We speak to Aimee about how an idea that started on her mum's kitchen bench has now turned into a successful intimates brand as she gives us an insight into her manufacturing process, ethical & sustainability practices, the new Bowie Collection and more!
Your brand has grown so much over 7 years, could you please share with us how the idea of Aimee-Cherie Intimates came about?
Aimee-Cherie Intimates is one of those 'started on my mums kitchen bench' stories.
After I finished studying at TAFE the little lacey bralettes from my graduate collection became popular on what was a fairly new platform back then, Instagram. Back then there was no plan or strategy to make the brand what it is now, it was just making a product that fitted into my wardrobe which was super relaxed and refined to classic, no frills kinda of things. It was over time that I realised there were plenty of other women out there that wanted comfortable but not daggy lingerie too.
Each piece in your collection is handmade by your team in Melbourne. Was this something that was always important to you since launching? How has it benefited your brand having everything made in your Melbourne studio?
Your new Bowie bamboo collection has already proven to be super popular amongst customers. What was the inspiration behind this collection?
The amount of fabric I purchase is also only how much I know I can make and actually sell so it doesn't end up going to waste. When you come into our studio there isn't rolls and rolls of fabric and trims and notions everywhere. It's minimal to the amount we'll actually be using within a few months at a time. And where possible I try to source our fabrics and notions from local suppliers to reduce our carbon footprint.