WILMETTE – Since Chantilly Lace moved from downtown Wilmette to Plaza del Lago, customers seem to be gravitating toward prettier lingerie.
“I think it is the psychology of the environment. It is just a little more fanciful,” owner Larisa Olson told DailyNorthShore.
The new space combines two storefronts to create a shop that is nearly twice as big as the previous location in downtown Wilmette. Soft pink walls, ornate chandeliers, gilded mirrors and leopard print carpeting all contribute to that fanciful ambiance.
Lyn Kaufman of Wilmette, who stopped by the store recently to pick up a gift for her mother, remarked on the spacious new layout that makes the merchandise pop. “This store is the best place in the whole town. Besides having the best stuff, she literally changed my entire outlook,” Kaufman said.
From left, Chantilly Lace owner Larisa Olson, Bella Boguslavsky (seated), and Erika Mathews at the lingerie retailer’s new location in Plaza De Lago in Wilmette. PHOTOGRAPHY BY JOEL LERNER/JWC MEDIA
Customer enthusiasm for Chantilly Lace is not uncommon. It’s a store that thrives on regulars Olson calls “Chantilly Angels” in her newsletters, and on personal connections with anyone who stops in. “We are the Cheers of lingerie. I’ve had people come in here because they’ve suffered a loss, and need someone to give them a hug,” Olson said.
That Olson values personal connections is clear in how she chose to decorate the new shop’s three spacious dressing rooms. “I wanted each dressing room to be its own little universe. I painted them different colors and named them after customers,” Olson said.
The “Sarah” is painted mint green and very cheerful, decorated with a picture of a little girl in braids doing a handstand. The “Meghan” dressing room, painted blue, is named after a high school friend of Olson’s who helped her when she first purchased Chantilly Lace. The “Susan” is painted aqua blue after a customer who loves to sail, and who went to a New York lingerie show with Olson. “She is a tough hard worker and has so much energy,” Olson said.
In addition to creating a warm environment, Olson laid out the shop with her customers in mind. All of the merchandise is organized by size, which is unheard of for most boutique lingerie shops, according to Olson. “I did it because so many of our customers are in a rush,” Olson explained. “They want what they want quickly. I think that is the whole trend of retail psychology right now.”
But Olson continues to provide top-notch personal service, while giving customers the opportunity to browse the racks of bras that line the walls. “You can shop the bras but we know the bras. We are the magicians. We know how to make you look great,” she said.
The new storefront solves some logistical frustrations with ample parking, and it has plenty of space to show off the unique lingerie and sleepwear sourced from around the world. “I want things that no other stores in the United States has,” Olson said.
More room also means Olson will be able to host trunk shows and parties. She is offering a $100 store credit to anyone who hosts a party at Chantilly Lace.
Olson continues to see the potential in everything she does, especially as an owner of a small boutique.
“We can do stuff that corporate can’t do. We can infuse a business with a sense of personality, personal experience, customer recognition. We can change the rules on a dime to match any circumstance,” Olson said.
Chantilly Lace is located at Plaza del Lago, 1515 Sheridan Road, shop #8 and is open 10:00 a.m. to 6:00 p.m. Monday through Saturday and by appointment on Sunday. For more information go to www.c-lace.com.
From left, Erika Mathews, store owner Larisa Olson, and Bella Boguslavsky at Chantilly Lace’s new location in Plaza De Lago in Wilmette. PHOTOGRAPHY BY JOEL LERNER/JWC MEDIA