One of the things we’ve loved most about building Birdie & Claire has been the opportunity to foster relationships with so many incredible women.
In our early days of product development, we connected with women across ages and backgrounds, gaining a better understanding of their wardrobe needs, preferences, and challenges. Today, our vibrant community of customers—both online and in person at pop-ups and events—continues to bring us fresh perspective, creative inspiration, and endless positive energy.
We’ve also been fortunate to join an incredible network of female founders and like-minded brands who share our dedication to designing products that meet the needs of women of all ages. Products that are equal parts feminine and functional, essential yet beautiful.
Which brings us to our friend, Aubrey Hubbell. She’s the co-founder of a brand we’ve long admired: Hazel, a luxe, innovative femme care collection designed for the ever-evolving woman.
1. We’d love to hear the story behind starting Hazel. Your background is largely on the digital design side of things, working with great brands like Great Jones Rockets of Awesome and Zola. What inspired you to start your own brand?
As a designer, I’ve always built brands for women navigating major life moments – marriage, pregnancy, postpartum, motherhood. When I met my co-founder, we started talking to women about the brands they loved and, more importantly, the ones they didn’t. Those honest conversations uncovered so many pain points, especially around products that touched on taboo topics like bladder leaks or aging.
I became obsessed with the idea of bringing beauty, function, and empathy into an outdated category. Hazel was inspired by the brands she did love, the ones that made her feel seen. And when I had my son, that passion only deepened. I wanted to make something better for all of us.
2. It’s clear that Hazel’s High & Dry Briefs were designed thoughtfully with intention and a deep understanding of what women actually want. What was the product development and testing process like?
Developing the High & Dry Brief was truly years in the making. We collaborated with fashion designers and a material scientist to develop our own materials, manufacturing process, and design – creating a disposable brief that actually looks and feels like real underwear. We tested with hundreds of women across life stages, then launched DTC to validate product–market fit. It was a long, messy, deeply rewarding process – and honestly, it still is!
3. In building your business, what were some of the biggest challenges you faced? What moments have been the most fulfilling?
Building a product from scratch is hard. Building one during a pandemic was nearly impossible. But seeing Hazel on shelves at Target, Meijer, and Wegmans – knowing how many women’s lives it’s touching – has made every late night and setback worth it. Hearing from women who say, “I feel confident again,” will forever be the highlight.
4. What advice would you give to women who would love to start their own business, or have a really great product idea, but aren’t sure where to begin?
Start by listening. Talk to your potential customer and validate the need before you build anything. Understand why your product should exist. As a designer, I’ve always believed feedback is gold – share your idea early, iterate often, and don’t wait for perfect. Momentum matters more than perfection.
5. What role does fashion play in both your work and personal life? Where do you draw inspiration for your style?
Fashion has always been part of who I am. My mom dressed me to the nines as a kid. I still remember wearing a green plaid skirt suit with tights and Mary Janes to first grade! My style has relaxed since then, but I still love chic pieces and polished silhouettes.
I’m endlessly inspired by Audrey Hepburn for her timelessness, but I always add a twist – maybe a studded shoe or an animal print. I devour every issue of Vogue, love vintage finds, and draw endless inspiration from New York, Copenhagen, and Paris street style. I like to mix a bit of the edge from NYC, Danish sensibility, and the timelessness of Parisian style.
6. Who are the women- whether mentors, peers, or personal connections- who have most inspired or encouraged you along the way?
I knew I was ready to start a company when I realized that for every question I had, there was someone (many women) in my circle who’d have the answer. That network has been everything – fellow founders, former bosses, and mentors who’ve cheered me on, offered guidance, made introductions, and reminded me that every milestone is something to be celebrated.
From a founder perspective, I’ve always admired Sara Blakely. She didn’t follow the status quo, she created a product that made women feel more confident and secure, transforming something once taboo into something totally normal. That’s exactly what we’re doing with Hazel – redefining a category that’s long been overlooked, and doing it with design and empathy.
From a leadership perspective, Oprah Winfrey and Michelle Obama are my guiding lights. Both were “firsts” in their fields, reshaping what a TV personality or First Lady could be. They lead with strength, authenticity, and grace – and they inspire me to not just do the job well, but to raise the bar for the next generation of women coming up behind me.
7. What is an outfit that made you feel amazing? A memorable outfit, or your go-to ONE outfit that brings you the most confidence?
The most memorable is probably my wedding dress. I took my Mother-in-Law’s dress from 30 years before and redesigned it into the dress that I wanted. I kept the train shape, but completely redesigned the body – added a lace top and sleeves, pleating on the bodice, and a mermaid skirt. I still love it 15 years later.
My most quintessential “Hazel Dress”, a Self-Portrait puff-sleeve number in the perfect shade of “Hazel Terracotta”. I wore it for headshots with Sara Haile, and it ended up being featured in Vogue. I paired it with brown Jeffrey Campbell heels that have the quirkiest wide heel.
My everyday go-to is a classic black dress with a puff sleeve or feminine detail, a shoe with personality (like pink feathers), and a vintage clutch. It’s timeless, but still has a wink. Add a bright red lip to match my nails and I’m ready to take on anything!
We are so grateful to Aubrey for sharing her story and the incredible work she is doing with Hazel. You can learn more about Hazel [hellohazel.com] and follow along on Instagram [@hellohazel_ / @aubreyrachael].
