J'AIME June 2021

FA S H I O N
An uplifting experience
HAVE YOU HEARD ABOUT THE STAFFORDSHIRE LINGERIE BUSINESSES WHERE
BUYING UNDERWEAR HAS BEEN TRANSFORMED INTO A PAMPERING EXPERIENCE?
JENNY AMPHLETT MET OWNER JUSTINE OLDFIELD TO FIND OUT MORE
Buying underwear is more than just shopping when
you visit SoS Lingerie - it’s an uplifting experience in
every sense of the word.
Based in the beautiful surroundings of The Deer
Park at Hoar Cross, the newest underwear retailer
in the Midlands is a world apart from picking up
a multipack of possibly ill-fitting bras during the
weekly shop.
Owner Justine Oldfield has set out to offer ladies a
luxurious, pampering experience where they can be
expertly measured and fitted in privacy.
They can try on bras with back sizes 26 to 48, cup
sizes A to K and priced from £25 to £150 until they
find something that’s perfect for them.
Brands include Simone Perele, Empreinte and
Katherine Hamilton among many others.
“My business has been built on offering an
experience for ladies,” says Justine, who has many
years of experience in the corporate world and in
retail.
“I originally set up a clothing business in a studio at
my home. I live in a beautiful cottage so when ladies
came to see me they loved it.
“I know that underwear shopping can be an
intimidating and not very engaging experience, so it’s
important to me to offer something different to that.”
When Justine adapted the business to offer lingerie
due to customer demand she decided to move to
new premises but was worried that she wouldn’t find
somewhere that offered the same experience for her
customers - then she found The Deer Park.
“It’s such a beautiful setting, down country lanes, and
customers can relax over coffee or food and do some
shopping in the other independent businesses while
they’re here.
“It offers a wonderful experience and is a lovely place
to work and visit. It means I can continue to offer a
special experience.
Justine says it is important to her to offer a broad
range of lingerie, from luxurious high-end items to
more affordable pieces.
“I’ve been in a place where I’ve had to live on a
limited income and I know what a nice experience it
can be to just buy one thing for yourself, how it can
really affect you and give you a lift.
“At the other end of the spectrum I’ve travelled the
world with high net worth individuals and been
exposed to the kind of life that they lead.
“I’ve built my business to incorporate my own life
experiences so that I can offer customers a personal
experience in a relaxing environment that is also
accessible to all ladies.”
Justine says it can be an eye opener for women
when they try on high end lingerie for the first time
- that they perhaps hadn’t realised how much it can
enhance their figure and how good it can make them
feel.
“I often have ladies who say they don’t spend more
than £30 on a bra but then when they try the full
range on they can feel the difference. It’s all about
what works for the individual and some people
find the perfect underwear comes in at under their
budget.”
SoS Lingerie is open three days a week for retail
sales, with private fittings available on other days by
appointment.
SoS Lingerie, The Deer Park, Maker Lane, Hoar
Cross, DE13 8QR, 07814 518 170,
www.soslingerie.co.uk, www.facebook.com/
SoSlingeriseedsofsuccess, www.instagram.com/
soslingerieseedsofsuccess
40 www.jaimemagazine.com