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Curated colours and fresh blacks

Spring Collection

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A LINGERETTE

UNDERGARMENTS
DAILY AND OCCASIONAL

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As featured in

On high rotation. The Kim bralette, part of our spring collection.
The Primary collection: for today, for tonight and forever.
Our bestselling Else Marie set, now in matcha. Part of our spring collection. In store now. #matchalove #primarylingerette
The new Eclatante bra, brief and thong, part of our spring collection. In store now. #primarylingerette
Hi there, I'm Samantha @yousaysam, founder of Primary and self-proclaimed Chief Fitter. 👩🏼‍✈️ There are lots of new friends here so I thought I would tell you a little about me and why I know all women deserve exceptional undergarments, curated with intent and fitted with care. After a trip overseas, I noticed there was a need in Australia for undergarment shopping that's a vibe - interesting products, a great fitting service, all comfort, enjoyment and totally empowering. But I didn't start Primary right then, rather I went back to my engineering career where I have worked on some phenomenal infrastructure around Australia. TBH, I was truly too scared at the time of failing, enough to not give it a go at all. But after 10 years as an engineer, two children and a whole lot more life experience, my skin was a little thicker and I thought it might be time to give it a go 💪🏻 So now I am on a journey to transform undergarment shopping from a chore to a joy and I hope you will join me. #femaleentrepreneur #primarylingerette
The new Huit Garconne in Black. Also in Blush. Part of our spring collection. Simple, modern, perfect fit. #primarylingerette
Kim, part of our Spring Collection. In store now. #primarylingerette
One lucky customer 💚 #primarylingerette
Launched at the Primary Suite, our spring collection brings curated colour and fresh takes on black in bras, bralettes, briefs, thongs and bodysuits. Link in bio. #primarylingerette #bra #bralette #lingerieaustralia #australianretail #boutiquelingerie #matcha #springfashion #springracing #springsummer
Nothing better than a new bra that fits perfectly.
Too many photos to post of our gorgeous Primary Suite lingerette viewing and fitting service from last week. Here is just a few. It was a gorgeous four days at @lyallhotel in South Yarra where many women came through for a glass of champagne, a look through the full Primary collection and a try on of the undergarments with full fitting service. Our guests left happy, with beautiful pieces, their hearts full and a fortune baguette to make sure each person knows how special they are. Thank you to everyone who came through the doors, our hearts are full too. 📸 @maddieroux @maxmgt_ 👏 @alexandrarutman
Thank you to all our kind helpers for making the Primary Suite come alive. Couldn’t have done it without you.
What I learnt from four days at the Primary Suite. Be kind to yourself ladies. #primarylingerette #lingerieaustralia #australianretail #primary #netterose #elselingerie #boutiquelingerie #bodypositivity #youaregorgeous #bra #bralette #thong #underwear
The Primary Suite is open now 🙌🏻
The Bernie Garter Belt has arrived at Primary. A little dark, a little gorgeous, all joy.
Florals for spring? Perfect! Especially with a matching garter belt. Shop Nette Rose at Primary now. #garterbelt #bralettelove #lingerieaustralia #Australianlingerie #netterose #lingerette #femalebusinessowner #undergarments #lingerieshop #lingerieaddict #australianretail #lingeriestore #primarylingerie #primary #FindYourFit #boutiquelingerie #lingerie #bralette #primarylingerette #lingerieboutique #floralsforspring #floralsforspringgroundbreaking
Garter belts have arrived. Complete your Nette Rose set with a gorgeous matching garter belt. #lingerie #lingerette #lingerieaustralia #bralette #boutiquelingerie #lingerieshop #netterose #primary #femalebusinessowner #australianretail #undergarments #primarylingerette #primarylingerie #FindYourFit #bralettes #bralettelove #lingerieaddict #Australianlingerie #lingerieboutique #lingeriestore #garterbelt #floralsforspring
Primary Suite - lingerette viewing and fitting service. By appointment only - The Lyall Hotel, September 13 and 14. Find out more - Link in bio.
New Product Alert - the Bella thong now comes in Ivory 🙌 Else's beautiful modern take on lacework stuns in this set. Available now.
Do you have a daughter who needs to be fitted for a bra in a comfortable, kind and empowering space? Primary is your answer. The Primary Suite is an exclusive lingerette viewing and fitting experience. September 13 and 14, The Lyall Hotel, South Yarra.