You should be able shop these styles right now at oasis-stores.com, but I can’t seem to get through to the store. I do however expect prices to be around the same as previous collections (+/- £20 per set) at Oasis stores in the UK.

Q: Why did you decide to start your own lingerie boutique on the net?
A: I have been passionate about lingerie since I can remember, but probably at the tender age of 15 I seriously started to care! I was never a big fan of lingerie shops although the shops as such can be gorgeous but for me, no cold boutique changing cabins… pitiless mirrors, shop assistants that tend to open the curtain while you are still standing there half naked trying to pull things over your hips…(I am sure there are some lovely sales ladies out there I just have never met one yet…) really traumatised me, trying on the delicious new garments with a glass of Champagne (or tea) & Candle light at home just made me become a passionate internet shopper!

My best friend being from London – and a big lingerie fan herself – helped me discover some very beautiful frilly lingerie delights from Uk designers and I just wanted to put together a selection of Must-Have items that I would love for myself and for my friends! So I thought why not taking it to the next level and open my own site with my favourite “lingerie artists”. I am a fulltime-working Mum (in the music business) and have been doing this on the side, but hopefully soon I can concentrate fully on all those glamorous Lingerie delights!

Q: What brands do you carry and which are your favorites?
A: I have selected my brands over a period of time and “hand picked” the items I sell! I discovered some amazing designers at the Paris Lingerie salon 2008 (at the Spicy Garden) and through blogs like The Lingerie Post.

I wanted suppliers that were not easy or obvious to find in France and it was a question of falling in love with the lingerie pieces.

The brands I carry are: Ophelia Fancy (my little favourite, designed by the lovely Stevi Jelbart and Emma Sandham-King), Miss La La, Ell & Cee, Carmen Gonzales (coming soon), some fun pieces from Carol Malony, I could not find Mimi Holliday on French sites and though it was so very gorgeous, I also supply Playful Promises and Odille which I thought have very beautiful pieces for a reasonable price, coming soon is Maya Hansen (amazing corsetry) and I just discovered the fabulous Vintage Opulence that I will show on my site very soon.

Q: Where do you hope to be a year from now, business-wise?
A: I hope in a years time things will have taken off and I can still be there and do what I love: run my fabulicious, delicious, utterly sexy online lingerie boutique!!

We wish her the best of luck, and will keep all of you updated with Fabulicious news!

The core target customer is aged 18 – 24. She’s a regular high street shopper and has a real appetite for fashionable clothes. She generally makes considered purchases, which is why she loves Oasis – our collections are wearable and can transcend seasons while still having a fashionable edge… Following the acquisition of Coast in 1998 and a management buyout in 2001, the Oasis brand continues to grow from strength to strength, operating from 109 outlets and 161 concessions across the UK and the Republic of Ireland, achieving an annual average turnover of £200million.

Oasis isn’t just a store, it is closer to a lifestyle including a magazine, newsletter, and a growing number of brands. It seems similar to the brand strategy used by The Limited in the US during the 1980s.

The online store is very usable, but requires a speedy internet connection. There are many pieces to choose from including these lingerie selections. The store uses a closet metaphor and the pieces are shown on hangers.

Selecting a piece brings up a product page with sizing details (don’t expect any sizes except 34A to 36C). The store uses an in-place zoom (described here).

To accomplish this zooming technique, a large image is loaded in the background. See a few samples below:

The items are well crafted and have many flourishes and details. Most pieces are £30.00 or under and check back with the site for sale items.

All images are from Oasis. Visit their site for more details and purchasing.