Well we certainly are popular in Australia right now, which is amazing seeing as you guys are all the way around the other side of the globe. Our newest stockist spotlight is actually one of our first stockists from way back when we were a fledgling business. Back in 2012 the amazing sweet pins contacted us and we started a business relationship that has lasted the years. So big thanks and love to Lidia at Sweet Pins for taking a risk in us and stocking our lovely products.
Anyway, Sweet Pins is run by the lovely Lidia Scotto di Vetta. Lidia took the time to fill in our stockist spotlight questionnaire so you guys can get to know her and her fabulous business a little better.
- What is your name and what is the name of your website/boutique?
My name is Lidia Scotto di Vetta and I’m the founder of sweetpins.com.au
- Where are you based?
We are based in Sydney, Australia – however we are an online based business and we ship all around the world!
- How long have you been running Sweet Pins?
I started Sweet Pins on May 2009
- What made you want to go into the lingerie industry?
A personal passion – I’ve always been a bit obsessed with lingerie and stockings in particular!When I moved from London to Sydney in 2008 I noticed it was really hard to find nice hosiery – and stockings in particular. So I started Sweet Pins – mainly as a way to finance my personal addiction! Instead I discovered there were thousands of people in Australia looking for the same products.
- What is the ethos/concept behind Sweet Pins?
Elegant, classic vintage inspired lingerie. I look for products that are sensual and flattering to make a woman feel special, but also so comfortable she could wear them everyday.Our company is based on Four Pillars:
Sensuality, Elegance, (Self)Love and Fun – which we apply in everything we do, say and sell. We call this philosophy Project SELF
- Who is a Sweet Pins customer? Ie who are you specifically targeting?
The SP woman wears stockings and vintage inspired lingerie on a regular basis – not for ‘special occasions’ only. This is because she enjoys the way these undergarments make her feel. Although she might occasionally wear them for a partner, it is mainly for her own pleasure. She doesn’t need an audience to wear something ‘special’.
- Which other brands do you stock?
Kiss me Deadly, What Katie did, Dottie’s Delights, Trasparenze, Gerbe, Gio fully fashioned stockings, Lucy B, Rago, Angela Friedman, Playful Promises, Bijoux Indiscrets
- What makes Sweet Pins different from other lingerie boutiques?
Prior to starting Sweet Pins I was a fashion stylist, working with a number of publications and curating collections for London Fashion Week. I have a trained eye for details and know how to enhance a person’s strong features so that she looks her best. I look for garments that are flattering on real women – not just models!I also enjoy talking to customers and offer tailored advice – based on their body shape, style and preferences. All these years working with half naked females have given me a lot of experience. This is one of the reasons why last year I started our Beautifully Undressed personal consultations. http://sweetpins.com.au/beautifully-undressed.html
- What is your ‘go to’ lingerie or lounge wear item that you covet and just can’t live without?
Oh, there’s so many underpinning I can’t live without J But if I had to choose, I’d say the Van Doren garter belt from Kiss me deadly is so comfortable, our Sweet Pins seamed stockings which I wear nearly everyday and – a recent addition to my collection – the Nell Slip. I love it so much I even wear it as a dress!
- For anyone just discovering the lingerie industry, which pieces or brands would you recommend that never fail to deliver, but can add a bit of style to one’s wardrobe?
Hosiery for me is the easiest way to add some oomph to your style. There are many great hosiery brands, especially in Europe. Gerbe and Cervin are two of my personal favourites.
- Who is your all time fashion style icon past or present?
Sophia Loren and Monica Bellucci – not necessarily fashion icons, but they represent my personal idea of femininity.
- Do you have any upcoming in store events or special offers that we should know about?
Our Salons events – Using lingerie, deportment and a good dollop of tease we show you how to release your inner seductress, gain confidence and celebrate your sensuality, for you (and others) to enjoy! New dates have been released for 2015 which you can find here: http://sweetpins.com.au/our-salon-events.html
- Where do you see Sweet Pins in 5 years’ time?
In five years we will have Salon events and personal consultations in Australia and in the US. I’m also in the process of publishing my first book – so who knows what exciting surprises are waiting for Sweet Pins!
- Finally give us all your website and social media links so we can all find you!
Thanks for taking the time to talk to us Lidia (she is very busy lady with a little baby at the moment!). Lidia also does some great YouTube videos. Here she is reviewing our very own Nell Dress Slip
Go on over to the Sweet Pins website and social media and show them some love! Thanks for supporting us Lidia, I hope all you Antipodean based Blue’s fans can get your fix of our beautiful lounging garments now 🙂
Lots of Love
Betty and all at Team Blue’s xxx