(Filed Under wholesale Lingerie News). Jennifer (Jen) Carroll, owner of Seattle-based Bellefleur Lingerie, is busy preparing for her upcoming move. The intimate apparel boutique is leaving its cozy 520-square-foot space behind for a 1,200-square-foot location in Seattle’s bustling Fremont neighborhood. Carroll expects to relocate by between by June 1.
Carroll is excited about the new space’s size and location. “I am currently located on a side street, and I’ve heard from a lot of people that they don’t know where I am,” she said. “They call Fremont ‘the center of the universe;’ it is an urban, hip neighborhood with a lot to do, and a big tourist destination. My store will be located one block from the ship canal near lots of shops and restaurants, which I expect to increase my foot traffic.”
Carroll has already noticed new customers venturing inside Bellefleur, even though she hasn’t moved yet. She reported that several of these new clients have read the book “Underneath It All: A Girl’s Guide To Buying, Wearing and Loving Lingerie,” which she co-wrote with fashion writer Kathy Schultz. Harlequin Enterprises Ltd. published it in October 2009.
“A lot of customers have come in after reading the book, and some of them have not even heard of us before reading it,” Carroll said. “A lot of them come in talking about how the book helped them realize that there is lingerie for their body type, since the book educates women on what lingerie styles flatter their bodies.
“I had a customer come in who had given birth to a child. Her husband gave her a gift certificate to my store for Valentine’s Day, and she cried because she was so ashamed about her body. She came in, read the book, and then came back in saying ‘bring it on, I am ready to try things on!’”
But although the book has brought new customers inside Bellefleur, Carroll emphasized that this wasn’t her goal in writing it. “I wanted the book to be educational, because when I opened this store there was no guide out there about what to do,” she said. “People have been asking me the same questions for years, so I thought, why not write about it? We actually recommend other lingerie stores and online stores in our shopping section, and the book is sold in select lingerie stores, as well as major bookstores nationwide and Amazon.com. Right now I am focusing on my store move, but I am definitely interested in working with Harlequin again in the future.”
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