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Sarah Chamberlain, co-founder and CMO of [3Wishes.com](http://3wishes.com/), has spent her 15-year career immersed in public relations, communications, and marketing across a variety of industries. Before establishing the women’s lingerie and apparel site, Sarah worked in both B2B and B2C, instilling in her a comprehensive understanding of how to connect with an array of audiences. Joining forces with former colleagues, Sarah is bringing that wealth of knowledge and experience to establishing a rebirth for [3Wishes.com](http://3wishes.com/). We caught up with Sarah to learn more about the recent acquisition and what’s next for the company.  **What is the history of** [**3Wishes.com**](http://3wishes.com/)**?**   [3Wishes.com](http://3wishes.com/) started in 1998 and was originally named Three Wishes Lingerie. As the very first intimate apparel website focusing on [sexy outfits](https://www.3wishes.com/), female-owned [3Wishes.com](http://3wishes.com/) learned to operate in the days of dial-up internet and AOL—a major fete in and of itself. From humble beginnings, the original owners operated out of their home and quickly grew the business to become one of the largest online retailers of women’s intimates. As such, when the opportunity arose for us to acquire such a classic brand, we jumped at it.  Now in its twenty-second year, my fellow co-founders and I are proud and excited to overhaul such a classic and iconic brand. Among the changes under our new ownership, we are working on updating the overall aesthetic of the website as well as shifting the product offerings to more closely align with our vision for the future. We’re looking forward to sharing the new [3Wishes.com](http://3wishes.com/) with old and new customers alike.  **Are you excited to get back in the industry?**  I am very much excited to be back in this space. I spent nearly nine years living and breathing women’s intimate apparel and costumes and it’s something I missed immensely. While I take my position and our overall commitment to our customers seriously, the products we offer are inherently fun. And I’m looking forward to working in new categories to our assortment and improving upon our existing products. Additionally, much like the majority of industries have experienced in the last year, learning to adapt and grow this business is a challenge that I am looking forward to tackling head on. We’ve come up with some pretty exciting ideas already that we can’t wait to debut in the coming months.   **What will your role be at** [**3Wishes.com**](http://3wishes.com/)**?** I will be primarily developing and supporting the overall communication and marketing strategy in my role with [3Wishes.com](http://3wishes.com/). We’re changing the voice of the company and it takes time to make sure that message is clear, concise and comes across in a meaningful way.   My role doesn’t stop there, however. Because we are essentially starting from the ground-up, that means all of us, myself included, are digging in our heels and doing whatever it takes to make [3Wishes.com](http://3wishes.com/) successful. Whether that’s rolling up our sleeves and packing orders ourselves or picking up the phone and handling a customer service issue, no task is off the table. Additionally, as the sole female presence on the executive team, I bring an important element to the table. Our customer base is primarily female so, as a whole, our team knows how important it is to make sure that voice is present and represented in all aspects of the business.   **What will set** [**3Wishes.com**](http://3wishes.com/) **apart from others in the space?** As the oldest intimate apparel website, [3Wishes.com](http://3wishes.com/) set the precedent for what to expect when shopping for [sexy lingerie](https://www.3wishes.com/lingerie/)online. That said, as we work to reinvent the brand, we are moving away from the traditional model and narrowing our focus. Rather than offer thousands of products across dozens of categories, which can become a bit cumbersome for customers, we are hand-selecting what products we offer. This mindful approach to merchandising streamlines the website, makes shopping easier and allows us to ensure our products match the aesthetic we’re looking to achieve. Additionally, as we move into Q4 of 2020 and beyond, we will be growing and refining our assortment of fashionable apparel as the cornerstone of our business. We’re looking forward to providing a comprehensive shopping experience for our [3Wishes.com](http://3wishes.com/) customers.   **Do you have any exciting news that you would like to share?**  We always have a little something up our sleeves...  As October approaches, we’ll be introducing a new designs for [sexy Halloween costumes](https://www.3wishes.com/sexy-costumes/) that allow for maintaining social distancing and safety considerations during the ongoing pandemic. We also have an exclusive collection of everyone’s favorite antihero—Joe Exotic. What’s more, our licensed [Tiger King costumes](https://www.3wishes.com/sexy-costumes/tiger-king-costumes/) include options for both men and women. Beyond Halloween, we will be elevating our overall apparel collection, as mentioned above. In addition to everyday, fashion-centered options, we will be focusing on swimwear, festival clothing, and so much more.