In Search of Style: The Launch of Avery Rose
“We are in an era of such female empowerment and I think the things we’re seeing speak to that movement of choice, freedom, individuality, and self-love.” – Jennifer Coll, Avery Rose.
Bralettes may be the hottest thing in the lingerie industry right now, but to Jennifer Coll, the woman behind Avery Rose, they’re more than just a buzzword or a passing trend.
“Obviously, I love that since Avery Rose’s inception bralettes have been hugely popular,” she told me in a recent interview, “[but] I don’t think bralettes are a trend at all. Rather, they came out of a desire and necessity for variety in every woman’s wardrobe. Bras serve so many needs and not every bra will be right for every woman. We are in an era of such female empowerment and I think the things we’re seeing speak to that movement of choice, freedom, individuality, and self-love. I love the fact that women are embracing their bodies and loving themselves just the way they are.”
It hasn’t always been this way though. For Coll, the Avery Rose journey began long before she’d even begun to consider launching her own brand. It all started with a hunt for a bra – a bralette, rather – that at that time didn’t seem to exist.
She wanted a barely-there style that would work with particular garments, but all she could find were padded and push-up styles. “Solution” bras existed, but they were about as attractive as the name makes them sound. What Coll really wanted was a bra as pretty as it was practical. Something delicate and skimpy, designed to work with – not alter – her natural figure.
“…I don’t think bralettes are a trend at all. Rather, they came out of a desire and necessity for variety in every woman’s wardrobe.”
After trawling the internet, department stores and independent boutiques, and still coming up empty-handed, most people would give up. But Coll was determined to have her bra, even if she had to design it herself. She decided to visit a trade show, but it was as much a personal shopping trip as it was a business research one.
“I wasn’t even seriously considering starting my own lingerie business.” she explained, “I had an inkling of what it would take monetarily as well as time, dedication and sheer magnitude of work necessary, and honestly was realizing that it would be a huge endeavour with real risk of failure. My real objective in going to Inteﬁlière Paris in 2015 was to ﬁnd what I was looking for, not to start a company.”
And what better place than a lingerie trade show with 550 brands in attendance to find a particular style of bra? But, Coll recalls, “I saw a ton of the same stuff from [almost] every brand… That’s when the realization hit me… I decided I could actually have something to offer to women and the lingerie industry, and when I returned home I began the process of starting Avery Rose.”
The hardest hurdle to overcome was finding a factory, especially since she wanted production to be local. But she struck lucky when she found one in Los Angeles, telling me “They have been able to fulﬁl my every need and are an excellent factory with extensive resources”. Coll also hired two designers to help put the ideas she has in her head down on paper. Her namesake Jennifer bralette was the first Avery Rose creation to come out of their collaboration – it’s now a bestseller.
Avery Rose is going from strength to strength, with floods of requests for custom designs, and a new collection to be unveiled at CURVENEWYORK later this month. Many enquiries have been about styles with added support, and the new range will include some wired bras. But Coll is quick to point out that she is not completely changing her brand.
“I still want to stay true to my niche and original vision of Avery Rose,” she says, “and in that respect, I will continue to make my line in the United States with some sort of embellishment on each bra. I have also received many requests to do swimwear. We are venturing into that arena with a few styles and will see how it is received, but we are excited to expand and give our devotees and customers what they desire.”
As well as CURVENEWYORK, Coll plans to host some private shows though details are yet to be confirmed. “We also plan on doing a pop up here and there and really hope to be showing in Paris next year,” she revealed, “We have trademarked our name all over the world and look forward to expanding overseas.” Perhaps in the not too distant future, Coll will be back on the floors of Inteﬁlière, only this time exhibiting rather than visiting!