The last few months leading up to the relocation of our Linea Intima Bayview Village store were to say the least, INTENSE. ‘Bayview’… ‘Bayview’… ‘Bayview’… it was always on my mind. From the first negotiations for the new space, to the design and construction phase, to the excitement of each delivery – mannequins from Italy, upholstered French antique chairs, a gorgeous leather chaise and the fashion-forward new merchandise – each and every detail consumed me, and each and every detail led to the most outstanding store we’ve opened to-date. It’s also the largest!
I would compare the process with buying a new house or remodelling one, except a whole lot more complex!
But, the most exciting part of all was that the new Bayview Village store opening was the debut of Linea Intima’s hip new, younger sister brand elle aime (an idea I’ve been developing for a couple of years). It’s a more affordable, on-trend collection of brands, including directional labels such as La Fée Verte and Claudette, Deshabille from Australia, UK brands Mimi Holliday and Made by Niki, plus Canadian-designed Fortnight.
With the completion of this project under our belt we anticipated our first day of business and opened the gorgeous double French doors to you for the first time on November 7th. We enjoyed showing off our new store to each of you who came by.
But there was no rest, because then came the planning and buildup to the Launch Party.
And, we like to throw a PARTY!
We invited the fashion media as well as industry VIPs. We also invited our best suppliers who touched us with their overwhelming support in attending the party, as well as bringing or sending the most amazing flowers and gifts.
The atmosphere in the store was warm and celebratory but as the evening progressed it became hot - and I mean HOT - with our gorgeous models showcasing our most sexy and fashionable lingerie. It was fun to watch them prepare behind-the-scenes. They had a difficult time selecting what to wear because everything they tried on looked amazing on them! I’m sure our guests were challenged to pick a favourite outfit – from the cute b tempt’d bra and panty, to the luxe La Perla push-up bra, to the daring Addiction chemise, not to mention the sumptuous silk sleepwear from Canadian designer, Christine.
But the true highlight of the party was a pop-up performance by exciting new Canadian music artist, Jacelyn Holmes.
To me she perfectly represents the young, fashion-conscious elle aime customer who is vivacious, self-confident and loves lingerie. The brand is tagged ‘elle aime – for the love of me’ and we all love Jacelyn!
She mingled with our guests wearing Katy Perry’s favourite Marlies Dekkers Dame de Paris black bra under a feminine, Betsey Johnson hot pink robe with black satin rosette trim. Then mid-way through the evening, she hopped up on the cash desk and treated everyone to a preview of her new release, Waiting for Christmas. She was accompanied by two talented dancers wearing pink Betsey Johnson sleepshirts and blowing bubbles. Do you get the picture? If not check out the performance on our YouTube site.
Thanks to each of my devoted and talented staff who worked tirelessly on both the store launch and the party details. Thanks also to my publicist and most of all thanks to my husband: he lets me dream and then finds the way to make my dreams come true!
Let me know what you think of the new store and our new elle aime shop-in-shop.