Meet Yvonne Hogenes – Wife, Mother, Grandmother and owner and founder of Malary’s Fashion Network, Tab Custom-fitted Bras, and Firma Energywear. Meet Yvonne, aka #PowHERhouse!
Describe your Mission.
My mission as owner is to offer products that are first and foremost healthy, so they enhance our overall health – the women wearing them. They must also wear with ultimate comfort, so are made mainly from natural fabrics, offering beautiful shaping and fashion so our clients will want to LIVE in our products!
Describe how you stay PowHERful and on the top of your game.
If I make a point of staying connected with like-minded entrepreneurs that offer inspiration and passion and start everyday with thankfulness and gratitude, I can stay “juiced”! (Oh yeah, and I need to start with a green smoothie each day and a brisk walk or hike!).
What is your ultimate dream for your business/Mission and where you’d like to take it.
My ultimate dream is to be able to offer my products globally through the wonders of the internet, social media, and collaboration, so that I can offer healing and hope to people everywhere!
Describe what success looks like.
Success for me is knowing that I am Changing the Shape of the World, One Person at a Time! I know, that sounds so “cliché” but I truly mean it, as more people wear Firma and Tab Bras, they will experience a better shape but also healing, and that will bring them hope that then radiates out to their entire community and to the world! I would see FIRMA grow to be a global company and a household name that resonates with Integrity, Quality, and Hope for all the world to see!
Describe your success strategy in one sentence.
To accomplish this success, I must give without holding back, collaborate with others that share this vision, and learn every day!
Knowing what you know now – at this age and stage in your life – what would you tell your younger self?
I would NOT worry about all of the expectations, wishes and wants that others put on me but I would concentrate on the real needs of those I am trying to serve. I would also make sure I put more time aside for family, myself, and friends that love me unconditionally and who are my true supporters.
Biggest highlight in your career so far?
I was awarded the Surrey Business Person of the Year Award in 2004 and the Woman Entrepreneur Award in 2010 from the Surrey Board of Trade. Feeling affirmation from my peers at that time of my career was very big for me. I now feel that one of my most worthwhile accomplishments has been to build a business that employs two of my sons, my husband and others as we grow.
One thing that you feel has been most pivotal or useful thus far in your career?
I have learned that you never know where the journey may take you, so stay open and available! I never dreamed that I would go from opening a small boutique to building a full family business that is vertically integrated and offers premium, cutting-edge health products. Who knew??
What would you say your Top 3 Excellence Habits are (ie. habits that ensure your success).
1. Stay positive, passionate
2) Sleep well and enough and exercise regularly
3) Persevere – no quitting!
Describe your Top 3 Time Management Tips as they relate to your Mission.
1) Map out tasks for each day that are attainable to grow your business
2) Delegate well and let go!
3) Recognize when to hand over a task to an “expert” instead of wasting time on it!
Describe your Top 3 Consistency Tips as they relate to your Mission.
1) All new product developments are put through our company “sieve” to see if they match our vision and mission goals.
2) Over-deliver on expectations by working alongside of people with integrity and high standards.
3) Stay with a new product, a new promo idea, a new employee for a long enough time to really see it through – don’t give up too quickly!
Describe collaboration and what the looks like/feels like on the ground – how does it show up in your life?
Collaboration is sharing openly with no hidden agendas and no fear! I love to collaborate by being part of a business mentoring group, serving on community boards and serving on SAS of Surrey (rescuing women from homelessness, addiction, and human trafficking), fitting breast cancer survivors in LaPenita, MX, and working with PowHERhouse – an amazing example of collaboration!
Describe a favourite hobby or adventure.
Travel, read, hike, knit, and spend time with family! My trip to Italy for three weeks was amazing!
Favourite energy meal or snack. Green Smoothies made with kale from my garden each morning.
Favourite indulgence or treat. Spa time!!!
Top 3 things on your Bucket List.
1) Trip to Uganda, Africa to mentor young designers and set up a cottage industry so they can be self-employed and create jobs for more of their community: We hired a young Congolese tailor who arrived in Canada from Uganda with absolutely no family (all lost to the civil war) and came here on his own at just 18 years of age. He has just amazing talent and now he also has a family – a beautiful little baby daughter. I would like to take him back to Uganda with me to help his community there to develop and prosper.
2) Hike “The Way” in Spain: Walking 500 km across northern Spain known as the Camino is a chance to put aside everything that is “cluttering” my view and just walk each day with many others on the same path and learn, collaborate and inspire each other to carry on.
3) Learn to weave and spin my own yarns.
What does giving back (fulfillment) look like to you?
Reiterating what I said above – being able to serve women in my own community that need a “hand up”, fit breast cancer survivors where they don’t have access to good quality products and garments, and help to mentor young women that want to be independent and self-sustaining.
Yvonne and Zara Durrani on a recent FIRMA photoshoot.
I never leave home without my…….. Unfortunately – my phone and computer!
What’s not being said? What would you like to add that perhaps there hasn’t been a question for?
I would like to say that I am so thankful that I am living in a time and country where women entrepreneurs are acknowledged and can create change with the voices they have in the business community. I wish to see that a reality for all women in the world, and if I can help in any small way that is my way of saying Thank You and being grateful!
Your thoughts on mentoring up and coming female entrepreneurs and leaders?
I LOVE it! That is truly my passion – to offer hope and inspire!
Anything specific you’d like to say or leave readers with regarding FIRMA?
I just would like to encourage everyone to try FIRMA Energywear for themselves and Wear the Revolution! We value every one of our clients, and their feedback is so valuable! Give us your “story” after wearing Firma Energywear for 30 days and we will thank you with a Firma Energywear gift!! Come along, and be a part of changing the shape of the world – one person at a time!
You can contact Yvonne at: info@firmaenergywear.com or @firmaenergywear
FIRMA for fitness!
FIRMA for fashion!
Hello, I want to thank you so much for such a wonderful product. I can’t believe how well the leggings have worked after only 1 night. I have had bilateral hip pain for a few years, causing me to toss and turn all night as well as having pain walking. Besides that I have a senile cat who calls me every 2 hours during the night so as you can see I haven’t slept a full night for a few years.
The first day I wore them all day and night because they were so comfortable. The next morning I awoke at 7am and was in a panic because I thought my cat had died! I had slept through the whole night and didn’t hear a thing. I had absolutely no hip pain. I palpated my hips and felt no soreness or tenderness at all! I couldn’t believe it!. Now besides pain and lack of sleep I have poor circulation causing me to wear wool socks and tops. I went to visit my girlfriend the next evening and wore sandals and a tank top with a light weight cotton sweater just to cover my arms. She was shocked to see me dressed like that because she knows how cold I am all the time. She also saw the difference with my mobility. Needless to say she has bought a couple of pieces and I have bought a few more, I can’t live without them. I want to wear them 24 hours a day! Thank you so much! I can’t imagine how I will feel after 1 month.
Muriel Pryce
Kingston, Ontario
Thanks so much for letting us know, Muriel. We always appreciate fabulous and PowHERful stories!