Our Story

Seeds from 1999

In 2008, Nicole Dortch, a multi-talented and courageous young woman, embraked on a journey to bring her long-overdue dream of becoming a fashion designer a reality. A Washington, DC native, and graduate of Norfolk State University (BA) and the University of the District of Columbia (MPA), she is a leader, role model, and philanthropist. This former Chief Financial Officer, of a prominet corporation, never let go of her dreams while holding a successful career.

Nicole traveled daily from Washington, DC, to New York (daily) to pursue her dream of becoming an Intimate Apparel Designer. Her goal, to design exquisite lingerie, and her challenge was working full time and attending the Fashion Institute of Technology in New York; she was dedicated regardless of the distance. After many years of working in the fashion and retail industry, Nicole decided to combine experiences and knowledge into an intimate apparel brand. A full-service boutique, offering fashion-forward styles, bra fitting services, menswear, home products, and luxury concierge. 

After a girl’s trip to Paris, she found the missing link to her vision in several boutiques. The Parisan styles, interior design, and exceptional customer service those stores exhibited was what she wanted to bring back to the US. Her source of inspiration, Paris, a glass of champagne, and a string of pearls. She decided to name her brand Petit à Petit (little by little in French) in honor of all experiences she encountered over the years. 

Petit à Petit is not just a bra and panty shop; it's the ultimate experience in intimate apparel for women and men. Whose mission is to provide a luxury experience to all of its guests, and high-quality products in a wide array of sizes and styles.

Today, Petit à Petit, located in Downtown Norfolk - Virginia, continues to service their guests with service and excellence. Adding new acquisitions to its profolio, Petit à Petit, continues to reinvent itself innovative changes and technology to enhance is guests experience.

We are a small business and your support allow us to maintain operations and support our local community and charities. We understand, no all guests will want to buy lingerie or underwear, but still want to support us, use this link to see our specific #ShopSmallBusiness items here.

Corporate Structure

Our Core Values

We at Petit à Petit don’t just sell bras and panties; we indulge in the care and delicate beauty of a woman with style and grace.Our purpose as a company is to uphold standards in: Commitment to Our Guest, Fabrication & Construction, and Service. 

Commitment to Our Guests

We are committed to providing the best service and solutions to all our guests. To achieve this, we place care in your privacy and creating a positivity and safe environment for all women. We promise to improve ourselves and our services, add delicate care to all our guests, and expand our knowledge, skills, and abilities to providing the best above and beyond service. 

Fabrication & Construction

Our passion for delicate fabrics and intimate apparel construction is vital to our success. We studied textiles to ensure the highest quality fabrics used and the garments constructed to the highest industry standard. Our brand partnerships from the US, Columbia, Italy, France, Spain, Germany, and other well-known UK locations supply their products sold at Petit à Petit. 


Service with integrity and accountability. We understand that lingerie sells itself; however, service does not. We invest in the art of customer service, and our staff value the belief of Petit à Petit’s mission and delivers intimate concierge service. We conduct in-town deliveries, private one-on-one consultations, virtual events, shopping and fittings, and advocate for women’s health awareness. 


Nicole Dortch

Petit à Petit is a trademark brand, which belongs to Madam CFO, Inc., a consulting firm, founded in 2018 by Nicole Dortch. She leads both companies with service, integrity, and accountability. Empowering and mentoring young women to be successful in life, she promotes positivity financial literacy, and change. She encourages all to be brave and influential and reach for the sky, knowing there is no limit to what you can achieve. Petit à Petit has its own signature fragrance in acquisition, launching Fall 2021.


Guys, you rock! Made a purchase at your store recently. The order has been shipped and delivered on time. The quality is superb! The price is quite reasonable. Told all my friends about your excellent service and the variety of choice. I think I’ll be your loyal customer in future as well. I wish your store many more years of prosperity.

Mary Taba

Thank you again and again! I have experienced the fastest support ever. My order arrived on my door step the following day. Your team is always, friendly and very helpful. You managed to exceed my expectations!

Virginia Ubert

Brand Assets

Petit à Petit™

Petit à Petit is a registered trademark of Madam CFO, Inc.

50 ml Perfume

Petit à Petit™ signature 50 ml perfume "Romance Her", launching 2021.

Travel Perfume

Petit à Petit™ signature travel perfume, launching 2021.

Petit à Petit™

Petit à Petit™ lingerie for women, debuting 2021.