“A corset is not simply something beautiful to wear: it is a statement of femininity, of power, of glamour. It is fantasy given form, and as much a part of the wearer as their own skin.” - Sophia
Ava Corsetry was founded in 2012, by Danielle MacDonald, the brand was inspired by the sophistication and glamour embodied by Ava Gardner. In October 2015, when Danielle was called away with her husband to the British Virgin Islands wishing to focus on growing her family, the business was then taken over by Elyzzabeth.
Elyzzabeth grew up immersed in the beautiful Derbyshire countryside on the edge of the picturesque Peak District national park. Inspired to study Fashion Design at College after having been wowed by the 'corsets' [based on 18th C. stays] in Vivienne Westwood's iconic 'Portrait' collection in 1990. She has a natural talent for precision, fine detail and hand embroidery, having been offered a place on the Royal School of Needlework's apprenticeship based at Hampton Court Palace. However, instead she accepted her first lingerie industry role as Design Assistant at a Derbyshire corsetry and lingerie factory, which had originally been a corset factory in the 1800's, squaring the circle this also happened to be the factory which had created the first samples for Vivienne Westwood's original corsets.
Elyzzabeth is skilled in many forms of hand embroidery including traditional Japanese embroidery '刺繍'. She has broad ranging experience in the lingerie industry, having worked on lingerie product from Agent Provocateur to John Lewis, covering many vintage and high end independent brands, Department Stores and suppliers to UK high street retailers. She holds 1st Class Degrees in both BA (Hons) Fashion & Textile Management from Nottingham Trent University and DeMontfort's prestigious BA (Hons) Contour Fashion course. In recent years she has also taught CAD pattern cutting and grading, as Associate Lecturer at Northampton and DeMontfort Universities.
As the technical expert of Ava Corsetry, Elyzzabeth oversees all parts of design development and production, and believes passionately in creating beautiful quality garments with classic signature styling and a superb fit.
Elyzzabeth lives in Derbyshire, she loves all things green tea flavoured,
embroidery, contortion and her little old Smart car.