Maxine Kelly, the owner of Underlena, a luxury lingerie boutique in Wellington, found inspiration during an Auckland lockdown. Frustrated with the lack of suitable intimates available locally, she envisioned a collection that merged comfort with allure. This vision birthed Underlena, an online store curating modern, well-crafted lingerie pieces.
Driven by the concept of ‘sourcing sensuality,’ Maxine carefully selected lingerie labels that embodied this ethos. As the online store gained traction, Maxine expanded into a physical showroom in Wellington. The transformation of her office space into an intimate boutique marked the evolution of Underlena from a digital platform to a tangible shopping experience.
Reflecting on her journey, Maxine shared her transition from a marketing background to embracing creativity through her venture. Her passion for connecting with people and creating spaces that evoke sensuality shines through in Underlena’s unique offerings. The boutique’s focus on pieces that exude sensuality on a daily basis sets it apart in the lingerie industry.
Maxine’s vision for Underlena extends beyond mere retail; she aims to cultivate a safe and intimate environment where customers can explore and embrace their sensuality. The showroom’s appointment-only model ensures personalized attention, allowing visitors to engage with international designer pieces thoughtfully curated for diverse body types.
One of Maxine’s proudest moments is witnessing customers discover lingerie pieces that not only fit well but also make them feel confident and beautiful. The positive feedback on the showroom’s welcoming atmosphere underscores her commitment to creating a space where individuals feel comfortable and empowered.
Looking ahead, Maxine envisions collaborations with like-minded brands and creatives to further enhance the Underlena experience. She emphasizes the importance of fair pay and ethical practices within the fashion industry, advocating for greater transparency and accountability in garment manufacturing.
As Underlena continues to thrive, Maxine’s aspirations include expanding the boutique’s presence beyond Wellington. With plans to offer appointments in other cities and potentially even internationally, she envisions a future where the Underlena experience reaches a broader audience seeking luxury lingerie that celebrates sensuality.
Maxine’s journey with Underlena exemplifies a blend of creativity, passion, and a commitment to redefining sensuality in the lingerie landscape. Through her boutique, she not only offers exquisite lingerie but also fosters a sense of empowerment and self-expression for individuals seeking a more intimate and personalized shopping experience.
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