Meet Amanda Petriello:
The Woman Behind Wonderform Intimates


Founded in 1949 in Montreal, Quebec, Wonderform has a long history creating affordable quality lingerie.

In 1990, lingerie industry veteran Gerry Petriello took over as the new President of Wonderform. With years of experience in the business, Gerry brainstormed ways to develop the brand without sacrificing quality or increasing prices, and grew Wonderform into a leader as a private label manufacturer in lingerie.

Over the next twenty-five years, Gerry focused his efforts on meeting growing consumer demands by shifting production from North America to Asia. Still, the greatest and most exciting challenge was yet to come:


The launch of Wonderform Intimates, Wonderform’s own online brand, in 2016.


Enter Amanda Petriello. 

amanda-petriello-peeking through hanging bras

When I came in, we were a team of three or four people who had never even bought anything online. My father’s expertise is in the garment industry - and my knowledge is in product development. I had to learn about e-commerce coming in, but at least I am part of the generation that has seen the growth of e-commerce.



Armed with an MBA and years of experience working in product development – including a couple of summers doing odd jobs around the Wonderform office - Gerry’s daughter Amanda officially returned to Wonderformas Director of Product Development and Marketing.

I thought, how can we grow the company in a different way and grow our business? says Amanda.

E-commerce seemed to be the perfect answer.

From SEM to SEO, customer service to web design – Amanda has built the Wonderform Intimates e-commerce site from the ground up, fuelled by her passion to uphold the three pillars of excellence that Gerry long instilled into the brand: quality, price and service.

Above all, affordable quality remains Amanda’s top priority. Fortunately, Wonderform’s introduction of their Intimates brand allows for greater affordability.

“Because we sell directly to our customers, we are able to offer an affordable price,” says Amanda.

As Wonderform Intimates celebrates its first year online, Amanda offers a few words of advice to budding entrepreneurs:

Set milestones. Don’t stay stagnant, because it’s too easy to stop. Celebrate the small wins, take it a step at a time, and always make sure you’re progressing.

Q & A with Amanda Petriello

Where did you grow up?


When did you join Wonderform and why?

When I finished school, I wanted to learn from different industries and acquired experience elsewhere. After five years,I learned that Wonderform needed someone with product development expertise. I felt it was the right time to step back in.

What are the top five lingerie items you can’t live without?

My go-to is my fave t-shirt bra. I also like a bra with some lace accents. Though I don’t wear them often, I always keep a strapless bra in the drawer for special occasions. In terms of underwear, I prefer comfortable boy shorts or seamless thongs; I hate panty lines!

What do you love most about what you do?

I love that I get to see and be part of the whole process, from conception to delivery. It allows me to learn and appreciate all the different parts of design and business.

What do you do for fun when you’re not working?

I’m a foodie and love trying new restaurants!

What did you learn from your father, Gerry Petriello, about business? amanda and gerry petriello working

To work hard and take nothing for granted; but above all, being a good person and building relationships goes a long way in business.

Where did you find your models?

I searched for models on my own and worked with Vizage Modelling Agency.

What has always been your biggest issue when finding the right bra?

Getting the right support to last the whole day through. Any bras sold in small, medium or large sizes never work for me as I am not proportional (many women aren’t) - so sports bras and bralettes are tricky for me to find.

What would be your advice for young entrepreneurs?

It’s ok to feel like you don’t have it all together. Running your own business is scary and overwhelming at times, but the drive to push to the next step is what will keep you going.

Do you design any Wonderform lingerie yourself?

I wish I could design - but sadly, I have no artistic talent! I help provide inspiration like mood boards to explain my vision to the designers. They are the ones who make the samples and bring my visions to life.

What is your favourite quote?

If it’s meant to be, it’s meant to be.

What’s hanging on your office wall?

Pictures of some of our lingerie items from catalogues and my Crusoe the dachshund dog calendar. I adopted a dachshund a few months back and got the calendar for Christmas. I just love it!

What’s on your desk?

I’ve always been on the messier side - so it’s more like what’s not on my desk!

What does a typical day look like for you?

Everyday is a bit different - which I love - but when I get to work, I make a cup of tea and start answering all my emails. After, I sit down with my team to review any questions or timely issues that need to be addressed. In the afternoon, I shift my focus to planning.

What experiences have made you a stronger person?

I push myself to do things that make me feel uncomfortable. Through experiences like attending a trade show by myself or starting a new job in an industry I’m not familiar with, which can be overwhelming, I always gain more confidence and feel stronger in the end.

What makes me feel empowered?

Knowing that I am in control of my business and my brand, and that I can make a difference.

Got another question for Amanda? Contact her at!


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