Boux Avenue opens for business in The Bullring

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!