Founded in 2001 by a designer Damaris Evans, the Damaris brand marched into the lingerie industry with its very fresh and unique, now signature, styles, such as Bow Knicker and cheeky bottom cleavage. The brand concept was to create high fashion, avant-garde designs in natural luxurious fabrics in order to seize upon the gap in the lingerie market that has been dominated by nylon lace and cotton Lycra for years. Spawned something of a lingerie revolution, the brand became an instant success.
The heart and soul of the brand is the St Martin’s fashion print design graduate Damaris Evans who, at the age of 25, started her own lingerie business from her kitchen with a £5,000 loan from the Prince’s Trust. Damaris’ goal was to sell her lingerie in the Europe’s top lingerie departments. When she first took her collections to Selfridges and Le Bonne Marche in Paris, both stores immediatelyadded them to their inventory, despite a retail price ranging from £125-£3,000 per piece.
The next challenge was to conquere the fashion press, that unanimously found the Damaris concept to be a hit and awarded Damaris the title of “Lingerie Queen.” Damaris styles were featured in ES, Vogue and Elle, and as a result, a waiting list for the Bow Knicker in Selfridges, spawned an instant celebrity clientele and buyers from Harrods, Harvey Nichols, Liberty and Browns Focus followed. All stores have since featured Damaris in their window displays.
Damaris Ltd is run in-house from its headquarters in the heart of Shoreditch, East London.
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