“Our product is accessible to every woman and is designed to make her feel amazing – whether he sees it or not!” – Emily Bendell, Bluebella.
by Michelle Broomes
Multi-award winning company, Bluebella is one of the UK’s fastest growing brands for lingerie and sensual accessories. Founder and CEO, Emily Bendell, raised the business from a small home-based enterprise to a multi-million pound affair, growing it by 150% in 2010.
With best-selling ranges already obtainable through e-commerce markets such as ASOS and Figleaves, this year the brand successfully unveiled its products in famous high-end department store, Selfridges, trading from the flagship location on London’s Oxford Street.
Currently distributed internationally in Australia, France and Italy, the Bluebella brand is aiming to go global and is presently seeking to entice a greater section of the US intimates market.
Emily, a graduate of the prestigious Oxford University, founded Bluebella in 2005 after working a summer job in a high street lingerie shop. She created Bluebella to fill a gap in the intimates market for high-end lingerie and bedroom accessories that appealed to women who were not afraid of expressing and exploring their sexuality, deemed as the ‘Sex and the City generation’.
Bluebella’s mission is to enable this section of the market to confidently exude and enjoy their sensuality with indulgent intimate goods but without the luxury price tag. The range includes bras, night and lounge wear, erotic toys and bedroom accessories.
The Bluebella philosophy is that these provocative and playful possessions are to be embraced and revelled in, even if it is just for one’s own delight.
“For too long lingerie has been immersed in ‘dressing up for your man’ but to me, lingerie is a luxurious self-indulgence and self-expression,” says Emily. “Our product is accessible to every woman and is designed to make her feel amazing – whether he sees it or not!”
And in line with the brand’s mission, Bluebella won the licence in 2013 to market lingerie and sleepwear inspired by Fifty Shades of Grey, that famous erotic trilogy conjured up by author E L James that took the literary world by storm.
“The ‘Fifty Shades effect’ has benefited our business and the books have played a significant role in shifting perceptions of female sensuality,” Emily informed in local media Daily Mail last year. “’This is core to our vision too, so we feel this is a perfect partnership.’
But the female empowerment vision doesn’t just end there. The Bluebella brand is not just about seducing women with racy lingerie and lovestuff; it also provides the opportunity for them to build a career by becoming brand consultants in their communities and through personal websites, known as social selling. Such a dynamic and innovative business model, undoubtedly, paved the way for the company to be awarded Small Business of the Year at the Women of Worth Awards in 2011.
And Bluebella is set for another winning combination with its current lingerie and ‘erotic chic’ collections. The “Provocative” range, with its boudoir appeal, includes basques like the “come hither” Belgravia in red and black; peek-a-boo cut bras including the gorgeous Tatiana with oversized bow; beautiful bondage inspired looks like Catarina, Eden and Vivienne; sultry suspender belts; curve hugging corsets featuring the Venice- an opulent design embellished with sumptuous brocade; and bewitching barely-there satin body bows begging to be untied. Pairing with the brand’s seductive hosiery and sassy body adornments will surely produce an ultra-sexy combination.
Frills and flounces embellishing bedtime pieces lend charm and” girliness”, whilst flowing fabrics and relaxed cuts will keep them comfortable and easily slipped on and off.
Fortunately, the collection comes with a sensuous but every day wear assortment, so brand fans don’t have to wait until inside the boudoir to put on something that’s fabulously frisky. The beautiful Cordelia, a bust enhancing balconette with high rise lace overlay and Ophelia, a plunge (pads optional) black number with stunning back detail are two worthy daytime contenders.
With an extensive range of teasing treats, a girl is sure to feel like a belle in Bluebella intimates.