My name is Luisa Hogan and I am the co founder and managing director of Whisper & Thread, a purpose driven intimate apparel brand that stitches positive affirmations into every garment. Together with my sister and co founder, Tania Plakonouris, we are building more than a product line, we are sparking a cultural movement that redefines self talk for women and girls. With a background in leadership resilience consulting, I bring a deep understanding of confidence, wellbeing, and change to our brand and community.
When did you start your business?
In 2024 and launched our first product at the start of 2025.
What was the inspiration behind starting this business?
Whisper & Thread was born from a very personal place. As mothers, we saw how early self criticism begins for girls. Our young daughters aged 4, 12 and 18 are already at risk of absorbing messages from social media and the world around them that tells them they are not enough as their amazing authentic selves. We knew if they were feeling it, millions of women and girls were too.
We wanted to create something that would change the conversation, not only for them but for every woman who puts on our garments. Whisper & Thread is about more than underwear, it is about reminding women and girls daily that their inner voice can be kind, supportive, and powerful
What are you most excited about in your business?
What excites us most about Whisper & Thread is seeing the impact ripple far beyond the garments themselves. Every time a customer shares how an affirmation shifted their confidence or became part of their daily ritual, it reminds us why we started.
We are building a community where women and girls feel stronger in their own skin, and that feels powerful. We are also excited about expanding the range, collaborating with like minded partners, and creating a global movement around positive self talk.
What has been the most challenging thing about starting your business?
The biggest challenge has been fighting our own doubts. Starting something new requires constant belief, not just in the product but in the vision behind it. We knew in our hearts that Whisper & Thread could make a difference, yet telling the story in a way that others would believe and champion alongside us has taken courage and persistence. Learning how to share our message with clarity, and to stand firm even when people did not immediately see what we see, has been the hardest and most important part of the journey.
What advice would you give to other women thinking about starting a business?
Confidence is not something you are born with, it is a skill you practice and build. Be intentional about who and what you want to attract to your business, because clarity shapes outcomes. And most importantly, do not wait for perfect. Progress will teach you more than hesitation ever will.
Why did you enter the AusMumpreneur Awards?
We entered the AusMumpreneur Awards not only for the credibility and recognition that comes with being part of such a respected awards journey, but also for the opportunity to connect with incredible business women. These awards create space to share our story, celebrate the work of others, and learn from their journeys. On a personal level, it is also a way of proving to ourselves that the work we are doing with Whisper & Thread is meaningful, impactful, and worthy of being seen.
What did you enjoy the most about being part of the awards?
What I enjoyed most was meeting other amazing women and hearing their stories. The awards brought together a community that was both inspiring and motivating. Being surrounded by women who are building, creating, and leading in their own ways gave me energy to keep going and reminded me that we are part of something bigger than ourselves.
What surprised you most about the awards?
What surprised me most was the incredible depth and breadth of the women who took part. Each woman had faced her own challenges and yet every story showed a unique way of overcoming the odds. It was powerful to see so much resilience and creativity gathered in one place, and it left a lasting impression on me.
How did the awards help you in your business?
The awards gave us credibility, which is so important for a new brand. They also gave us confidence, reminding us that what we are building with Whisper & Thread matters and is being recognised. Most of all, they gave us inspiration, both from the judges’ recognition and from the women we met, to keep pushing forward with our vision.
What advice would you give to other mums thinking about entering the awards?
Do not hold back. Share your story with honesty and pride, because it is often more powerful than you realise. The process itself will give you clarity about your journey and the impact you are making. Even if you doubt yourself, enter anyway, because you never know who needs to hear your story or how it might open doors for you.
What has been the best thing about starting your own business?
The best thing has been creating something that truly reflects our values and vision. Building Whisper & Thread has given us the freedom to shape a business that makes a difference, while also showing our daughters what is possible when you pursue an idea with courage. Watching an idea become reality and seeing it touch people’s lives has been the most rewarding part of this journey.
What’s happening next in your business?
Next for Whisper & Thread is growth. We are preparing to expand our product range, building new partnerships, and deepening our community through The Whisper Club. We are also focused on increasing our reach online, so that more women and girls can access products that remind them to speak kindly to themselves. Every step forward is about scaling the impact of positive self talk and continuing the confidence revolution we have started.
What are your big plans for the future?
Our big plans are to take Whisper & Thread from a single product into a full ecosystem built around confidence and positive self talk. Immediately we are expanding into new product lines such as matching bras, but eventually we want to add affirmation based accessories, and even fragrance, while growing The Whisper Club into a global community. Long term, our vision is to spark a cultural shift where positive self talk is the norm for women and girls everywhere, creating a movement that lasts well beyond the garments themselves.
What is your website and/or social media links?
www.linkedin.com/in/luisa-hogan-04617322