We had the good fortune of connecting with Sandra Parker and we’ve shared our conversation below.

Hi Sandra, what was your thought process behind starting your own business?
I’ve enjoyed a rewarding career working in Montreal’s fashion industry, specifically in sales, marketing, and PR. During the pandemic, I had time to reflect… to think about my values, lifestyle and impact on the planet. I learned a lot about sustainability. I decided then and there to NOT got back to work and launch my own company. But what was i going to sell? Well, I began to think about my 6 young nieces and the options that are available
to them when it comes to periods. (yea, that’s right, I said PERIODS!)

The period business is a 50 BILLION dollar industry…
(which, by the way, has barely evolved in the last 100 years! )

Have you heard of a thing called PERIOD shaming? Young girls are so afraid that they’ll have an ‘accident’ at school and be embarrassed in front of their peers… they are definitely not feeling secure using the products that are on the market today…

So… I decided to DISRUPT this aging industry and launched Justine Haines!

The VERY FIRST Canadian brand to provide novelty period underwear! Underwear that is washable, reusable and economical …but most of all..SUPER cute, trendy and fun! A fashionable solution that will make girls actually look forward to their Periods! Imagine that!

Period underwear are TECHNICAL garments. The 4 layer technology absorbs the liquid, keeps it trapped, and prevents bacteria & smell. Not only will the user feel comfortable, dry and protected, but she will no longer have to spend money on disposables; which are expensive and bad for the environment.

The average woman will use OVER 25,000 disposables in her lifetime! 25, 000!!! This waste will take CENTURIES to biodegrade!

Who here remembers the days when cashiers would ask you: PAPER OR PLASTIC before bagging your groceries? Well, Today, could you EVER IMAGINE going to the market without one of THESE? No, right?

This practice is OUTDATED and has to stop!

Not to mention that Disposables are extremely unhealthy!

Have you ever wondered why they’re SO white? Do you know what’s in them? Bleach, Dioxin, pesticide residues, fragrances and….other “MYSTERY”

ingredients?! All of these have caused women severe long-term side-effects!
No, thank you!

The solution is reusable, washable period underwear.

The Justine Haines collection comes in a variety of styles and absorbencies, from boxershorts to thongs!

Caring for them is very easy, just rinse & toss in the wash! No more midnight runs to the pharmacy, or asking a friend: can I borrow a pad! No more stained clothing! No more stained sheets! NO MORE embarrassing moments!!

The concept is still new. My competitors made over 300 million last year, even with the pandemic!

So, then, how will Justine Haines stand out? Well, While I was writing my business plan, I literally checked out EVERY single period panty retailer on the planet and found an obvious gap… no one is catering to youth by offering novelty!

I have the FIRST company to offer period underwear that is solely geared towards this untapped segment! With funky fashion prints, mix and match sets that are bold and colorful, and styles that girls ACTUALLY want to wear.

I dare you to check…NO ONE IS doing this! But why! The segment is SO big! The best part is that we can get girls onboard with the brand as early as 10 years old, then keep them for life!

The current competitors did things the other way around; they designed an underwear for a 35 year old in mind, then launched a teen division by just adding juvenile prints …sorry, those undies look like they were designed for a 6 year old child☹

I receive emails from young girls and moms that have been changed by using my product and this makes it all SO worthwhile! Loving it!

Alright, so let’s move onto what keeps you busy professionally?
I have 30 years experience working in Marketing, Management, PR, and sales jobs related directly or indirectly to the fashion industry. Ive traveled the world and worked with so many interesting people. Before the pandemic, I was working on a campaign with singer and philanthropist Shakira. We traveled to Bogota and had a great experience! I am sure there were challenges in my career, especially when trying to juggle family and work, but thinking back, I have forgotten them all and only remember the positive riches that I experienced. I get tp apply this wealth f knowledge to my own business today, and that is truly fabulous!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
We would go have lunch at MAMAN in Griffintown (home of the cookie from OPRAH’s favorite things!), we would go walk around Old Montreal, shop for treasures, take incredible photos (including the Big Wheel), then finish off on the roof of Terasse Nelligan where we will share a bottle of rosé & share amazing appetizers. All of this, overlooking our FABULOUS city!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
mmode This is a fashion cluster; non-profit organization in Montreal that supports and helps fashion players(from manufacturing to retailing, bug or small) to shine on the international platform. Mathieu is the director and helped me out SO much when I was starting to produce my own collection. He is a life saver and MMODE is a MUST for all Canadians in the fashion industry!

Website: https://www.justinehaines.com/

Instagram: https://www.instagram.com/iamjustinehaines/

Linkedin: https://www.linkedin.com/company/justinehaines

Twitter: https://twitter.com/justine_haines

Facebook: https://www.facebook.com/Justine-Haines-105353794885286/

Youtube: https://www.youtube.com/channel/UCBuk5pkZJYt-sILStlv4FTw

Other: https://vm.tiktok.com/ZMLb886M6/ https://www.pinterest.ca/iamjustinehaines/ https://everythingperiods.quora.com/

Nominate Someone: ShoutoutColorado is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.