Bustoire does London Pop-Up Shop
“The silk is so wispy [and] soft against the skin. Enjoy the confidence and empowerment in feeling free in what you’re wearing.” – Joyce Labinjo, Bustoire.
Pop-up shops are a fantastic way for predominantly e-commerce brands to give fans and customers a real time retail experience, consequently increasing both brand awareness and appreciation. In addition, they provide a live meeting point between press and social media influencers and the brilliant innovators behind the brands.
So, it was a real treat when we at TLJ caught up with Joyce Labinjo, owner and creator of Bustoire, a gorgeous, luxurious nightwear brand featuring built in bust support for full-busted women from DD to KK cup, launched this year in May. Bustoire is currently being displayed and retailed as a pop-up shop at an attractive area in North London until mid-December.
Ideally set up in a bustling locale in the capital, Bustoire nightwear can be experienced at the chic DiGuardo boutique in Islington, a backdrop which Joyce believes fits in well with her brand image.
“Islington was an initial choice because I consider Islington to be a very fashionable, and trendy area,” informed the London based designer. “Also, the particular environment I’ve chosen is a very elegant and sophisticated boutique as well, so I definitely thought it would be on brand.”
Trading mainly online since its inception, Joyce wanted to provide patrons with the opportunity to engage in a first-hand visual and tactile encounter with Bustoire at DiGuardo – to enjoy the feel of its deluxe fabrics like lace, silk and chiffon, try on the stylish boudoir pieces to find the perfect size and indulge in warm and friendly face-to-face customer service – all the things that will work towards enhancing the public’s connection with Bustoire and its collections.
“Although being online is a very convenient experience for most people,” said brand owner, Joyce, “there’s also a customer that likes the retail experience and being able to see the garments in person [and] to try on in real time; as opposed to maybe not being sure what size they are.”
Fuelled by the power of social media, it’s a business strategy that has paid off for Joyce as she reported receiving a great response to her collection at the boutique.
“We’ve had a number of customers come in; and made a number of sales. There has been very good feedback in terms of the quality and fit of the garments,” she revealed.
Amongst the collection in shop are the stunning Josephine babydoll in Black and Gold and the bridal-inspired Michelle Chemise in Ivory but the favourite so far has been the exquisite Sarah Chemise Green, a choice Joyce believes isinspired by the Holidays due to its “Christmassy look”.
“People love green, gold and reds especially this time of year,” she reasoned. “I think it’s the pop of green that has caught people’s eyes.”
And the jewel-toned, rich jade hue against black lace of the Sarah Chemise certainly provokes that feeling of being a befitting Holiday piece.
“People really responded very well to it,” Joyce added. “They think it’s sexy and enigmatic.”
However, she wants all of Bustoire to be appreciated at every moment, not just for a season and not just one piece, as all of the collection was designed to delight full-busted women, making them feel beautifully held, sophisticated and attractive whenever they choose.
“I would say just enjoy the collection,” she advised. “Enjoy Bustoire. Enjoy the beautiful fabrics against the skin. Most of our garments are made of lace, silk and chiffon. The silk feels so wispy [and] soft against the skin. Enjoy the confidence and empowerment in feeling free in what you’re wearing.”
For anyone hoping to get a closeup of Bustoire, they can pop along to DiGuardo, 211 Upper Street, London N1 1RL until December 16th, 2018. Joyce is giving away a free pure silk eye mask with every purchase in store.