Rutland mum opens Etta Lingerie and Nightwear in Mill Street, Oakham

A mum-of-two has opened a lingerie shop in the hopes of empowering women to put themselves first.

Hetty Arnold opened Etta Lingerie and Nightwear in Mill Street, Oakham after noticing a gap in the market.

“You can go buy a lovely dress but you have nothing to wear with it so I decided there was room for it in Oakham,” she said.

“Being a mother I realised there wasn’t much in Oakham to bring women together and make them realise how wonderful they are.

Get the latest news to your inbox by signing up for The Briefing

“I want to help women feel empowered.”

The lease on the building was signed just before Christmas with Hetty working long hours to get the shop ready for the launch this week.

Hetty is trained in bra fitting and prides herself on a personalised service, particular to those who are a bit out of their comfort zone.

“There are two types of women,” said the 29-year-old. “Those that know exactly what they want with their brands and sizes, who are really excited to have a local shop where they can pick their favourite things.

“But there are also women who feel a bit lost. They want to do something nice but are unsure what they can do.”

Etta stocks sizes six to 22 and up to H-cups in bras from a range of brands, including independent designers.

For Hetty it is important to be accessible to all with products at different price points and suitable for all ages.

The underwear is described as being ‘practical but pretty’.

She believes because ‘every woman wears bras and pants’ the shop can unite them.

“It is more than a lingerie shop, it’s what comes with it,” Hetty said.

“You are buying yourself something very symbolic.

“It’s not buying a bra because you need to but instead to make yourself feel good.”

She added: “Particularly for women in everyday life, when you are busy working, being a mother, doing house work or rushing around it can be easy to forget who you are.

“Life becomes robotic and you don’t put yourself first.”

In the coming months Hetty hopes to hold events, which are set to include posing workshops and aesthetics demonstrations.

She also plans to close the shop for bridal party appointments.

Harriet said: “Bridal underwear is not necessarily about what you wear under your wedding dress but about what you wear on your wedding night.

“Closing for appointments will allow brides to have the full experience where they can have a glass of fizz and take their time trying things on.”

Etta Lingerie and Nightwear is next to Green-Wood By Design, the oak framing business Hetty owns with her husband Jamie.

The couple moved to Rutland last year with their two young children, Poppy and Bridget, to be within a blue light zone of a hospital.

Poppy, who was born in 2021, was diagnosed with a heart defect and required open heart surgery while she was a baby.

Although Poppy recovered from the operation, there were no nearby hospitals in North Lincolnshire which had departments for children with cardiac conditions.

Six months ago, the pair welcomed their second daughter Bridget.