She said: ‘Wearers of LuminoGlow lingerie say it indulges their senses and the glow in the dark quality is sheer delight.

‘They find ease of browsing and buying this most luxurious and sensual lingerie online especially appealing.’ 

When the lights are on the underwear looks just like normal white lace lingerie, transforming only in the dark. 

Jan Hawley founded LuminoGlow to create pretty underwear that looks good with the lights on and off

Each and every piece ‘visibly exudes luxury, sensuality and panache’, says the LimunoGlow webiste.

The firm state they invests in ‘only the finest Italian lace and fabrics, which are carefully crafted into exquisite garments that are beautifully soft against the skin.

‘Nothing is left to chance, with the glow-in-the-dark lace strategically positioned to complement the lingerie and accentuate the body.’ 

Jan, a self-confessed visionary with an eye for design and a passion for lingerie, recruited Andrea Monti, an Italian with textiles expertise, to come on board with the creation of the pieces. 

Prices start at $65 (£41) for a thong, up to $180 (£115) for a chemise set. The new collection is available online at www.luminoglow.com.

Only elements of each piece glow, rather than the entire item, subtly highlighting your shape

It transforms in the dark, when the classy lace design on the front lights up

Prices start at $65 (£41) for a thong, up to $180 (£115) for a chemise set

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