I think I should start this first blog entry with a little introduction. I run ever-so-sexy.com and am definitely a lingerie fanatic spending most of my time thinking about lingerie or the associated issues of running an online lingerie boutique. When Bert at TLP asked me to be a regular contributor to TLP I was first of all very flattered and then having agreed – terrified! What, I wondered, would I find to write about twice a month that would be both “expert” and interesting. As I explained to Bert, I can be a bore on a national scale when it comes to talking about my business… but some of the issues of running a business, even in the lusciously lovely world of lingerie, can be very dull.
So, what should I choose for my first topic? Much head scratching and pencil chewing ensued while I searched for inspiration. You’ll be glad to learn that I dismissed important topics such as quarterly tax returns, import/export rules and search engine optimisation in favour of ROMANCE.
With Valentine’s Day only just around the corner the subject could not be more topical. Lingerie is almost unique among clothing in its strong association with romance, love and passion and is a top choice purchase among men looking for something special to give to their significant other. This is very relevant to ever-so-sexy because we specialise in the pretty and the sexy stuff – no woollen vests on our site!
Approximately 80% of our customers are men buying lingerie gifts for their partners and you can forget the stereotypical helpless male in the lingerie department of your local store because some of our gentlemen really know their lingerie! And for those that don’t there is the comfortable anonymity of the web coupled with the kind guidance of our customer care staff.
With romance as my subject I could recommend lots of lovely undies from the site, like the one pictured above, but instead of that I decided to access our sales stats to create a romance index – a list of where the most romantic men live…. Now that is a subject that should interest the single girls among the TLP readers on. Before the results I should apologise to the readers outside the UK as I have restricted the survey to the UK only. This is because we are based in the UK and the UK customer sample is larger for that reason. And the larger the sample the more valid the results – and here they are:
2% Northern Ireland
3% South West
Interesting results! The first thought that occurs to me is that the Englishman is much underrated on the romance scale, and it really does not matter if he is a Yorkshire man of very little words or a smooth city trader from the South East, under the skin they are both love bunnies. Not so the Scots… very sad results from Scotland. In fact I will let you into a secret we have more women than men buying in Scotland which totally bucks the trend for our site.
Romance is very much on our minds at the moment at Ever-so-Sexy, not because we are in love (though some of us may be) its just because Valentines Day is just around the corner and all our thoughts are turned to what would be best to offer our customers… and I’ll continue on that theme with my next entry…
Gill Fernandez – Ever So Sexy
A background in finance and sales but a deep desire to do something more feminine brought Gill into the world of lingerie when she decided to form her own company Crysalis Ltd which trades on line under the name www.ever-so-sexy.com and specialises in the glamorous, pretty and down right sexy stuff..