Buying a woman lingerie can be an intimidating experience, especially if the woman is new in your life or shopping makes your palms sweat to begin with. To help make the experience easier for you—because, in case you haven't heard, Valentine's Day is coming—we asked four female lingerie brand founders to share some advice on how to make the process go more smoothly. The gist is this: Think more about her than yourself when you're buying lingerie, and you'll be way ahead of the game. And figure out what size she wears so you don't have to awkwardly compare your partner's body to the body of the salesperson in the store. That's never a comfortable situation. Here are a few other helpful tips from the pros:

“Pick something that reflects her as an individual, versus going straight for the typical push-ups and garter belts,” advises Michelle Lam, CEO and co-founder of True&Co. “Choose something you think she would pick out for herself. Trust me, you'll find it appealing as well because she'll wear it with confidence!” In other words: skip the plastic costumes unless you know she’s into that stuff.

“Knowing your partner’s size before you go shopping will avoid embarrassment in the store—and disappointment in the bedroom,” warns Agent Provocateur Creative Director Sarah Shotton. “If you’re really taking a stab in the dark, a slip or gown is a good way to go. They are easy to fit and can be incredibly sexy too.”

Buying a woman lingerie can be an intimidating experience, especially if the woman is new in your life or shopping makes your palms sweat to begin with. To help make the experience easier for you—because, in case you haven't heard, Valentine's Day is coming—we asked four female lingerie brand founders to share some advice on how to make the process go more smoothly. The gist is this: Think more about her than yourself when you're buying lingerie, and you'll be way ahead of the game. And figure out what size she wears so you don't have to awkwardly compare your partner's body to the body of the salesperson in the store. That's never a comfortable situation. Here are a few other helpful tips from the pros:

“Pick something that reflects her as an individual, versus going straight for the typical push-ups and garter belts,” advises Michelle Lam, CEO and co-founder of True&Co. “Choose something you think she would pick out for herself. Trust me, you'll find it appealing as well because she'll wear it with confidence!” In other words: skip the plastic costumes unless you know she’s into that stuff.

Lam also had some advice on how to wrap it up, so to speak. “First off, give the gift at home!”, she told us. “No one wants to open lingerie up at a restaurant with strangers all around”. Great point. “A simple box or gift bag on the table with a sweet card always works,” Lam added.

“Knowing your partner’s size before you go shopping will avoid embarrassment in the store—and disappointment in the bedroom,” warns Agent Provocateur Creative Director Sarah Shotton. “If you’re really taking a stab in the dark, a slip or gown is a good way to go. They are easy to fit and can be incredibly sexy too.”

Shotton also recommends describing your partner's hair color and skin tone to the salesperson in order to figure out what color would be most flattering on her. “Our staff are trained to know which items suit specific complexions and personalities so they can often offer advice in this department”, she said, adding, “Black lace is always a great option as it's very flattering and can be worn on an everyday basis.”