Blush Lingerie

Blush Lingerie is a Montreal intimate apparel company, founded in 1988 and run since 2001 by the second generation of the family that started it, which designs its own lingerie, loungewear, swimwear and bridal pieces and sells them online from Canada. The legal entity is Blush Lingerie Inc., and the brand describes its goods as "designed by women, for women" and "globally sourced, ethically made".

A Montreal family business, 1988 to 2001

According to the company's own account, Blush began in Montreal in 1988 as a family business with roots in the city's garment trade. In 2001 the founder's children, Tiffany and Justin Ajmo, took over. The siblings set out to turn it into what the company calls "a high fashion brand that is international, agile and digital", and they lean on what they describe as a century of combined family experience in fashion.

Montreal is the right city for that story. For most of the twentieth century it was the center of Canada's clothing industry, with cutting rooms and sewing floors packed along the garment district on and around Chabanel Street. Many Montreal labels began as manufacturers or wholesalers and only later put their own name in front of the customer, and Blush follows that pattern.

Going online in 2014

The key date in the brand's modern history is 2014, when it launched its own e-commerce store. That move took Blush from a business that depended on stores and wholesale buyers to one that could reach customers directly across Canada and beyond. The site is priced in Canadian dollars, ships across the country with free delivery on orders over 95 dollars, and offers buy-now-pay-later through Klarna, a standard kit for direct-to-consumer apparel in the late 2010s and 2020s.

What Blush Lingerie makes

Blush sells only its own label, not other brands. The lingerie range runs from everyday to occasion pieces: bras, bralettes, panties, corsets, bodysuits and slips. Around that core sit loungewear (pajamas, robes and lounge sets), a swim collection and a bridal edit aimed at wedding-night and trousseau shopping.

The brand frames its pitch around three things together: luxury, comfort and affordability. In practice that means fashion-led pieces with lace and mesh detail at prices well below European designer labels, sitting alongside softer, practical underwear for daily wear. The bridal line, heavy on white and ivory, and the corsets and bodysuits give the catalog more occasion wear than most Canadian online brands carry.

The ethical promise

Blush keeps a dedicated "ethical promise" page and repeats the phrase "globally sourced, ethically made" across the site. The company does not name its factories on the pages we checked, so this entry cannot say where the garments are sewn. What can be said is that Blush presents sourcing ethics as part of the brand rather than a footnote, which is now expected of direct sellers whose customers can ask questions in the comments.

Where Blush fits among Canadian lingerie labels

Canada has a small but distinct lingerie scene, from mass chains to independent designers, with Montreal as its historic manufacturing base. Blush sits in the middle: larger and older than most independent labels, smaller and more fashion-driven than the national chains. Its long family history in the trade gives it supplier relationships that a startup would lack, while the 2014 shift to online selling put it in direct competition with every other brand a Canadian shopper can reach on a phone.

The name and the color

The brand's name happens to match one of lingerie's most persistent colors. Blush pink, the soft pink between nude and rose, has been a staple of bra counters for a century because it reads as feminine without showing under pale clothing. Blush Lingerie sells far more than pink, but the name signals the register it aims for: soft, feminine, and wearable rather than theatrical. The archive holds 32 Blush products, enough to see that balance between bridal white, black lace and everyday nudes.

Last updated October 7, 2026