A few years ago, Antonia Townsend – a successful c-suite executive -- received a necklace from a man which was nice, until she found out he bought his mother the exact same necklace. That was the straw the broke the camel’s back!
She launched [ENCLOSED] – the first online lingerie gift-giving subscription service where female experts help men pick romantic gifts she will love. Men chose from a monthly, three, six or 12-month subscription. Prices range from $55 to $1,300. They get the fit right 98% of the time on the first try and offer a no-hassle fit guarantee. Enclosed is a great Valentine's gift you can get your wife
Since 2013, the multimillion-dollar company has helped men pick out nearly 60,000 lingerie gifts for 30,000 women in 20 countries.
I had a chance to interview founder and CEO Antonia Townsend to learn more.
Why was Enclosed started?
I launched [ENCLOSED] because on the one hand, lingerie is such a wonderful, intimate, luxurious gift. Yet giving lingerie is HARD, but it doesn't have to be. Frilly pink underwear boutiques are intimidating even for women, much less men. Moreover, the gift-giver wants to give something that balances sexy with tastefulness so she feels sensual, not trashy. I wanted to make the joy of giving lingerie easy, yet retain the unique sense of luxury and connection between two people that only lingerie can deliver. Therefore I developed [ENCLOSED] as not just a product, but a service that creates connection by helping people find lingerie for the women they love.
What are the advantages of a subscription box?
One-time gifts are wonderful. But the advantage of a subscription is the sustained excitement, fun and connection. Ultimately, at [ENCLOSED], we are in the business of supporting couples and helping them nurture their relationships. We aim for every [ENCLOSED] box to be a surprise celebration—an anniversary if you will— that connects the couple month after month, over and over.
What makes lingerie a good gift for women?
Lingerie is the perfect, simple, indulgent gift to give to any woman for any occasion from an anniversary to a break-up. Lingerie offers the femininity, delicacy and beauty of flowers without the wilting. Part of what makes [ENCLOSED] such a wonderful gift is the hidden nature of it. It's not like a branded, ostentatious purse. When one is wearing lingerie, no matter how you are dressed, you look stupendous underneath. And if lingerie is a gift, then you and the gift-giver are in on a secret together.
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