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About Us


Our constant quest for the uniquely glamorous and luxurious niche lingerie leads us to source the most inspirational and talented new lingerie designers. 

We offer luxurious, fabulous designer lingerie, - chic and seductive, - to suit both the careful budgets to the extra-extravagant! 

We are specialists at hand-picking the best new talent. We are proud to support new designers’ progress with the ultimate aim of achieving their international reputations. 

Our motivation is your satisfaction. From your feedback and comments we strive to be the ultimate online lingerie boutique.


We have created a luxury niche collection which has gained cult like status with our customers, who range from internationally high profile celebrity clients to the discerning individual.

Our beautiful, sexy and comfortable lingerie and loungewear is for women of all shapes and sizes – for them to feel sensational.

Enjoy our treasure trove overflowing with exquisite designer lingerie which any sophisticated woman could possibly desire.

A word from Annabel


As a teenager I traveled to Italy and lived with family friends. Back then I quickly realised that British underwear was far behind continental lingerie. My Italian girl friends had beautiful, elegant lingerie compared with my more functional 'underwear'!

My interest in beautiful lingerie was underway. I set out to investigate the lingerie market, - to source unique niche designers, quality garments, find the desirable and different. In 2004 my mission led me to research the web, and this revealed an opportunity in market. I could not find an online boutique selling niche designer lingerie labels. The warehouse sites were out there, but nothing ‘bijou’ – nothing of charm, or the quality of design to appeal to the modern woman.

I decided to do something about it, to create an online boutique of stunning lingerie unavailable on the ‘High Street’, and to scout for the very best new talent.

The site went live in May 2005. We were immediately picked up by the Financial Times, who promoted in their “Best places to Browse Online” feature. Since then we have continued to raise eyebrows of appreciation!

Word of mouth has established as a superior site for desirable designer lingerie online. We are proud to retain an extremely loyal following – with our early customers ordering time and again. 

We hope you enjoy what offers. We would love to hear your comments and suggestions. Please click here to leave us a message.

We will continue to excite and delight!

Annabel Founder