Launching Cuurve: How We Threw the Perfect Brand Launch Party in London
16th May 2025 marked a milestone I'd been dreaming of for months – the official launch of Cuurve, my premium women's underwear brand. After countless late nights perfecting our designs and sourcing the finest Austrian Micromodal and ECONYL® materials, it was time to introduce our "second skin" to the world. Here's how we created an unforgettable launch experience that perfectly captured our brand values.
Setting Clear Goals: More Than Just a Party
Before diving into the fun stuff, I knew we needed crystal-clear objectives. Our goals were simple: build genuine connections with busy, professional women who value quality and comfort, create authentic brand awareness that reflected our core values, and generate immediate sales whilst building our customer base.
Curating the Perfect Experience: Pilates, Bubbles, and Shopping
Choosing the right activities was crucial for our target market of professional women who juggle demanding careers with personal wellness.
The Pilates sessions were led by a friend I'd reconnected with at a high school pickleball reunion back home in Malaysia – sometimes the best partnerships come from unexpected places! These sessions perfectly demonstrated how our underwear moves with your body whilst creating a relaxed, shared experience.
Prosecco added that touch of celebration our busy customers rarely give themselves, whilst shopping opportunities allowed guests to feel the exceptional quality of our super soft Austrian Micromodal firsthand.
Assembling the Dream Team: Partners Who Get It
A successful launch requires the right collaborators. Our PR and marketing firm grasped that Cuurve isn't about flashy campaigns but authentic storytelling. Our photographers captured genuine moments of connection throughout the day. Most crucially, our venue owner genuinely supported our mission and went above and beyond to ensure every detail reflected our brand values. You can find similar venus here - I filtered for yoga studios so that I did not have to carry heavy yoga mats or other accessories all over London.
Key Learnings: What I Wish I'd Known
Preparation always takes longer than expected. Buffer time isn't optional – it's essential for handling delays and unexpected challenges.
Have your products ready to sell with proper payment systems. We made five in-person sales that day because we made purchasing effortless with card payment facilities. We used Sum-Up and it was so seamless - I could even take card payments off of my phone. I also bought an affordable Sum-Up machine as a back-up. Would definitely recommend it and you can get some rewards with my link here.
Always plan for at least an hour of prep time before guests arrive. This breathing space ensured we could be present and engaged rather than frantically sorting logistics.
Encourage guests to share their experience. The photos and videos our guests shared became some of our most valuable marketing assets and extended our reach far beyond that single day.
The Result: Building a Community
Our launch exceeded expectations. Those five in-person sales were just the beginning – the relationships we built have continued to grow, with many guests becoming our most enthusiastic ambassadors. When you stay true to your brand values and understand your customers, everything else falls into place.
Ready to discover your perfect second skin? Explore our complete collection and join the community of women who refuse to compromise on quality or comfort.
Cuurve: Built differently, for women who demand better.