retail profiles // classy // baubo's garden

"Lingerie A little over a year ago, Baubo's Garden opened in Forest Park, Illinois. Designed as a space for women to savor femininity, the store was modeled after Baubo, the archetypal belly goddess from Greek mythology.

"Baubo's role was to make women accept and celebrate their total femininity; feeling sexy and beautiful should be part of every woman's life, no matter what age they are or what shape they are in," said storeowner, Eden DeGenova. "I extended this concept into my shop by making sure that everyone feels they have received a completely personal experience and service."

DeGenova believes that all women should feel sexy and beautiful on the outside as well as under her clothes. Part of the store's advertising features the slogan, "Because you just never know; every woman has her secrets," proudly displayed on images that show women involved in an everyday activity, such as gardening or shopping while revealing a hint of the lingerie she is wearing underneath.

With over 1,000 square-feet of space, Baubo's Garden carries a wide array of lingerie and intimate apparel for customers ranging between 30 and 55 years old. Top sellers include BB Curves, C.J. Grenier, Wacoal and Le Mystere.

One of the most popular categories at the store is shapewear."I get a lot of requests for Spanx body shapers and I just added Body Wrap to the selection."

DeGenova is also using her duties as a storeowner to spread the word on new and exciting companies.

"A majority of my customers so far are unfamiliar with some of the brands I carry but very interested in all of them. I see it as an educational opportunity to introduce them to a variety of brands and items," she said.

Baubo's Garden features of-the-moment fashion items from companies such as Clo Studio, Carol Malony and Jacalyn Bennett.

"Jacalyn Bennett has some really different, sexy and well-priced pieces that I can't wait to get in the store," she said. "Carol Malony is also coming up with some beautifully different pieces."

In Greek mythology, Baubo lifts her skirt and exposes her belly to Demeter in order to remind her of one thing the two share, their femininity. In Forest Park, Illinois, DeGenoca opens her doors to remind present day women of the same thing.