By ELLEN LEWIS
My sister used to tease me: “Do any of your readers actually know what you sleep in?” And my response: “Do you have to be a painter to recognize fine art?” After all, merchandising is really a form of curating. Either you have the eye, or you do not. I have always loved the elements of fine lingerie, intricate lace patterns, exquisitely draped fabrics, precious details, and excellent tailoring. Most of all, … Read More
By ELLEN LEWIS
I was never enamored with the idea of walking down the aisle in all white. I get the attraction. I know it’s a keepsake. But there’s just a piece of me that can’t accept its one time use. I’d rather buy a horse. (At least I can ride her any day)Despite this attitude, I most admit that I have always been enchanted with wedding dresses. The intricate, ornate, and detailed integration of … Read More
By ELLEN LEWIS
This season the bridal business is burgeoning. Wedding plans surge as the pandemic subsides. That’s good news for the Intimate Apparel business. As I have said before:
“There is an alchemy between the Lingerie and Bridal Industries. Both worlds are devoted to the feminine self. The products revealed in this space are about beauty and self-esteem; their purpose to bring pleasure, passion, and gratification to a woman’s life.”
In this post, I … Read More
By ELLEN LEWIS
A few weeks ago, I saw this PJ Harlow® image posted on social media and had an Ah Ha merchandising moment which I shared with owner and founder Tina McMillan. PJ Harlow® has always catered to brides. Just scroll through their Instagram and the bridal message appears. But, and it’s an important But, nowhere was there a coordinated statement of the power of the PJ Harlow® bridal products. Consider the bridal shower, … Read More
By ELLEN LEWIS
I don’t even know where to start when describing the Shell Belle Couture bridal brand. It’s an exquisite, showpiece of excellence, a cornucopia of lingerie detail expertly sewn, and a true paradigm of intimate design. In today’s world held hostage by on-line media the Shell Belle Couture campaign imagery sells its story effortlessly. I can vouch that this is all true because I just saw the new Illusions of Grandeur collection and … Read More
By ESTELLE PULESTON
British brand Pure Chemistry’s latest launch is the third instalment in their luxury Asian bridal range. Titled ‘Roshni’, which means light and brightness, it’s a sun-kissed yellow collection to complement their earlier releases in the traditional bridal colors of red and pink.
Pure Chemistry was founded in 2014 in the UK by Dimple Rani. With the wedding lingerie that’s sold in stores there and in the US focusing almost exclusively … Read More
by ASI EFROS
Carol Coelho has mastered the intricacy of lace and silk while first designing magnificent bridal gowns and then, in 2015, launching her own collection of exquisite lingerie, Carol Coelho Intimates.
In my interview with Carol, she gave me a glimpse of her creative process.
“One thing I still do today is what I call a ‘double-take.’ Before I say NO, I look again and ask myself WHY NOT? How can this … Read More
