What: Chaloné
History: Chaloné is owned by Singaporeans Gary Lee and Vera Tay. The business started in 2000 and now has four branches including ones at Millenia Walk, Raffles City and Marina Square.
Where: Wisma Atria #03-03/04
When: Daily, from 10.30am to 9.40pm
When supermodel Alessandro Ambrosio strutted down the catwalk in her $3 million diamond-encrusted bra earlier this month, my jaw dropped.
It wasn't only because her body was smoking, (though it was a big part of the reason) but because I was hit by the sudden realisation that my collection of bras are downright boring in comparison! So I visited lingerie store Chaloné to add some lace, sequins and oomph to my underwear drawer.
Signature style
Okay, confession: Most of my underwear? Boring and plain. I think the word here would be serviceable.
But I am not alone. A check with my girlfriends reveal the same story.
So I fell, and fell hard, when I saw the pretty intimates at Chaloné.
They carry mostly french brands like Lou and Lejaby. Though muted in colour - most of the bras are in black, nude, or white - they all have wonderful details like lace or coloured embroidery.
Ooh la la, as the French would say.
Well-endowed women will also be pleased to know that Chaloné carries a range of lingerie which runs to even G cups.
Sexy bodysuits, and nightslips are also available - great if you are looking to surprise your spouse or partner.
Price point
It is pretty pricey here, despite their website claiming that it is "encompassed with a range of luxurious yet affordable collections synonymous to the contemporary beauty".
Yeah, they should fire their copywriter.
But, I digress. Affordable? They could be living on a slightly different planet than I.
Considering that I've never paid more than $60 for a bra, I inhaled sharply when I realised that the cheapest bra here was tagged at about $100.
I certainly wouldn't pay $119.90 for a plain, unremarkable nude bra.
But I'd gladly part with $159.90 for a black and purple lace number with a jewel placed in the middle, since it's probably the closest I'd get to Ambrosio's diamond encrusted bra.
The bottoms were, however, tough to stomach at $35.80 for just one pair.
The only redeeming factor? The bargain bin out front which sold three bottoms for $29.90.
Store layout
The store is well-laid out and there was enough space so I could browse at my leisure.
However, I did find the discount signs a little confusing. There were different signs like "One set for $100" and "One bra for $150" all within the same space so I wasn't sure which bras were on sale, and which were not.
I had to rely on the friendly saleswoman to point me in the right direction.
Service
Despite having a few customers in the store, the lone saleswoman was great at shuttling between all our questions and doing so with a smile.
She was also very forthcoming with information.
I enquired about a stick-on bra that I've been wanting to get for a backless dress and I was informed that it would only be good for dinner dates - not clubbing because too much movement would cause it to fall off.
I didn't enjoy the bra fitting service though. Instead of whipping out a measuring tape, the well-meaning salesperson pulled my dress back so she could get a better view of my bust.
And then she handed me two possible sizes.
The reason why I asked her for a fitting in the first place was to make sure I'm wearing the right size! If Chaloné could improve on its bra fitting services, the service here could rank very highly on my secret shopper's list indeed.
Verdict
Think of it as a "special occasion" type of place where you'd splurge on some underwear that will make you feel better. This secret shopper opines that the bras are worth the visit but look elsewhere if you're looking for panties. Bleh.
PS: Pity about the website, the horrible overwrought descriptions almost killed off this shopper's mood. Take for instance how they described themselves: "Not just a store, but an enthralling repository accoutered with a stylish realm of luxury intimate apparel.
"Chaloné envisages the inner sensuality of modern women who embraces the vibrant and dynamism of this cosmopolitan era. It is the epic of Chaloné."
Yikes.
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