A model and charity founder has created a new business that provides transgender women with comfortable lingerie and swimwear. Dani St. James, the founder of Not A Phase, came up with the idea of Zoah when she was 18 working as a dancer in Ibiza. As a trans woman herself, Dani, from Barry, was forced to 'tuck' using electrical tape, which caused burns and cuts to her skin and left her feeling horrible.
Creating the prototypes years ago, Dani reached out to her contacts to see if the business was plausible. Now, with a successful lingerie launch which saw more than 350 units sold in 48 hours, she has ventured into the world of swimwear in an effort to help trans people feel better about their body. As well as her new business venture, Dani is the founder of Not A Phase, a charity dedicated to supporting trans adults. With her charity, Dani regularly speaks at various events and businesses in an effort to raise more awareness and help the transgender community.
Zoah was created to plug a gap in the market for products that would provide their wearer with the ultimate confidence, comfort and silhouette. Trans women, non-binary and gender non-conforming people are usually forced to take up uncomfortable methods to 'tuck'. As well as selling underwear and swimwear, Zoah also provides information on how to tuck using the products with its tucking guide.
