3Wishes started in 1998 as the first online lingerie retailer on the market (named then as Three Wishes Lingerie). The original founders started the company online during the very first years of the internet, a very different e-commerce world to the one we know now, with the operations being run from the owners’ garages.

In mid-2020-PR, communications and marketing professional, Sarah Chamberlain, and three of her former colleagues, had the opportunity to acquire the company, and since then, have been working diligently to refresh the brand. For our Women’s Issue, we chatted with Sarah, now Co-Founder and CMO of 3Wishes.

What has inspired your new phase of the brand?

With our collective backgrounds, we saw an opportunity to occupy a corner of the market and grow 3Wishes into one of the top competitors in the e-commerce lingerie space. Although the world has been transitioning more and more to shopping online, we have found through our experience in the industry, that buying intimate apparel from the comfort of your home has been appealing for years. Shopping for intimate apparel online provides anonymity and privacy, something you can’t get from a store in the mall. And with that, our confidence in the potential for 3Wishes has paid off, having seen a 350% increase in revenue from 2020 to 2021. 

Do you have a background in fashion or did this come from a business perspective?

My background is a bit diverse, but I have spent the majority of my career in fashion. I worked at a different e-commerce lingerie company for nearly 9 years, along with [aforementioned former colleagues] Chad Horstman and Charles Clemens. During my time there, I gained invaluable experience in fashion PR, marketing, and branding, which is proving to be invaluable in growing 3Wishes. Additionally, I have a unique insight into the tech world having also worked in PR for the digital infrastructure industry. 

How did you expand the range from lingerie into costumes too?

Having worked in this industry for as long as I have, however strange a connection it may be, we have found that lingerie and sexy Halloween costumes go hand in hand. Our customers come to us as an opportunity to provide an escape. Whether that’s an escape from the realities of life or from their typical day-to-day selves, dressing up in lingerie and costumes offers a fun, flirty, and yes, sexy, outlet for self-exploration. We have found that by carrying these categories, in addition to swimwear, clothing, and accessories, we have created a unique, one-stop shop for our customers looking for a distraction. 

You offer a great range of inclusive styles, can you tell us more about this? How long have you offered this and why is it important to you?

When I came on board, my number one priority was to ensure that we have both inclusivity and diversity in our products as well as in our imagery. As a business that relies so heavily on visuals to sell our merchandise, creating a space that reflects what our customers look like is essential to success. By offering sizes ranging from extra small to 6X, we are creating an environment where everybody, no matter their size or shape, can and should feel sexy. As a female business owner and shopper, I am pleased to see so many retailers embracing this same mentality. That said, we’re always working to improve, grow, and stand out amongst our competitors so you’ll be seeing a lot more from us in this area in the future.

What are the current customer favorites?

Because we offer so many products (nearly 4,000 styles), our customer favorites range widely based on taste. Our most popular loungewear style, for example, is this ribbed pajama set. Typically lingerie with garters, for whatever reason, always do well for us, like this lace cage bra and garter set. However, one of our top sellers by far lately is this fringe chemise. We can’t keep it on the shelves! 

Founded in 1998, 3Wishes was the first online lingerie retailer in the market. 3Wishes offers a wide, inclusive range of lingerie styles and costuming. With over 25 categories of lingerie, plus swimwear, clothing, shoes, hosiery, costumes and accessories, 3Wishes is set to grant any of your lingerie wishes. 3Wishes was acquired by Chad Horstman (board member), Jason Squardo (CEO), Charles Clemens (COO), and Sarah Chamberlain.

Browse the full range here: www.3wishes.com

Edited by Wynter Aiken