Janiqueel looks at Edge O’ Beyond and finds a panoply of surprises.
I pride myself on crafting feminine lingerie that encompasses wearability with the most beautiful fabrics + meticulous attention to detail, never compromising on comfort, quality or fit.Naomi De Haan, founder of Edge o’ Beyond
To my mind, given all the consumer choices available, lingerie has to have three attributes to attract my attention. It has to look good. It must be comfortable. It must have that certain something that sets it apart. Having had a good look at the delightfully-names EDGE o’ BEYOND line, it seems like this brand might meet all three of Janiqueel’s stringent requirements.
One look at the Edge o’ Beyond website will convince that that the creations do, indeed, LOOK GOOD. “Beautifully detailed embroideries, laces + silks.” That’s how the founder of Edge o’ Beyond, Naomi De Haan describes the core appeal of the designs that Edge o’ Beyond offers. Crafted by three seamstresses in Wales, the lingerie is an amalgam of silk, embroidery, and lace. The patterns are created in the home office in London. “ I pride myself on crafting feminine lingerie that encompasses wearability with the most beautiful fabrics + meticulous attention to detail, never compromising on comfort, quality or fit.”
Even the names of the various creations have an attractive, sexy quality. Each range is named after someone that Naomi knows or is related to. Read the names as if they are poetry – they are!
Asintha, Chi, Olivia, Georgia, Aislin, Melody, Hannah, Awa, Emma, Becca, Margaret, Melissa, Margery, Danice, Isabelle, Daisy, Violene, Ottille, Lyvie, Fabienne, Becca, Alexina, Miline, Maria, Naomi, Marinette, Corinne, Charlotte, Debbie, Tamra, Aniel, Karis, Janiqueel.
OK, I added that last one. There are no styles called “Janiqueel”. But it fits, No? Taken together the names are like music. They complement the visual music of the designs themselves.
They look good.
And they feel good. Naomi De Hann calls it “wearability”. Edge o’ Beyond, she points out does NOT compromise on comfort, quality, or fit. The three work with each other to create the allure and the freedom of movement to show off the styles and the wearer. “It’s what’s underneath that counts.” That’s the motto. What’s underneath the lingerie? You! Edge o’ Beyond is designed to make you feel good a well as look your best in whatever context you might be part of.
Always looking to increase the size-range, Edge o’ Beyond now offers cup sizes A-G. A recent addition is a mastectomy range. A nursing bra is coming soon. The strapping features of many designs also enable the wearer to custom fit her style. “Every woman can look and feel her best.” Even Janiqueel? Oh, yes, for sure!
The designs are unique. The fabrics and embroidery are special. The names spark joy (Thank you, Marie Kondo!). Now add bespoke jewellery. What? What? Yes, it’s not called “Edge o’ Beyond” for no reason. There is jewellery specially designed to complement the allure of the lingerie. It adds to the concept of empowerment and freedom born of a desire to be different. Not many – any? – lingerie collections offer jewellery.
Delicate chains that are necklaces or body adornments – sometimes both – work with the lingerie to impart that certain something that won’t be seen anywhere else. Like the creations themselves, the jewellery can be seen as bondage-inspired. Bondage implies a certain sense of control, imparting to the wearer support, empowerment, and CONFIDENCE.
“It has to look good. It must be comfortable. It must have that certain something that sets it apart.”
With research and writing help from JKJ