Business tycoon Theo Paphitis launched his 7th UK store today in the North East of England. I had the pleasure of attending the pre-opening event which allowed the press and bloggers to interview Theo and take pictures of the store and all the gorgeous contents.

Before setting foot through the door you get an understated sense of opulence with the grand doors and beautiful finishings which continue inside. It is evident that Theo has great attention to detail and that outstanding customer service is vital.

It’s a high street store with high-end service at affordable prices. I would refer to this in fact as a lingerie boutique as it has an exclusive, luxurious feel. Where else would you be able to change the light settings in the fitting rooms depending on the style lingerie you are trying on? There’s three different settings that emulate day, dusk and night.

Take a look at some of the beautiful garments and lotions in the gallery below.

The Gallery

I chose some items that I fell in love with instantly and created a small lookbook of outfits fitting for different settings whether its comfortable loungewear, sultry lingerie or elegant silk pyjamas.

In my experience it’s often quite difficult to find pretty bra’s in larger sizes, I have noticed that many don’t cater for D or above or if they do they never have my size. Boux Avenue however focuses on sizing options that range from 30A to 40G initially with H arriving in time for Christmas!

It’s also an ingenious idea that there are drawers underneath the display items with sizes in each which is both homely and space-saving. As mentioned earlier the fitting rooms have changeable light settings but even more impressive is the personal concierge service. Have you ever tried lingerie on and needed another size but hated the fact you have to shout for someone whilst trying to keep some dignity? well with this service you simply press the button inside the dressing room where you will discretely be able to speak to a member of staff to assist you with anything you need.

To give you a little idea of prices the bra’s start from £12 with matching sets available. The night and lounge wear is also beautiful and I have a few pieces in mind to buy especially for these colder nights ahead.

Check out the silk chemise and waffle robes…amazing.

I got my self a lounging jumper which I’m wearing as a dress with chunky socks to relax at home, it’s so soft and comfortable. Blog post soon!

There’s six more located around the UK so check the site Boux Avenue to find out where they are. The one in the North East is placed in the Green Mall of the MetroCentre.

Let me know your thoughts if you have been.