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: