In today’s competitive retail landscape, promotional culture is everywhere. But did you know that most brands secretly inflate their prices so they can later reduce them, creating the impression of a discount? An item that could have been priced honestly at £100 may first appear at £110 only to be “marked down” to £90. Recent investigative journalism has shown that brands often inflate prices by as much as 50% prior to Black Friday, just to make customers believe they're getting a better deal.

Additionally, we've all felt the frustration of paying full price and then discovering later that the same item has been reduced. This creates a sense of unfairness and makes customers feel like they're owed a discount on every purchase in the future.

At Angela Friedman, we've chosen a different path. Our prices don't include buffers for discounts and they're never adjusted to accommodate future markdowns. Each garment is offered at its honest and true value, priced consistently throughout the entire year. There are no inflated price tags and no surprises because there is no hidden margin waiting to be sacrificed.

Discounts and sales don't simply emerge from a company's good will. To offer savings to customers, a brand must make sacrifices or cut corners at some point in the process. In mass-market fashion, this usually means lower quality materials, simpler and less creative designs, moving production overseas to places with fewer environmental and worker safety regulations, and low wages that don't reflect the skill and time required to create a garment.

Our work does not allow for those compromises.

Every Angela Friedman piece is crafted in England by skilled artisans who work in ethical conditions with living wages and safe, healthy working conditions. We produce our garments in small batches, using premium materials such as silk satin and French lace handcrafted with couture design features like hand-cut appliqués, silk bindings, and hand sewn trims. These are garments that are made with care, attention, and respect for the people who bring them to life.

Our pricing reflects a combination of direct and indirect costs, all of which we feel are absolutely necessary to bring you the finest lingerie produced with ethical manufacturing. These include:

• High quality fabrics and trims from trusted textile mills
• Skilled labor for cutting and sewing, and fair wages for our team and all contractors
• Studio operations, equipment, and overhead
• Design development and sample making for new collections
• Photography, modelling, and content creation
• Marketing, advertising, packaging, and top-notch customer service
• Bookkeeping, credit card processing fees, and taxes
• Sustainable practices like in-house production with 100% renewable power, recycling of textile off-cuts, FSC-certified and recyclable packaging, and free carbon-neutral delivery with every order.
  
  When you purchase from us, you're supporting not only our small business, but also the many other independent creatives, local suppliers, and producers that contribute to every collection.