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
By ELLEN LEWIS
Girl With a Serious Dream
It’s been a lovelorn year with cancelled weddings and lost memories. But FINALLY, here comes the bride. Once again, anticipation is about hope. Celebrations are being planned. The bridal business, dormant for the past year, is beginning its comeback. The Intimate Apparel industry is changing as the market turns once again on its axis. As the desire for elegant, sensual lingerie percolates, bridal designs reap the … Read More
By ELLEN LEWIS
I met Michelle Blenkinsopp-Guild, founder of Shell Belle Couture, shortly after she launched her luxury collection in 2010. I was immediately smitten. Her beautiful bridal designs, created in England, are lingerie masterpieces. Composed with European silks, tulles, and leavers laces, they are heirloom pieces that hark back to a time when precious underpinnings were all the rage. I imagine a scene out of The Great Gatsby, where elegance, romance and sensuality … Read More