Hello! Alex Pluthero here guest blogging for Brarista!

Driven by the frustration of never finding the perfect bra in my size, I set out in 2018 to design the ultimate comfort-focused bras for D+ women. We launched in 2020 with our debut product, the Freedom Bra—a wireless, supportive bra available in sizes D to HH. Since then, we've grown into a trusted brand, hailed by Grazia as the "go-to bra for women with big boobs." With over 17,000 bras sold, features in every major publication, and availability in more than 48 stores worldwide, we continue to empower and support women everywhere.

Starting a lingerie brand can feel like a whirlwind of inspiration, creative ideas, and countless to-dos. Reflecting on my 6-year journey, there are a few things I wish I'd known at the beginning – insights that might save you time, money, and a few headaches along the way. Here are five key lessons that shaped my business and, hopefully, can help you on yours!

1. Talk to Everyone and Get Lots of Feedback

   
   

   When you're starting, it can be tempting to keep your ideas under wraps, waiting for the "perfect reveal." But truthfully, talking to people and gathering feedback is one of the most valuable steps you can take. Friends, family, people in your target demographic—even if they're not your exact customer, they can give you fresh perspectives. The feedback you collect will help you refine your ideas and avoid spending too much time or money on something that might not resonate. So don't be afraid to share! Every bit of feedback, positive or constructive, is gold.
   
   
   

   

   
   

2. Understand What Sells vs. What You Want to Make

   
   There's a huge difference between what you love creating and what will sell consistently. I learned this the hard way. For example, fashion colours and unique designs are fun and look incredible in photos, but the reality is, staples like black, nude, and white are the consistent sellers. Your customers may admire the bold colours but often choose neutral pieces for everyday wear. So, while creativity is key, remember to balance it with customer needs and patterns—especially when it comes to stock planning! I know lots of brands that actively advertise their bold fashion colours as a way to draw people into their website, but they almost always end up buying the basic colour! Also, a small number of customers with a big voice can persuade you to make design changes, but I wouldn't advise making rash decisions.
   
   

3. Manufacturing and Suppliers: Find People You Can Trust
   
   

   If there's one thing that can make or break your brand, it's your manufacturing and supplier relationships. Finding trustworthy, reliable manufacturers takes time, but it's worth every minute. Ask for recommendations, look for industry reviews, and don't settle for the first factory you talk to. This process can be tough; samples might arrive late, or quality may vary. A good manufacturer will understand your vision and work with you on quality and deadlines. Finding the right partners may take longer, but it's a non-negotiable investment in your brand's long-term success.
   
   

4. You Can Do a Lot Yourself
   
   
   

   

   
   
   When you're starting out, costs add up fast. It can feel overwhelming, and you'll be very tempted to hire people to fill in your gaps. My advice to you: you don't need to pay agencies for every little thing. With the tools and tutorials available online, you can often get a lot done yourself, from building a simple website to crafting your brand's look and feel. As your brand grows, you can invest in these areas, but in the beginning, DIY can save a lot of money and give you a solid understanding of each aspect of your business. Plus, you'll probably want to change everything in your first year anyway (it's like redecorating a house!) so keeping it cheap early on gives you that freedom.
   
   
   

5. Have a Clear Message
   
   

   

   
   
   This one's huge. The lingerie market is competitive, and these days customers have options from around the world at their fingertips. You have about 30 seconds to grab their attention, so make sure your message is clear. Think about what you want people to feel when they see your brand. Is it comfort? Confidence? Support? Don't try to do it all. Be specific. A strong, clear message will set you apart and connect you with your customers on a deeper level. Know your "why" and let it be the heartbeat of your brand.

All in all, starting a lingerie brand is a challenging but rewarding journey. Remember to seek feedback, balance creativity with customer needs, find reliable partners, embrace DIY, and stay true to your brand's message. With these insights in mind, you'll be well-equipped to navigate the ups and downs of building your dream lingerie brand. Stay focused, stay passionate, and most importantly, enjoy the process of bringing your vision to life!

If you wish to reach out and talk to me about your brand, here's my Calendly link.

Good luck!
Alex