An Intimate Talk with Ellen Lewis, Founder of Lingerie Briefs

By ASI EFOS

 Interview with Ellen Lewis about Retail & Brand Success… and Lingerie Briefs

Asi Efros welcomes Ellen Lewis Editor‑in‑Chief and Founder of Lingerie Briefs for an insightful conversation about her legacy in intimate apparel and the story behind one of the industry’s most respected voices.

In this Intimate Talks interview, Ellen dives into the evolution of buying and merchandising, her mission to identify quality wherever it lives, the role of storytelling in lingerie, what sparked her desire to create a space that highlights, nurtures, and elevates brands at every stage, and what intimate apparel brands can do to maximize their performance and exposure.

Ellen Lewis built her expertise over four decades in intimate apparel, beginning with eight years at Abraham & Straus Department Stores, followed by twelve years at R.H. Macy’s, where she held roles as Buyer, Merchandise Manager, and VP of Intimate Apparel Private Label. These early years sharpened her merchandising instincts and gave her a deep understanding of the women she served.

She then joined Nap, New York, and Bennett & Company, overseeing product development for Victoria’s Secret and launching new brands including Crabtree & Evelyn Sleepwear and Jacalyn Bennett Lingerie.

A graduate of the University of Pennsylvania with a background in art history, Ellen was inspired to write deeply knowledgeable and authentic commentary on lingerie. In 2009, she launched Lingerie Briefs as a “virtual boutique” a literary space that brings together industry trends, artisanal brands, and trusted editorial insight.

Now, having just celebrated the magazine’s 16th anniversary, it’s clear that Lingerie Briefs has transformed into an institution of editorial content and purposeful narration.

Published daily (except on weekends), each article reflects Ellen’s merchant sensibility reviewing and showcasing brands she’d be proud to stock in her own store. She never accepts affiliate marketing or sponsored posts, ensuring readers trust that her recommendations come from expertise and integrity. At the same time, Lingerie Briefs offers space to Spotlight Partners brands that support the magazine and receive special recognition in return.

Over the years, Lingerie Briefs has evolved beyond Ellen’s solo vision into a curated collective. Now featuring guest contributors and trend-focused series such as Survivor Stories, Breast Health, Sustainability, Intimate Talks, Bridal, Swim, and Men’s Briefs, the platform offers global insights on innovation, ethics, and cultural movements in lingerie.

It’s also important to acknowledge Shirley Freeman, co-founder of Lingerie Briefs, whose dedication, insight, and partnership helped bring this vision to life. Together, Ellen and Shirley have cultivated a publication that values talent and truthful storytelling.

The magazine has become a trusted resource for boutique buyers, brand founders, and intimate apparel professionals. What began as a strictly B-to-B online publication has evolved into a B-to-C platform admired by readers worldwide, with 60,000 monthly viewers across 95 countries. Clients and readers praise Ellen’s deep knowledge of every facet of the lingerie industry and her ability to recognize what truly matters in quality, design, and storytelling.

To explore the world of lingerie through Ellen’s lens and to discover both emerging and established brands visit www.lingeriebriefs.com, or tune in to Intimate Talks with Ellen Lewis and be inspired by her vision and legacy.

Contact:

Ellen Lewis
Editor-In-Chief of Lingerie Briefs Magazine
Email: ellen@lingeriebriefs.com
Website: www.lingeriebriefs.com
Instagram: @lingeriebriefs_