A business founded on innovation and taking risks has instant appeal. I spoke to Isadore Tozer to find out how creating hand-made lingerie on her Grandma’s sewing machine has grown into a thriving online venture.
It’s often said that it is the intangible that creates confidence in a person – a certain air of poise and seduction. True confidence is effortlessly charismatic and as Christian Dior famously said,
“Real elegance is everywhere. Especially in the things that don’t show.”
Tell me a bit about Isadoreintimates?
IsadoreIntimates was born just over two years ago. I found someone on Facebook who was making her own lingerie and selling it online. I was so inspired and intrigued by this idea that I thought, I can do this too, but better. My Mom invested £70 into my business, making me promise I would do my best to pursue my hobby. I practised for hours on my Grandma’s sewing machine until I finally made something that was wearable. I had no experience whatsoever and from there, that’s how things got started.
Where do you get inspiration for your designs?
I take inspiration from nature, fashionable people that I see on the street or online and there are other lingerie brands that I look up to. It plants an idea in my head and from there I start designing.
Who is your favourite designer/artist?
What’s your favourite piece that you’ve ever designed?
A lingerie set from my new collection. I’ve put a lot more thought into the details of this collection, working with straps and multiple types of lace and fabric in one piece.
If you could choose any one person, dead or alive to design a piece for, who would it be?
I don’t necessarily look up to one person in this world but it would be incredible to design a piece for someone like Marilyn Monroe and for it to be remembered like her iconic white dress.
What are the biggest challenges of running an online business?
No one telling you how you should do things. Learning it the hard way. No one to help you or to give you advice. It’s also hard to mentally to push yourself and to put all of your energy and time into it. In the beginning, I was really struggling because I didn’t know how to show my pieces to the world. I didn’t have influence, traffic or followers online seeing my work, but if you push through that time and focus on what makes you happy, good things will come your way.
What’s one piece of business advice to give someone starting their own business?
Make a business plan before you spend any money at all. Work hard and don’t give up when things are not working out.
How do you like to relax and unwind in your spare time?
I love going for walks in Victoria Park in London and playing my guitar.
What are your future plans and ambitions for your business?
I just got into London College of Fashion to study Fashion Contour, so basically becoming a pro in lingerie design. I hope to see my work grow and to be admired by people from all over the world. And oh, I would love to someday open my own boutique.
Shop the collection
With a range of bralettes, camisoles, briefs and shorts, there’s something in this collection for everyone. Isadore’s designs showcase the shape and natural curves of the female form and feature the alluring textures of lace and delicate embroidery.
Browse here and get 15% off your first order and use the code: STYLEIMPRINT