Where else can you nurture your passion for style and make decent income? Where else can you be at home for your family and be an effective business owner? Where else can you get a brow wax or a massage on your morning break? Sound unrealistic? Absolutely not. The answer is Optionelle.

The Optionelle story begins with the President and Founder, Gloria Dona, just over 25 years ago. Armed with a diploma in fashion design, and some experience in the direct sales industry, she launched Underlines Inc. Like most young entrepreneurs, the business started with a vision…and out of her parents’ basement.

Gloria’s plan was to design and manufacture her own lingerie creations and sell them through direct sales - a concept still new to the fashion industry. Soon she had a few employees to cut and sew and thanks to her sound business strategy, her team of consultants was growing. She then moved the thriving business out from her parents’ basement to a business complex on Pacific Court and eventually to its current facility on Industrial Road.

During the 90’s, the business was forced to reinvent itself through careful market research and examination of the product mix. The result was Optionelle, a fashion-savvy company whose focus had shifted from lingerie to casual and career wear. 

Currently the company grosses more than $10 million in sales each year and enjoys ongoing growth. The Optionelle head office in London, ON, includes design and product development, marketing, customer service, accounting, production, data entry, shipping and receiving (and yes, you can get a brow wax on your break). Successful progress is evident here as the head office relocated to a larger (48,000 square feet) office space in 2003, positioning itself for continuing growth.

Gloria’s most recent accomplishments include her trip to Tanzania to visit the children Optionelle sponsors (check out the pictures in the giving section of website), and her #36 ranking on the Profit Top 100 Business women for 2006 (the only business in London to even make the list). She has won numerous awards over her 25 years in business and continues to attain a triple-A rating with the Better Business Bureau.