Our founders
Family Legacy
We started with the same vision: to empower women inside and out: Gudia was founded in 2023 by Jiaer, the daughter of a family with 30 years of expertise in the lingerie industry. She wanted to continue the family legacy by bringing amazing products to the world. Later, she met Rachel in Amsterdam, who was inspired by her mother’s dedication to the beauty industry to empower women from the inside out. In the heart of Amsterdam, two Gen Z women of color crossed paths—brought together not only by a shared ambition but by a deep friendship that laid the foundation for something exciting.
Our product
Never Compromise
We never compromise on comfort and style:
We often hear from our female friends that lingerie today can feel like a fashionable prison for the sake of pretty design. At Gudia, we want to change that perception. Our products are designed by women, for women. We reject restrictive wires and synthetic materials that dominate the market. Instead, we create pieces using only the most premium fabrics and a human-centered design approach. The choice between comfort and beauty should never be an either-or; why settle for one when you can have both? This is what Gudia stands for: "Girl, You Deserve It All."
Our commitment
A testament to quality
We are proud of our heritage and expertise:
What sets us apart is not just our passion, but our heritage and expertise. With four family-run manufacturers specializing in lingerie for 30 years, we keep everything in-house and never outsource, ensuring 100% control over the production process. We listen to your voice and engage you in the design process to provide the best for you.
We specialize in what we do and are proud to bring you the utmost comfort, because girl, you deserve it all.
Our packaging
Thoughtfully designed
Our packaging philosophy is clear: it should be as considerate and adaptable as the individuals we serve. Designed to be waterproof and antibacterial, our packaging is not just for first-time use; it's crafted to be a part of your daily routine, whether at home or on the move. By repurposing materials, we honor our commitment to the planet, reducing waste and ensuring that our packaging is as thoughtful as the individuals who choose us.