THIC TALK with Erin Ward-Williams


Erin Ward-Williams is the founder of Azur Fit, a Toronto activewear brand that brings you function and style with gorgeous colour palettes and the most flattering cuts. 

As a fellow Toronto entrepreneur we love supporting, following and cheering each other on. Azur Fit is a must have and a favourite. We chatted with Erin about her fav products, what she wants next from THIC & more. 

Checkout our full Q&A with Erin below...


Your Profession: Founder, Azur Fit

One Product You Always Have with You: Our Azur Fit Oversized Tote. My whole life fits in there!

What is one daily non-negotiable or ritual? Getting to the gym in the early morning before I start my day. It's the only time of the day where I have no distractions or anything asking for my attention. I also have to get it in in the morning or I wont go at all!

An Outfit That Never Fails You: A matching set - my favourite is our Bike Shorts, Bareback Bra and Cotton Button Down

What is one daily non-negotiable for you to be successful? A morning workout before I start my day always gets me feeling powerful and puts me in a positive mind set for whatever the day has in store.

Your Worst Hair Experience? Going bleach blonde in 2010! It totally fried my hair and took years to recover! I'm a natural brunette and it took me a while to realize that it's the colour that suits me the most!

What Do You Do To Feel Your Most Confident? A basic outfit but styled outfit, slicked back bun and gold hoops always makes me feel put together! Also, if i've been consistent in the gym, I'm always feeling a little extra confident on the inside!

Advice You Would Give Your Younger Self? That good things take time and success doesn't happen overnight. Even when progress seems to be moving slowly, you are moving in the right direction. Slow and steady wins the race.

Something You Are Working On: Learning how to be a boss. Not in the sense of a girl boss but as an employer. This is something that doesn't come naturally to me as an entrepreneur and there is so much to learn when it comes to HR and managing a team. It's a constant learning curve and always a work in progress,

Something You are Manifesting: Seeing Azur Fit in major retail stores across the country. I would love to see Azur to be more accessible to consumers beyond the e-commerce experience.

Best business advice you’ve ever been given? "Perfect is good but done is better". This taught me that improving over time is a good thing and waiting until something is "perfect" holds me back and limits my potential.

What do you want to see THIC  launch next? I LOVE the THIC Hair Oil!! I even use it on my skin (lol). I would love a THIC face oil. Please make one!

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