New Lingerie Store to Hold Grand Opening Celebration in Hingham

Lulabelle will hold a grand opening celebration at their new Derby Street location on Saturday and Sunday.

The new lingerie store will offer customers a 25 percent discount on all bras and attendees will be able to enter to win items from Marie Jo, Ani Falke, Chantelle, Echo, Eberjey and many more

Many Derby Street shops will join the weekend celebration. Beauty Main will be offering Trish McEvoy holiday mini makeovers from 2-4 p.m. on Saturday, Pinkberry will serve tastings from 1-3 p.m. on Saturday Sunday and Panera, White’s Bakery, Burtons Grill Williams-Sonoma will be offering treats throughout the weekend.

A total of 5 percent of sales will be donated to Live Love Learn, the Cancer Outreach Organization in Scituate.

Lulabelle originally opened in Scituate in 2010 to bring unique, high-quality lingerie, sleepwear, loungewear, swimwear and accessories from brands such as Eberjey, Marie Jo, Prima Donna, Cosabella and Bellabumbu, to the South Shore.

Owner Donna Morton, a former Executive Creative Director for several well-known brands describes her store’s products  as not your “off in five minutes” type of lingerie.

According to the Derby Street Shoppes, Lulabelle specializes in custom bra-fittings and a unique range of offerings from around the globe.

The new Hingham shop will be located in the area next to Chipotle at the Derby Street Shoppes.

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Lingerie shop’s speciality: the perfect-fitting bra

MILFORD –Whispers from Lady Olga, a lingerie shop located in the heart of downtown Milford, has been matching women up to their perfect bra for the past six years.

“The support people give downtown Milford is amazing. From the moment we opened our doors we’ve had tremendous success,” managing partner Lori Vazzano said.

Whispers offers a large selection of lingerie industry favorites like Spanx, Hanky Panky, and Shapeez, pajamas and bridal wear.

Still, bras make up about three-quarters of Whispers business.

“We carry sizes starting at 30 AA all the way to 52 J,” Vazzano said. “We have strapless, long-line, minimizers, shape wear, seamless and post-operation bras.”

While Whispers carries a small selection of comfortable bras for women who have just had surgery, Jeniene Ferguson, business partner of Whispers and owner of Lady Olga’s in Hamden, is a certified mastectomy fitter specializing in fittings for post-lumpectomies, breast reductions, augmentations and other breast surgeries.

Ferguson offers consultations with patients in Milford; however, the bras and fittings are done in the Hamden store.

Whispers offers a large selection of bridal wear including pajamas, peignoirs and undergarments.

Oscar de la Renta, Flora Nikrooz and Classy Bride can be found in the bridal section along with bridesmaid emergency kits, wedding day tissues and tank tops embossed with the word “bride.” Shapeez leggings that eliminate a size, Unbelieveabra to get rid of unwanted lines and back-fat and slimming evening wear can also be found at the one-stop lingerie shop.

“Everything we buy has a lingerie feel and a foundations feel,” Vazzano said.

Cheryle Parisi-Zukunft, marketing director for both Whispers and Lady Olga’s, credits Whispers success to its customer service.

“In a department store you’re running in and out of the fitting room, getting dressed and un-dressed, looking for more bras to try on,” she said. “Here, we do that for you.”

Vazzano said she is constantly special ordering bras and foundations for people if she does not carry a particular size or color and keeps a log of every bra a customer buys or even likes in her computer.

In addition to the correct size and fit of a bra, Vazzano said the quality of the bra is essential.

Natori, Felina, Wacoal and LeMystere, creators of the original T-shirt bra featured on Oprah 15 years ago, fill the racks of the boutique along with many other brands.

“The people from these brands build bras for a living,” Vazzano said, adding that their bras are true to industry sizes. “A smart woman will spend money on the proper foundation.”

Although Vazzano, a certified bra fitter, said she can often correctly eyeball a bra size for a customer, Whisper’s employs expert fitters who have had a lot of experience.

“Before we even pull anything off the racks we have a conversation about your needs and what we want the bra to do,” Vazzano said.

“Eight out of 10 women are not fit for the right size bra,” she said. “The other two come to Whisper’s.”

Whisper’s is located at 21 River St., Milford.

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