Mary Byrne
Frustrated with the lack of options for older women seeking comfortable activewear, one Belmont resident decided to design her own.
“I felt older women need to have fun clothes to wear when they’re exercising or when they’re walking the dog, or just going to lunch with friends,” said Susan Merry, 78, owner and founder of the online retail shop, Inner Joy Activewear.
Merry, who retired several years ago after a longtime career in teaching dance, said most options for women are too fitted, as they’re made out of spandex or other form-fitting materials. After an internet search for activewear designed specifically for older women turned up no results, she began to consider launching a business that would better cater to that demographic.
“I’ve been thinking about this for years and years and years, and now that I’ve finally retired, I decided to start the company,” she said.
Inner Joy Activewear formally launched about a year ago, according to Merry. It’s online-only, but ships nationwide. Items are sold in small, large, medium, and extra-large sizes.
“Fashion is a powerful tool for self-expression at any age,” said Merry, who still takes several dance classes to keep active. “I created Inner Joy Activewear to help older women to feel seen and celebrated. Our clothing is more than fabric and stitches; it’s a statement of empowerment and embracing the beauty that comes with every stage of life.”
To get the shop off the ground, she worked with a designer, a manufacturer, a graphic designer and two people who helped her with the technology side of things, including the website.
“There was so much to do,” Merry said. “It was a learning experience for me. I knew absolutely nothing about any of this; I just had an idea of what I wanted.”
Her line of clothing is primarily cotton-based, she said, and most products have pockets. In particular, the clothing is designed to be appropriate for women who want to head straight to the coffee shop after an exercise class with a friend.
“Everything washes and dries really easily,” she added
The business is active on social media channels, including Instagram and Facebook. Still, she wants to expand her reach to those who aren’t necessarily on social media.
“I have had a lot of interest,” she said. “I have one pair of pants people love, which is a little pleated in the front and has pockets.”
Another popular item is the “‘Buttery Button Shirt Jacket.”’
“It’s not just for older women,” Merry said of the shop. “It’s for women who really want to feel good about their bodies. Just because their bodies are different shapes, everybody should be feeling good about what they’re doing and who they are —– [I want to] empower women to feel good about themselves.”
The online shop is available at innerjoyactivewear.com.
