We've been working with Van de Velde, a Belgian company, for about six years. They produce two lines: Marie Jo and Primadonna. Each focuses on the needs of a different client, but both have the same commitment to making bras that feel like something you can live your life in comfort while making your outfit feel a little bit special. We chatted with Jennifer Conselyea, head of North American sales, to learn more about what makes them tick.
Jennifer, thanks for making time to chat with us. Tell us a little about Marie Jo and Primadonna's history.
Marie Jo is a Belgium brand under the Van de Velde umbrella. Marie Jo was launched in 1981. We introduced the iconic Avero bra with daisy straps that same year; you can still find in our store today. 
The Avero bra is recognizable, iconic, and fun! You can style it with your outfit and have the daisies peak out. We offer new colors every season and our customers love to collect them.
The Marie Jo design team looks to the runways for inspiration. We work with on-trend colors and prints you will also see in ready-to-wear fashion . You will notice we will have a bra to match your new clothing for the season. Our suppliers also work with top design houses in women's ready-to-wear.
This season, we are seeing jewel tones and rich colors. We are also seeing elegance, especially in lace design. For design, smooth and light is trending. We have a new bra coming in the Avero collection that is a spacer cup. It’s light and airy and still gives a nice smooth shape under clothing.
Style, comfort, fit.
We know this is a big anniversary for the Avero bra, a.k.a. the Daisy Bra. We even had a birthday party for her! What do you think makes this an enduring classic?
We've seen that a lot; Avero lovers will come in and ask for this season's color every few months because it always feels fresh, even though it's been a constant since the 1980s. Where does your design team look for inspiration for each new collection?
With ready-to-wear trends in mind, what are you excited for in the autumn and winter 2026 season?
If you could describe Marie Jo in three words, what would they be?
Sustainability and employee well-being are hugely important for you. Can you tell us a little more about what you're accomplishing with your initiatives? Sustainability has been a big focus for several years now. We have been ranked as excellent on ESG scores. ESG scores look at Environment (carbon footprint, waste), Social (labor practices, diversity, inclusion, well being), and Governance (board diversity, anti-corruption policies). We also value a work-life balance. For example every fall, employees participate in a walk/bike challenge!
Last question: if the Marie Jo client or Primadonna lover can buy a bra online, what's the benefit of going into a boutique for a fitting?
Size can fluctuate with life. Babies, weight loss, weight gain will all affect your size. If the cups are wrinkling or bulging, if you are always pulling up your straps, or if you're feeling wires poke, it’s time to come into the store. Even within the same size, bras fit differently and we have it all for you here. There is no universal bra. You need several types for different necklines and lifestyle.
As fitters, we couldn't agree more. Thanks for talking with us; we're excited to see the new line next week!
