«Happiness is not in money, but in good lingerie», smiles AJOUR brand founder Vitaliy Novitsky. For nine years now, Vitaliy and his wife Tatiana have been giving colorful fashionable happiness to Ukrainian fashionistas.
AJOUR is a fusion of seductive allure and technological mastery. Back in 2004, Vitaliy and Tetiana Novitskyi envisioned a brand that would harmonize masculine and feminine perspectives on lingerie. Their goal was to create pieces that highlight a woman’s finest features, unveil her sexuality, and instill confidence—all while delicately embracing every inch of her body. Thus, a premium brand was born, offering lingerie that not only adorns the silhouette but provides unparalleled comfort.
Over the years, we have captured the hearts of women in Ukraine and across the globe, inspiring them to embrace and love their bodies. Lingerie shapes one’s self-perception; it touches the most intimate parts of our being and awakens the deepest fantasies.
The philosophy of AJOUR lies in advocating for uncompromising self-love. We believe that exquisite lace lingerie is meant for every day, not just for special occasions. It elevates every moment of life, inspiring women to embrace and enjoy their reflection every single second.
For us, the visual aesthetic is just as vital as absolute comfort. Our mission is to help every woman achieve inner harmony, living her life without limitations and never doubting her own allure.
2005 - 2009
To master every nuance of creating women's lingerie, our craftswomen underwent professional training in Paris. We continue to send our designers to Paris for internships, where they gain invaluable expertise. This allows them to apply new techniques in practice, as they did when creating our very first collection.
From the very beginning, we made a bold statement at international exhibitions such as Salon International de la Lingerie and Lyon Mode City, presenting our collections on the runway. Inspired by French lightness and sophistication, our debut collection seamlessly blended classic elegance with modern flair—pieces that seduce and bring a sense of celebration to everyday life.
Since then, AJOUR has been recognized at all professional trade fairs as a trendsetting brand. But we didn't stop at lingerie: later, we introduced our debut lines of loungewear, swimwear, and beach accessories. And with a focus on men’s comfort, we expanded our range with the WIN men’s underwear line.
2010 - 2018
International recognition fuels our passion for growth, driving us to constantly explore new horizons that unlock our full potential. This spirit led to the birth of Bretelle — a new youth-focused lingerie brand: vibrant, bold, and infused with a touch of passion and effortless ease.Our participation in the Curve New York exhibition allowed us to expand our influence beyond Europe, successfully establishing our presence in the American market.
2019 - Novadays
To stay ahead of the latest trends and maintain a competitive edge alongside global industry leaders, we consistently participate in international trade shows and runways. These include Interfilière in Paris, the International Tradeshow in Miami (where we debut our new swimwear and beachwear collections), Torino Fashion Match 2023 in Turin, and the Salon International de la Lingerie in Paris.
During this period, we achieved ISO 9001 certification and successfully passed Oeko-Tex certification, reinforcing our commitment to quality and safety. We have also expanded the Bretelle brand with new apparel lines. Today, our presence includes a robust online store and a nationwide offline network of 29 boutiques.
We have come a long way since our founding, yet we remain steadfast in our philosophy, continuing to create exquisite lingerie, swimwear, and loungewear. Through masterful design and the perfect blend of materials, our pieces empower women, highlighting the unique beauty and individuality of every silhouette.
Certificates of quality
We have developed and implemented a quality management system in accordance with the requirements of international standards ISO 9001, Oeko-Tex certificate Standard 100. All stages of production are subject to 100% quality control. High production standards are the priority for Universal company and that is why its products have Oeko-Tex certificate Standard 100.
The company not only maintains high standards of quality, but also cares about the environment. All collections are sewn on world-class machinery from Oeko -Tex certified materials.
Want to know more about us?
More information on our corporate site