Voss Boss Entrepreneur Spotlight — Belinda Dale And Emily Hynes, Owners Of Empower Apparelle

For many entrepreneurs and small businesses, social media can be an absolute game-changer! All it takes is one viral post and a business can suddenly take off.

At Like A Voss Inc., we’re highlighting local businesses and entrepreneurs who are killing the online game. This week’s spotlight is on Belinda Dale and Emily Hynes, owners of Empower Apparelle!

Empower Apparelle is a size inclusive, graphic loungewear brand, carrying sizes from XS to 3X and sometimes 4X and 5X! They are purely online at this time and can also often be found at local markets.

Our man Emrys interviewed Belinda and Emily about their secret to success in business and in life. We also got some awesome insights into what they think makes social media such an effective tool in business.

A Little Bit About Being an Entrepreneur

1: How long have you been in business?

We’ve been in business for 1 year now! We’re still babies and learning so much. We officially launched Empower Apparelle on December 1, 2020.

2: What made you decide to break away from the 9–5 and start Empower Apparelle?

So both of us currently work full time jobs, however we are huge believers in multiple streams of income. We saw a huge gap in the market when it comes to size inclusivity for the plus size community and ultimately want every single woman to feel beautiful, empowered, and comfortable in their skin at every stage they are in. We figured some comfy clothing with positive vibes could do just that!

3: What do you love most about being an entrepreneur?

Connecting for sure! We have met so many like-minded people within this last year and it has been so amazing to connect with them and learn from each other. We’ve personally found the local, small business community here in St. John’s has been nothing short of amazing. The support is unreal.

4: What is the hardest thing you have had to overcome as an entrepreneur? Something you did not foresee when you decided to start Empower Apparelle?

Honestly we don’t think we have come across our hardest obstacle yet because we are still so new! But within this past year, we have realized that owning a business takes a lot of work. It takes a lot of time, patience, and sacrifices. We both love being busy but when it comes to working a full time, 9–5 job, potential overtime with that job, working our side business, while still managing to make time for friends and family and making time for yourself, time management can be a struggle. Not only time management but also giving ourselves some grace and taking breaks to recharge, unplug, and rest so that we have that energy to put into our business to reach our goals.

5: What is one thing about working in the fashion industry that people would be surprised to learn?

I think it would be extremely surprising for most people to learn about the lack of availability of plus size clothing. I know I (Emily), was shocked to hear about how difficult it is to shop as a plus size woman and to have the same experience as a straight size female. It really allows you to put yourself in someone else’s shoes and understand the struggle that exists and the gap that needs to be closed.

And Now Onto The Social Media Questions!

6: Do you have a favourite social media platform? Why?

We are active on both Facebook and Instagram, however we have such an amazing community on Instagram. We’ve said from day 1 that we want to have an engaging platform where our door is open and Instagram allows us to do that with polls, questions, etc. We love our IG fam!

7: What made you decide to start using social media as a way to promote your company?

Well, social media is such a huge part of the world right now, especially during a global pandemic. Technology is always changing and as a business owner, it’s extremely important to adapt to the new normals and be open minded. Social media is probably the best way to reach new audiences and connect with people. If you’re a business owner, socials are where it’s at!

8: How has social media impacted your business? Would you say that it’s an effective marketing tool?

100%. Again, you have the opportunity to reach a wide range of people within an app, an app that is completely free! For us, we love social media as a business tool. It has been very effective for us in terms of connecting with our current customers and potential customers whether it’s keeping them up to date on policies, sales, new items, and giving them the opportunity to tell us what they want.

9: What advice would you give to other businesses and entrepreneurs who want to use social media as a way to connect with customers?

Go for it! Social media is an incredible business tool when used correctly. It provides you with so many features to connect with your audience whether that’s a poll or a questions box, or a simple direct message. Stay true to yourself and your brand, be consistent with your content, and you will attract your people.

A Little More About Belinda and Emily

Belinda and Emily started out as colleagues in an office. They were actually desk neighbour's! Fast forward a couple months and that turned into a friendship. They both ended up working in network marketing together which ultimately led to the creation of Empower Apparelle. So they’ve gone from colleagues, to friends, to business partners, to best friends/basically family at this point.

Belinda and Emily both have a very similar work ethic which makes them jive really well together in business. Outside of work, they both have a passion for animals, specifically rescuing as they are both fur mamas to all rescues. Although they both love to be busy, they’re also both introverted and love their “me” time!

Connect with Belinda and Emily


Know A Voss Voss?

Do you know a Voss Boss who loves social media as much as we do? Contact us today — we’d love to tell her story!



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