“After having a baby, gaining a few pounds, or a few curves, wearing flattering undergarments is even more important for your confidence.”

– Noa Arias and Dr. Shaula Yemini

Noa Arias and Dr. Shaula Yemini, the visionary co-founders of Bloomers Intimates, have a mission that was born out of a simple yet powerful realization: as a woman’s body evolves, so too should her lingerie.

With a commitment to comfort and style, Bloomers Intimates caters to women of all ages by offering a range of high-waist lace designs, loungewear, and bralettes. Their creations are not just meant for covering up but are also about embracing and enhancing every curve with grace. In a world where change is constant, Bloomers Intimates believes that true beauty and confidence come from feeling comfortable and sexy, no matter what stage of life you’re in. For Bloomers Intimates, change is not just accepted; it’s celebrated.

SM: What inspired you to create Bloomers Intimates, and how did your previous experiences in tech and marketing shape the brand’s development?

BI: We created Bloomers when we couldn’t find comfortable yet sexy lingerie for women whose bodies had changed over time. Everything that was pretty was uncomfortable. Everything that was comfortable was unattractive. After having a baby, gaining a few pounds, or a few curves, wearing flattering undergarments is even more important for your confidence. Having built a successful tech company and then mentoring many startups, we saw an opportunity here that meets all the criteria for a successful business: we identified a pain point for a large enough market happy to pay enough for our solution to enable a thriving business.

SM: How did you identify the gap in the lingerie market that Bloomers Intimates aims to fill, particularly for women of diverse ages and body types?

BI: Shaula was looking to refresh her lingerie drawer with comfortable, flattering lingerie. So we scoured the online market, both in the US and internationally, we visited department stores in the US, France, and the UK. We were astonished to find nothing that fit our requirements of both sexy and comfortable. It was a white space.

SM: Can you share some of the key milestones Bloomers Intimates has achieved since its founding in 2021?

BI: It took a while to develop our first product. We started during COVID, we had no background in apparel, we couldn’t go to showrooms, so we had to buy fabric over the internet – not a great start. Our break happened when we managed to open the door to a major lace manufacturer. They introduced us to our factory and our pattern designer who found our production manager, both exceptional professionals. We now had a great team, a materials supplier, and a manufacturer and we were off to the races. Key milestones were a terrific Refinery29 article which brought a flurry of visits – and sales of our Her Highness lace briefs in March 2022. We then launched the Pantyloon – our lace biker shorts in winter 22/23 – it sold out in days, and just recently, we launched our lace Sneezeproof briefs and bike shorts. These have a thin light absorbency gusset that feel like a standard gusset but absorbs up to a teaspoon of liquid for ‘uh oh’ moments.

SM: How do you ensure that your designs stay true to the values of comfort, coverage, and sexiness while addressing the changing needs of women’s bodies?

BI: All our products use beautiful, soft 4-way stretch lace that smoothes curves. Our shapes are all high rise, full coverage so the designs stay put and don’t ride up or roll down, and the scalloped edges are an integral part of the fabric, rather than stitched on, so no digging in and no panty lines.

SM: What feedback have you received from customers that has been particularly meaningful or impactful to you?

BI: We’ve received great feedback from customers aged 18-80 +. It’s really heartwarming when we hear from seniors who are so excited to finally have a lingerie brand that makes them feel good about themselves. Noa once got a call from a woman who was turning 90 and wanted to buy herself special lingerie for her birthday.

SM: In what ways does Bloomers Intimates promote body positivity, and how do you hope to influence the broader conversation around women’s self-image?

BI: Our focus is on designing and manufacturing comfortable sexy lingerie to flatter all body shapes and sizes so we use models of all ages and sizes on our site and social media feed. In Netflix’s Emily in Paris, her suitor says “confidence is a pair of sexy lingerie.” We believe this wholeheartedly. Sexy lingerie enhances your self-image and brightens your day. We want people to wear Bloomers and love what they see in the mirror.

SM: Could you tell us about any awards, recognitions, or notable accomplishments that Bloomers Intimates has earned since its inception?

BI: Top magazines and websites have referred to Bloomers as a “cult-favorite,” and our sexy lingerie has been listed in numerous “top underwear” lists.

SM: How do you balance the creative and business aspects of running a lingerie brand, and what challenges have you faced in doing so?

BI: We solicit input on product direction from our customers and work as a team to design creative yet affordable solutions to our customers’ requests. It’s a delicate balance, but we feel we have so far managed it well.

SM: What advice would you give to other entrepreneurs, particularly women, who are looking to start their own business in the fashion or intimate apparel industry?

BI: When you consider starting a business, any business in fact, you must identify a pain point that has not been solved yet. This solution should have a large enough market willing to pay for your solution, and your solution’s price should both be acceptable by that market, and enable you to build a profitable business solving it. Every sector has specific expertise you need to recruit. For apparel, you need material suppliers, production factories, designers, production managers, the list goes on.

SM: What future plans do you have for Bloomers Intimates, and how do you envision the brand evolving in the next few years?

BI: Our brand is all about sexy comfortable lingerie for women’s ever-changing bodies. We have new products under development in this category – stay tuned!

🔆🔆🔆🔆🔆

“We want people to wear Bloomers and love what they see in the mirror.”

– Noa Arias and Dr. Shaula Yemini

Share Your Insights

We’d love to hear your thoughts! Share your comments below:

1. How do you feel about the role of lingerie in boosting confidence?
2. What changes have you experienced in your own body, and how has it impacted your choice of undergarments?
3. Which aspect of Bloomers Intimates’ approach to lingerie resonates most with you?

Join the conversation and let us know your perspective!

Useful Links

• LinkedIn of Noa Arias
• LinkedIn of Dr. Shaula Yemini

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