Lingerie entrepreneur Michèle Poynter has been named a judge for the 2015 UK Lingerie Awards.
Poynter, who founded Mish, a specialist independent lingerie company based in Cornwall, will join other industry experts in judging this year’s brand categories when they meet in Central London next week.
Poynter launched her multichannel retail company with just £2000 from her living room in 2008.
The firm started as an ecommerce website before joining the high street in 2010.
Throughout this time, Poynter’s ethos has always been to put the customer at the heart of business, only stocking brands and products that are of high quality.
She believes education and empowerment to be at the centre of addressing the stats on the percentage of ladies wearing ill-fitting bras.
Mish now sells worldwide, with growing markets in Canada, Australia and Poland.
“I am so pleased to invite Michèle onto our 2015 judging panel,” said Sarah Blackman, editor of Lingerie Insight, which organises the Awards.
“She grew her business from the ground up and so she knows exactly what it takes to run a successful brand.”
There are 21 Award categories this year, 17 of which will be judged two separate panels of leading intimate apparel experts.
One panel, comprised of retailers, buyers and trend forecasters, will meet on October 6 to assess the brand categories and choose their winners.
The second panel, made up of brands and agents, will judge the four retail categories, including Department Store of the Year, Multiple Retailer of the Year, Independent Retailer of the Year and Digital Retailer of the Year.
Any judge who works for a nominated company was not allowed to vote in that category.