The recent demise of high street lingerie chain, La Senza, came as a bit of a shock to me, and was definitely sad news for all concerned. The ever industrious Theo Paphitis, however – of Dragon’s Den fame, ex-owner of La Senza and, as it happens, ‘the man behind the curtain’ at Ryman too, where I push pens for a living every Saturday – was on hand to cater to our undergarment needs, opening up Boux Avenue is La Senza’s wake.
Today, he opened the brand’s flagship store in London’s W12 Westfield, helped by the beautiful Ola Jordan, dancer and Strictly Come Dancing contestant. With fellow Ryman buddy Lisa, I waited patiently outside the dazzling new shop, enjoying the building atmosphere and trying to get a glimpse of the just-out-of-reach stock inside.
The store definitely impressed. Bras in the season’s pretty pastels and delicate fabrics were laid out in rows – different sizes were stocked neatly in drawers below. Fun, flirty trinkets – garters, bath melts, fragrances and key rings – were all showcased in equally stunning displays. The highlight for me, though, were the changing rooms. Plush carpets, helpful and friendly service and changeable lighting – there were three different settings: daylight, dusk and night time. Perfect!
Making the most of our employee discounts, Lisa and I weren’t about to leave empty handed. I went for a pastel pint bra (which fits perfectly) and a 50′s inspired, polka dot bikini set with subtle padding and high rise bottoms. Lisa chose from the endless selection of very cute pyjamas. We both left very happy shoppers!
Theo and Ola were on hand for photographs, and the first 10 buyers even had the chance to be served by the lovely lady herself. The staff were all attentive and helpful, clearly buzzing from the exciting morning.
I can’t wait to rock my bikini this summer, and I’ll definitely be back to check out what else Boux Avenue has in store over the coming season.