"We wanted to wear gorgeous underwear, all day, every day."

We started with two crazy co-founders, full of love for panties and love for each other.

Georgia & Jemima are cousins, best friends, soul sisters and now business partners. The sassy pair identified a gap in the South African market – we all need somewhere to shop for our cute, everyday underwear.


“We don’t believe that beautiful underwear should be saved for a special occasion.  And we don’t believe that gorgeous underwear should creep, scratch, bite, or cost the world.”


So they got together with some of their best girls and fashioned some ideas.  They sketched out some thoughts, they prototyped, they played with colours, they flirted with fabrics… but more than anything, they had fun.


“The final product is a range we love, and we hope you will too!”

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