A NEW designer lingerie store has opened in the Oracle shopping centre.
Located on the first floor, Boux Avenue stocks lingerie, nightwear and lounge wear.
The opening was celebrated with a ribbon cutting event, carried out by the team’s chief design and product officer Zoe Price-Smith.
I was invited to view the shop’s range, and to try out their bra fitting service.
I’m not the store’s average customer.
She is in her late teens to thirties, whereas I’m old enough to be her mum, and I’ve never stepped into a designer lingerie store before.
So I was a bit nervous.
But I was reassured by the friendly welcome I received from the knowledgeable team.
And I was also pleasantly surprised by the prices.
There are plenty of colours and styles to choose from, whether it’s bras, snuggly pyjamas, or warm winter lounge wear that you are after.
At the front of the shop are the trending fashion and winter items, while inside, customers can find the team’s core items, t-shirt bras and special occasion items.
One of these is called Molly, a popular plunge bra that comes in eight different colours online, and sells across the company, one every ten seconds, it seems.
“It’s pretty,” says Lizzie Stephens, the group’s digital PR and content manager, “but it’s suitable for every day wear, and fits well.
“It’s so comfortable that you forget you’re wearing it.
“We want everyone of every age to feel good about what they are wearing, as well as comfortable.
“So we take our time when fitting our customers.
“We don’t rush them, because we want them to buy something that suits and fits them perfectly.”
Lizzie also tells me a bra hack that’s worth sharing.
She says that when wearing a white top, a white bra will show through conspicuously, whereas a red one won’t.
“A white bra contrasts with the light, so you can see it, but a red one will tone with the skin and is less visible,” she says.
“But it needs to be true red or burgundy, not a pinky fuscia.
“We’ve tested this out and you can see the results on our Instagram reel.”
Boux Avenue is proud of its comprehensive bra fitting service.
“It’s important to us that the lingerie is fitted to the customer, rather than them trying to fit into the bra,”she continues.
“That’s why we advise people to have a fitting every six months.
“Size can change due to a range of factors including change in weight, hormones, or birth control.”
In the fitting room, three different lighting effects allow customers to view garments by day, dusk and night time.
The experience is fun, and feels like a little bit of me time, but it also turns out to be quite educational.
I learn about sizing, which has always been something of a mystery to me.
And that I’ve been wearing the wrong size bra for decades.
Apparently I’m not alone, as it seems that 80% of women are doing just this.
You should choose a bra that fits with the loosest hook, which allows it to be tightened over time as the elastic changes.
And a bra cup should fit neatly around, without pressing into breast tissue, with the centre of the front band fitting flat against the skin.
Well, this is a revelation to me, and explains a lot.
Having sorted out my fitting errors, I try on a couple of the shop’s range of lingerie.
And I do find that the change in size is more comfortable.
Chief design and product officer Zoe Price-Smith tells me about the range.
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“We are a small design team,” she says,
“Newness and fashion is important to us and our customers, so we follow what happens on the catwalk, and reflect that in the store.
“We turn out about 2,000 designs a year.
“We want to bring sexy back, so 70% of our content is fashion, and we come up with something different every season.
“But our fits are always consistent.
“We always say that if you feel comfortable underneath, you’ll feel great in what you’re wearing.
“We’re already finalising our collections for next Christmas, but over the course of next year, there will also be Valentine ranges, swimwear and seasonal items.”
Zoe explains that the store likes to maintain a personal touch, and that their laces and embroideries are nominated.
“That means we secure them from our suppliers, to be used exclusively by us,” she says.
“We take them off the market, so you won’t find them anywhere else.
“This store showcases all of our collections, so it’s a great place to come and see what we have for yourself, or to buy a gift for someone else.
“We’re really proud to be opening here in Reading.”
“Yes,” adds Lizzie.
“We’re delighted to be able to open a new store, particularly following Covid.
“And the timing is great, with the opportunity for people to purchase Christmas presents.
“With winter weather coming, we have lots of really soft, cuddly dressing gowns.”
Until Monday, November 28, the shop is offering 20% off everything in store.
And with a welcoming, friendly team to provide bra fittings, customers can be sure of buying lingerie that will fit comfortably, as well as look good.
Customers will find the shop on the first floor of the Oracle shopping centre, Reading.
For more information about Boux Avenue visit: www.bouxavenue.com
