About Tomima


Tomima Edmark, who founded HerRoom in 1998, gets what women are looking for - at least when it comes to underwear. She started this business with entrepreneurial instinct and exhaustive research - learning from consumers, design teams and manufacturers. She probably knows more than she wants to about the complex engineering that goes into designing lingerie and about the unique relationships our bodies have with the lingerie we wear.

Over the years she has leveraged her industry knowledge and experience to offer customers the best possible products, services, and buying advice. And of course, she's a woman - she wears what she sells.

In fact, HerRoom is the largest woman-owned lingerie retailer on the web. For Tomima, HerRoom isn't just about shopping for sexy lingerie. She wants women to find the products and sizes that fit us best - whatever our styles and shapes.

Just - the facts:
Tomima is the inventor of the wildly successful TopsyTail, a hair accessory for women that she marketed by herself to revenues of $150 million. Along the way, she became known for her entrepreneurship and was featured on television shows and in business publications like Good Morning America, Oprah, Forbes Magazine, and The Wall Street Journal. With a BFA in Fashion Design and an MBA, she uses her left brain and right brain to understand both the design and business of the women's lingerie market. And for the most frequently asked question: what kind of a name is Tomima? It's a venerable family name from the Orkney Islands off the northern tip of Scotland. The name has been passed down through Tomima's mother's family at least as far back as the 18th century. Pronounced like "Jemima" but with a "T".