Boux Avenue launch - Birmingham, Bullring

Posted by Serenity of Beauty at Sunday, March 25, 2012
I first discovered Boux Avenue last year (some of you may remember), and from then, I have been in absolute 'aw' with this brand and its products. So when I checked my emails one day and found an invitation to the Boux Avenue launch in Birmingham's Bullring, it was an invite I couldn't possibly turn down. For those of you who are a little unsure of what is Boux Avenue, then read the following:

Launched in 2011, Boux Avenue has made beautiful lingerie accessible to every woman. From everyday bras to seductive chemises, playful teddies to frilly knickers, nightwear to swimwear, it is the perfect destination to give your lingerie drawer a new lease of life. Boux Avenue focuses on sizing options that range from 30A to 40H, and from 8 to 20. In-store women receive exceptional customer service and are offered a free concierge service with complimentary expert bra fittings that make shopping a pleasurable and personal experience. Service is paramount and both the online and retail store environments focus on this to give Boux Avenue a unique appeal. The Boux Avenue stores are beautifully designed with a contemporary stylish feel in chic monochrome. Lingerie cleverly displayed in drawers according to size, and three different light settings in the fitting rooms that emulate day, dusk and night are key features that make the Boux Avenue in store experience truly unique
(Press Release, 2012)

When I arrived I was greeted by two lovely ladies (can't remember their names) who welcomed me to Boux Avenue and showed me the way into the store. Instantly I was hit with a faint but beautifully scented store which smelt amazing and gave the impression of freshness, cleanliness and new beginnings. As I made my way further into the store, I was met by lots of sales consultants and etc of the store who were all so lovely; helpful, friendly and all had a pleasant smile which made you feel welcome.

The beautiful interior of the store simply is exquisite; French boudoir styling giving the store its ever so glamorous, luxurious feel. With its demure white and black styling, again giving the store a clean feel, with soft edges, it truly felt like every woman's dream lingerie store but with a difference.

The first thing I noticed was how the bras in particular were displayed; only a select few on hangers, the rest were in pull out draws. This is something I have never experienced, witnessed in any lingerie shop which I think is a fab idea as 1) it ensures rails are not overstocked and 2) you're not fighting, sifting through various sizes to find your bra size. And the best bit? No matter what bra size you are, the cost never changes, which I just love.


Boux Avenue not only sell lingerie and sleepwear items, but also products, such as candles, hand cream, lip balm to name but a few. These I noticed were not all in one area, but were dotted around the store which I thought was really cute, making the shopping experience that little bit special. 

Having had a good gander around on the shop floor, I was approached by one of the sales consultant (can't remember her name), who asked ''Have you seen the changing rooms?'' I replied back with a curious no, and was asked if I would like to see the changing facilities, and omg . . . the rooms simply are amazing. Each room has its own name, for example 'Chiffon' was the name of the room I went into, and as with the interior on the shop floor, it is echoed across the changing rooms. Black and white colouring, with chrome finishing, fabulous mirrors which simply are beautiful. And the floor omg . . the carpet is fabulous, I literally took my shoes off and my lil tootsies just sunk into the carpet, felt incredible and very homely.

Each changing room also has the facility of a 'Concierge' service - should you go into the changing room and require a different style, size of item, instead of shouting, peeping your head out the changing room door, you simply press the button and someone will bring along your requested item. How amazing is that? Not only does the changing rooms offer such a fabulous service, there is also a lighting system where you are able to see what your under garments will look like in different settings; Day, Dusk Night. There is also a changing room fully adapted and modified for size for those with a physical disability.

The morning was very busy which meant I didn't get chance to try and natter with Mr Paphitis, however I did come back at midday for the unveiling and ribbon cutting. Of course lots of people were waiting but I finally got to have a picture taken (not on blog, sorry!), and my invitation signed. (Thank you Mr Paphitis).

I had a brilliant morning at the launch and I want to thank the PR team for inviting me to such a lovely event.

If you are interested in knowing more about Boux Avenue, or ordering online (if you don't have a store nearby) then click here. 

Hope you've enjoyed reading this blog post.

*I was invited to this event, however my train ticket was paid for with my own 'moola'.

2 comments: on 26 March 2012 09:02 said...

I love Boux Avenue and I wish they would open a store in Newcastle city centre as the Metrocentre one is a pain to get to!

I tend to order my items online as it's easier but I do agree the stores are amazing, the changing rooms are fab and the range of sizes is great!

Angelica on 26 March 2012 17:02 said...

This look so cute! I never heard of this place before. I love buying lingerie. x

Post a Comment