Burlington Entrepreneur: Lingerie D’Amour

In Part 1 of our Burlington Entrepreneur series, we introduced you to Katie Cyr of Monarch Tea Company. Today, we’d like to introduce you to Brenna Finucan of Lingerie D’Amour, who is getting ready to celebrate the one year anniversary of her beautiful store in downtown Burlington. Brenna’s passion for the lingerie business shines through when talking with her and her knowledge and expertise about the business is second-to-none.

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 I asked Brenna a few questions about how Lingerie D’Amour came to be and she was happy to share her story with Burlington Lifestyle readers.

Why did you open Lingerie D’Amour in Burlington?

Burlington has been my hometown since 2010. My husband and I moved here when he was one year into college. We fell in love with the city when we had breakfast by the pier with the lake in view and decided we wanted to start a life here. Burlington’s downtown is bursting with trendy retail stores, exquisite independent restaurants, lakefront fitness programs and free community events all year round. No matter where you are downtown, a beautiful view of the lake is in sight. It’s hard not to fall in love with this city.

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As a sales representative in my previous job, I was fortunate to meet a vast majority of lingerie boutique owners in Ontario, which was very inspirational and motivating. Burlington was on my radar from day 1; I explored a couple other cities but in the end couldn’t see my store in any other city.

After months of storefront searching, we found the perfect location. Luxurious wainscotting lines the walls, exposed brick trimmed with white crown moulding divides the change rooms from the sales floor, there is a magnificently large front window, and extravagant change rooms. I could immediately imagine my lingerie store there and thriving. Located on the main street in the city, steps away from the lake, a bridal store directly next door and popular retail stores surrounding it, it was the perfect location. Six months later, Lingerie D’Amour opened its doors at 374 Brant Street.

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What makes Lingerie D’Amour unique?

Our education, customer service, and products. Studying fashion design in college while working for La Senza Lingerie as part of the management team was where it all started. Expanding with extra courses in bra and corsetry construction after college, I was then hired as a lingerie designer for a well-known lingerie brand. Realizing my dream of opening my own store, I became a sales representative for a luxury lingerie brand, working with boutiques across Ontario. After years of commitment and gaining a wealth of lingerie knowledge, I was ready to open Lingerie D’Amour.

At Lingerie D’Amour we educate our customers with bra fitting knowledge so they understand how their lingerie should fit their body and why a specific style works best. Our staff is continually being trained on new product knowledge, which we share with our customers.

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The products we carry have been tried, tested and true. With research and fit tests, we always approve our products before selling them to our customers. Fit, quality and comfort are of the utmost importance. We specialize in bra fitting so having a full range of sizes is imperative.

What types of products do you carry?

Lingerie, pyjamas, slips, robes, chemises, bustiers, shape wear, and mens underwear are among the products we carry. We are expanding into mastectomy in the coming months.

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Is there a current trend? What are your clients excited about?

Sets! Women are matching their bras and panties and in some cases dismiss the bra if they don’t like the panty. We have a lot of customers, full bust and small bust, looking for a bra that enhances their natural shape with no padding or lining. Of course neutral any day bras are always a top seller. With Promises & Lace bridal boutique right next door, we have a lot of clients looking for bridal lingerie and bustiers for under their dresses. High waist briefs are a fashionable item right now, slips for sheer dresses and cotton pyjamas for hot nights.

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Who typically visits your store?

Our clientele is ladies of all ages (15-85) looking for a comfortable bra that fits properly, supports and enhances their body shape. For men shopping for their wives/girlfriends, we keep a record of our clients’ sizes so it is an easy shopping experience. Men also visit the store to shop for themselves, from the unbelievably popular Saxx men’s underwear line. We have a big bridal clientele of women looking for lingerie for under their wedding dress and for the wedding night; being located beside a bridal store has been fantastic.

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Why should Burlington Lifestyle readers come visit Lingerie D’Amour?

Most women know that 80% of women are wearing the wrong size bra and I do believe most women get bra fittings. I think the problem is WHERE they are going to get the fitting. Some chain stores and even some boutiques are not properly trained to fit and women end up leaving with a new bra that is ill fitting. Some stores may tell you that the bra fits just to make a sale if they don’t have your correct size in stock. Professional fitters should educate their clients as they are fitting so the client understands why this bra fits, what works best for her body and what to look for when fitting her bras.

Find Lingerie D’Amour at 374 Brant Street or at www.lingeriedamour.ca or on Facebook or Twitter, and be sure to check out their brand new blog!

About the Author Teresa Baerg

Teresa Baerg is a writer, editor and self-confessed word-nerd who loves telling a good story. She is proud to call Burlington home for over a decade. She is passionate about her family, sunshine and palm trees, growing veggies, running and cycling, good books, good food and good coffee. And football. Twitter: @teresabaerg Instagram: @teresabaerg Website: teresakbaerg.com

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