Retail Spotlight: Teddies for Bettys
“Ashley believes that a woman is comprised of many different attributes, and her lingerie selection should reflect this fact.”
By Michelle Perrin
The Lingerie Journal is proud to bring you an exclusive first look at the brand new interior redesign of Teddies for Bettys, and invite you to explore her revamped website, which features a cutting-edge ecommerce platform: www.teddiesforbettys.com
Ashley Kelsch had been working as a high-end real estate broker in Maui when she felt it was time for a change. She decided to migrate to the mainland and open her own mid-to-premium lingerie boutique in the vibrant and bustling city of Austin, Texas. The shop first opened its doors in October 2009 in a quaint house filled with Parisian charm. Although off the beaten path, the quality of the store’s unique selection quickly transformed it into a major lingerie shopping destination. After only a year in business, a bigger premises was needed, so Ashley relocated to the city’s trendy 2nd St. Shopping District – and the central location brought in even more traffic and sales.
“The shop’s newly-renovated interior is like the boutique’s clientele: chic, contemporary and with a sense of relaxed luxury that comes from being confidently at ease with one’s image.”
Teddies for Bettys sells a wide selection of lingerie for modern, brand-conscious women who enjoy the finer things in life. Ashley believes that a woman is comprised of many different attributes, and her lingerie selection should reflect this fact. She explains: “Some days we find ourselves running errands and reach for our comfortable t-shirt bra; some nights are date night and we want something a little sexy; and some days we are tired and want to feel pampered in our loungewear. The selection at Teddies for Bettys is a solution to any and all needs for women.”
The shop’s newly-renovated interior is like the boutique’s clientele: chic, contemporary and with a sense of relaxed luxury that comes from being confidently at ease with one’s image. The shop’s atmosphere proves that a woman can be dead sexy without ever compromising her aura of sophistication. The black, white and neutral color scheme serves as a perfect backdrop for the store’s more colorful items, allowing them to alluringly pop out at visiting clientele.
“In a world where so many people shop online and rush around, it’s refreshing for our customers to come in and get actual service.” – Ashley Kelsch.
The large inventory of merchandise is displayed on racks, shelves, and mannequins in a shopping environment that deftly uses swathes of open space to keep the area from ever feeling cluttered or crowded. Edgier items are arrayed in the back, enticing the consumer to explore the entire depth of the shop.
“I’m very focused on partnering with the brands I have and building that business as much as possible. With that being said, every now and then, I see something and know that our customers would LOVE to have it.” – Ashley Kelsch.
Approximately 90% of Ashley’s marketing initiatives are online, using interactive platforms such as Facebook, Twitter and Instagram to much success. Teddies for Bettys’ latest cyber efforts have included a major expansion of its website and ecommerce platform, as well as the production of videos to educate customers about the brands the shop carries.
Ashley makes sure, however, that, even though her innovative website allows customers the ease of shopping online, the bricks-and-mortar experience is one-of-a-kind. She offers bra fittings, private parties and private shopping, and is a firm believer in customer service. Ashley perfectly sums up her philosophy: “In a world where so many people shop online and rush around, it’s refreshing for our customers to come in and get actual service. Even if they haven’t set up a private fitting appointment, they are treated as if they have. It’s one-on-one, they are offered a beverage, and they are catered to.”
Step Inside Teddies for Bettys
Teddies for Bettys • 221 W 2nd St. • Austin, Texas • www.teddiesforbettys.com
Women’s Lingerie: Andres Sarda, Chantelle, La Perla, Fleur of England, Made by Niki, Lascivious, Hanro, Marie Jo, Prima Donna, Cosabella, Simone Perele, Marlies Dekkers, Twist by Prima Donna, L’Aventure, Eberjey, Stella McCartney
Loungewear: Homewear: Hanro, Cosabella, Eberjey
Plus Sizes: Prima Donna, Twist by Prima Donna, Chantelle, Simone Perele
Accessories: Lelo, Jimmyjane, Various Bedroom Accessories
Men’s Underwear and Nightwear: Hanro
Other: Gerbe Hosiery, Jimmyjane/Lelo Candles, Lotions, Lubricants, and Massage Oils
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