April 20, 2018 written by
Enchanted lingeriecollection drive

Pure Chemistry illustrates a reciprocity of playfulness and desirable elegance that boldly incorporates the classical yet never compromises on comfort. Coquettish sheer insets, plays of leather ties, strategically placed cross effects along with cuts that show off the female silhouette. Be enchanted by a sumptuous colour palette of vibrant fandango, wild berry, intoxicating lime, playful papaya and sophisticated black. The amalgamation of these fabrics and textures allows the Pure Chemistry Woman to express all the facets of her femininity. Pure Chemistry’s luxury collection is no doubt the ultimate portrayal of a dual personality, the innocent damsel and the provocative rebel…a real masterclass in the art of the alter-ego. Whether a control babe or the dreamy Cinderella, Pure Chemistry Lingerie designs strikes the perfect balance of playfulness, strength and sensuality for every woman.


Production takes place in the UK, using the finest fabric from silks to lace. Pure Chemistry Lingerie has featured in a host of leading publications of the world and showcases at Oxford Fashion Week as well as exclusively at various trade shows.

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Reviewing the Website :

The colour white is simple, elegant and peaceful and the use of this colour is seen on lots of websites. White websites are always pleasing to the eye because the feel is clean and uncluttered. All its potential lies in the fact that their use of ‘white’ as the primary colour allows the content to come to the fore and attract attention. The landing page of the website is saucy; a few products are in view in the thumbnail format and the photos used are of high quality. The sub navigation bar incorporates Home, Shop, About, Press, Stockists, and Wishlist.


The logo is on the top left corner of the web page. The placement is well thought out as it lets the visitor know whose site they are on and they will identify the name with the content they are viewing. The logo also serves as a direct link to the homepage, allowing the visitor to return to it no matter where they are within the site.

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The brand’s contact information is placed on the footer of every page including a mailing list so that potential customers can fill out their name, e-mail addresses and other basic information for further brand and product news and notification.


The Product Category

Pure Chemistry’s product category includes Accessories (coming soon), All Lingerie, Bras, Briefs and Thongs, Gift Vouchers, and Gifts.


Bras: Hypnotic – Fuchsia Bra – This provocative balconnette bra provides maximum cleavage and support, with show-stopping style. Sumptuous fuchsia silk is playfully trimmed with a contrasting black lace, sure to hypnotise in the boudoir and beyond! Luxurious detailing including 24ct gold plated hardware makes this a bra to be treasured.


Pure Rose – Raspberry Diva Bra – Chic and luxurious, this underwire bra combines all the elements you desire. A tastefully deep raspberry toned silk is seductively trimmed with sheer black mesh and lace, while the sides of the bra feature a fashion forward trio of straps finished with 24ct gold hardware. Style it up for all-day sartorial impact or tease in the boudoir.


Spellbound Peek-A-Boo Button Bra – Lime Green – Sparks will fly with this stunning underwire bra; contemporary yet enchanting in its French-style glamour. The ouvert bra features panels of black Chantilly lace, which can be unbuttoned for seductive boudoir play, while the zesty lime green silk adds a vibrant modernity to the look. Decadently finished with 24ct gold hardware, this bra is best seen with the matching Spell Bound brief.


Pure Rose – Bowl Me Over Brief – These comfortable briefs feature a statement playful printed silk. The monochrome bowler hat design is on-trend and full of fun, trimmed with black mesh and lace panelling for added appeal. Wear with the Pure Rose Bowl Me Over Bra to complete the look.


Tempt Me Tie Side Thongs – These are seductively stylish tie-side boudoir knickers. Choose from Scarlet Red or Strawberry Pink silk with a contrasting black Chantilly lace and black ribbon ties for playful allure.


Gift Voucher: Print Silk Covered A5 Notebook – Bound beautifully in our colourful silk fabric, these colourful and eye-catching bright notebooks are perfect for jotting down your notes, thoughts, sketches, and ideas.

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Once you have logged onto the website, you have to select the tab option on the sub navigation, ‘Shop’, which can be viewed on the top right corner of the website’s home page. The content text matter is simple and concise. The keywords used are direct, which does not confuse the customer. You can directly add the product of your choice into the cart or click on a product image and view the product in more detail along with its product information. Once you have selected a product, simply pick a size and add it to your cart. You can continue making more purchases or select the handbag logo on the top right corner and proceed to check out. At the check out page you have to fill out your billing. The beauty of this brand is, not only the products they have on offer, but they ship to over 50 countries, which includes India as well. Yes, India! All you’ve to do is pay a shipping and handling fee. You can pay via PayPal, Visa or MasterCard only. All orders come with free Standard Gift Wrap with the option of adding a personal message at checkout. Luxury Gift Wrap is available at an additional charge of £15.00 or, it’s free for orders exceeding £150.00.


LnL in conversation with Dimple Rani Lal, Owner, about how she got started and launched her luxury lingerie e-commerce brand.


Luxury brand Pure Chemistry Lingerie was launched as a bespoke couture range by B.A. (Hons) Graduate, Dimple Rani Lal at the finale of Oxford Fashion Week. Born and raised in Oxford, Dimple Rani Lal’s passion for fabrics and fashion design was ignited at an early age by her mother, a passionate seamstress. At a tender age, her first venture into fashion design was creating dresses for her dolls; she began the serious pursuit of fashion when completing Her A-Levels in Costume History. Dimple studied Fashion Design in London, Milan (Marangoni Institute) and graduated with a B.A. (Hons) in Fashion Design & Business from Nottingham Trent University.


She gained further experience in retail with Liz Claiborne, Kaliko and at various fashion shows; she also worked backstage at The Apollo Theatre, The Oxford Play House with The English National Ballet, Jesus Christ Superstar, Welsh National Opera and many more prominent shows. Having honed her skills within these settings Dimple Rani Lal committed herself to her true passion of designing luxury intimate apparel debuting with her inaugural Pure Chemistry Lingerie range in Oxford. Since then, she has not looked back, creating seasonal collections and the most recent, Pure Rani Collection.


When was Pure Chemistry launched online?

We went with a ‘soft launch’ in late 2014/15 and then really promoted it and began to see a return in 2016.


How much did you invest in your business when first starting out?

“Because the start of Pure Chemistry Lingerie was so organic I had never planned or put money aside to start up as such. I fund it as I go and thankfully as sales and wholesale orders come in, I am able to invest that back into the business.


How would you describe your brand’s aesthetic? Can you tell us a little bit about your brand?

Pure Chemistry boasts of a contemporary take on traditional lingerie style. Classic elegant styling is contradicted by surprising bold colours and touches of playfulness…exciting detailing that never compromises on comfort and fit.


Could you describe your brands aesthetic and website design?

A contemporary take on traditional chic lingerie style, Pure Chemistry is a luxury lingerie brand where classic elegant styling is contradicted by the use of bold colours and touches of playfulness. Pure Chemistry Lingerie illustrates playfulness and desirable elegance that boldly incorporates colour, exciting detailing, yet never compromising on comfort and fit. I really want to let the lingerie speak for itself so the website is very crisp and pared back. A white page is the perfect canvas for my bright designs.

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Why the name Pure Chemistry? Could you describe its logo?

My designs are all about fusion—whether it be in the blending of fabrics or combining playful colours with elegant design. Early on in the conception and development of the brand all these aspects reminded me of studying chemistry and mixing elements. Hence, Pure Chemistry was born. Because we are a luxury label my brief for the logo was sumptuous and exclusive…it really has to introduce the product.


Could you tell us where are the products manufactured?

I’m proud to say I design everything in the UK and all manufacturing is done in the UK and Europe.


Could you describe your product packaging?

We want customers to have the best experience possible, so all orders arrive beautifully packaged in a white matt laminated magnetised snap-shut box with luxury acid-free white tissue paper. Embossed with our gold logo, the aesthetic is chic and flawless. The box features a matt laminated finish, a flip lid and white luxury acid-free tissue paper.


Our Love Laboratory range is super fun—two pairs of seductively stylish boudoir Allure thongs packaged in one of our embossed test tubes.  All orders arrive in an outer, discreet parcel to ensure buyer privacy.


What is so different about your products that we need to know about? How do they stand out?

My point of difference is definitely the colour palette I work with. It’s very rare to find luxury lingerie in hues of Fuchsia, Papaya, Raspberry, Lime Green, and Scarlet.


Could you please throw light on the latest collections? What can the consumers expect in terms of products?

The Pure Rani Collection features an exclusive gold thread lace from France and also Italian tulle, hand finished with Swarovski crystals. It’s been a joy to work with stunning sari fabrics for this collection too… it’s a real nod to the splendour of an Indian wedding.


Who or what inspires you?

Lingerie is empowerment so I look to strong, fearless women in any field—attitude is everything! Through my designs I want to give women confidence and power. This is shown through my choice of exquisite lace, tulles and silks in bold colours, but always flattering cuts.


Could you describe a woman who would wear your designs?

I believe that every woman should enjoy beautiful lingerie for herself and I think the Pure Chemistry woman is playful and bold, yet classic and elegant in her tastes. You’ll notice my designs often have an alter-ego; traditional lingerie styles in surprising pops of vibrant colour or with cheeky mesh inserts…women have many facets to their personality, so why shouldn’t the things they wear?


What is the latest 2018 collection about?

This year I am focusing on developing Love Lab, an exclusive gifting range that will be a big hit during seasonal festivities and special occasions.


How long did it take before your business gained traction?

As with all independent brands, it is an ongoing process. The start was slow but by reaching out on social media and taking part in lots of trade and retail events I have been able to gradually grow and gain traction. Each year, Pure Chemistry is really going from strength to strength.


How is the cell phone affecting e-commerce as an industry?

It just makes everything so quickly accessible. When we launched I was aware of how fast mobile technology was progressing so I made sure my website was up to the task. I love that anyone can browse my e-commerce site on-the-go and order right away. The process is so simple.


How does user-generated content impact the shopping experience?

UGC is huge for setting trends in retail. I make it a priority to listen to influencers, see what works and what doesn’t when they review brands, including my own. I also look to influencers for sartorial direction. As a retailer you have to be prepared to adapt.


How can e-commerce stores build a relationship with their customers and fans through the barrier of the digital screen?

You can look at the digital screen as a barrier or a window. We communicate daily on social media, always remembering to listen to our follower base, building honest, trusting relationships with them. You have to give buyers confidence not just in your product but also in the whole user experience. I think when you’re a small business it is easier to do this.


Where do you get your ideas from?

I choose to work with luxurious materials such as silk and specialist lace. The new Pure Rani Collection features an exclusive gold thread lace from France and also Italian tulle, hand finished with Swarovski crystals. It’s been a joy to work with stunning sari fabrics for this collection too, which has been influenced by my Indian heritage.


How long after the launch of your company did you start pitching in social media?

I started building a following long before the website launched. It was nice building relationships with people from the inception of the brand. They got to see the development stages and now they get to watch the brand grow.


What has the response been since the website’s inception? What challenges do you face marketing products online?

I think when marketing a product online you really have to ensure your imagery is top notch and the descriptive copy is sufficient. Customers aren’t seeing the lingerie in ‘the flesh’ so getting across the luxuriousness, quality and fit is crucial. So far, the response has been overwhelmingly good and my customers have been thrilled to receive their lingerie.



What inspiration was taken in designing the website? How do you infuse newness to your portal? How frequently do you do it?

The website had to be a canvas for my designs. Like an art gallery, white walls best display the collections. The gold branding definitely adds a luxe feel. But in terms of updating it, I’ve not done that yet…what we have works really well so it will stay as it is until we need to respond to a change in customer demand.


How many orders do you ship in a day?

That really depends on stockists as well as online orders; we have a few online stockists that sell on a ‘drop ship’ basis.


How do you address fitting issues when it comes to online shopping?

We invite customers to contact us via email or social media with any fit questions so that we can best advise them on which size to order in.


Was it challenging entering this industry?

Even with the best laid plans it can be difficult for any new talent to make their mark in such a competitive industry. Capital plays a major role and having professional contacts who can guide you is a must. I genuinely love what I do so my enthusiasm gets me through the toughest days. I’m always ready to learn and improve too, which is vital. I’ve learned a lot along the way.


What are your future plans for Pure Chemistry? Is there any future projects or designs you are working on that you would like to share with our readers?

The response to Pure Rani has been astounding so I’d really like to explore expanding my exquisite sari and Indian bridal range.

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