Now ladies and gents, we’re going to talk about knickers. When you need a comfy bra or a sexy pair of french panties there’s not a lot of option on the high street. The women in La Senza know me by my cup size because they’ve got to grips with my boobs so much… Other than good old M&S there’s simply no place to go to stock up on decent underwear, especially if you’re like me and over a D-cup. (Yes I’m a big booby lady.) So it’s about time there was a new place in town and I’m very happy to let you know that place is down Boux Avenue. Well, not literally, but the new brand is called Boux Avenue and it’ll be arriving in a shopping centre near you from this very weekend.
I was lucky enough to go to the official launch of the range which was hosted by the owner and developer of the new company, the Dragon himself, Theo Paphitis. He knows a thing or two about ladies knickers having previously worked with brands including Contessa (ah, memories, that’s where I got my first bra from) and La Senza. The ethos behind the brand is that it’s accessible to all, ranging from an A to an E cup, and bringing affordable luxury to the high street. You can see from the pictures that this isn’t a boring grey underwear line, this is a fancy, all singing, all dancing range of hot stuff.
The first ranges have been developed to fit into different categories, including tea party, burlesque and comfy jammies, so there literally is something for everyone, no matter their size/shape/need/fetish! I was really impressed with the quality and the detail, the bras are priced £15-25 on average, as you don’t expect this kind of stuff from a shop you can pop into down Lakeside. It’s definitely a boutique feel, with the stores being planned to the last detail so they look beautiful and the sales assistants trained to make you feel fantastic.
Boux Avenue have also extended their ethos into a small range of home products (including photo frames, notebooks and candles) as well as a pampering bath range (including bath soaks, hand creams and lip balms) so you can take a little bit of the Boux glamour into your every day life. I love the idea of the brand and I’ll be popping down to the Cardiff store when it opens next weekend… You never know, I may even show you my frilly knickers after.
Boux Avenue stores will be opening over the coming weeks so keep your eye out here.