The original lingerie set that first went viral on Instagram
Have you ever heard of a Thailand women’s clothing brand born out of an Instagram post? Well, my first time hearing that was when I spoke to Didi, the founder and creator of Lacylace, a Thai lingerie brand that I have fallen in love with, who shared with me how she started her business of making beautiful intimate wear.
“It started about 2 to 3 years ago, I was making one set for marketing purposes on Instagram. I was overwhelmed by how well it was received there and that gave me confidence to make a few more. And just like that, I started Lacylace.” Lacylace’s founder Didi, who is originally from Indonesia, founded Lacy Lace boosted by the success of her products on Thai social media and is now based in Pattaya.
A Sensual and Classy Alternative to Wacoal
“Many of my clients live in Phuket. Hence, I started to consign my pieces in a few boutiques there.” Lucky for me, that’s how I discovered Lacylace. I was thrilled as I was finally able to find underwear that were not from Wacoal. There is Victoria Secret where I love shopping my panties. However, not having a va-va-voom body type, I prefer the more sensual and classy cutting, with comfortable materials but without too much padding. No push up bra for me but a lingerie piece that embraces a girl’s natural beauty.
In short, it was love at first sight and touch for me with Lacylace. I feel their products are truly made for us women to celebrate our sensuality, to embrace the beauty of our natural silhouettes. There are no additional structures that are designed to create curves to please or to make us to feel inferior when it’s time to face the naked truth.
“My designs are simple and made for everyday wear. I collaborate with women living near me, who provide me with their craftsmanship while I provide them with employment so that they could support their families. What’s special about Lacylace is every piece of finely crafted Thailand women’s clothing is unique. Each set demonstrates the skill and labour of love of each seamtress. She is the one who “creates” the set from start to finish. Even within the same collection, each piece is a bit different from the other, thanks to that personal touch. What does that mean to the clients? It means she is the only person in the entire world who has it!”
What I love about Lacylace, besides the cut and quality of their intimate wear, is that the price points are very reasonable. If you’re here in Thailand clothes shopping, you’ll be happy to hear that Lacylace’s pieces are usually in the range of 1,500 baht per item (at time of writing, THB is trading at 35.43 to the dollar). Their most expensive set of lingerie to date is 1,880 thb, which is absolutely a steal for such design and quality. Lacylace is only available at few boutiques in Phuket (Island Magic at Bluetree), Koh Samui (Fair Artisan Store) and Koh Tao. However, you can visit their Instagram @lacylace_thailand and DM Didi directly to shop for her Thailand women’s clothing and even distribution!
Building an Intimate Bond between Brand and Client
When being asked what the near future plan for Lacylace, Dini revealed with Tai Tai Tan Thai Life that the brand is in the process of creating a breastfeeding bra!
“My customers are usually women who want to look sexy and comfy on any occasion. The designs I make are simple for everyday wear, I believe the great quality of the lace I pick is what earn us returning customers. At the moment, most of my clients are returning ones. What makes Lacylace really special are they are all handmade. Therefore, no two pieces of Lacylace are exactly alike. And, as Dini passionately shared with me, each collection has limited pieces, “so if you see something you like, you better snatch it quickly!”
When I was breastfeeding, my bra definitely did not look delightful at all. It was purely functional, a GRANNIE bra with an opening, ready for my baby to latch onto. Hence, I really look forward to seeing how Lacylace can whip up something that can help mothers during that challenging and demanding time feel great about themselves. Last but not least, I have to take my hat off to Lacylace out of respect for their efforts to grow the brand along with its customers. There is nothing more precious than building an intimate bond with the client when creating the ultimate intimate wear that their clients would love to have on their skin every single day.
