What’s a SINDIE, then? Well, SINDIES are newly divorced high-earning women – Single Income Now Divorced. And apparently they have become a big market for erotic lingerie, according to lingerie brand and retailer Bluebella.
The retailer has seen a rise in demand from newly single women between 35 and 50 who are back on the dating scene following a divorce. And their purchases of choice include the brand’s most provocative ranges – sales of sexy basques, stockings and suspenders are up by around 30% while the bondage-themed Eden line (pictured) has seen sales increase by 17%.
In Britain, 65% of divorces are initiated by women, and these women are making the most of their new-found freedom. Bluebella reports that ‘divorce parties’ have become a popular phenomenon, and points to newly-single celebrities such as Melanie Sykes, 43, Liz Hurley, 48, and Heidi Klum, 40, as high profile examples of the trend.
Bluebella founder Emily Bendall believes that Fifty Shades of Grey is partly responsible for the phenomenon. ‘Women of all ages read Fifty Shades of Grey and the book’s influence has contributed to women feeling far more empowered and experimental than ever before. The book has proved more than a light entertainment; it has prompted real life-style change and the result is an exciting new generation of SINDIES who are determined to enjoy themselves.’
Bluebella’s collection of erotic chic lingerie is available from the brand’s website as well as Asos and Figleaves.