Feel Good, Look Good: Why Comfort Is the Secret Weapon

October’s here and for me, that means two things: birthday month 🎉 and the chance to take a breath and look back on how far we’ve come this past year. Running Squaties has been a wild ride. I’ve juggled the usual chaos of family life (three kids, two dogs, and a husband who moonlights as our packing assistant) alongside figuring out what this business really needs to grow.

Undergoing my 3^rd eye surgery in 3 years in March, it’s been a tough balancing act. Recovering whilst also remaining focused on growth and the business needs, it hasn’t been easy, but it’s taught me a lot about resilience, patience, and why looking after yourself (inside and out) really matters.

But what keeps me going on those tougher days? The conversations. Not just about undies (although wow, I never thought I’d talk so much about gussets in my life 😅) but about the amazing women wearing them. The goals you’re chasing, the challenges you’re facing, the little wins that mean everything. Those chats have shown me that Squaties isn’t just about seamless underwear, it’s about support in every sense of the word. Physically, so you feel empowered and confident. And mentally, so you know you’re not alone.

This year’s been a big one for Squaties too. I put Squaties forward for the Northland Business Awards, something I never would’ve had the guts to do a year ago. It was a huge to step into that spotlight, but it felt important. A way of saying: yep, this brand matters, the women we serve matter, and the work we’re doing is absolutely something to be proud of.

And on top of that, we’ve expanded our range to now include five different styles, each one becoming a customer favourite. From Classics to High Rise to Brazilians, to the Bikini, there’s now a Squaties fit for every bum and every moment. Seeing women discover their perfect style has been such a highlight for me this year.

The Comfort–Confidence Connection

When you’re tugging, adjusting, or worrying about visible panty lines, your focus is broken. Comfort equals freedom. The freedom to move, sweat, work, or relax without distraction. And once you’ve got that comfort sorted, confidence comes naturally.

Research (and a whole lot of lived experience) shows that small changes in comfort can totally change how you feel about yourself. Supportive shoes, a good sports bra, undies that don’t budge, it all adds up.

Why What’s Underneath Matters

The truth is, underwear is the base layer of your day. If that’s not right, nothing feels right.

That’s why Squaties are built to:

• Stay invisible: no VPL under your leggings or tights.
• Keep you cool: moisture-wicking fabric that works as hard as you do.
• Breathe easy: a 100% cotton gusset where you need it most.
• Stay put: no rolling, no riding, no distractions.

It’s comfort designed to keep you confident, whether you’re smashing a gym session, chasing your kids around, or just living life in your leggings.

Feel Good Inside, Show Up Outside

Feeling good isn’t about perfection. It’s about those small, intentional choices that make your day easier and your body feel supported. And the ripple effect? When you feel good, you show up better. For your workouts, your family, your friends, and most importantly, yourself.

A Cause Close to Home

October is also Breast Cancer Awareness Month, and for me, that hits close. This year, I’ll be giving a birthday donation to Look Good, Feel Better NZ. Their work helps women feel beautiful and confident during some of the toughest times in their lives. Because when women look good, they really do feel good and that’s something worth backing.

Looking Ahead

As I look forward, I see so much possibility. For me, as a woman still learning how to balance business, health, and life, and for Squaties, as we keep creating products that help women feel amazing in their skin. I have big dreams for our amazing local brand. Next year is going to be about growth, talking challenges head on, building deeper connections, and celebrating the incredible women who make Squaties what it is (yep, that’s you 💕).

So here’s to October, to birthday reflections, and to choosing comfort that builds confidence. Because when you feel good, you look good and that’s the kind of energy we all deserve.

👉 Shop Squaties now and find your feel-good fit.