Lisa Cheng of Sheer on Redefining Lingerie Shopping
We spoke with the Sheer founder about building her lingerie empire and finding the perfect bra.
After working as a product developer at L’Oreal and Shiseido in New York, Lisa Cheng came to Hong Kong with a desire to follow her father’s footsteps and become an entrepreneur. Astounded by the lack of options and comfort of lingerie shopping in Hong Kong, she founded Sheer Lingerie to provide a safe space for women to discover the joys of lingerie for themselves.
Started as a one-woman-band, Lisa Cheng worked tirelessly to build Sheer from scratch, from inventory management, to serving customers and balancing the books. Sheer is now the go-to premium lingerie boutique in the city with curated collections from international designer brands.
Lisa speaks to us about the start of Sheer, her tips for lingerie shopping and her support system.
How would you describe Sheer as a brand?
Sheer has always had the modern woman in mind. Whether it’s a more practical everyday T-shirt bra or something fun to reflect your personality, we have something for everyone.
What were the biggest takeaways from starting Sheer?
Don’t be afraid to get your hands dirty. I was working seven days a week, from sun up to sun down. It is also crucial to know your products inside out. I need to know exactly how each brand fits on the body to help my clients find the perfect item. This is knowledge that comes from hours and hours of fittings with clients and trying on different products myself. You have to put in the work to do this, because there is no shortcut otherwise.
What were the early days of Sheer like?
Being an absolute beginner to the world of lingerie, I spent the seven months prior to the launch of Sheer stuck to my laptop from morning until night, planning every aspect of the brand and business. I remember my first buying trip to Paris, I brought these handmade mood boards to the showrooms. Some brands didn’t even bother to talk to me because we weren’t big enough to be on their radar. With some luck and a lot of persistence, I was able to secure a good selection of large to small designers for the launch of Sheer.
What were some of the most challenging and rewarding moments of being an entrepreneur?
This is something that I can talk about humourously now, but I did not expect to spend so much time crying when I first started Sheer. It was just tough, tiring and incredibly lonely at times. Mental health as a founder is definitely something not talked enough about. You can’t even complain about your boss any more to others, because you are your own boss now!
It means everything to me when I see a woman’s face light up upon finding the perfect bra, and she’s surprised by how she looks and feels. It always brings me so much joy. This feeling has stayed with me throughout these years, it reminds me of why I started Sheer and why I love what I do.
How do you want women who wear Sheer lingerie to feel?
Lingerie, for us, is a form of self-expression – a way for women to express, enhance and appreciate everything that they love about themselves. We want women of all forms, shapes and sizes to feel and look good for themselves.
“You have to put in the work to do this, because there is no shortcut otherwise.”
What are your absolute must-haves in your lingerie wardrobe?
A classic black lace set, nude coloured T-shirt bras, a good strapless bra, seamless underwear for no VPL and luxurious silk sleepwear. And something fun! Lingerie should be something you can have fun with too!
What are some tips for choosing the right bra?
One, lift your arms and see if the bra shifts upwards. If it does, the bra size or shape doesn’t fit you well.
Two, your bra should be so comfortable that you forget about it during the day. If you’re constantly tugging at it, it’s not right for you.
What do you think are the Do’s and Don’ts of wearing and buying lingerie?
Do have fun! And try something out of your comfort zone. You might be pleasantly surprised at how you look and feel in it. And do have a proper professional fitting.
Don’t hang on to a bra forever. Even the highest quality bras will lose support over time. If you love a bra and wear it almost every day, you should consider replacing it in 6 - 12 months. Don't abuse your bras, treat and wash them well, and they’ll take good care of you.
What’s your favourite female-owned brand(s) at the moment?
Since I’ve been working from home a lot, I have been loving my Sweaty Betty leggings. Ariane, the owner of Sweaty Betty is an inspiring female entrepreneur. I also love Matchali for their concept, branding and the delicious drinks.
Who’s your Chika?
I have not only one but a few Chikas, my best girlfriends in life who I lean on for a good cry, laugh or a full-fledged venting session. I believe that women should help, support and lift up each other and I would be lost without my girls.
Sheer, Shop 310, Landmark Atrium, Central, Hong Kong, +852 2388 2876
