(Filed Under wholesale Lingerie News). Avery Rose Lingerie launched online about a year and a half ago, with an elegant, embellished collection of bralettes and matching bottoms. Now owner Jennifer Coll is looking to place the line in select retail shops, and will exhibit an expanded group at the New York Curve show in July.
Coll told BODY she first conceived of the line when she was looking for a special bra to wear underneath a transparent top for an evening out. Unable to find a suitably attractive bra in her own wardrobe, she decided against wearing the blouse altogether. Further, unsuccessful searches throughout the marketplace convinced her that a group of pretty, meant-to-be seen lingerie was something for which other women might be looking.
Avery Rose is made in Los Angeles, using Italian lace and other luxurious fabrics, often embellished with beading or Swarovski crystals. Currently bralettes range in retail price from $65 to $395, bras from $25 to $395, panties from $25 to $60 and thongs are $28.
Moving forward, Coll plans to expand the collection and include some lower priced items. For example, four new bodysuits are being added that will retail from $60 to $150. She is also “in the process of developing lace tops/shirts, robes, slip dresses and one size kimonos.”
In addition, “We will have six new underwire structured bras to debut at Curve. We have more than that under development, but six will definitely be making their appearance at Curve.”
“We are introducing traditional bra sizing in our new collection (example: 32-36 B, C, D, DD),” she continued, “and the cost of manufacturing those items is significantly higher than our previous collection. But we believe we can still manage to offer our new styles at a retail cost of between $100-$200.” Underwire styles will be at the upper end of the range, probably between $150 and $200.
Coll explained the manufacturing costs involved with her creations. “We are striving to be unique and special by having all of our bralettes be embellished with some sort of crystal, accessory, or beaded strap. Aside from making our lingerie in Los Angeles, which costs more than making in China, for example, we use high quality lace and other materials, Swarovski crystals and have hand beading on most of our new styles.”
Despite the emphasis on elaborate embellishment, the designer insisted “I can’t stand things that are not comfortable.” She said her styles are designed to fit well enough to be worn all day long, yet be fashionable enough to go “from boardroom to the bedroom.” Before starting Avery Rose, she explained, “I had T-shirt bras, sport bras, sexy bras, but nothing that could go all the time, from boardroom to the bedroom.”
Coll got much of her design and fashion sensibilities from a long career as an international fashion model. In addition, she worked as a fit model for certain leading apparel labels, and was often called upon to provide opinions and feedback during the creation of garments.
The Avery Rose label takes its name from the middle names of Coll’s two daughters. Contact the company at email@example.com. — NM
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