Lingerie Emma: A Quebec Lingerie Company Built on Passion and Intuition
Behind every Quebec lingerie company lies a story. Lingerie Emma's story is first and foremost that of Emma Dunn, a passionate businesswoman who successfully imposed her vision on the world of lingerie in Quebec.
From the age of 14, Emma knew that school wasn't for her. What she loved was human relationships, direct contact with people. She quickly went into business, armed with her instinct and an irrepressible desire to offer women lingerie that truly reflected them.
A Quebec Lingerie Company Built on Experience and Intuition
Twenty years later, Lingerie Emma has become an undeniable benchmark. And yet, nothing was simple. Emma had no training in administration, and managing accounting and inventory was a significant challenge. But she compensated with a unique approach: selecting products not based on cold analysis, but on her gut feeling, her expertise, and above all, her intimate knowledge of her clientele.
"I'm not Cartesian. I choose my collections the way I choose my business relationships: by feeling," she confides.
Thanks to this approach, she has built strong relationships with renowned brands like Chantelle, Marie Jo, and Prima Donna, carefully selecting each piece to offer the best to her customers.
Bold Growth and a Decisive Turn
In 2008, Emma took a risky gamble: moving her shop from L'Assomption to Repentigny, expanding from a small 800-square-foot space to 2500 square feet.
Today, a 10,000-square-foot space welcomes customers, a symbol of her rapid growth.
Lingerie Emma is not just a Quebec lingerie company. It's a place where every woman is welcomed with kindness, where "fitting" is at the heart of the service, and where it's understood that a well-fitting bra can transform self-confidence.
A Balance Between Work and Personal Life
Being an entrepreneur also means learning to juggle priorities. For Emma, the balance between work and family has long been a challenge, especially as a single mother.
"My son, Édouard, was a real wake-up call. I promised him I wouldn't work on Saturdays or evenings, and I keep my word," she says.
A difficult commitment to keep in such a demanding environment, but one that allows her to remain present for him while continuing to develop her business.
Anticipating Trends: A Matter of Flair
In the world of lingerie, being ahead of trends is crucial. For this, Emma doesn't just rely on supplier catalogs: she travels to major international trade shows, spots new products, and draws inspiration from market developments.
"Lingerie often follows fashion and cosmetic trends. For example, recent collections are inspired by themes like Wild Garden or Sunset, with colors that evoke nature and golden sunsets."
Another strong trend she observes? The abandonment of highly structured underwire bras in favor of a more natural look. "Free nipple is gaining popularity; we're moving away from big push-ups to a freer, more confident bust," she explains.
A Commitment to All Women
Over the years, Emma Dunn has also understood the importance of social commitment. Whether through her support for causes close to her heart or her inclusive approach to lingerie, her company is part of a solidarity initiative.
She is involved with the Fondation Académie François-Labelle, where she is a partner and honorary president of fundraising evenings. For her, supporting education means investing in the future of young people. Her commitment to this foundation aims to provide support to teaching staff, parents, and especially children, to nurture their curiosity and success.
For several years, she has also contributed to the Fondation Yvon Michel, which supports breast cancer research. A cause essential to her, as she wishes to give back to the community and support medical advancements in this field.
Lingerie Emma has also collaborated with Le Chaînon for over ten years. In addition to supporting this organization that helps women in difficulty, Emma donates pajamas to residents, offering them a little comfort and dignity during an important transition. A long-standing partnership that aligns with Emma's and her company's deep values.
Finally, she is involved in Ride de filles, a charity event supporting the Quebec Breast Cancer Foundation. Through this initiative, Lingerie Emma reaffirms its commitment to the cause and the importance of screening and support for women affected by the disease.
"I've always wanted all women to feel beautiful, regardless of their size, age, or story. Lingerie should never be a source of stress, but a tool for well-being."
Local Buying: Between Demand and Reality
Emma also notes a growing enthusiasm for Quebec and Canadian brands. But the market has changed: 100% Quebec lingerie companies are becoming rare. Formerly, brands like Ariane Lingerie or Grenier dominated the local landscape. Today, the offer is more limited, and many brands have their collections produced abroad.
Nevertheless, Lingerie Emma continues to prioritize partnerships with brands that share its values and offer a variety of sizes to dress all women.
What's Next?
While Emma Dunn's journey already seems impressive, she doesn't intend to stop there. After having been a corsetry expert on TVA, Canal Vie, Télé-Québec, and Radio-Canada, she would like to return to television and share her expertise even more.
What won't change? Her involvement on the ground, her infallible instinct, and her commitment to offering women the best possible experience.
Because Lingerie Emma is not just a boutique. It's a Quebec lingerie company founded on boldness, intuition, and passion.
