Can you tell us about yourself and what inspired you to set up your business?
I’m Lucy. I am a bra fitting specialist and Mummy to an amazing little girl.
I first became interested in lingerie – and bra fitting in particular – when I was a teenager. I discovered I was a natural 30” band, which really wasn’t widely available in high street shops. I was often traditionally ‘measured’ into ill-fitting substitutes that did nothing to support me as I was developing. I felt that there must be another way; that there must be other girls out there also like me.
My frustration at not being able to find what I needed, motivated me to research bra fitting methods and different lingerie brands. I sourced lingerie using the internet and soon taught myself how to fit, without the need for a measuring tape. I very quickly began fitting my friends and family and advocating the importance
and benefits of a well fitting bra to anyone who would listen!
I used those early negative experiences as inspiration for how I would do things differently, if I were to set up on my own. I was determined to share my knowledge with, and help, as many other women as possible, so after years of sitting on the idea and working in several unfulfilling occupations, I finally plucked up the courage to create my specialist bra fitting boutique, Allura Lingerie in the summer of 2014.
It is such a wonderful feeling when I can help a woman find her correct bra fit, and she rewards me by saying she feels like she has brand new boobs! So often, we ladies put ourselves bottom of the list, after everyone else’s needs. It is therefore amazingly special when I can give a lady her figure back, make her feel
more comfortable, and build up her body confidence & self-esteem, all in one.
What tips would you give other women who are thinking about setting up their own business?
Do your homework and establish the need first, but don’t overthink it too much. Your natural instinct is so important, and if you feel something will work, you are already putting positive energy into it, and are tuning in to the overall vision for it’s success.
The most important thing I have learned on the Be Digital programme so far, is the importance of planning, and setting yourself goals and targets. Getting clear on what you want to achieve and where you want to go, from the outset, will save you so much time and energy further down the line.
Make time to spend with that one person who understands you. The one who calms you in your spells of mania, shares in your passion and enthusiasm, buoys you up when you’re despondent. Anyone who supports you like that is gold dust, and deserves your utmost appreciation.
Your boutique is beautiful and the lingerie you sell is just gorgeous – what are the benefits of the internet for your business?
Thank you!
The internet is a fabulous and essential resource for any current business, and what I find especially beneficial for Allura is that social ability to reach out and connect with just about anyone. At the touch of a button, I am able to communicate and share with people what the ‘Allura’ experience involves; whether that be through written content, imagery or video. Testimonials and reviews are absolutely priceless for drawing potential customers in, while email marketing helps maintain customer interest, and showcases my latest products and offers. I am excited to see how tools like the newly established Periscope will impact on how business owners connect with their customers. Such direct and personal contact, I think can only help elevate customer satisfaction and experience.
What are your future plans for Allura Lingerie?
I am really excited for 2016 and beyond. I would love to develop an in-house lingerie label and create my own products in collaboration with a talented local designer.
My first challenge of the year, is making the shift to exclusively stocking D-K cup sizes; which is a rather bold move, but ultimately will allow me to offer a greater range of products, in a more appealing way. Think less mainstream, and more of an independently curated collection!
More immediately, I am focused on building brand awareness and getting exposure, because getting people through the door of my shop is paramount! I am developing a new interactive, user-friendly website from which I can run a blog to reach out to customers; and plan to offer online sales from this later in the year.
I really want to get across to women that bra fitting doesn’t have to be scary or embarrassing, so will be shouting my message loud and clear all year: “Make Friends With Your Boobs!”
Get fitted today at Allura.
Photographs by Rachel of RJM Photography.
Name of interviewee: Lucy Sharp
Business name: Allura Lingerie
Website: www.
Facebook: www.facebook.com/alluraltd
Twitter: twitter.com/alluralingerie
Business type: Lingerie and specialist bra fitting service
Location: Morpeth, Northumberland