Tomima's Blog

Tomima Talks: 3 Must-Own Bra Styles You Need… and Why.

Bait-and-switch. A marketing technique used to pull you in only to disappoint. It’s so prevalent on the Internet, it’s turned most of us...

Tomima Talks: Right Bra Size. Why Doesn’t It Fit?

Hello, You’ve been professionally fitted. Or, you have bras that fit great. Hence, you’re confident you know your bra size. So, why is...

Tomima Talks: The intricacies of lace, your must-have lingerie luxury.

“I consider lace to be one of the prettiest imitations ever made of the fantasy of nature.” – Coco Chanel – “A WOMAN SHOULD HAVE… a set...

Tomima Talks: Best Summer Shapewear

It’s “Hotter than Dutch love!” (Wisconsin). “A real barn-burner!” (Pennsylvania). “Hot enough to roast a lizard!” (South Carolina)....

Tomima Talks: 13 Cotton Items That Beat The Heat

Hello there, I recently noticed a flurry of 5-star reviews on a rather obscure cotton long leg panty we carry by Calida. To my surprise,...

Tomima Talks: 7 Reasons to Own a Slip

Hello there, It was almost a cliché, but back when movies and television had censors, the only way to portray feminine allure without...

Tomima Talks: The Designer Designing Elomi

Hello there, There’s that old saying: “Behind every successful man, there’s a strong woman.” Similarly, in my 20-plus years with the...

Tomima Talks: Front Closure vs Back Closure Bras

Hello there, Which team are you on? The front close with its relative ease, or the back close with its classic adjustability? Here are...

Tomima Talks: Choosing Your Lingerie Color

Hello there, For many women, lingerie is thought to be utilitarian – practical, useful, necessary. That can include sleepwear as well....

Tomima Talks: Made in the USA

I think all of us understand the value and benefit of buying American-made goods. Back in 2012, I tasked my buying team with finding more...

Inside The Fitting Room™ Video Vault: Bra Fitting & Sizing

Finding the right bra fit and size can be difficult enough when you’re shopping in a store – so how can you possibly be expected to do it...

The Big Idea

HerRoom founder, Tomima Edmark, recently appeared on The Big Idea with Donny Deutsch on CNBC. Bet you didn’t know that, before founding...