When Mariela Rovito and Ali Mejia, former ad agency colleagues, first had the idea to go into the lingerie business together nearly two decades ago, there was one thing they knew for sure: “There was already enough sexy to go around,” Rovito said, “so we didn’t feel it was important, necessarily, to compete with that.” Their target customer, they insisted, would be a different kind of woman, the kind who understood that “if you feel good from the inside out, there’s nothing sexier than that.” Armed with this simple, subtle idea, they launched Eberjey, a lingerie brand that today is found in more than 500 stores around the world—and in a pair of namesake shops in Miami.