Boux Avenue opens for business in The Bullring

March 23rd, 2012


Boux Avenue, the fabulous lingerie and nightwear brand, launched a glorious new store in Birmingham’s Bullring yesterday, with its owner, Dragon’s Den Star Theo Paphitis, there to cut the ribbon.

Before the official opening, Birmingham’s style community was there to cast a glimpse around the new store,which was given an overwhelming seal of approval. To put it quite simply, the store is a beautiful treasure trove of exquisite lingerie, swimwear and body products that is all housed in a boudoir style setting. Think vintage department stores where personal service is the key and you will get the general idea of Boux Avenue.

The underwear appeals to all tastes, fabulous neon sets with a young, funky feel can be compared  to seriously sexy sets in jewel colours. There are bras that will suit the more well endowed ladies, with sizes going up to a G cup, and beautiful 50s style panties that satisfy those amongst us that love ‘big’ knickers.’  The bridal selection is beautiful, and also includes little jewelled handbags and delicate garters as well as the perfect lingerie for your big day.

But I think it is the little touches that make Boux Avenue a pleasurable shopping experience. The fitting rooms actually have three lighting settings so you can set the mood for that ‘special night’. If you have taken the wong size in, you no longer have to do that precarious peeping around the curtain, there is an intercom system so you can contact a member of staff to get you another size. You can easily find your size without having to go through rails of bras, they are all organised into drawers which are clearly labelled.

I really enjoyed the launch, which was a great opportunity to meet up with the lovely Brummie Bloggers, including Sian from Tea-an-Toast, Sarah from The Diva Diaries, Emily Jayne from Emily Jayne.com and honorary Birmingham blogger Clare from Pinklittlebean. There was a fabulous goodie bag which included a gift card meaning no-one left the store empty-handed. I would highly recommend a trip to Boux Avenue, if only to see the most stylish store assistants in the city!

Boux Avenue – My picks

Lyla satin balconette bra £24.00 click to visit Boux Avenue

Lyla high-waisted satin shorts £14.00 click to visit Boux Avenue

Flirty Frills balconette bra £22.00 click to visit Boux Avenue

Flirty Frills briefs £8.00 click to visit Boux Avenue

With thanks to Laura Gallagher of Fluorescent PR and Emma Roberts of Browse Bullring.



3 Responses to “Boux Avenue opens for business in The Bullring”

  1. I am SO THERE when i’m next in the bullring!! I’m desperate to raid this store! Your pics are well lush. The place looks like a proper boudoir!

    • fashion-mommy says:

      It is an amazing store, you can also check them out online, it’s Boux birthday on the 29th and you can get some discount, 20% off everything I think.x

  2. […] The store opens at 12pm and there will be a special celeb for the event!  Ever since I discovered them I’ve wanted to head to a store and spend, spend, spend!  I was even more excited when I read Fashion-Mommy’s blog about the new store in Birmingham. […]

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