Boux Avenue in Liverpool One- Our lingerie prayers have been answered

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Last week Theo Paphitis opened his 14^th Boux Avenue store right here in the heart of Liverpool One and LSMedia were lucky enough to attend the opening and have a one-on-one interview with Theo himself.

Boux Avenue was launched April last year, and with its team having, collectively, over 100 years of past experience in the lingerie market they have managed to create fabulous lingerie, swimwear, nightwear and accessories for every woman. With sizes ranging from 6-20 and 30A-40H, each product designed to suit all, great news for the ladies of Liverpool.

                  

 

The outside of the store stands out compared to the full glass modern fronts you see around Liverpool One. Boux Avenue’s front has large black framed windows and doors setting the store apart from others. The store looks as though it belongs on a streets of Paris, not one of the UK’s most successful shopping areas.

Walking into the Boux Avenue’s store last week, it was difficult not to notice the beautiful décor: modern monochrome with a traditional feel, again much like a French boutique. There’s a mix of technology and tradition, with digital frames displaying the beautiful products of Boux Avenue, but vintage furniture and display units. The overall atmosphere feels comfortable and relaxed.

 

      

 

The company expresses that it caters to every woman and it does just that. From the brilliant customer service shown by the ‘Boux Belles’ to the beautiful products offered in a variety of fabrics, prints, colours, styles and sizes. Each set is displayed in size order, with drawers underneath that we, as customers, can open ourselves and pick out the size we need. No need for the awkward wait for an assistant to notice us like you find in many retail stores today, alternatively, we can pick the size ourselves, and if the size isn’t there ‘Boux Belles’ are on hand to get the size needed without pestering you. Theo expressed various times that shopping in Boux ‘is all about the experience as lingerie is a very personal product and ladies should leave the shop feeling fantastic’ and Boux seems to do just that for each and every customer.

 

      

 

It is not just the décor, the products or Boux Belles that make the store; it’s the whole concept together. Customers are offered free bra fitting consultations from the trained staff in the safety of their own personal fitting room, with fitting rooms named after fabrics used by Boux Avenue, including silk, lace and so on. Inside each room there is a discrete concierge intercom system allowing customers to connect to staff if needed, along with three different light switches, that allows customer to adjust the lighting to their needs, for example an evening light setting for those special occasions.

 

    

 

After trying the system for myself, I did leave the fitting rooms with not only products that fit perfect, but also a feeling of satisfaction and inner confidence. Items are priced reasonably, and when at the till they are wrapped beautifully in pink tissue paper and placed into a Boux Avenue branded bag, after all, as Theo says ‘lingerie should not be placed into a plastic bag along with your frozen chicken and papers’. It’s amazing what great service and a company that prides itself on being ‘all about the customer’ can do for your self-confidence, which is something all women can do with a boost in from time to time.

 

If the great service isn’t enough to make us women feel fabulous, their campaign to ‘Embrace your curves’ is. This Autumn/Winter season, Robyn Lawley was selected as the face of Boux Avenue. Robyn is a size 16 plus sized model from Australia, and I must admit she models the products better than your average size zero models we see far too much of these days. The thought behind it is to make sure women embrace their beauty and with Robyn displaying Boux Avenues beautiful products for us, there is no better way to reinforce the confidence.

 

 

I am over impressed with Boux Avenue as a company, not just as Liverpool’s newest store. We are always crying out for well-priced top quality fitting lingerie for all the different shapes sizes, and now our prayers have been answered thanks for Boux Avenue. I suggest you go take a peek yourself, I guarantee you will be impressed.

Myself and Theo at the launch

 

 

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Sarah Harding, Abbey Clancy and Peaches are lovely in lingerie

26 OCTOBER 2012

She was the face and body of underwear brand Ultimo, so stripping off for a saucy lingerie show was all in a day’s work for Sarah Harding. 

The singer – who recently announced details of a 10th anniversary reunion album and tour with Girls Aloud – joined fellow celebrities Abbey Clancy and Peaches Geldof to model at the Lingerie London event in Old Billingsgate Market.

Sporting a corseted top, thigh-high boots, and aviator shades the 30-year-old took charge of the catwalk her military-inspired outfit.

 

CLICK ON PHOTOS FOR FULL GALLERY

She tweeted beforehand: “Right guys wish me luck, off to strut my stuff on the catwalk, love you all and thanks for the support.”

Sarah certainly showed she was in shape and ready to begin performing again as she exuded confidence, both on the runway and in the low-cut navy silk dress which she wore off-stage.

Mum-of-one Abbey joined the Girls Aloud star on the catwalk in a revealing two-piece of delicate floral underwear set. In unique showpieces created especially for the night’s show, the model showed off a range of pieces by Agent Provocateur looking particularly breathtaking in a black and gold sequinned corset and matching pants. 

 

The 26-year-old was supported at the event by her husband, footballer Peter Crouch. Both of them were seen enjoying the remainder of the evening after a quick change from Abbey into a flowing red gown with a seductive side-slit.

Our HELLO! Online blogger, Tamara Beckwith also looked striking in a violet dress with a matching purple fur shawl. Whilst socialite Peaches provided a contrast to her fellow models on the Agent Provocateur runway in a  long-sleeved, gothic white lace dress.

 

 

Original supermodel Marie Helvin showed the younger girls how to strut their stuff as she sashayed down towards the photographers in a sheer lace night gown.

Looking just as great at 60 than she did decades before, Marie revealed that the secret behind maintaining her stunning figure was giving up the odd glass of wine proclaiming: “Since I gave up drinking eight months ago I have never felt better”.

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