Our Story

Our Story

Our Story

Ela Lingerie was created in 2006 to fill a need for an inviting peninsula boutique where customers could find and try the finest lingerie, sleepwear, and hosiery in the San Francisco bay area.

Ela Lingerie Owner Marcia de Lima

Ela Lingerie Owner Marcia de Lima

A native of Brazil and seasoned world traveler, founder Marcia de Lima recognized the need for a local boutique offering the kind of beautiful lingerie only available in the major metropolitan capitals of the world. And because lingerie is such a personal and intimate product, Marcia created a full service boutique, offering the highest quality and personalized service.

Lingerie is a very special kind of garment. High-quality bras can consist of as many as 50 separate parts and are among the most complex, highly engineered pieces of clothing that most of us will ever purchase.

Marcia has nearly two decades of experience finding and fitting the very best lingerie to compliment every figure. We have spent years developing relationships with the world’s foremost designers and manufacturers, who we have found to meet our own high standards for quality and value. We know our merchandise, our customers, and how to ensure the best fit possible.

We maintain a large inventory of elegant lingerie, sleepwear, and hosiery for everyday use, as well as exquisite, fashion-forward lingerie and sleepwear for gifts and special occasions. And while we sell some of the finest lines that can be found anywhere in the world, we also understand that everyone has a budget.


A Wide Range of Price Points

We offer products at a wide range of price points that still meet our stringent criteria for beauty, quality and value.  We work hard to ensure that everyone who visits our store can find something that makes her look beautiful and feel special, whether at work or play. And while we maintain that large inventory of merchandise, we can also special order for those customers with unique needs.

We strive to get to know our customers, including their brand and style preferences and the sizes in which they look their best. Doing so enables us to better assist them with future purchases and gift suggestions.

An Inviting Place to Try and Buy Lingerie

Beautiful antiques, soft lighting and non-cluttered merchandising create a relaxing and sensitive environment in which to spend time. In addition to our many female customers, Ela counts many men among its patrons. We make men to feel at home and provide thoughtful and informed suggestions for that special person in their life.

We are always happy to provide elegant, complimentary gift wrapping and gift certificates that never expire.

Our service is what truly sets Ela apart from other lingerie stores. We train our sales associates to listen to our customers carefully, and to provide the most sensitive and expert service possible. We measure our success by the number of customers that leave our store happier than when they arrived.