly there, but I also don't want to promise something when we're still trying to get it right.

We're persevering. It's just taking a lot longer than I originally anticipated, and I would much rather take the extra time than bring you something I'm not completely happy with.

Meanwhile, our warehouse is getting a little ridiculous.

Kels and I spent pretty much an entire day last week in the warehouse, just the two of us, moving stock around, reorganising everything and I swear we touched just about every single box in that building.

We currently have around 28 pallets of stock in the warehouse.

TWENTY-EIGHT.

With another seven on the way.

For context, I think this time last year we had maybe six to nine pallets. We had the pallet racking up, but we weren't even really using it properly.

Now we're trying to figure out where on earth we're going to put everything.

It's actually wild to me how much we've grown in just twelve months.

Sometimes I think when you're in the business every single day, you don't really notice how much things are changing because you're just so focused on getting through the next thing.

And then you have moments like that, standing in a warehouse full of stock with your sister, and you realise just how far things have come.

We're officially heading to the US!

Another massive thing happening behind the scenes is that we've officially signed with our US warehouse!

Our stock is due to head over at the end of next week, which means we'll finally be able to start dispatching orders directly from the US.

This has been something we've wanted to do for such a long time.

Not only will it make shipping so much easier for our US customers, but exchanges will also be handled through our US warehouse, rather than having to send everything all the way back to Australia.

Which is HUGE.

It's one of those things that probably doesn't sound overly exciting from the outside, but for us, it's such a big step.

I started this brand at 19, and now we're setting up a warehouse on the other side of the world. Like, what?

Can we talk about Emerald Green and Lilac for a second?

Because you guys absolutely surprised me this month.

Firstly, Emerald Green.

I KNEW you guys would love this colour.

Fun fact, Emerald Green was actually the original green I wanted to launch last year, but we ended up going with Forest Green instead.

So finally getting to bring this colour to life and then seeing how much you guys loved it was honestly the best feeling.

But LILAC?!

You guys really caught me off guard with that one.

I was actually a little nervous about Lilac. I thought it might be too bright or too colourful, and I wasn't entirely sure how you guys would respond.

And then you absolutely ate it up.

Which makes me so happy because we've already started selecting colours for next year, and it's given me a little more confidence to push things creatively.

I think sometimes I get so caught up in what I know works that I forget you guys are also ready for something different.

So thank you for proving me wrong on that one hahaha.

A few little things coming in November...

We have our new Black 8-Inch Shorts launching next month, which I am SO excited about.

We've also got another little surprise coming in November that literally nobody knows about yet.

I'm not going to say too much because I don't want to ruin it, but we'll start dropping some little hints soon.

I genuinely think you guys are going to love this one.

It's pretty cool, if I do say so myself.

And then, of course, there's Black Friday.

We have SO much happening behind the scenes to get ready for it, and I genuinely cannot believe we're already at this time of year again.

I feel like we just finished last Christmas.

And lastly, I want to talk about you guys for a second.

We've been sending out quite a few surveys lately, asking what you want to see from DTL, what you love, what you'd change, and what you'd like us to create next.

And I just want you to know that those answers aren't disappearing into some spreadsheet that nobody ever looks at.

I'm actually reading them.

Every single answer is helping me work through what our next collections look like, especially some of the new everyday pieces I've started developing.

But something that's been really lovely is recognising so many of your names.

I'll be reading through a survey and see a name that I recognise from an order back in 2020, or 2022, or 2023.

And I just think that's so special.

The fact that some of you have been here for years, still purchasing, still replying to emails, still taking the time to tell me what you think.

It really does mean a lot to me.

I know DTL is a much bigger business now than it was when I started, but I still read so much of what you guys send through.

Whether it's a comment on social media, a reply to an email, a review or a survey response, I still see the majority of it.

And I think I'll always be like that.

I take our community really personally. Not in a bad way, but because I genuinely care about what we're creating and the women who are wearing it.

I don't ever want to lose that connection just because the business gets bigger.

And I think that's probably one of the things I'm most proud of.

That nearly ten years later, there are still women who were here in the early days, growing up alongside the brand, just like I have.

Anyway, I feel like I've just word-vomited an entire month's worth of updates at you hahaha.

But genuinely, thank you.

Thank you for another amazing collection launch, for loving Emerald and Lilac, for being patient with me while I try to get these bloody bras right, and for continuing to support this little idea I had when I was 19.

Sometimes I genuinely cannot believe this is my life. That I get to wake up every day and run a brand that I created, with people I love, and have all of you along for the ride.

It's pretty crazy when I think about it.

We've got a massive couple of months ahead, and I can't wait to show you everything we've been working on.

Lots of love,

Rhi xx