For Emily Bendell, founder of Bluebella lingerie, the vision was simple: create luxury top-drawer essentials and pajamas at non-luxury prices. As Bendell tells it, the Bluebella woman loves lingerie not because it's traditionally sexy or functional—but because it is beautiful and self-indulgent. After all, gorgeous underthings should see the light of day, rather than awaiting the ever-elusive “right” moment. Want to know Bluebella’s secret truth? The right moments happen every single day.