As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Tika Hasborth.
Tika Hasborth is the founder of DOVENA, a premium activewear brand that merges performance, style, and wellness. Tika’s vision for DOVENA began with a simple idea: women deserve activewear that supports their movement, empowers their confidence, and aligns with their values.
With a background in advertising, Tika understands the power of connection. She has built DOVENA through authentic engagement on social media, interactive content, and personal conversations with the women who form the brand’s growing community. Her approach goes beyond selling products; it’s about nurturing relationships and creating a space where women feel aligned, inspired, and part of something meaningful.
DOVENA is rooted in ethical production and a no-waste philosophy. Tika works closely with manufacturing partners to ensure every piece is thoughtfully made, and leftover fabrics are repurposed to minimize environmental impact.
Through innovative design, attention to detail, and intentional community building, Tika has created more than an activewear brand-she has created a movement that celebrates women’s strength, wellness, and self-expression.
In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.
What inspired you to start your business, and what problem were you passionate about solving?
I have always been drawn to the intersection of business, fashion, and design. After becoming a mother, I felt an even deeper urge to create something lasting, something that aligned with my values of quality, strength, and self-expression. I noticed how much of the activewear in the market wore out quickly and lacked that elevated detail that makes women feel both confident and comfortable.
DOVENA was born out of a desire to change that. I wanted to design sculpting activewear that blends functionality with chic style, made to last through every movement, every season, and every stage of life.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Although DOVENA officially launches Embody in October, the journey so far has been about refining every detail to ensure the brand truly reflects strength, quality, and purpose. One of the most important decisions I made early on was to focus on fabric innovation and sculpting design. By creating activewear that not only flatters but also performs, I set the foundation for pieces that women will feel confident reaching for again and again.
Another key decision has been nurturing genuine relationships with the community. People don’t want to be sold to—they want to feel aligned with a brand and the person behind it. Rather than simply showing products, I’ve shared the story, the process, and the heart behind DOVENA. That authenticity has been the bridge between the brand and the women who will wear it.
The evolution has been about balancing creativity with strategy, and trusting that when you lead with vision and integrity, growth naturally follows—even before the first launch.
In your view, what truly sets your brand apart in today’s competitive market?
DOVENA is more than activewear; it is a representation of strength, movement, and confidence. Every collection begins with fabrics I have personally developed to ensure a sculpting fit, premium comfort, and durability that truly supports women through every stage of their lifestyle. I wanted to design pieces that don’t just perform in the studio but also transition effortlessly into everyday life, whether that is a morning Pilates class, a walk along the coast, or catching up with friends.
What sets DOVENA apart is the commitment to detail and integrity. From the sculpting lines to the signature V hardware and the carefully selected neutral palette, every design choice is intentional. At the same time, our values ground us. Every piece is ethically produced, and we work closely with our manufacturing partners to ensure transparency and care at every stage. Leftover fabrics are donated to a local artisan who repurposes them into scrunchies, allowing us to reduce waste and extend the life of every material.
DOVENA is designed not only to empower women in how they look and feel, but also to reflect values of responsibility and consciousness. When women wear DOVENA, they know they are choosing pieces that elevate their movement, support their lifestyle, and honor the world around them.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Coming from the advertising industry, running paid ads has always been a skill of mine. But I quickly learned that when you are building a start up, ads alone don’t create the connection you need, especially in the beginning when no one knows your brand yet. What worked best for DOVENA was focusing on organic growth; sharing authentic content on TikTok and Instagram that sparked curiosity and interest.
From there, the real game changer has been taking the time to personally connect with women who engage with the brand. I would reach out to new followers through direct messages, not with a sales pitch, but to genuinely build relationships and understand what they were looking for in activewear. That personal touch created trust and loyalty before any transaction happened.
I believe it worked so well because people don’t just want to buy activewear, they want to feel part of something that reflects their values and lifestyle. By leading with community first, the ads I will run in the future will be so much more effective, because there is already a foundation of connection and trust.
How do you stay connected to your ideal audience and understand their needs or behaviors?
For me, staying connected starts with genuine conversations. I make it a priority to engage with women directly on social media, whether that’s replying to comments, answering messages, or personally reaching out to new followers. Over time, I’ve also been slowly building up a community group where women can share, connect, and feel part of DOVENA’s journey.
I love using interactive tools like polls, question boxes, and votes on Instagram Stories or through email marketing. They not only spark engagement but also give me real insight into what women are looking for, what colors or designs they gravitate toward, and how they want to feel in their activewear.
It’s a mix of listening and observing; watching how they interact with content, while also giving them the space to tell me directly what matters to them. That ongoing feedback loop helps me shape collections and experiences that align with their needs, while making sure DOVENA always feels personal and connected.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the most impactful moves for DOVENA was leaning into storytelling and showing the process behind the brand, sharing not just the product, but the values that drive us, like ethical manufacturing and reducing waste. That openness built trust and created a deeper connection with women who want to feel aligned with the brands they wear.
Another key decision was embracing collaboration. I truly believe we are all connected through wellness and active living, so partnering with other like-minded brands and women who embody that lifestyle has been a powerful way to grow. These collaborations not only expand our reach but also amplify the shared message of movement, strength, and community.
Looking back, the real turning point was combining authenticity with collaboration, inviting women to see themselves in DOVENA while building meaningful partnerships that reflect what we stand for. That approach elevated the brand from activewear into a connected community.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success is about creating a brand that women feel truly connected to. It is not measured solely in sales or growth metrics, but in the way DOVENA inspires confidence, supports movement, and becomes part of women’s daily lives. When a woman tells me she feels empowered, comfortable, and seen in our pieces, that is a moment of real impact.
Success also comes from building a community rooted in wellness and active living, where collaboration and shared values matter as much as the product itself. Knowing that our brand prioritizes ethical production, reduces waste, and partners with women and brands who share our vision makes every decision feel meaningful.
Ultimately, success is leaving a positive footprint on the women who wear DOVENA, on the people who help bring it to life, and on the world around us, while staying true to the values and purpose that inspired me to start this journey.
How do you personally define success, beyond revenue and growth metrics?
For me, success is measured by the impact I create and the values I uphold, not just numbers. It is seeing women feel confident, supported, and empowered when they wear DOVENA. It is building a community rooted in wellness, active living, and meaningful connections, where collaboration and shared purpose matter as much as the product itself.
Success is also about protecting my energy and wellbeing, making intentional choices, and surrounding myself with people who uplift rather than drain. When I can create work that aligns with my purpose, inspires others, and reflects the standards I hold for ethical and thoughtful practice, I know I am succeeding.
Can you share a challenge or setback that ultimately became a turning point for your brand?
I was originally supposed to launch DOVENA last year, but I found myself so focused on escaping a difficult and draining relationship that I realized I wasn’t fully embodying the message I wanted to share with our community. DOVENA is about movement, confidence, and becoming the person you want to be, and I knew I needed to live that for myself before I could authentically inspire others.
I took a six-month break to focus on my mental health and wellbeing, and it was during that time that I found the clarity and motivation to pick myself up and continue building the brand. The most important lesson I learned is that when you surround yourself with people or situations that drain your energy and focus, it is far too expensive. Protecting your energy and prioritizing your wellbeing is not only essential for personal growth, but also for the success and authenticity of your work.
This season of my life has also deeply impacted how I show up online. As a single mum navigating these challenges with a child in the picture, there are days where I simply don’t have the same space and time to fully show up as I would without these circumstances. But instead of seeing that as a setback, it’s given me a new perspective—one that values presence over perfection, and intention over volume. It’s taught me that showing up authentically, even imperfectly, can be just as powerful, and that’s the energy I want to bring into DOVENA.
That’s why our Embody range carries the tagline “embody the energy you seek” across every sizing tag—it’s not just a phrase, it’s a reminder. A reminder to myself, and to every woman who wears DOVENA, that even in the messiness of life we have the power to choose the energy we step into and carry forward.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
My mornings set the tone for my day, so I always start with movement and sunlight. Whether it is a short walk, some stretches, or gentle Pilates, moving my body while feeling the sun on my skin helps me feel present and energized. Self-care is built into that time, allowing me to pause, breathe, and recentre before the day fully takes over.
As a mother, my mind often goes a thousand miles per hour from the moment I wake up. It is easy to get caught up in constant organisation and planning, and without awareness, that can lead to burnout. Being intentional about this ritual helps me stay grounded, focused, and creative. It reminds me that taking care of myself is just as important as taking care of my business and family, and that balance is what allows me to lead with clarity and purpose.
How do you approach innovation and risk in your business strategy?
Risk is part of the journey, and I have learned that meaningful growth often comes from stepping outside of comfort zones. Whether it is testing a new marketing strategy, collaborating with other like-minded brands, or exploring new ways to reduce waste and produce ethically, I see calculated risks as opportunities to learn, evolve, and strengthen the brand. For me, innovation and risk are inseparable—they are what allow DOVENA to stand out, inspire women, and lead with purpose.
What advice would you give to someone starting a business in today’s fast-changing digital world?
My advice is to focus on building a strong foundation before chasing shortcuts or trends. In today’s digital world, it is easy to get caught up in algorithms, paid ads, or viral content, but true growth comes from connecting authentically with your audience and understanding their needs. Take the time to listen, engage, and nurture a community that believes in what you are creating.
Work on your business with intention and clarity, and be mindful of your energy. Mental health is crucial, because the focus and presence you bring directly affect the outcomes of your work. If you are rushed or burnt out, the results will rarely match your vision. Pair risk and experimentation with purpose, consistency, and self-care, and you will build something meaningful.
Where can our audience connect with you and learn more about your work or offerings?
You can connect with DOVENA on Instagram, TikTok and a Facebook Group called Women In Motion by DOVENA, where we share new collections, behind-the-scenes insights, and stories about the women and values that inspire our brand. We also keep our audience updated through our email newsletter, which includes exclusive launches, polls, and opportunities to engage with the community.
For those who want to explore the collections directly, DOVENA is available online through our website, where every piece is thoughtfully designed to support movement, confidence, and wellness. We will release our first drop in October 2025.
Feel free to download any assets from our assets library for the EMBODY range.
