In Bloom by Jonquil Launches Foundations
Diane Samandi has been designing glamorous sleepwear for so many decades that a bride in the 1980s who wore a Jonquil chemise to her honeymoon could buy a Jonquil negligee today for her daughter’s wedding night. After 30 years, Samandi completes her bridal boutique with the addition of a lingerie line.
“We wanted to be able to make a story,” said Santa Monica, Calif.–based Samandi. “Our vision was to see the long gowns, the short babydolls and chemises, the bras and panties. We wanted to have this whole sort of bridal boutique within a store.”
The lingerie line falls under the In Bloom by Jonquil label, which Samandi launched in 2008 with a manufacturing partner specializing in bra foundations. In Bloom by Jonquil features short babydoll chemises with molded cups and a younger, more playful and flirtier style than the Jonquil brand. With molded-cup bra styles already in her design vocabulary and an instinct for bridal trims, applying those ideas to bras, panties and corsets was fluid.
Designer Mina Koo helped Samandi on the technical design required to do a size run from 32A to 36DD. Koo has worked in the intimates industry for more than 20 years at companies such as Natori, Carole Hochman and Kellwood. She also produced a line under her own name, Mina Koo.
“Our goal in creating this collection is to design beautifully embellished pieces that are bridal- or special occasion–driven,” Koo said. “Our hope is that when a woman receives one of our pieces as a gift, she will feel she has received an extraordinary heirloom akin to receiving a piece of priceless jewelry.”
In 2006, Samandi dabbled in the ready-to-wear business and launched a line of tops under her name, Diane Samandi. She recently discontinued the ready-to-wear line and is redirecting company growth further into intimates instead.
“The climate has changed so much. People aren’t spending $200 or $300 on tops anymore. Our strength is definitely in the intimate-apparel world. We are well-known and have great relationships,” Samandi said.
Wholesale price points range are $58 for a bra, $42 for a hipster panty and $98 for a corset. For more information, call (310) 516-5900.—Rhea Cortado
