Jules Canterbury’s goal when she stated Amoralia was to create the ultimate lingerie brand for soon-to-be and new mothers, making them look and feel gorgeous. Ten years on, with 150 stockists in over 30 countries, prestigious awards and an industry reputation for quality, fit and style, those ambitions have been met. The brand has evolved over the years, particularly as production was moved to Europe last year meaning they could make smaller runs in more colourways, as well as developing exclusive collections for the best customers.
“There is still so much to do! But now we have those magic ‘10,000 hours of practice” under our belt – for anyone that’s read Malcolm Gladwell’s best-selling Outliers – we have become experts in our field, and are really looking forward to the next 10 years,” she says.
This season the focus is on comfort but also style, presenting sexy satin & lace collection Allure as well as Amoralia’s anything but basic Seamless range. This 10th year anniversary collection will go hand-in-hand with big plans for Amoralia – Jules has her eye on the US market and there are plans to move into retail with pop-ups around the UK.