Isabella adds intimacy to Seminary
By Sabba Syal
Staff Writer 

     Attention all ladies: We all know how frustrating it can be to shop for intimate apparel, even more so in the Lincoln Park area where most of the lingerie stores happen to be Victoria’s Secret.  More often than not we find ourselves lost in the intimacies of Victoria’s Secret as we search through the stacks of second skin satin, the dream angels, cotton, and the body by Victoria (their latest line), which only name a few of the bras that are out there.

     Lincoln Park’s own Lauren Amerine seeks to provide an alternative to the Victoria’s Secret empire. At the hip and striking age of 23, she opened up her own intimate apparel boutique in February called Isabella Fine Lingerie.  I met with Amerine, who treated me like a respectable regular customer, to discuss her new store. 

DePaulia:  What are your business hours and busiest times during the week?

Lauren Amerine:  We’re open Tuesdays through Fridays from 11 a.m. to 7 p.m., Saturdays 12 p.m. to 5 p.m., Sundays 12 p.m. to 5 p.m., and Mondays by appointment only.  I would say the weekends are the busiest times, especially since the weather is getting nicer and more people are out walking around.

DePaulia:  I know that prior to the opening of your store you were actively involved with the music business.  What made you decide to make the crossover into the retail business?

Amerine:  I found it difficult to progress financially in the music industry. Retail just seemed more of my nature.  In college I also was a manager at Victoria’s Secret, and I noticed how difficult it was to find the right sized bra.

DePaulia:  How would you say your store contrasts a Victoria’s Secret store?

Amerine:  I would say the key difference is that the quality of the merchandise here is higher [quality]. I’ve learned, and maybe you’ve experienced this too, the Victoria’s Secret bras fall apart.  If you walk into a Victoria’s Secret, you do not always receive the most efficient help.  Every person that walks through my door is assured that I will do my best to help serve 

DePaulia:  Tell me a little about the products the store carries and where you get them.

Amerine:  The store carries intimate apparel; bras, underwear, loungewear, and gowns.  The bras start at $38 while some of the upscale gowns can cost up to $300.  The bras include demi-lace, strapless, push-up and bustiers, and the sizes in the store run up to a JJ.  Most of the items I order from European catalogs and the designers tend to be French and Italian.  I even sell candles, soaps, and bath items, which can help enhance a personal gift.  Soon I should have maternity bras in the store. 

DePaulia: How would you describe the clientele?

Amerine: I would say that my store is geared towards an early 20s and up crowd, but I will welcome any customer. I do get a lot of DePaul kids, being so close to the Lincoln Park campus.

DePaulia: The name of the store is quite intriguing, how did you come up with it?

Amerine:  I was out to lunch with a friend of mine and she mentioned a friend Isabella in Italy.  I thought that the name sounded pretty and elegant, so we decided that it would be appropriate for the store.

DePaulia: I think that it’s quite commendable that you are so young and have your own business.  Do you have any advice for those of us individuals seeking to pursue our own business?

Amerine:  It’s very liberating to be your own boss, and it’s not as hard as it looks, you just have to have the passion and the drive.  I would recommend talking to other business owners as well. 

DePaulia: Is there an item in the store that you would say is your favorite?

Amerine: At the moment I do love the soirée thongs by Cosabella.  I first saw the thongs in fashion magazines such as in Glamour and InStyle. The thongs are $16 and come in a variety of colors and patterns.  They are very comfortable and are the biggest seller.

DePaulia:  Just give me three words that come to mind when you think of Isabella Fine Lingerie.

Amerine:  Intimate, friendly, and elegant. 

     I found that Isabella’s extrapolated on all of these three key points, and I was impressed by how classy a lingerie store could be.  The store is located on 2150 N. Seminary Ave., not a far stroll behind the Stuart Center.  Lauren also does custom fittings, but a phone call is advisable to make sure she is in the store.

     Since many of the designers are European, it is important to keep in mind that European sizes are smaller than American sizes, but Lauren told me that most customers only go up one size.  While some of the apparel can be pricier than a Victoria’s Secret store, the merchandise lives up to its luxurious image.