Company name
Avaj Limited


What town/city are you based in?

Number of generations
2nd generation

Retail Men’s Underwear and skincare

Number of employees


Tell us about your family business (What you do, how you started, who’s involved etc)
Ava-j is a family run business, focused around a mother and son, relationship, we design, develop and retail our own range of underwear. We have also developed a range of skincare products specifically aimed at the male market aged between 25 and 45.  This has been a self-financed operation focused on both an internet offering via a designated website and from our shop in Headingley Leeds.
We are very proud of the fact all our products and packaging is made here in the UK, our underwear is designed in-house and made in Leicestershire and our skincare range is also developed in-house and made in Bingley, West Yorkshire.

What’s your proudest moment/biggest achievement as a family business?
Our proudest moment must be the first-time Joe presented a designed underwear range to us, we had been working hard creating the images talking about what we wanted our underwear to look like, feel like and represent and Joe presented his design from sketches and the first ava-j product came to life.

We believe our biggest achievement was when Tracey finally managed to complete the skin care range. Created from scratch, we have a range of 15, individually developed products, using the best ingredients and after a very live road testing and research, strategy settled on a unique yet contemporary range fit for any modern man.  In an industry dominated by mass-produced manufacturing in third world countries.
We accept that if our goods were made elsewhere or if we didn’t give the beautiful wrapping service we would make a higher margin but as we have stated we are not here to make millions we are here to make a difference, put pride back into the retail experience and in doing so make a good living and become successful.

What do you love about being a family business?
One of the main things we love about our family business is that we are in it together, driven by the philosophy of the business and collectively committed to the continuous progression of our offering. We learn together and we succeed together.