Hi Elise, can you give a short intro about yourself? Who are you, where are you from, and what did you do before Pavo Couture?
Would love to! I’m Elise, 28 years old, born and raised in Hoevelaken—a cozy little town near Amersfoort. I’ve always had a deep love for lingerie, creativity, and building something from scratch. Before Pavo Couture, I studied marketing and when I moved to Amsterdam when I was 19, I started working as a freelancer in hospitality. But I always knew I wanted to create my own brand.
What inspired you to establish Pavo Couture Amsterdam, and how did your journey in the lingerie industry begin?
It all started with my personal struggle to find lingerie that wasn’t just beautiful but also wearable for every day. I wanted pieces that felt like a second skin but still had that luxurious, special feeling—lingerie that you’d want to show off, even if (and most of the time) it’s just for yourself. I saw a gap between basics and luxury. Especially when it came to bralettes—comfortable, wireless bras that still make you feel sexy and supported. So I decided to create Pavo Couture: a brand where elegance meets ease, where every woman can feel confident, sexy, and completely herself.
Pavo Couture emphasizes both comfort and style in its designs. How do you balance these elements to create lingerie that empowers women?
In the beginning, I focused mainly on design—creating beautiful pieces that stood out. But I’ll be honest, I didn’t test the fabrics enough, and some styles lost their quality over time. That was a huge lesson. Now, quality and fit come first. I work with soft, breathable, high-quality materials that move with your body and last. But comfort doesn’t mean compromising on style—delicate lace and flattering fits make sure every piece looks just as amazing as it feels. That’s what keeps women coming back.
Can you share how female friendships have influenced your entrepreneurial journey and the growth of Pavo Couture?
I have an amazing circle of girlfriends who have supported me from day one. They were my first models, my product testers, my hype squad, and my therapists when things got tough haha.
Actually, a funny story: my best friend used to poke me in the chest every time I wore those big push-up bras (when I was 18). That’s when I switched to bralettes, which have now become the signature of Pavo Couture. they’ve helped me believe in myself. Without them, I might not have had the same confidence to chase my dreams.
Why is it important to have a strong supportive circle of female friends?
A strong circle of female friends boosts confidence, provides honest advice, and creates a safe space for support.
Where do you get your inspiration from?
I find inspiration in everyday life—every design is something I genuinely love and would wear myself! Beyond fashion, I’m deeply inspired by female-founded brands and the incredible women who build something from scratch. I admire their vision, resilience, and ambition, which motivates me to keep pushing Pavo Couture forward with a clear focus on growth.
In what ways does Pavo Couture create a sense of community among its customers and supporters?
Through social media and email, I love engaging with our customers, sharing behind-the-scenes moments, and involving them in the creative process. We listen to their feedback, showcase diverse women in our campaigns, and make them feel like part of the brand’s journey. It’s not just about lingerie.
Can you discuss the role of community feedback in shaping Pavo Couture's product offerings and brand evolution?
Community feedback is incredibly valuable to me, but I’ve also learned that listening is one thing—knowing what to act on is another. Many customers love the collection as it is, but I do get requests for padding, more briefs, and different styles. I’m working on implementing that, but testing new designs takes time and investment, and there’s always a risk. One of my biggest lessons? What customers say they want isn’t always what they’re actually willing to buy. So now, I find a balance—listening, testing, and making sure every new piece aligns with Pavo Couture’s vision and what truly sells.
What advice would you offer to aspiring female entrepreneurs aiming to start their own fashion brands?
Start before you’re ready haha. Learn as you go, stay open to feedback, and trust your gut. Don’t be afraid to put yourself out there—your story and passion are what will make your brand stand out. Connections are everything, so surround yourself with people who genuinely want to support you. Growth is expensive, so be smart about costs. You’ll be surprised how many people are willing to help without expecting anything in return—but also watch out for those who only show up when they see an opportunity to profit from your success. Not everyone has the best intentions. At the end of the day, your gut feeling knows best—listen to it.
How do you envision the future of Pavo Couture in the next five years, and what goals are you aiming to achieve?
In the next five years, I see Pavo Couture growing into an international brand with a huge, engaged community. I want to expand our collection with more styles, nightwear, and swimwear. Being available on major marketplaces is a big goal, and selling at the Bijenkorf is definitely on my list. My statement: small boobs, big dreams ;)
What’s the best piece of advice a friend has ever given you about chasing your dreams?
Her advice was not to wear a push-up bra hahaha! That made me start wearing bralettes, and because of that, Pavo Couture exists today.
Thank you Elise, for sharing your story! It was great connecting with you!
