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Our Story

Lucky Doll is a one-stop lingerie boutique that carries a wide range of sexy and classy lingerie styles and sexy accessories for the modern Filipina. We empower hundreds of women in the Philippines with our high quality and affordable products, friendly and helpful customer support and super fast order processing and shipping. Founded by Ella Lim in 2006 in Manila, Lucky Doll is the longest-running woman-owned lingerie boutique in the Philippines, run by women - for women! 

Founder Story

Ella Lim started Lucky Doll in 2006 in Multiply and Ebay Ph. Lucky Doll’s first line of products were, bras, panties, shapers and swimwear. As her customers grew, the demand for wider selection of hard to find sexy products grew and made Lucky Doll what it is now: A curated gallery of all things sexy, from lingerie sets, stockings, garter belts, plus size lingerie, robes and kimonos, corsets, to bondage accessories, sex toys and everything a modern Pinay needs for her daytime and After Dark wardrobe.

How on earth did she get started in all this?

After graduating Fine arts in college, Ella was passionate about a multitude of seemingly unconnected things: her ska band, longboarding, drawing and painting just to name a few, but one thing’s for sure, — a corporate 9 to 5 job does not belong in Ella’s list of things she's passionate about”.

Though Ella was aware about the thriving e-commerce in the US, she was skeptical whether this business model would work in the Philippines. In 2004, she listed a used wallet in ebay as an experiment. After it got sold within 2 days, everything became clear to her, the e-commerce revolution is waiting to happen in the Philippines. She realized that she can sell anything online and possibly work in pajamas everyday.

Great business idea,.. Now What?

Growing up a tomboy, one thing that Ella hated the most, was going bra shopping with her Mom. To her, nothing is more embarrassing than a sales lady sizing you up and down, and announcing it for the whole department store to hear  “SEND DOWN THE SMALLEST BABY BRA YOU GOT THERE! SHE'S PROBABLY AN AAAAAA CUP!” 

An online store where women can discreetly shop for underwear.

Lucky Doll was born out of Ella's embarrassing bra shopping experience. It made her realize what was missing in the Philippine market: An online Lingerie shop where women can feel safe shopping for underwear discreetly and conveniently. Over the years, Ella has rewritten Lucky Doll’s mission from a business that she needed to dodge a corporate job, into a business with a purpose. Lucky Doll’s mission is to provide a safe space for women to shop without fear of being judged or shamed for their sexuality. A shop that empowers women of all sizes promoting self love and owning one's beauty and confidence.

What’s in a Name?

Ella’s love for 40’s 50’s vintage fashion rooted from growing up in a 50’s bungalow house with a fashionista for a grandma. As a kid, she would always lock herself in grandma’s room to play with her pin-up style collection of shoes, dresses and fashion magazines. Her early exposure to vintage fashion lead to her appreciation for vintage lifestyle (not values) and discovery of Bettie Page, the Queen of Pin-up. Inspired by a Vintage magazine print Ad of Lucky Strike, she borrowed Lucky and combined it with Doll- a 50s slang term for an attractive woman and came up with the brand " Lucky Doll®". 


Ella Lim Lucky Doll Lingerie Founder

Our First store in Manila 2008







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