Journelle

Profile

With its cream and violet decor and lush floral centerpieces, this Soho boutique has understated elegance down to a T. A delightful variety of designer intimates, from seductive lace bra and panty sets by La Perla to trendy silk chemises by Stella McCartney, are presented on pristine white hangers in the warmly lit space. The staff is more than a team of salesgirls—trained in bra-fitting and lingerie maintenance, they have knowledge about finding the perfect bra size and dealing with fit issues. Step further into the store and you will find a small corner tastefully stocked with pleasure toys and adult games, a fun specialty for those ready to embrace their naughtier side. But the biggest surprise lies within the fitting room, where shoppers will find imported mineral water, chocolates, and plush bathrobes. The boutique’s appeal extends beyond the ladies-who-lunch: Sign up for the mailing list for happy-hour shopping events, where Champagne flows. — Venus Wong

Bridal
This Soho boutique doesn’t just sell high-end lingerie; they “curate” intimate apparel with pieces from lines like Elle Macpherson, Chantelle, and Andres Sarda. The gracious staff will kindly offer assistance in their oversize dressing rooms (large enough to fit a gown).

Sales
Semi-annual sales with discounts of 20%-50% off.