If you have a passion for pretty knickers and love a good surprise, you’re going to adore Lingerie Letters. Founded by Lauren Graham and Kimberley Wood of online fashion retailer Diligo.co.za and Sylvia Gruber and Margaux Knuppe of beauty box sensation rubybox, this new service is already delighting women all over SA.
The idea is simple enough. You sign up online with your personal details and preferences and every month you’ll receive a surprise pair of panties in the post!
We spoke to Lily Chantilly about this unique business and it’s growing popularity!
Safindit: How did the business come about?
Lily: We’re always looking for a new excuse to buy a cute pair of panties and still love how it feels to receive a letter in the post (not a bill). Combine the two and you get Lingerie Letters!
S: It’s an unusual idea. Are there other online businesses offering anything like this?
L: Lingerie Letters is the first online lingerie subscription service in South Africa. It’s all about reviving the postal service so that you receive a cute surprise pair of panties every month, instead of just the usual boring bills. It also follows on from rubybox and Diligo, where you get to delight yourself from the comfort of your own home.
S: What is it about lingerie that interests/ excites you?
L: I love all the intimate appeal of lingerie, no one knows what style you’re wearing yet somehow you feel more confident wearing that special pair of panties. Plus, I love the variety. Everything from delicate drawers to tom-boy briefs, there’s something for everyone.
S: Where and how do you source your lingerie?
L: All Lingerie Letters panties are made with love in South Africa. We hand-select the fabrics and trims locally and with the South African women’s figure and sizing in mind.
S: What kind of women do you think would subscribe to Lingerie Letters?
L: Lingerie Letters will appeal to a woman who isn’t afraid to play around with her intimates style. One day she can be wearing a sleek pencil skirt, sheer thong and heels, and the next, she is in jeans, seamless boy shorts and a tee.
S: How have you chosen to spread the word about Lingerie Letters?
L: We’ve sent out press packs and included a voucher in the July rubybox. We’ve also had the most wonderful response from friends and family which has led to lots of word of mouth sign-ups.
S: Will you deliver anywhere in SA?
L: As long as you have a postal address, we’ll send you a pretty pair anywhere in South Africa. Both PO Box and physical addresses are welcome.
S: What kind of experience do you hope to give your customers?
L: The surprise element is very important for us. However, you decide on your favourite style (thongs, briefs, or surprise me!) and preferred size (XS – XXL) and then we surprise you every month! So each month brings a different style, but it’s sure to be a wonderful new addition to your delicates drawer.
S: What are some of the challenges you/ your business face currently/ daily?
L: We haven’t run into any challenges as yet, hopefully this is an indication of the future too!
S: What are your hopes for the future of Lingerie Letters?
L: Ideally we’d like the platform to go global – we feel that everyone deserves a monthly surprise treat in the post!