The Secret Behind Secrets In Lace

July 14, 2015

red bullet

I  just saw the new Secrets In Lace campaign. Company owner, Dan Whitsett, a good friend, shared his current vision with me and as with much that he has done to build his vintage inspired brand, I was blown away. Admittedly, it has a lot to do with the photography and his focus on plush models who own their figures. It’s also about leveraging key items and integrating them into everyday wardrobes, particularly for a woman who loves retro lingerie.


When I met Dan, almost 10 years ago, Secrets In Lace was already an established website business anchored by the stocking category. Frankly, this has been, even from its inception, the go to venue for hosiery and garter belts meant to be functional as well as fantasmal. My introduction to Dan’s quest for Intimate perfection was all about the pieces of lingerie that coordinate with stockings and garter belts. In particular, his quest for the perfect bullet bra, a project he had been nurturing for many years prior to our meeting, was a driving force behind his development plans. It’s not hard to see Dan’s Navy background because he was relentless in this discovery process and sales prove that Secrets In Lace has, in fact,commandeered the best fit in the market for this shape.


Dan’s approach to building a niche website worthy of a loyal fan following has been inspirational in our brand merchandising strategy on Lingerie Briefs. Like my belief that the shopping experience should be a visual buffet, he has channeled his resources into extraordinary photography of beautifully curated product worthy of his reader’s attention. I am particularly on point with the Secrets In Lace credo: Product performance combined with feminine elegance is the most profitable formula for retail success.


“Relentless Improvement Of The Product And Upgrading Of Consumer Tastes
Are The Heart Of Merchandising” ~Christopher Lasch


  1. Daniel Whtisett Tuesday - 14 / 07 / 2015 Reply
    Hi Ellen - thanks for the wonderful article!
  2. Lingerie Theory Tuesday - 14 / 07 / 2015 Reply
    Absolutely gorgeous :) love the pictures.



Mission Statement

Lingerie Briefs is my virtual Lingerie boutique. The merchandise that I feature are all products I have personally reviewed and which I would be proud to carry in my own shop. It is an artistic and literary destination providing insight to both the Lingerie Industry and Lingerie Consumer. Our mission is to prove that … 
 Ellen Lewis