This week Underlines catches up with Caroline Edge, Country Manager for Aubade Lingerie (UK & Ireland). She explains how lingerie captured her imagination and passion and is an industry she loves. She has worked both direct facing to the consumer at retail level and to B2B customers and stockists.
Your previous life?
I am 41 years old and grew up in the Shropshire countryside with my parents, two brothers and two sisters (me being the middle of the clan). After attaining my BA Hons in Business, I spent a year travelling the world and I had the most incredible experience of my life. Experiencing different cultures; budgeting on a shoestring and dealing with new situations are one of the best educations one can have in life.
When I returned, I began working in a local lingerie boutique, which is where my love for lingerie first began. This is where I discovered my passion and not only that, the incredible impact and effect great lingerie has on women. I wasn’t selling a product, I was selling confidence, self-esteem and making women believe they are worth it – magic!
I realised I wanted to combine my two loves: lingerie and travel. I went on to inundate Maison Lejaby’s Stephen Morrow with my CV. He finally caved in and I became a Sales Rep for the brand. I upped sticks and relocated to Bristol to begin working with my ‘Lejaby family’.
After several years, I moved to London and joined the ‘well-oiled’ machine, Van de Velde. I worked as an Area Sales Manager for the South of the UK for over eight years. I loved my experiences with both companies, where I learnt so much. That brings me to the present day.
What is special about working at Aubade?
I was headhunted by Aubade and made the Country Manager for the UK and Ireland. I look after the Key Accounts whilst managing independents and a small team. Aubade is one of the most daring, innovative and captivating lingerie brands in the sector, and I feel proud to be an ambassador for them.
Why the world of underwear and swimwear?
There is something special about our industry. Retail has changed and evolved so much over the years but one thing that hasn’t changed is that people like to feel good. There is nothing more rewarding than making others feel great about themselves and that is precisely what great fitting beautiful lingerie does. It’s like a hidden secret – nobody knows what lingerie you are wearing but it makes you feel empowered. In wholesale, we provide the tools to do this and it is the fantastic stockists that perform the magic!
What is different about working in this sector?
It’s such an emotive sector to work in and everyone that is in lingerie tends to stay in the industry which makes it feel like a family. I am a people’s person and I have a genuine interest in understanding others, which is exactly what intimate apparel is all about.
A Typical Week in your life
There is nothing typical about my week which is what keeps this job so interesting. There is a lot of analysing of reports and organisation centred around a strategic approach to growth. I have many meetings throughout the week with my colleagues in Paris and my key accounts. My most enjoyable moments are visiting the customers to present the breathtaking collections. I just LOVE that reaction when customers see the collection for the first time.
Those Special Moments in your career
During my time working at the lingerie boutique, my incredibly inspirational boss gave me the responsibility of setting up a new concept – a swim and resort-wear boutique to run alongside the lingerie store. This was a fantastic learning experience! This gave me the foundation and confidence to progress in the industry.
Other special moments would have to include relocating to new cities for each of my roles. I would relocate not knowing anybody, but I always knew I would find my feet. I’m a country girl at heart but I always love the hustle and bustle of a city – it’s like the theatre of life!
If you were not working in this sector then what do you think you would have done instead?
Hmmmm…well, with my love for dancing, I probably would have been a dancer for the Moulin Rouge.
Your proudest moment to date?
My proudest moment would have to be exactly where I am now…becoming the Country Manager for such an iconic French brand. I feel proud to have been given the chance to work for the brand and I am looking forward to exploring ways I can develop Aubade within the UK. There are exciting new developments and new things for the brand moving forward…..Watch this space!
Your biggest mistake?
I don’t believe in regrets as I believe everything happens for a reason! Everything happens at exactly the right moment just as it is meant to. All experiences are for learning, evolving and growing. They just make you a better and more in tuned, rounded version of yourself. They either tell you what you really don’t want or lead you to knowing what you do want.
What is your greatest challenge?
My greatest challenge now is to reignite this iconic brand within the UK. I have always admired and appreciated the unique qualities of Aubade. I feel extremely excited at the prospect of giving the brand its sparkle back with a growth push in the UK and Ireland.
The one product you cannot live without?
A good travel bag – compact of course. Because I never know where my journey is going to take me. Always be prepared 😊
Time out?
I love an adventure! Being able to travel and discover new places with my friends and spending time with family is so important to me.
Pet Hate?
Oh wow…….Spilling food crumbs (often chocolate) down me whilst snacking in the car enroute to a customer. Grrrrr! If you know, you know 😉
