Contrary to what some may think, Sugar Cookies-the newly opened boutique in New York's Chelsea neighborhood-is not a bakery. Inside the store customers will not find glass cases of glazed confections, but a colorful display of lacy lingerie and all the trimmings.
Co-owners Suzanne Alvarado and Corrie Lynn Broderick coupled their experience-Alvarado's in retail and Broderick's in art-to create a unique shopping experience for consumers hailing from the eclectic neighborhood.
"We really cater to our customers," explained Alvarado. "We open at noon and stay open until 9:30 and sometimes even later."
Designed to look like a French countryside boutique, Sugar Cookies stands as a retreat for the contemporary customers it serves. Alvarado noticed in the first few weeks the store was open that she was not just in the bra business, but in the people business as well.
"What makes our store different is the way we make our clients feel," she said. "We know all of our customers by name and what they were last shopping for. It's that personal touch that you don't get at other places."
Alvarado added, "Our customers become our friends. They stay for hours because it feels so homey and cozy here."
Customers are not the only ones benefiting from Sugar Cookies strategically designed interior. Vendors and manufacturers are also getting a piece of the action as the store's décor is done in all white-a technique that Alvarado says helps merchandise the product.
"We decided to go with all white because of all the colorful lingerie we were bringing in," she said. "The white brings out the beauty of the lingerie."
Color, Alvarado reports, is one the most requested trends to-date and styles from Parisian brands such as Simone Perele, Chantelle and Huit are classified as best sellers. Working moms between the ages of 25 and 45 usually go for 100 percent cotton sleepwear, unlined lacy bras and special occasion styles, Alvarado reports.
For coming seasons the store will also look to add several maternity and nursing lines.