Pricey Panties For Valentine’s Day
Madison Avenue has always known that scantily clad women sell merchandise. Last November, Newbury Street took this tried and true marketing mantra to the next level: live scantily clad women sell even more merchandise. Belle de Jour, an upscale lingerie boutique located at 164 Newbury St., is the trendsetter here. The store uses live models to tempt customers to splurge on $250 Lise Charmel bras, making the shopping experience that much more pleasurable for the gift-seeking beau.
Valentine’s Day is rapidly approaching and Dominique—a friend of the owner who moonlights as the living, breathing mannequin—is ready and waiting to help the men of Harvard help themselves. She is on hand now through Feb. 13 to try on the merchandise for discerning male customers.
Belle de Jour provides lingerie literature on their marbled countertop that is clearly geared toward guilty gift-givers who wonder exactly whom the present is for. According to the tasteful card addressed to gentlemen shoppers, “Fine lingerie is a most refined and appreciated gift. Almost one-half of all fine lingerie is purchased by men for the ladies of their lives.”
Nestled among chic galleries and boutiques, this small, friendly store is the first in a new chain of upscale lingerie retailers operated by the New Hampshire-based Nearly Nothing LLC.
Even a week before Valentine’s Day, Belle de Jour was only full of thongs, rather than throngs of holiday shoppers. The personalized service is designed to make even the most squeamish man comfortable while shopping for lingerie. The moment shoppers pass through the door they are serenaded by elegant classical music playing softly behind the racks of tantalizing ribbon and lace. The friendly staff members are eager to help and immediately ask for the pertinent information on cup size, color preference and—“delicately”—the weight of the intended recipient. If these facts aren’t readily available, Belle de Jour recommends a “discreet peek in her lingerie drawer” before stopping by.
Customers are guided through a small but top-of-the-line selection of items in a variety of colors and styles. For those not motivated to lay down too much cash for Valentine’s Day, Livia, a Belle de Jour staffer, suggests the Aubade Byzantine bra ($98) and panty ($60) set. Not that cheap? Livia moves on to the higher-end bras, which go up to around $250. The “lady of your life,” as Belle de Jour insists on calling her, will certainly appreciate the gesture. As a special for Valentine’s Day Belle de Jour also offers a great selection of red and pink items, including see-through panties for around $50. Although these items may seem a bit pricey, with Dominique on hand, even the most conservative shopper may have trouble saying no.
Belle de Jour nobly serves the underwear-ignorant and shopping-averse man with considerable means with attentive employees, a personal atmosphere and, of course, Dominique.