About Lace.Life.&.Fire


Bespoke lingerie service which specialises in exquisite craftsmanship and fitting excellence. We celebrate the uniqueness of each woman by offering a tailored to size service.  

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© 2019 by Lace.Life.&.Fire

During my days in college I came across a sensual magazine AD with a sexy lady in red lingerie and it said something like “He might not do the dishes for you, but he would definitely make the bed”. It was super controversial for it’s time, and that is when I thought, that lingerie was an unexplored fashion category in India. It was a dream come true when I landed with my first job at Lovable Lingerie in Bangalore during the campus placements. And then started a riveting journey . . . for Juhi!!!!

Reality hit me when I realized that although I had passed out from the best fashion college in India, I had no technical training in lingerie.

So I had to learn . . . a lot !!!!

Thanks to a superb mentor Mr. Ashok Reddy who let me and helped me learn. I went through the drafting, pattern making and construction manuals from Lovable Spain in the design room for days. I used to actually sit down on the machines and construct pieces, drape them on the dress forms, draw out designs and convert them to reality. I knew I have embarked on a voyage that I would thoroughly enjoy and would be long . . .

After Lovable I was lucky to work with some of the best lingerie brands nationally and internationally. I learned the trade from the very unorganised but market dominant to the super organised and exceptionally glorious lingerie brands.

I worked in the design room with luxurious laces, pretty bows, sensual fabrics and putting them together using the best technology. Mastered the art of lingerie pattern making, yes it is an art…!! Understood the science of making a well fitting and supporting bra.

I also made range plans and catalogues as per the market strategy, devised sales strategies and launch plans. Moved on to making business plans and managing businesses.

Now almost 15 years later lingerie is more of a lifestyle than work to me. Professionally I’m happy where I’m but lingerie is a part of me that can never go away.