Lingerie Emma: A Quebec Lingerie Company Built on Passion and Intuition

Behind every Quebec lingerie company there is a story. The story of Lingerie Emma begins with Emma Dunn, a passionate businesswoman who made her mark in the world of lingerie in Quebec.

From the age of 14, Emma knew that school wasn’t for her. What she loved was human connection and direct interaction with people. She quickly ventured into business, armed with her instincts and an irresistible desire to offer women lingerie that truly represented them.

A Quebec lingerie company built on experience and intuition.

Twenty years later, Lingerie Emma has become an essential reference. Yet, nothing has been easy. Emma had no formal training in business management, and managing accounting or stock was a significant challenge. However, she compensated with a unique approach: a product selection based not on cold analyses, but on her instincts, expertise, and most importantly, her intimate knowledge of her clientele.

“I’m not a rational thinker. I choose my collections the same way I choose my business relationships: by feel,” she confides.

Thanks to this approach, she has built strong relationships with renowned brands such as Chantelle, Marie Jo, and Prima Donna, carefully selecting each piece to offer the best to her customers.

Bold growth and a decisive turning point

In 2008, Emma took a risky bet: relocating her store from L’Assomption to Repentigny, expanding from a small 800-square-foot space to 2,500 square feet.

Today, a 10,000-square-foot space welcomes customers, symbolizing her rapid growth.

Lingerie Emma is not just a Quebec lingerie company. It is a place where every woman is greeted with kindness, where fitting is at the heart of the service, and where it is understood that a well-fitted bra can transform self-confidence.

A balance between work and personal life

Being an entrepreneur also means learning to juggle priorities. For Emma, finding a balance between work and family has long been a challenge, especially as a single mother.

“My son, Édouard, has been a real wake-up call. I promised him that I wouldn’t work on Saturdays or evenings, and I keep my word,” she shares.

A commitment that is difficult to maintain in such a demanding industry, but one that allows her to stay present for him while continuing to grow her business.

Anticipating trends: a matter of instinct

In the world of lingerie, staying ahead of trends is crucial. To do this, Emma doesn't just rely on supplier catalogs; she attends major international trade shows, spots new products, and draws inspiration from market evolutions.

"Lingerie often follows the trends of fashion and cosmetics. 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 very structured underwired bras in favor of a more natural look. "The free nipple trend is gaining popularity, moving away from heavy push-ups to embrace a freer and 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 that are close to her heart or her inclusive approach to lingerie, her business is rooted in solidarity.

She is actively involved with the Fondation Académie François-Labelle, where she serves as a partner and honorary president of fundraising events. For her, supporting education is an investment in the future of young people. Her commitment to this foundation aims to offer support to teachers, parents, and especially children, nurturing their curiosity and success.

For several years, she has also contributed to the Fondation Yvon Michel, which supports breast cancer research. A cause that is particularly important to her, as she wants 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 need, Emma donates pajamas to the residents, offering them some comfort and dignity during an important transitional moment. This long-term partnership aligns with the deep values of Emma and her business.

Lastly, she is involved with Ride de filles, a charitable event supporting the Fondation du cancer du sein du Québec. Through this initiative, Lingerie Emma reaffirms its commitment to the cause and the importance of early detection and support for women affected by the disease.

"I've always wanted all women to feel beautiful, no matter their size, age, or story. Lingerie should never be a source of stress, but a tool for well-being."

Local shopping: between demand and reality

Emma has also noticed a growing enthusiasm for Quebec and Canadian brands. However, the market has changed: 100% Quebec-based lingerie companies have become rare. In the past, brands like Ariane Lingerie or Grenier dominated the local landscape. Today, the offering is more limited, with many brands having their collections produced abroad.

Nevertheless, Lingerie Emma continues to prioritize partnerships with brands that share its values and offer a wide range of sizes to dress all women.

And what's next?

If Emma Dunn's journey already seems impressive, she doesn't plan on stopping there. After being a corsetry expert on TVA, Canal Vie, Télé-Québec, and Radio-Canada, she would like to return to television and share even more of her expertise.

What won’t change? Her hands-on involvement, her infallible instincts, and her commitment to providing women with the best possible experience.

Because Lingerie Emma is not just a store. It’s a Quebec lingerie company founded on boldness, intuition, and passion.