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Our Story

Hi, I’m Sara Saunders, the creator of the Aviddo Waist Trainer.

I’d like to tell you how I started the Aviddo brand in 2012 as a mother of three and have grown it into the #1 best selling and award winning brand in the UK. I’m happy to say that I’ve been able to create many jobs, with an amazing group of people working to provide an excellent product and the best customer service.

I had a problem. My baby sister was getting married and asked me to be the Matron of Honor. I’d do anything for her, so there was never a chance of turning her down, but as soon as I’d hung up the phone with her, I went to the mirror in the bedroom and took a good look.

I didn’t really like what I saw. The last time I was super-conscious about my body was at my wedding which was three kids and who knows how many 60 hour work weeks ago. Still, I was determined not to be the frumpy looking one. I got into diet mode almost immediately. I cut out almost all sweets, made sure I was eating healthy, and made time to use the gym next door to where I work.

It mostly worked, I was seeing pounds drop, but they were dropping slowly and, just as importantly, they didn’t seem to be dropping from the right places. When I was a little younger, I had a waist to die for, but even though I was losing weight, I wasn’t getting my waist back. This wasn’t going to be a little wedding. We have a big family and my sister’s fiancé has a big family and everyone was coming. I needed to get my waist back.

Then one day I was at the gym and I happened to see a flyer for a waist trainer. The idea was simple, you put the waist trainer around your waist and it helps your body adjust to being smaller. I ordered one that day and I began using it the day it arrived.

It mostly worked. The thing is it was far more uncomfortable than I’d imagined and I’d expected it to be uncomfortable. Worse, it was pretty clear to everyone that I was wearing something. I’m a fashion designer, and even the administrative assistants and the guys in the mail room are trained to look at what everyone wears. I wasn’t embarrassed to wear it, by any means, but it wasn’t anyone else’s business.

The worst thing, though, is that it just didn’t last. The entire point of waist trainers is that they’re going to squeeze a little. You’d think they would have been built to handle it but the one I purchased hadn’t been. When the seams started to go, then the hooks started to bend and break.

I didn’t just order another, I did my research and from what I could tell, all the waist trainers on the market had the same problem.

This is the style I purchased, they are very cheaply made in China, poor quality and will never last. You’ve probably seen these a lot online, the reason most sellers sell these are because they only cost $2 from China. It just goes to show you do get what you pay for.

I wasn’t going to put up with that. Some of the manufacturers suggested buying two so each one could rest a day between uses. I wasn’t about to buy another one of something that wasn’t good enough. Eventually, I realised that if I was going to get a waist trainer that was strong enough, I was going to have to design it myself.

I’m a fashion designer. I knew where to get the materials. I knew where they could be produced. I knew how the fabrics would react to the body moving underneath. I knew how to make seams that didn’t come apart just because you put them under a little pressure.

So I did it. I designed a waist trainer that isn’t just another piece of junk from someone trying to take advantage of people with a few pounds to lose.

I designed it to be strong, I designed it to work, and I designed it to lay flat and be almost invisible under your everyday clothes. I put together a prototype and you better believe I tested it personally. I made some adjustments and tested them and I kept doing it until everything came together.

This is how the Aviddo waist trainer came about. Many people ask me what the name Aviddo means, it means the world to me. The Aviddo waist trainer is such a big part of my life that I named it after my three children, Ava, Idrys, and Donald.

We shouldn’t have to pay and pay and pay for inferior products just because we have a few pounds to lose. In my design work, I have always treated my customers with respect because that’s how I was raised. That hasn’t changed and now I’m trying to teach my children the same respect by making Aviddo a family company.

So whether you want to lose a few pounds, get the slimmer waist, have an event coming up or just want to get back the look you had before the kids and the job stole all your time, my waist trainer can help you get it back.

Although we are very much still a family company, we now have 17 full time staff working hard to make sure we deliver the best product and customer service.

We’re based in the heart of the country in Birmingham, at the lovely Colmore Plaza.

We have partnered with one of the biggest fulfillment companies in the UK to make sure all our products go out for delivery the same day you order, Monday to Friday. We don’t want you to have to wait, once you’ve ordered you should have your waist trainer within a couple of working days.

One of our biggest priorities is to offer great customer service, that’s why unlike the majority of our competitors we have a dedicated phone and live chat support. There’s times when email support is OK but we think to offer the best customer service the option to call should always be available for our customers.

Finally, we’d like to thank you for taking the time to checkout our website. Whether you decide to buy from us or elsewhere, we wish you the best of luck and pray you reach your goals.

Yours sincerely

Sara Saunders and Family