How Bloomers Intimates Designs Lingerie That Celebrates Changing Bodies
Dr. Shaula Yemini, Co-Founder of Bloomers Intimates, shares how her brand fills a gap in lingerie for women whose bodies have evolved through age, motherhood, and more. This interview reveals how listening deeply to an underserved market and focusing on comfort and confidence drives loyalty and growth.
In this edition of the Ecommerce Authority Playbooks series, we dive into how
Bloomers Intimates grows, retains customers, and prepares for the future of search in 2026 and beyond.
The interview
1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?
Dr. Shaula Yemini: Bloomers Intimates was born from a simple frustration: we couldn’t find beautiful, comfortable lingerie designed for “the reclaimed feminine” – the woman whose body had changed with age, motherhood, menopause, weight fluctuations, and life itself, but still wanted to be her sexiest self. After decades as an entrepreneur, I knew that when a genuine pain point exists and no one is solving it, there’s an opportunity to build something meaningful. So when my daughter Noa and I went searching for stylish, flattering lingerie and came up empty-handed, we realized there was an entire generation of women being ignored by the lingerie industry.
What makes Bloomers different is that we design for women who have lived real lives. Most lingerie brands focus on younger consumers willing to sacrifice comfort for style. Our customer refuses to accept that tradeoff. So we designed beautiful lace panties that embrace their body shapes with soft, stretchy full coverage for all-day comfort. We celebrate their changing bodies rather than treating them as a problem to solve, because we believe “Change is Beautiful.”
2. Since launch, what have been the 1-2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?
Dr. Shaula Yemini: The first major turning point was realizing that our initial target market was far larger than conventional industry wisdom suggested. We launched with a single lace panty designed for women who wanted comfort and beauty in equal measure, and the overwhelming response confirmed that there was a white space in the lingerie market. We stopped trying to fit into traditional lingerie marketing and instead embraced our customer fully. That decision created remarkable loyalty and repeat purchasing.
The second turning point was expanding beyond that first product. Once customers trusted us, they wanted more solutions built around the same comfort-meets-beauty philosophy. So we added new styles, new fabrics, and added bralettes and loungewear to meet our customer demand. Our bralettes provide more underarm coverage, our panties’ shape stays put all day, our camisole skims your body, and most importantly, our panty styles are also available in leakproof. Every woman above 40 knows how important that is.
3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?
Dr. Shaula Yemini: Our strongest growth drivers are paid social, email marketing, and of course, customer referrals/word of mouth.
Our messaging focuses on how women feel as much as on how they look. We talk about confidence, comfort, femininity, and the realities of changing bodies because that’s what resonates with our customer.
Email performs well because our customers don’t just buy products—they buy into a philosophy. We communicate with them as women navigating the same life stages, which creates a deeper connection than typical promotional messaging.
Perhaps most importantly, referrals have been powerful because women are genuinely surprised when they discover lingerie that is both beautiful and comfortable for every body. When an 80-year-old customer tells us she never imagined she could feel attractive in lingerie again, that’s the kind of experience people naturally share with friends.
4. How are you thinking about search in 2026 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?
Dr. Shaula Yemini: We’re increasingly focused on creating content that answers real customer questions rather than simply targeting keywords. AI search rewards expertise, authenticity, and clear problem-solving, which aligns well with our brand.
Because Bloomers was founded to solve a specific problem, we have a deep understanding of issues surrounding body changes, comfort, fit, confidence, aging, and femininity. We focus on publishing content and customer stories that address those topics directly. The goal is to become a trusted source, not simply a retailer.
We’re also investing in founder-led storytelling because AI platforms increasingly surface original perspectives and firsthand experience. As founders who personally created the products we wanted but couldn’t find, we have a story and expertise that AI can recognize as authentic.
5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?
Dr. Shaula Yemini: Everything starts with delivering a product that exceeds expectations. In our category, women are often skeptical because they’ve been disappointed before. When they discover a lace panty that is genuinely comfortable, flattering, and wearable all day, that’s the beginning of the relationship.
Beyond the product, we work hard to make customers feel seen. We celebrate women at every stage of life and feature real customer experiences. Our messaging consistently reinforces that changing bodies are normal and beautiful.
Programs like our “Change is Beautiful” size-change guarantee also reinforce our commitment to customers over the long term. We’re not just selling underwear—we’re acknowledging that women’s bodies evolve and promising to evolve with them.
Finally, because Bloomers was built by a mother-daughter team and is rooted in authentic personal experience, customers often feel like they’re joining a community rather than simply making a purchase. That emotional connection is what turns customers into advocates.
6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?
Dr. Shaula Yemini: Double down on:
Solving a genuine customer pain point rather than chasing trends.
Listening obsessively to your customers.
Building trust before expanding your product line.
Developing a clear point of view that differentiates you from larger competitors.
Creating products that generate repeat purchases and customer advocacy.
Stop doing:
Trying to appeal to everyone.
Assuming conventional industry wisdom applies to your customer.
Copying competitors’ messaging.
Expanding product assortments before proving product-market fit.
Making decisions based solely on what is fashionable rather than what customers actually need.
One lesson I’ve repeated to Noa (my daughter and co-founder), throughout our partnership is that most “impossible” problems are solvable if you’re persistent enough. As we often joke internally, many entrepreneurial lessons boil down to a single principle: where there’s a will, there’s a way.
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