Hello to Boux Avenue Birmingham

My first experience of Boux Avenue was a rather gorgeous one. Stepping in through the large black glossy doors of the new Birmingham Bullring branch I entered a candy shop of lingerie. The grand opening of the store's ninth branch was yesterday and hosted by Theo Paphitis, who I had the pleasure of meeting at the press preview. It also marks the brand's first anniversary- happy birthday to Boux!
The store is located in the middle level of the West side of the Bullring (the Debenhams end not the Selfridges one!) and is a delight to be in. The bras are neatly hung or laid above beautiful drawers full of organised sizes- my wardrobe really should look like this! Not each and every bra comes in each specific size but the brand prides itself on catering from a 30A to 40H, which is certainly something to be applauded! Sizes were easily accessible in the drawers and also easy to spot on the labels.
There's a lovely wide range of bra styles to be found from teenier ones to full support ones. I was a happy bunny amongst so much colour from classic pretty pastels to fun bright neons. The styles are luxurious without being overly expensive from £12 for a simple unwired style to £28 for the most elaborate bras.
They also have nightwear from super cute snuggly mint PJs with purple polka dots to a flounced chiffon wrap. The swimwear area is cheerful and offers something a little different with a variety of options within prints if you don't want itsy bitsy teeny weeny bikini bottoms, though it looks like bikinis are also something they do well.
If I ever need to buy a bra solution this will be where I head as they seem to have every useful accessory imaginable in easy to negotiate packaging. An emphasis on customer service is important to Paphitis and it shows. The shop assistants are a highly stylish bunch who are also extremely helpful, friendly and knowledgeable of their stock.
I didn't have a fitting on the day but the changing rooms are absolutely divine! No more nervously peering round the curtain either as there's a snazzy intercom system to request help, an opinion, a free fitting or another size. I'm really looking forward to going back and treating myself to a glamourous experience.