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Growing support for new lingerie business


By Adrian Curtis


Julie Kervadec, 32, and Lara San Gil, 31 from AmaElla lingerie. Picture: Keith Heppell
Julie Kervadec, 32, and Lara San Gil, 31 from AmaElla lingerie. Picture: Keith Heppell

Ideal Christmas present for the lady in your life

Two women hoping to launch a lingerie business raised almost three-quarters of their £10,000 crowdfunding in their first week.

Julie Kervadec, 32, and Lara San Gil, 31, a Cambridge MBA graduate, met while studying for a masters in international marketing and communication in Madrid and now hope to launch an ethical line of cotton lingerie.

They were accepted into the Cambridge Social Ventures incubator programme in January and named their business AmaElla, which is a play on words meaning ‘she loves’ or ‘love her’ in Spanish.

They set the target at £10,000 so they could fund their first production run, but within days they were almost two-thirds of the way towards it and now the firm is set to become a hit.

Ms San Gil said: “We got £7,300 in a week. It has given us a fantastic boost. We hope to hit our target within a week.

“A lot of the pledges are from the “A lot of the pledges are from men buying for their wives or girlfriends.”

She added: “We thought crowdfunding would be a good way to test the market because we don’t have an advertising budget.

“It is also a way for us to assess how many orders we would get. It is a good test to give us credibility and to show investors what we have done already. It empowers you too.

“Cotton allows the skin to breathe, but it is quite boring – it is either white, black or flesh.

“We want to eventually take the brand global and if we raise more money through crowdfunding it will allow us to release more styles of lingerie to our customers.”

You can help by pledging https://www.theupeffect.com/amaella-sustainable-and-ethical-lingerie/



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