We all want to have something that little bit different, something that makes us stand out from the crowd and gives us that sense of identity. The same applies to shops including lingerie shops, yes, we need to have the labels, names and styles that people know and are looking for, but we also need to have something, that can set us apart from other lingerie shops. We try and do this in a number of ways by stocking specialist items, solution wear, and by supporting small boutique designer labels. However, the ultimate has to be having your own label and better still coming up with your own designs. I was sat in the office working away this afternoon, when one of the girls from the shop came in and said "We,ve just sold one the waspies, you designed." That as a buyer has to be the biggest thrill you can get, not just picking what you think will sell, but designing something that someone wants to wear.

Now I'm not pretending to be a lingerie designer, but choosing the materials, trim and style of an item, is about knowing your market and coming up with suggestions as to what might fill a gap or meet a need.