Best Luxury Store: Allure redefines luxury

Entering its 22nd year, Allure intimate Apparel now counts 6 upscale stores, two in each of the Milwaukee, Minneapolis and Dallas area communities. All of them are considered “one of a kind” but they definitely share what sets Allure apart: excellence under every aspect, truly impeccable bra fitting, and a range of product making it impossible to leave empty handed. Considering themselves an integral part of their communities they have been luxury pioneers from the outset.

Can you tell us about your product range?
Allure's product offering closely mirrors that of many other privately-owned boutiques across the United States, including bras, panties, lingerie, sleepwear, swimwear, and lounge apparel. What truly sets us apart, however, is the dynamic interaction between our customers and the enthusiasm of our fitters. The blend of customer satisfaction and team energy is both powerful and challenging, and our Corporate Office excels in supporting and facilitating this process.

What is your price range?  
Let me emphasize the importance of quality over price. As my great-grandfather wisely said, “I can’t afford to not buy quality,” and I stand by this principle. If we focused solely on price, we would have ceased to exist long ago. At Allure, our guiding philosophy is “quality of product and quality of people.” This includes both our customers and our employees

What major advertising and marketing strategies do you use?
We utilize the standard marketing channels including social media, print, radio, and more. While we have a comprehensive marketing strategy in place, we often employ unconventional approaches that may not align with traditional methods. This flexibility, adaptability, and ability to pivot quickly have proven highly effective for us. Additionally, we generally avoid long-term agreements, allowing us to remain agile in our marketing efforts.

What do you feel is/are your greatest accomplishment/s? 
Resilience and survival. Hands down. Growing throughout the last several decades in what everyone knows was an extraordinarily difficult time.  I’m laughing as I write this thinking about how strong this team is. Try telling them they can’t do something.

What advice would you give to any store owner planning to increase their offer of luxury lingerie? 
I can’t imagine selling anything but luxury. While price points may vary, offer items that you believe in by people you trust.  Your customers will feel that.

Where do you keep the prize? 
The prizes have been typically kept at our WI stores since our corporate office is there as well.

What does the Awards event mean to you and what is the significance of winning this award? 
Getting recognized is always appreciated. It’s also a great time for everyone who attends, win or “lose,” to stop and reflect on all the talent and unique people around you.  It’s a special group and I’m thankful to be involved with this experience.  It’s very significant.