Imagine youre on a street in France, admiring the je ne sais quoi of the women strolling by, and inspiration strikes. Its almost to be expected. The effortless romance and beauty of Parisian women has captured many a creative mind, but when it happened to Vancouvers Natalie Grunberg, she knew exactly what she wanted to do: Give women all over the world the opportunity to feel as confident as a French woman.
And it literally starts with whats under her clothes.
For Grunberg, that intimate embellishment, that bit of lace or barely-there silk, is the secret to their inscrutable smiles. But she noted that, while appearing completely composed on the surface, French women have a certain masochism to their mode that wouldnt necessarily fly in North America. Namely, that French lingerie is itchy!
So when she arrived home, Grunberg (pictured below) set about finding a Canadian manufacturer of the French-style lingerie she loved, sans itch, and Panty by Post was born.
Each month, a new cut and colour of Blush, Hanky Panky, or Change of Scandinavia panties will appear, wrapped up like a naughty little present, in your mail. Give a subscription to the monthly surprise as a gift (and they make a fantastic gift) or just treat yourself to some letterbox love.
Not only are the panties cost effective and convenient, but style and size (XS to 4X) can be tailored to your tastes.
A 12-month supply of panties starts at $15 each. It is also possible to buy single, two-month, three-month and six-month subscriptions.
But dont let the word panty put you off, gentlemen Grunberg estimates that almost 40 per cent of her subscribers are male (they carry the JM line for men), going so far as to name drop a member of Canadian political royalty as a customer.
Started in 2008, Panty by Post quickly became a worldwide phenomenon, with (to Grunbergs initial surprise), women relying on the service not only for play, but for the every day.
Grunberg has appeared, with Panty by Post, twice on CBCs hit show Dragons Den, and between the sheets of Flare and Glamour to name a few. And her offices have branched out to the style capitals of Paris, Moscow and (soon) Bogota.
With all her underwear expertise, the topic of trends naturally came up, and Grunberg says she has seen a few concepts come and go, but the classics of polka dots and black lace remain.
After four years of curating the drawers in our drawers, all thats left is for Grunberg to start designing her own collection, which, she hints with a smile, is definitely coming.
So ladies, as you sit on the bus or sip your café au lait and read this, repeat after me: Its not Miss, its Mademoiselle.
