As a mum of young children, Alicia Cousins found herself looking for clothing that truly supported the everyday demands of motherhood. When she couldn’t find it, she decided to create it herself, while reclaiming her own identity. Pixie & Sherbet came from a simple belief: that activewear should be bold, beautiful and made for everyone. It is a brand that celebrates individuality through colourful, empowering activewear and swimwear that celebrates women in every season of life. Built from the heart of motherhood, Pixie & Sherbet is about more than fashion; it’s about confidence, connection and helping women feel radiant in their own skin. Here, Alicia talks to The Natural Parent Magazine about the passion behind what she does, the pros and cons of running her own business, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Pixie & Sherbet was born from both motherhood and self-discovery. As a mum with little ones, I found myself searching for clothing that truly supported the realities of motherhood – pieces that were comfortable, empowering and inclusive, yet still carried a sense of joy and style.
My usual go-to clothes felt restrictive – too tight and not practical for bending, lifting or chasing after children. Activewear became my solution, but I wanted more than just functionality. I wanted designs that felt luxe, uplifting and expressive.
Creating Pixie & Sherbet was about reclaiming my identity, finding myself again and building a brand that celebrates women in every season of life. It’s about empowerment, inclusivity and reminding women, especially mums, that feeling radiant, confident and supported isn’t a luxury; it’s essential.
The Launch: How did you start out in the beginning?
In the beginning, Pixie & Sherbet was truly grassroots. I was a mum with little ones, working during nap times and late nights, sketching designs, experimenting with fabrics and building the brand online piece by piece.
I leaned into fun colours and playful prints, creating pieces I could enjoy with my daughter. That brought a sense of vibrancy and connection to everything I designed. The name Pixie & Sherbet captured exactly that – the whimsy, colour and sweetness of those early days.
It wasn’t glamorous. There was plenty of trial and error, learning the technical side of e-commerce and constantly balancing motherhood with entrepreneurship. But it was deeply rewarding. Those beginnings gave me resilience and clarity, and they laid the foundation for Pixie & Sherbet to grow into what it is today: a brand that blends luxe design with inclusivity, empowerment, and joy.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough was realising that Pixie & Sherbet could be more than just clothing – it could be a lifestyle brand that truly empowers women.
In the early days, I was focused on fun colours and designs I could enjoy with my daughter. But the turning point came when I recognised a deeper need: activewear and swimwear that combined luxe design with inclusivity, practicality and emotional resonance.
That shift changed everything. It meant moving beyond simply creating garments to building a brand experience – one that celebrates women in every season of life, especially mums who want to feel confident, stylish and supported. I refined technical details like fit and fabric, elevated the visual storytelling and focused on creating pieces that made women feel something.
The innovation was in blending fashion with empowerment. I understood that Pixie & Sherbet wasn’t just about clothes; it was about identity, confidence and connection. That breakthrough gave the brand its heart and set the direction for everything that followed.
Supported by my wonderful Town of Toodyay, and in collaboration with Allevare and Co, friends and inspiring women I’ve met along the way, Pixie & Sherbet continues to grow as a community-driven brand that celebrates connection, confidence and the power of women supporting women.
Yin and Yang: How do you balance work and family?
To be honest, I don’t think it’s ever truly possible to balance work and life perfectly, especially as a mum running a business. There are seasons where one side demands more, and I’ve learned to accept that the scales will tip back and forth.
What makes it possible is the incredible support system I’m lucky enough to have: my mum, my parents-in-law and my husband. They’ve been there to help with the children, cheer me on and remind me that I don’t have to do it all alone. That support has been the backbone of Pixie & Sherbet, allowing me to pour energy into the brand while still being present for my family.
For me, it’s less about achieving perfect balance and more about embracing the juggle with grace, leaning on my village and remembering that both family and business are part of the same journey – they fuel and inspire each other.
