Lee-Anne Kassel Interview
For nearly two decades, Lee-Anne K. has been at the forefront of innovation in the mother and baby care industry. As the Founder and CEO of Kasselot Evanesse (Pty) Ltd, she has dedicated her career to reimagining breastfeeding products that combine science, empathy, and style. From advanced nursing pads to feeding bras, the Evanesse Range is designed to keep mothers comfortable, confident, and supported through every stage of their journey. Today, Lee-Anne’s vision extends beyond breastfeeding essentials. With plans to expand into everyday sportswear and children’s clothing, and with a patented innovation in the United States ready for licensing, Evanesse is poised for global growth. Her long-term goal is clear: to make Evanesse a trusted name in every household, recognized worldwide as a brand that empowers mothers with solutions built on care, innovation, and trust.
The Inspiration behind Evanesse
We started the interview by asking, “What inspired you to create the Evanesse Range, and how has the vision evolved over the past two decades?”
Lee-Anne Kassel replied, “The inspiration for Evanesse came from recognizing a gap in the breastfeeding journey. Too often, mothers experience discomfort and self-consciousness during what should be a nurturing and empowering chapter of their lives. My goal was to design products that make women feel supported, dry, and comfortable. We began with nursing pads, built on advanced materials for better absorbency, softness, and breathability. Over time, the brand expanded into feeding bras and other essentials that go beyond functionality they instill confidence. Listening to mothers has been key to our growth; their challenges inspire our innovations. Today, the Evanesse Range has become more than products it’s a movement to improve breastfeeding experiences globally. What started as a single idea has grown into a mission that puts women first, offering solutions designed with empathy, care, and modern innovation at the core.”
Standing Out in the Mother and Baby Industry
The Worlds Times: How do your products stand out compared to traditional nursing solutions?
Lee-Anne Kassel replied, “Evanesse products are unique because they are created with a blend of innovation, empathy, and real-world practicality. Traditional nursing pads and bras often prioritize either function or style, but rarely both. With Evanesse, mothers get highly absorbent, breathable, and skin-friendly nursing pads that are also eco-conscious something today’s mothers care deeply about. Our feeding bras are designed for everyday wear, blending comfort and flexibility with modern style, so women don’t feel like they’re sacrificing their identity while breastfeeding. The biggest difference, however, is our commitment to continuous improvement. We don’t believe in static designs; we upgrade and adapt constantly, using feedback from mothers and the latest textile technologies. Beyond functionality, our products support emotional well-being by helping women feel confident and cared for. That’s the true distinction: we design not just for utility but to empower women through every stage of their journey.”
Overcoming Challenges
The Worlds Times: Can you share a challenge you faced in building Kasselot Evanesse and how you overcame it?
Lee-Anne Kassel replied, “One of the most significant challenges was competing against big international brands with huge marketing budgets. Their global presence often overshadowed smaller innovators like us. Early on, I realized we couldn’t fight them on visibility alone, so instead we focused on authenticity and building genuine connections with mothers. Word of mouth became our most powerful marketing tool. Mothers who tried our products became advocates, sharing their positive experiences with others. We also partnered with smaller, independent retailers who valued unique, high-quality products. Over time, this grassroots approach built a loyal customer base and created international opportunities. It was a slow but steady climb that taught me resilience and patience. Rather than chasing quick wins, we concentrated on building trust, which ultimately gave us longevity in the market. Today that foundation is what makes Evanesse stand out even when competing with industry giants.”
Branding and Global Positioning
The Worlds Times: How important has branding and design been in positioning the Evanesse Range internationally?
Lee-Anne Kassel replied, “Branding and design have been vital to establishing Evanesse as a credible and desirable brand. In the mother and baby industry, trust is paramount. Mothers want assurance that what they are buying is safe, effective, and thoughtfully designed. Our branding conveys exactly that warmth, reliability, and innovation. We ensure that every product, from its packaging to its functionality, reflects simplicity, elegance, and practicality. Our design philosophy is to combine performance with aesthetics so mothers feel proud using our products. This approach elevates breastfeeding accessories from “just functional” to lifestyle essentials. Internationally, strong branding allows us to stand out in crowded markets and makes it easier to build partnerships with distributors who are seeking quality brands with clear identities. For Evanesse, branding isn’t just about visuals it’s about building long-term trust and loyalty while positioning ourselves as a modern, forward-thinking global name.”
Expanding Horizons and Licensing Opportunities
The Worlds Times: What are your long-term goals for your business, and how are you working towards achieving them?
Lee-Anne Kassel replied, “Our long-term goal is for Evanesse to be recognized worldwide as a household name among mothers a brand they trust and recommend. To achieve this, we’re diversifying our product line, moving beyond nursing solutions into everyday sportswear and kiddies’ clothing. This expansion will allow us to remain part of a mother’s journey even beyond breastfeeding, strengthening brand loyalty. Another key focus is licensing our American patent. We are currently seeking a reliable, reputable brand or distributor in the U.S. to enter into a licensing agreement. This partnership would allow us to scale more effectively in the American market, leveraging local expertise while maintaining our quality standards. By combining innovation, expansion, and global partnerships, we are laying the foundation for sustainable international growth. Ultimately, our vision is to empower mothers everywhere while building a legacy brand rooted in care and innovation.”
Innovation at the Core
The Worlds Times: What role do innovation and research play in your product development process?
Lee-Anne Kassel replied, “Innovation is the heartbeat of Evanesse. From the early days when I was exploring nanotechnology, I realized that smart materials and advanced design could transform everyday products. This thinking continues to guide us. Our nursing pads and feeding bras are developed through rigorous research into absorbency, breathability, and eco-friendly fabrics. But innovation is not just technical it’s also about listening closely to mothers. Their lived experiences are the most valuable research we have. Every upgrade, whether in design or function, stems from solving a real problem faced by breastfeeding women. We blend science, creativity, and empathy in equal measure. This cycle of innovation ensures that our products stay relevant in a rapidly evolving industry. For us, research and innovation aren’t one-time efforts; they are continuous commitments to ensure mothers always have access to the best, most thoughtful solutions possible.”
Lessons in Leadership
Lastly we asked, “What advice would you give to other leaders who want to follow a similar path?”
“My advice to aspiring leaders is simple: start with passion and empathy, then let resilience carry you forward. Building a business in any industry is tough, but when your mission is deeply personal like supporting mothers it gives you the drive to overcome challenges. Listen to your customers; they are your greatest teachers. Don’t chase perfection right away focus on creating solutions that genuinely make a difference. Surround yourself with partners who believe in your vision and hold onto your integrity, even when faced with shortcuts. Growth takes time, and setbacks are part of the journey, but persistence pays off. Most importantly, lead with heart. Success isn’t just about numbers or global reach it’s about the lives you improve along the way. If you stay grounded in that truth, you’ll not only build a business but also create a legacy worth remembering.” Lee-Anne Kassel concluded
Connect with Lee-Anne Kassel on LinkedIn
For more information visit Kasselot Evanesse (Pty) Ltd
Also Read:
Matthieu Dallon – Shaping the Future
Raghuveer Channaiah: Driving Business Growth
Marie-Helene Savard Practice Executive
