When it comes to genders, both males and females, each have a right to certain things. For ladies, one of those treasures is the right to good underwear. Situated on 20th Street, between the busy 6th and 7th Avenues, sits the intimate, lingerie, swimwear and nightwear haven, Sugar Cookies.
This luxurious undergarment store has been in the charming neighbourhood of Chelsea since 2008. When I asked owner, Susanne Alvarado, why she chose this particular area, she smiled and said "I've lived here for many years, and saw a niche in the market...plus it's away from the main roads, which is a huge benefit as it makes for a more intimate and private shopping experience." I couldn't agree more! Underwear shopping can be a little daunting, much like trying to find the perfect jeans. It requires time, patience and help from an expert. With a background in underwear buying and retail, Susanne is the perfect host, and store manager. Her talents and experience shine through the visual merchandising, aesthetics and brands she offers in store.
This hidden gem houses a range of price points and labels, starting from basics at $36 to silk robes at $500. She supports local talent and has a collection of beautiful silks and chiffons from New York based brand, Sapphire Bliss and digitally printed swimwear from NYC label, Graffinis, which embodies skylines of The Big Apple. Other collections include, Mimi Holiday, Huit, Chantelle and Simone Perele, to name a few.
Sugar Cookies offers you a relaxing and zen-like shopping experience, as well a complimentary bra-fitting service, and event space. From private corporate events, to bridal showers, bachelorette parties and even birthdays, Susanne is on hand as delivering a personal and fun-filled evening. What more could you ask for when it comes to underwear!