Estelle Puleston has many strings to her bow – she’s the founder and editor of lingerie blog Esty Lingerie, a designer-maker of her own lingerie line and a freelance copywriter and digital marketer for the industry.
In 2009, whilst living in Paris and studying for her degree, she decided to launch an online lingerie boutique on a whim. Two years later, she added a blog to the site and soon realised that writing was where her true passion lies.
She redesigned her site and turned it into a dedicated blog, but visitors can still find a curated selection of independent designer lingerie and her own handmade designs under the shop tab.
Estelle writes regular reviews on lingerie styles from large-scale and independent suppliers, including Agent Provocateur and Zo.
She also publishes thought-provoking opinion pieces on topics such as the difference between ‘lingerie knock-offs’ and the original; why bras cost what they do; 10 reasons why indie designers are vital to the lingerie community; and hateful comments in the industry.
The trends section of Estelle’s website provides an overview of popular shapes, styles, fabrics and colours launching on the market, such as high-neck halter bras, velvet lingerie styles, bras with under-boob cut-out details and lingerie-inspired swimwear.
Estelle also offers advice on fitting and caring for lingerie. Topical articles have covered the best and worst online bra size calculators, what machine washing does for your lingerie, whether stores should charge for their fittings and a guide to seams, styles and shapes.
As well as being a blogger, Estelle is also a keen sewer and regularly provides expert tips for beginners on how to make knickers and lingerie accessories.
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Company: Esty Lingerie
Focus: Lingerie blogger and maker