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| The shiny new shop |
Last week I went along to a special press preview for the opening of the new Boux Avenue store in the Bullring, Birmingham. If you haven’t heard of Boux Avenue, (got to admit that name has a nice ring to it!) it’s a relatively new lingerie chain owned by Dragon’s Den’s Theo Paphitis. The brand aims to provide flirty, feminine underwear, swimwear and nightwear options to women.
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| A crowd gathered to watch Theo open the store |
So, what did I think?
Well, firstly, the store is lovely. There’s a definite ‘fifth avenue’ feel to the shop with black and white panelling, chandelier light fittings and a really grand entrance. The first thing I was overwhelmed with when I walked in was COLOUR! Hurrah! So many lingerie shops have three offerings: black, white and sausage-skin nude (maybe a little red around Valentine’s day). I couldn’t name all of the amazing colours that were on offer in Boux Avenue, which makes for such a lovely trend (especially as someone who likes to co-ordinate the colour of her underwear to what she’s wearing – as I always say to my clients, wearing lovely undies is the foundation to feeling good about your outfit).
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| Colour! |
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| More colour! |
I was welcomed in, offered a drink, and told a little bit about the range – the Boux Avenue staff were super friendly and very helpful, able to answer all of my questions. The man himself, Theo Paphitis was there to open the store also.
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| Deals on knickers |
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| So many pretty things |
The Boux girls explained to me that sizing is really important to them. I was impressed with the diversity of sizes available, everything from an A-H cup and sizes 8-20. The overall feel of the lingerie is very feminine and quite retro, with lots of lace, chiffon, ruffles, the ‘Camille’ set in peach, a gorgeous 60s style baby doll nightie, a quilted blush pink corset and petticoat caught my eye particular.
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| Pretty tutus and ballerina slippers |
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| This gorgeous quilted corset caught my eye |
I was then offered a free bra fitting by one of the lovely Boux ladies. As we all know this is SO important as so very many women are wearing the wrong size bra. I was a little nervous, but pleased to find that I am indeed wearing the right size! I have to at this point mention the lovely fitting rooms. Glossy black and white panelling again, luxurious deep pile carpet, ingenious lighting system that allows to see how you look at day, night and dusk, and most importantly a ‘concierge’ button and intercom system that allows you to call a member of staff for help or different sizes. No more wandering out into the corridor in your undies to try and find someone! I tried on the lovely Camille bra that I’d had my eye on earlier, and my suspicions were confirmed – gorgeous. May well be popping back to treat myself to that one soon!
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| Couldn't resist taking an outfit photo in the posh fitting rooms - I'm a blogger, ok? |
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| The triple threat lighting in the fitting rooms |
If you’re a midlander I definitely recommend popping down to the Bullring, middle west mall to take a look.
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| The lovely Camilla set that I tried |
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