Why Celebs love Luxe Lingerie – and Other Secrets!

Nestled in the heart of the glamorous shopping district of Beverly Hills 90210 is the famed Luxe Lingerie, a boutique like no other, which offers a seductive sanctuary and an intimate escape from the ordinary. From the street, it exudes an exotic glow resulting from equal parts erotic art, theatrical architecture & exquisite lingerie.

A mere glimpse of the elegant interior will lure you inside where a sensual shopping experience engages and stimulates all of your senses. As you pass through the arched doorway, lit by a crystal chandelier, you will wonder – have you actually stepped out of the real world and through the Looking Glass?

Christopher St. James, proprietor of Luxe Lingerie, generously reveals a few secrets to his success in this exclusive Unhooked interview. Keep reading for Christopher’s top tips.

First, Chris, as you know I’m a big fan of yours and your beautifully designed boutique, Luxe Lingerie, and I so appreciate the opportunity you’ve given me to write some juicy tidbits about you in Unhooked.

Chris: Thank you for inviting me to be featured in your cool Unhooked Online project… it’s truly an honor!  

My pleasure! Can you give us a peek into who you were before you were lured into the inescapable world of lingerie? 

Chris: A brief history: prior to my journey down the rabbit hole known as the world of lingerie, I was a student of finance, then law, before discovering my love of design and architectural studies. In my early university days, I held a sales position in the men’s department at Saks Fifth Avenue at the Bal Harbour shops in Miami. This was my first introduction to hi-end retail sales and customer service. In addition, upon volunteering to assist with their annual inventory, I completely immersed myself into the physical handling, surveying, and counting of brassieres, panties, nighties – and all things exciting to a young man….lol who knew that this experience would be a precursor of things to come?

But really, what did you want to be when you grew up?

Chris: As a youngster, I was an avid reader & loved to lose myself in books, fantasy & otherwise. I found myself reading James Herriot’s “All Creatures Great and Small” and determined at the age of ten that it was my dream to become a veterinarian. While I didn’t pursue this career path, my love of animals is very much a part of who I am today. In fact, my beloved springer spaniel “Nick” (aka Nicholas Nickleby) was very much part of my architecture school days. He was instrumental to my transition into becoming a lingerie boutique owner in 1993 in the gas lamp quarter of San Diego. Nick and I lived in the shop back then as money was tight but we loved every minute of it.

What inspired you to take the plunge and start Luxe Lingerie?

Chris: Being a perennial student quenched my thirst for knowledge and my all-consuming desire to immerse myself into the unknown. In addition, an entrepreneurial spirit – combined with a healthy adolescent fetish for lingerie and underwear – led me to the inescapable world of lingerie as a passion and a business. What began as a curiosity evolved into the exquisite discovery of the art of intimacy and the realization that innerwear was as important as outerwear and the lines between the two were becoming blurred in fashion. Having been a student of architecture, I simply transitioned my design skills from designing buildings to the more seductive landscape of designing bodies… 

It has been a rough two years and I think we can agree on a couple of points: for one thing, sweatpants are really really comfortable. For another, women stopped wearing bras. That seems like a bad combo for a lingerie shop. What were you able to sell during the pandemic? 

Chris: From the beginning, my design concept, originally christened “Inside Out” was developed to be a lifestyle boutique. That being said, we offer everything from lingerie, men’s underwear, loungewear, fetish-wear, adult novelties (toys), erotica, massage oils, lubricants & erotic accessories. During Covid, we quickly discovered that the lack of interest in lingerie per se had shifted into the need for intimacy without all the trimmings. 

What did you do to deal with the sudden demand during pandemic?

Chris: We offered curbside, private shopping appointments or delivery of intimate devices & lubes for quarantine couples or sex-starved singles…it allowed us to generate a modicum of business during the pandemic while also providing an “essential” service.  Further, for the fashionable stay-at-home moms we offered couture caftans & matching turbans to address the demand for minimalist Covid wardrobe needs. 

Ingenious solution! What are you excited about right now?

Chris: This year marks our 25th anniversary in Beverly Hills – a quarter of a century! Last year, we were most excited to have been selected as editor’s favorite & this year to be featured in the “worldwide boutiques” section of Intima Magazine. This was truly an honor to be recognized as a successful, unique & independently-owned boutique in a world of mass-market chain stores, Amazon & online lingerie shopping. Finally, while we were late to the social media party, we are so excited & proud to have achieved over 1K instagram @luxe20910 followers organically.

Congratulations! You put a lot of thought into curating your product range. What are the most important factors when deciding whether to stock a brand?

Chris: When adding new brands or product we look for innovation, newness, salability and name recognition. While we love to feature talented up and coming designers, many customer’s buying habits are shaped by what they see on social media these days. So, we must stock brands that are both familiar and comfortable while keeping an eye out for exciting new products that we can introduce to our select clientele. 

What are your favorite things you’ve bought recently?

Chris: Recently, we have added three wonderful designer brands to our mix: Avery Rose (LA), Playful Promises (UK) and Dita Von Teese. 

We absolutely fell in love with the spring 2022 collection from Avery Rose. It features leopard trimmed silk robes and decadent Devoré bodysuits which are perfect for cool nights and romantic, amorous outings.

Playful Promises is a cheeky British line that is both well-priced and fun to wear while offering an extensive range of bra cup sizes.

We’ve had our eye on Dita’s line for a few years. The time was right to add this exquisite and glamorous lingerie now that comfort is slowly being replaced by beauty once again.  Dita Von Teese is an icon in the world of burlesque and pin-up styling. Her collection appeals to clients who have an affinity for European-inspired glamour at a mid-range price point.

What superpower does a successful boutique owner need to possess? 

Chris: A successful boutique needs a combination of ingredients to survive: firstly, location, location, location. It’s an old saying but it’s still true today. Stellar customer service, an eye for trends, social media skills and lots of patience are required. Loving what you do is important in any profession in my opinion…fortunately, lingerie still turns me on 25 years later.

I love selecting the right item for a client and receiving positive feedback from them. Word of mouth advertising is the best reward. We are proud of our Yelp and Google reviews which are 5 stars.  

Also, while I may be the buyer and creative director, I’m extremely fortunate to have a life partner who handles the finances. Lesley keeps me from overspending and she’s also our merchandiser extraordinaire. Window displays are my domain, however!

Being located in Beverly Hills must be exciting! Please share your best celebrity story.

Chris: Recently, Heidi Klum has become a treasured, repeat client of our exclusive boutique. She was so thrilled with her first experience in July that she returned with her cool rocker husband and their German short-haired pointer! She was and is so lovely in person and a pleasure to work with!

What is the most memorable moment since Luxe Lingerie opened its doors?

Chris: We’ve experienced many memorable moments over the years including waiting on Kimberly Hefner (wife of Hugh Hefner, founder of Playboy).  Kimberly was so sweet to gift me one of Hugh’s smoking jackets when she learned of my love of vintage smoking jackets!  For me, helping Bill Murray was a trip. And Patrick Stewart was my coolest celeb client… Jean Luc Picard of the Starship Enterprise!!

What is the most rewarding part of running your own business?

Chris: Being self-employed has been a blessing and the fact that I love what I do. Each day is a new adventure and I never know who will walk though the door. Meeting amazing clients and developing life-long friends through the business has been a true gift. 

I would have to say that traveling to Paris, London, New York or Las Vegas and interacting with amazing designers, vendors and fellow retailers has been the greatest gift of my career in lingerie. Being able to shop and buy beautiful collections is such a pleasure. Then, to merchandise and curate a story for the boutique is icing on the cake!

And how about the least enjoyable part?

Chris: The downside to being self-employed is that you are basically on-call 24/7. There are no paid vacations nor corporate bonuses or retirement plans…except for the ones that you create for yourself. Long hours are a given and struggling to survive during financial meltdowns and Covid has proved to be challenging. However, if you can survive the lean times then you will be much stronger for it – as I am. Lastly, difficult clients are a negative but fortunately they have been few and far between. 

A few words of advice for young designers, please.

Chris: Stay true to your art and yourself as a business owner, artist or designer and you will be rewarded in the long run. As a designer, you must be passionate – loving what you do is of vital importance. Patience, longevity, taking time to smell the roses. Finally, remember to enjoy the design process and celebrate the fruits of your labor. The lean years are the ones that shape your art and they are the ones to remember!

Photo credits @robiedesign

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