Our Story

"If I can't find what I need, then it means other women in Türkiye can't either." This thought struck a woman in 2024 who had been working in the IT sector for 12 years. After visiting large shopping malls in Istanbul, Ankara, and Izmir, and researching local and international brands online, she still couldn't find pajamas and underwear made with the quality fabrics she desired. "At one point, price became irrelevant because I was experiencing a health issue and couldn't find products that suited my skin and would keep me comfortable. I asked a salesperson at a lingerie store where we all shopped why they weren't made entirely with bamboo or modal. The representative said women didn't prefer these, so she steered me toward lace products, which was the exact opposite of what I was looking for," says Gizem Eker, founder of Seduras. Realizing she was spending around eight hours wearing pajamas and underwear and wasn't comfortable, she decided she wasn't feeling well after wearing products that looked nice but were tight and left marks on the skin. This was the foundation of Seduras (Seductive Aura).

After establishing the brand and company, she knew she was entering a completely new territory when it came to the production process. Learning the textile industry from scratch allowed her to approach the methods with a different perspective, as this wasn't her area of expertise. When searching for fabric, she struggled to find a micro modal and bamboo manufacturer because she couldn't find anyone who had these fabrics readily available, and because fabric companies were producing from scratch, they were demanding large volumes. Despite receiving similar responses from many manufacturers she met at a fabric fair, she kept searching. Months later, she found a company that promised to split the order by color. Now it was time for the sewing process. Although she frequently heard the words, "This can't be done like this," she remained persistent. Above all, she was an end user. She didn't want to sell a product she wouldn't use herself. "We sewed 14 samples for a single style of women's panties, and we tried them on as three women of different sizes," says Gizem. "This experience was like rediscovering America, and in the end, we all agreed on a design." With her current experience, she recommends reading the fabric composition of every product we wear and researching it online from both domestic and international sources.