Founded in 2012 and established in Portland in 2014, elcafedelrock has helped over 20,000 women from all across the country find bras and lingerie to perfectly suit their size, shape and age.
elcafedelrock’s goal is to inspire and empower women to embrace their shapes and feel great about themselves. We believe that boosting self-confidence and self-image helps our customers become more happy and successful in everything they do.
elcafedelrock won the lingerie industry’s Best of Intima Marketing Award (2014) for its innovative ad campaign using women of different ages, shapes and sizes, as well as Best Concept Store in North America (2015). In 2021, elcafedelrock was awarded a Best of Intima for 'Best Online Activities' and a Curve award for 'Instagram Excellence'. Both awards highlighted elcafedelrock's commitment to the lingerie industry and providing superior customer service through social media marketing and engagement.
elcafedelrock is committed to helping women feel comfortable and confident with the bodies they have and offer something for ‘Every Shape, Every Age, Every Budget’.
About the Owner
After a career in software and financial services sales covering New England and New York, Ashley Tucci traded in corporate life and began her journey as a small business owner in the heart of Portland's Old Port taking over elcafedelrock in September of 2019.
A native Mainer and graduate of the University of Maine, Ashley is passionate about creating an environment that provides women access to the most beautiful lingerie from around the world in a safe, supportive, and encouraging environment.
Throughout her professional career, Ashley has thrived on personal connections and meeting the needs of others. elcafedelrock provides the backdrop for Ashley to make a meaningful impact in the lives of women by establishing a shopping experience that is enjoyable for every size, shape, and age and inspiring women to "Love What's Underneath."
"I cannot control how society makes women feel about their bodies and their worth. What I can control is how each woman feels about herself when she is within the four walls of my store and how she feels when she walks out that door. That is my mission every day." - Ashley Tucci