Pure Indulgence

Above: Wear it how you dare - Bona Dea lingerie

Above: Blue babe - Marie Jo lingerie

Above: Pretty boudoir styling from Orhidea

Above: New looks for lace from Charnos

The lingerie business is remarkable in many ways, not least because it is all about women, but behind the scenes, dominated by men!

When you go shopping, the experts behind the counter will be ladies, usually with enough experience to assess a customer’s size almost at glance. These are the doyennes with the enviable ability to make other women feel gorgeous. But take a step back up the lingerie chain to the companies behind the brands and there you’ll find the ‘men in bras’ as they love to be known. They, too, can gauge a cup size at 20 paces and, much as the entire male population of the county would envy the opportunity to test their own reaction, never bat an eyelid at a scantily-clad model at a trade show.

The presence of so many men in the industry should be heartening for any chap about to take his blushes in hand and buy underwear for his favourite lady this month – and the experts in Dorset’s lingerie boutiques are at their service. They should, therefore, overcome any shyness they may have about buying lingerie for their lady this month. A lot of research and the right shop make it simple – and terribly impressive when she opens the box!

It’s no surprise that men are flummoxed by the intricacies of women’s undies. Men’s generally come in three sizes – small, medium and large. Bras demand an understanding of measurements as well as cup sizes, and the difference between a balconette and a plunge bra. Knicker sizing and shapes are rife with pitfalls just waiting for an unwary suitor.

But take heart, guys, at least half the women you know are wearing the wrong size bra right now! If you can, without taking them along as your mannequin, buy your ladylove the perfect bra and matching briefs that fit beautifully, suit their style of dressing and make them feel extra special; you will win the day way beyond 14th February.

Buying lingerie for a woman is, if truth be told, a minefield for a man – but not if he follows our tips: 

• read size labels on the undies she loves already (or borrow a set and take it with you)
• buy from a dedicated lingerie shop or department, and don’t be shy about asking for advice
• spare your blushes by phoning ahead to get the details out of the way
• your choice will reveal a great deal about what you think of her, so beware anything too large, too small or over the top
• men are seduced by the way lingerie looks, women think about how it will feel – never forget the comfort factor
• make sure your gift is beautifully wrapped – it’s okay to cheat and ask the shop to do it if they offer this service
• keep the receipt (just in case)
• if this is all just too much buy her a token from a lingerie shop from where she would love to buy but has always thought an indulgence too far…