Ooh la laa!

Ooh la laa is the rather saucy name for an up-and-coming company that sells funky, sexy lingerie from size D. Elena Souto, 27, is the inspiration and founder of Ooh La Laa, tell us about her passion...

Elena Souto isn't embarrassed by breasts, which is just as well as the inspiration behind her business was seeing ladies all over the world popping out of their bras. 'It made me realise that there is certainly room for a funky bra place without taboos about boobs' she explained. And so in September 2002, Ooh la laa was born.

Elena, left her job 3 months before she launched Ooh La Laa and did most of the planning while she was still working. Aware that she did not have the skills or experience to start a business, she sought help. She also realised the importance of networking - 'if you don’t ask you don’t get.'

Elena ploughed £20,000 of her own money into starting the business using the money from the sale of her car and obtaining a loan. As with many new start-ups, money was Elena biggest concern: 'It's really scary leaving full time employment and walking into something that where you know you aren’t going to earn money for a while. Running out of funds before you have even got going as everything costs more than your original forecasts'. Although Elena had some reservations shelving out so money at the start, the business is going from strength to strength. It has already won a number of awards including, the First prize Shell livewire North London Entrepreneur of the year award and the Most innovative business- London Evening Standard.

Elena's plans for Ooh La Laa includes opening a shop in central London, which she describes as 'a bra bar where big boobed girls can buy funky bras at reasonable prices.' 'We intend to expand into swimwear. Keep on working hard and sourcing big bras to please our customers!'

For more information about Ooh La Laa visit: www.oohlalaa.com