Evlove Intimates – Customizable Lingerie Online

Evlove Intimates (yes, that would be evolve spelled backwards) has been selling lingerie since the Fall of 2006.  Shortly after their inception, Evlove joined the prosumer movement, allowing customers to customize lingerie items on the Evlove website.  Evlove founder Jenny Dombroski took time to speak with us about her company and adventures in e-tailing.

Chicago Tech News: How long have visitors been able to customize lingerie directly off your website?

Jenny Dombroski: Since February of 2007.

CTN: What has the consumer reaction been?

JD: Fantastic!  My customers are loving their product and loving the experience of creating it themselves. This design your own experience is what sets Evlove apart and I think women are thrilled to add to their collection a few pieces that truly reflect their own individuality and style.  Pretty, comfortable and personalized – that’s a trifecta in the “underworld”!

CTN: What platform is your site built on and who developed the customization module?

JD: The site was designed by Fathom Industries and they built it on Drupal which is my underlying CMS.

CTN: Where are the actual pieces sewn?

JD: Once a customer places their order, everything is hand-cut and sewn in Chicago.  My head sewer has being sewing for over 20 years!

CTN: How often to plan on mixing up the materials and pieces available?

JD: Evlove will always be mixing up the options available to customers.  Our signature fabric has become a luxurious modal, so we’ll always have it available and will offer more colors and patterns as we grow.  In addition, we will continue to add new styles – moving more toward the sleepwear and loungewear category as that’s what our customers seem to be asking for.

CTN: You started out selling your product at party events.  Do you see the online store as an extension of your original marketing or a channel for an entirely new set of clients?

JD: Actually, Evlove’s website was always part of the initial marketing plan and in fact my intention was to have it be the larger part of my business model.  It’s taken a little while for me to get a handle on ecommerce – it was very foreign to me initially.  The parties were an extension of the business that allowed me to have the face time with my customers that I craved as a business owner.  I will continue to expand the party events simply because I love it so much and because the demand for them is growing nationwide.

CTN: Given that your business model is predicated on customization, is it practical to move it into a storefront?

JD: Funny you should ask that….I just recently launched an in-store program in the Chicagoland area.  Boutiques were asking for my product but I was hesitant to deviate from my brand, the foundation of which being the design-your-own concept.  What the stores now have is an Evlove display where a customer can go through the design process as they would online or at one of my parties – picking their style, fabric choice and trimmings like elastics and bows.  The boutiques submit the orders to us and we ship the finished product directly to the customer or to the store for pickup.  The response has been great considering it’s only been available for 2 months!