Bridal lingerie to party for

SYDNEY: Michelle See is no doubt looking forward to some much-needed shut-eye.

When she finally gets it, possibly some time in early 2008, the chances are she'll be dreaming of bridal corsets chemises, camisoles, bras and briefs, as the entrepreneurial ex retailer has been "working 24/7" to bring her three pronged concept My Lingerie Room to fruition.

Scheduled to launch officially early next year, See said the label would comprise a wholesale business, online store and bridal shower and lingerie party business.

"My strategy is to avoid the overheads entailed with setting up in retail by focusing on wholesaling, selling via the web and holding events," she said, adding she initially planned to focus on wholesaling to department stores. Her experience selling lingerie at both Myer and David Jones had given her inside knowledge on how to position the label, she said.

"Having worked extensively in department stores I found there was a huge gap in the market for bridal lingerie. Girls were always approaching me asking for the bridal lingerie section but there was never anything really targeted to the bridal market on offer."

Featuring retro "lady of Shanghai" styling, the 20-piece 'My Lingerie Room' collection was intended as a welcome change from traditional lacy confections, she claimed.

"The designs are very simple. Our bridal lingerie includes a beautiful chemise with delicate lace in ivory and a plain corset with matching briefs to go underneath a wedding dress. We not only offer products suitable for wedding occasions but also for honeymoons, as well as stunning black lingerie for eveningwear."

Constructed from premium quality satin with added stretch, My Lingerie Room sizes range from extra small to extra large for garments and 32A to 36C for bras. Designed by See herself with sampling and manufacturing to be completed in China, the label is positioned for the middle market, with bras priced from $30 to $50, chemises at $60 and corsets at around $60 to $70.

Favouring bridal showers and lingerie parties over traditional advertising, See hoped the label's appeal would grow through word of mouth, with brides and bridesmaids clearly not intended as the only beneficiaries of its charm.
"I want women and girls to know they don't have to be getting married to enjoy the label. There's is also a big market out there made up of young single women who have the disposable income to treat themselves."