British designer Damaris Evans started her label, Damaris Lingerie, from her kitchen table with a £5,000 loan from The Prince’s Trust in 2001.
She became renowned for creating the original trademark design of the back-bow knicker after launching her debut collection at London Fashion Week that same year and this instantly sparked a craze of copies on the high street.
Damaris has since grown into an international creative powerhouse, flying the flag for British design in 37 countries.
Evans has won a number of prestigious accolades, including the Elle Style Award, ‘Young Enterprise of the Year’, and the ‘Inspire and Mentor’ Marie Claire campaign.
She also received a personal invitation to meet Her Majesty Queen Elizabeth II at Buckingham Palace to mark a celebration of British design.
In 2003, huge demand carved the way for Mimi Holliday, a fun and quirky diffusion brand that maintains the same wild and creative brand identity of Damaris, but with a more affordable price point.
Mimi Holliday has now diversified into maternity, nightwear and loungewear. Mimi prides itself on its exceptional fit and wide range of sizes.
The brand reported a 47% uplift in its online sales in the year to December 2016 compared to 2015. Wholesale profits have also seen an increase, with the brand focused on recreating its online successes in this area. It is currently looking for new worldwide distributors.
Evans still designs each collection herself and is actively involved in every aspect of her business, working alongside a team of ten at their Primrose Hill head office.
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Company: Damaris Ltd
Address: Unit 18 Utopia Village, 7 Chalcot Rd, London, NW1 8LH
Tel: 020 7636 7060
Focus: Lingerie wholesale and retail