A St. John’s lingerie shop has been named the best in North America.
Le Boudoir of St. John’s, owned by Mona Winter and Nicole Whittle, received the Best of Intima’s Choice award at the eighth annual lingerie Emmy awards in New York City Sunday, with the Water Street shop deemed to have “won the hearts” of the editors of Best of Intima magazine, a lingerie trade publication.
Whittle, speaking to The Telegram on the phone from New York, where she’s attending one of the industry’s biggest buying shows, said she believes positive word-of-mouth led to the nomination. The judging process included a three-page interview for the jury, which included representatives from lingerie and fashion brands such as Cosabella, DKNY and Samantha Chang.
Whittle said even after Le Boudoir had been named one of nine finalists in the category, she didn’t think the shop had much chance to win, and was “astonished” when Le Boudoir’s name was called at the ceremony at a Fifth Avenue penthouse.
“We’ve been in business for two years. It’ll be two years this November,” she said. “Most of our competition have been in business for about 30 years, and it’s not just a Canadian award. It’s international. It’s all of North America, Puerto Rico and all of Canada. We’re very honoured to be nominated, and even more honoured to make it as a finalist. Just to make it that far was an amazing accomplishment for us.”
The whole experience was thrilling, said Whittle.
“It’s like the Emmys in the lingerie business,” she said. “You find out you’re nominated and then you go and they announce all of the contestants and then they started to say, ‘This mother-and-daughter duo…’ and continued to describe our store in such wonderful words, and my jaw dropped, because to me it was an amazing achievement.”