When we started Birdie & Claire, our goal was to create thoughtful, functional and beautiful designs for women at every age. The journey began five years ago, when our founder noticed the women in her family struggling to find pieces truly designed for them.
Clothing that helped them feel comfortable and confident. Materials that were flattering, but also practical for their needs in any chapter in life- whether postpartum, perimenopause, menopause or post-menopause. In short, we hoped to make women feel seen, heard and represented in the fashion world as they age.
Today, we’re thrilled to see more and more companies centering the needs of women at every stage. One of the organizations leading the way is our partner, GenM, which has built a global collective of brands focused on improving the menopause experience.
In honor of Menopause Awareness Month, we’re so excited to share our conversation with Heather Jackson, CEO and co-founder of GenM.
1. The work you’re doing at GenM is impactful, not only for brands seeking to do better, but also for the women they serve. What inspired you to start the company?
The inspiration grew from frustration and disappointment in brands that I’d been loyal to all my life. I suddenly felt invisible as I searched, sourced and shopped for products that would accommodate the many signs of menopause I was experiencing. I wasn’t looking to cure my menopause, I was just looking for support, to help me live a better transition. GenM created the MTick®, the universal shopping symbol and certification to ensure that women today and in the future have the ability to shop with confidence for products that can help to support one or more of the 48 signs a woman may experience in this life transition.
In the last 3 years, GenM has partnered with over 120 of the most powerful, progressive retailers and brands committed to making menopausal women more visible and delivering choice and trust to menopausal consumers, including a commitment to designated menopause space in store and online and better signage including on packaging. And at the heart of this, the MTick stands prominent, a symbol of choice and trust for the consumer, and one of respect and efficacy for the brands and retailers looking to serve the menopausal consumer better.
2. Historically, the menopause category has felt overlooked. When you look back, what’s the biggest shift you’ve seen in how menopause is represented - and what still needs to change?
Well firstly, there has been no menopause category to overlook and that was and is the issue. GenM has united the biggest brands and retailers to create a category that will be inclusive, accessible and vibrant. So when I look back over the last five years, the biggest change in the UK is that the category of menopause is becoming something that most purposeful retailers will look to embed in their strategy over the years to come. This is not a trend, it’s a forever market that needs, demands and deserves better. In the meantime, what needs to change is the recognition that menopause is a societal issue and everyone has a role to play in changing the rhetoric from fear to thrive.
3. What makes a brand or product menopause friendly? For shoppers, what does the MTick symbol promise?
More than just a shopping symbol, the MTick is a mark of trust, quality, and credibility that gives consumers confidence. Created in response to GenM’s independent research showing that 94% of women want to shop for menopause-friendly labelled products, the MTick is the universal shopping symbol to help women search, source, and shop for menopause products. Developed alongside Boots UK medical and legal experts, MTick certification requires brands and retailers to present clinical or scientific evidence proving that their product’s ingredients or technology can help support one or more of the 48 recognised signs of menopause. Only products that meet our strict certification standards can achieve MTick, menopause-friendly status. Brands are encouraged to display the MTick on qualifying products, across packaging, point of sale, and marketing to help consumers identify products suitable for supporting their menopause journey.
4. Shifting to your own day-to-day life, what role does fashion play? How has this evolved as you’ve aged? Where do you draw inspiration for your style?
Fashion has always played a big part in my life, from the icons I’ve followed, both designers and women, from Audrey Hepburn and Georgio Armani to Coco Chanel and Sharon Stone. The last five decades of my life have been built on curiosity, inspiration and aspiration to be the most stylish my body and personality would allow me to be. I’ve been a collector of clothes all my life so although my wardrobe updates, I still often look to old favourites like an Alexander McQueen coat that I got to celebrate the birth of my first child 29 years ago, through to a long cashmere Ralph Lauren dress that I wore when I spoke at the opening of the Gala Dinner of my first balance business forum. I try to stick to classic pieces with a twist because I find they have longevity. So, for me at 56 I’m probably at my most confident to wear what I want, how I want, when I want because I have a trusted wardrobe that to date has never let me down.
5. Is there a mentor, friend, or family member whose influence shows up in GenM’s mission and inspired you along the way?
My mum and my daughter. My mum, because I needed to ensure that no other woman went through their menopause in the way my mother and grandmothers’ generation had with a silent, “just get on with it” attitude. However, my daughter is my biggest inspiration because I realise now, she will be one of the generations that will be acknowledged… the average lifespan will be 100 and I want her to be able to live her best 100 years, not her best 40 years. Preparing for menopause with the right supplements, foods, exercise and attitude will ensure the years post menopause give her the opportunity to live a fulfilled, strong and happy life. Without that preparation, it is very difficult.
6. What is an outfit that made you feel amazing? A memorable outfit, or your go-to ONE outfit that brings you the most confidence?
My Ralph Lauren cashmere woolen dress. Every time I wear it, when I put it on, I feel elegant, I walk with confidence and I own that confidence. When you put it on, suddenly you become this strong, sexual, sensual woman, which without that dress on you don’t often feel. It’s a dress that only needs a red lipstick added to it to finish off and be ready to go.
You can learn more about GenM at www.gen-m.com and follow along on Instagram @genm_official.