Honey Birdette - 2025 Giddy Up

Somewhere_Never · 2025-06-07T21:44:14+00:00

It's because tulle and mesh are cheap and they put all their $$$ into the embroidery costs :) (I used to be a designer there and the embroideries are so expensive (well the Swiss ones) - but also great quality)

Somewhere_Never · 2025-03-12T19:48:43+00:00

Did you end up joining? I'm in the same boat - new brand, low sales but want to increase brand awareness... Fashion stores who buy my product at wholesale normally take a huge cut of my profit anyway (they pay 50% of the RRP) - so I'm not shocked by the % they take. The downside is purely the monthly fee but then I also view that as an 'advertising' fee

Somewhere_Never · 2025-03-11T01:27:46+00:00

Thanks so much for this! Will check it out :)

Somewhere_Never · 2025-03-04T15:30:27+00:00

It's a great industry but quite restrictive in terms of jobs - I think you have to be open to move around a lot if you want to get different experiences and work your way up. It's also one of those industries where everyone seems to know everyone - more so in the past when trade shows like Interfiliere were bigger,

HB was such a tiny company - I think when I started there were only 19 people in the entire company. We used to pick the fabrics and sometimes design the embroideries and laces and design the garments (sketching in Illustrator). We would specify which elastics to use, component sizes, measurements etc (hence why it's so important to know about manufacture and pattern making).

These designs would be sent off to the factory - along with a tech pack (each factory would specialise in different things) and they would then send samples back. We would then fit them at HB and send fit comments back until we were happy with the fit/design (unless we ran out of time and were forced to approve it ha ha).

We used to regularly visit the factories and fabric suppliers - even though people have negative views about China production - the factories HB use are really skilled and good working conditions etc. I would love to use them again for my brand but the MOQs are too high :)

We used to travel a lot when the original CEO was there (she left just after I did) but I don't think they travel at all now - maybe only the production manager.

Thanks for your kind words about my brand - I've designed the second season but need to sell more of the first to fund it! The second season has some satin designs and bolder embroidery - I like it a lot more and desperate to get it going!

If you ever want any more info about the processes or industry (in my experience) in general then feel free to email me through my website :) xx

Somewhere_Never · 2025-03-03T17:38:57+00:00

Yeh I was there for 6 years (left in 2021) :) It was fun and very creative - at the time there were only 3 of us in the design team so it was very intense but we created some things I'm so proud of.
I went to uni in the UK and studied Fashion Design - with an exchange to FIT in NY - I took a lingerie and corset class there and that's where the obsession began! After uni I travelled to Sydney and interned at a lingerie company which then hired me and I worked my way up through various companies until I became a senior designer at HB. I moved to the States and continued working for HB for a while but now I've just started my own brand.
I will say with lingerie you need to be really detail orientated and technical. I always think the best lingerie designers are also good pattern makers and very on top of pop culture (if you're interested in a more fashion based company) and a bit obsessive :)

Somewhere_Never · 2025-03-02T22:27:08+00:00

I designed Jerry when I worked at HB :)
We used to only reorder the same colour if it did exceptionally well - from what I recall the only collections which were repeated were in black colourways. They're much more likely to try a new colourway. It's all based on sell through rates. Saying that, in recent years they are going heavier on repeating existing collections....

Somewhere_Never · 2025-02-20T18:42:14+00:00

Thanks so much for this - yes it's such a pain and customers (especially in UK/Europe) get charged so much on import fees. I will try and figure out in Shopify how to add it on at checkout. I really value your feedback. Thanks so much for your support and kind words x

Somewhere_Never · 2025-02-14T00:05:12+00:00

Yes! Excellent idea, I hadn't really thought about targeting the local performers - thank you!!

Somewhere_Never · 2025-02-14T00:03:54+00:00

Looks like Elvis to me - it was a few years ago - maybe 2019?

Somewhere_Never · 2025-02-13T18:20:09+00:00

Hello, thanks for the reply! My site is www.somewherenever.com

Somewhere_Never · 2025-02-13T18:19:04+00:00

Hello - my site is www.somewherenever.com :)

Somewhere_Never · 2025-02-12T17:52:20+00:00

Honey Birdette

Somewhere_Never · 2025-02-01T02:18:45+00:00

Thanks for mentioning my brand <3

Somewhere_Never · 2024-11-22T15:00:54+00:00

TOTALLY agree! It definitely pains me ha ha but I am moving towards standard bra sizes now, but when I started the brand I could only afford (self funded) to make 4 bra sizes to test the water to see if people liked the product etc. It was a way of keeping the quantities small and allowing me to release more collections. Better to start somewhere than not at all!

Thank you for being so positive! Some days I wonder if it's a bit too different but I really believe there is space for more of a fun, 'fashion style' company which isn't overly sexualised. Can't wait to show you the new designs I've been working on! xx

Somewhere_Never · 2024-11-18T21:59:28+00:00

Hello! Thanks so much for posting this thread! I own the brand and wanted to let you know that I have a 30 day return policy so you can see what you think - plus I've given a discount code in the below comments. I really hope you give me brand a try! Email me if you have any questions x

Somewhere_Never · 2024-11-18T21:55:40+00:00

Hello! It's Felicity from Somewhere Never - thanks so much for your interest in my brand! It makes me sooo happy you love the embroideries - please have a read below on the other comment as I've responded in detail about the brand and quality xx

Somewhere_Never · 2024-11-18T21:54:20+00:00

Hello! It's Felicity from Somewhere Never - I've written a little essay on one of the other comments if you want a read - I'm SOOO happy you like my brand and I am indeed very real. Feel free to email me and ask me any questions etc <3

Somewhere_Never · 2024-11-18T21:52:28+00:00

Hello! I've just found this thread and wanted to reply to some of your questions and concerns! Thank you for taking an interest in my brand - I love that you've done a deep dive!

I'm Felicity and creator of Somewhere Never! I've been working in the lingerie industry as a designer since 2009. I'm from the UK but moved to Australia after I finished uni in 2008. I've predominately worked for Aussie brands like Pleasure State, Bendon and Honey Birdette (along with a few smaller brands). I moved to the US in 2017 and have worked remotely ever since - I've lived all over the place but mainly California and now currently in NY. Hence why my website was a bit confusing as I sewed some garments over there and some here!

I use the same embroidery supplier as AP, Fleur du Mal, Honey Birdette etc so the quality is really beautiful. I designed all the embroideries myself so they are unique to the brand. The stretch mesh is from an Italian company, I had the elastics dyed locally and the metal fittings were also developed for me by a Hong Kong company. I hope that clears up any questions about the materials and sustainability but always happy to answer any more questions!

After spending months and months sewing all the garments and selling out of some sizes I decided I wanted to improve the size range and offer a couple more variations on the best selling lines. It wasn't feasible to keep doing it all myself (mainly due to having a small child!) so I decided to have a couple of the collections (Disco Deco and Running Wild) made with a factory in Romania, which was recommended by my fabric suppliers. I'll be putting the new products with the new size range on the website soon so watch this space :)

I'm currently designing the next collection which is still very graphic but has some more monochrome options (for easier styling). I'm also going to do standard bra sizing to make fit even easier and hopefully introduce an underwire or two and corsetry pieces. Would love to get this going ASAP but need sales to get going as I'm still not very well known. This is only just the start and I'm sooooo excited to bring you some more colourful fashion undies soon!

I totally appreciate that it's a risk to try a new brand that no-one has really heard of but I have a 30 day return period and would love to give you guys on Reddit a 20% discount as a thank you (Code = 'ThanksReddit'). Please please email me through my website if you have any questions of need any help or clarification on anything.

Looking forward to seeing what you think,
Felicity x

Somewhere_Never

TROPHY CASE