A Conversation with Susanne Alvarado, Owner of Sugar Cookies Lingerie in NYC

Susanne Alvarado wearing the Skin Reyna Caftan in Costa Rica

If you’re lucky, and if you’ve followed my pre-shoot recommendations, you’ll have crossed paths with Susanne Alvarado. It’s no secret that her shop, Sugar Cookies, is my favorite lingerie boutique in New York City, and that she and I take every opportunity we can to collaborate in serving our clients. And so, I wanted to interview Susanne and give everyone here a peek at the inspiring woman behind the business. Read on and you’ll see why she’s such an inspiration to me and so many others.

Let’s talk a little bit about how you got started. Can you tell us a little bit about yourself and what led you to creating Sugar Cookies?

I’m a firm believer that frustration opens the doors to something better. In my early career, I worked for two renowned lingerie brands. One of them, at that time, held the title of America's largest lingerie retailer. They valued their staff and invested heavily in hiring, retention, and fit training, which involved weeks of onboarding before working on the sales floor. I am grateful for the years I spent there, as I learned the fundamentals of lingerie and the importance of employee and customer satisfaction.

Later, I was hired to manage the lingerie department in an iconic luxury department store on Fifth Avenue. It was a remarkable opportunity, although the store is no longer in business. There, I had the privilege of working with exquisite European luxury lingerie brands, witnessing the intricate craftsmanship that went into each garment, from French laces to hand-stitched pieces. It was enlightening to see how Europeans approached lingerie differently, considering it an essential part of their daily attire.

However, I encountered frustration with the lack of sizing options at that company. On the sales floor, I would witness customers desiring beautiful lingerie sets but facing limitations in sizes, mainly ranging from B and C cups up to a 36 band size. Despite voicing my concerns to higher management, no changes were made. The department was visually appealing, but customers would leave empty-handed due to the lack of options in their size.

Realizing that my recommendations would never be implemented, I made the bold decision to leave and open Sugar Cookies, in my neighborhood of Chelsea, NYC in 2008. At that time, Chelsea had a different vibe, primarily attracting artists, men, and older individuals. It was a risk worth taking, knowing that I could always return to my previous jobs or similar roles in the industry if needed. Now, after 15 years, I couldn't be happier. Every day, I connect with customers and ensure that I provide them with the right products and sizes to meet their needs.

We believe Lingerie and Boudoir go hand in hand in making someone feel empowered. What do you think makes Lingerie so transformative and powerful?

Lingerie is often overlooked as a mere afterthought, despite being the first layer of clothing we put on. Some may question its purpose if no one will see it, but that's the wrong perspective. Well-fitting lingerie plays a crucial role in how your clothes fit and how you feel. It boosts your confidence, even if it's just for yourself.

Sugar Cookies NYC lingerie Boutique

What is a common pitfall you find women encounter when lingerie shopping?

Many women often complain about the discomfort of bras or lingerie, but the truth is that most of the discomfort stems from wearing the wrong size. When you wear the correct size, it should feel effortless without any pinching or digging. Another important factor to consider is that our bodies change over time, and even between seasons, depending on our lifestyle. It’s essential to get fitted by a professional fitter when lingerie shopping.

What do you consider the absolute must haves in your lingerie wardrobe?

Not necessarily in this order but all must haves:

1. Classic Black Lace Set… garter belt recommended but not a deal breaker. 

2. Bodysuit

3. Bustier

4. Strapless Bra/Multiway Bra

5. Cheeky Boyshort

6. T-shirt Bra

7. Sexy Slip

8. Silk or Lace Robe

9. Seamless Bottoms

10. Shapewear

Do you personally have a favorite style of lingerie? Or better yet, what would be your go to lingerie for your own Boudoir shoot?

That’s difficult to answer… I’m a Gemini and that duality often has me playing both sides. I could tell you that I prefer classic, romantic lingerie styles then the next time you ask I’ll say I’m all about adventurous, bondage looks. I guess it’s a good thing that I’m a gemini because I’m constantly curious and open minded which is beneficial when I do my lingerie buying. If I were doing a Boudoir shoot with you next month I would say any of the latest pieces from Bordelle… I’m in an adventurous mood!

Similar to a boudoir photoshoot, shopping for lingerie can be intimidating. What would you tell someone who is nervous to come into the boutique?

Come on in! There’s nothing to be nervous about, our boutique carries exquisite, fancy lingerie but we are super low key and not pretentious. My staff and I have been in the lingerie industry for several years and make it a point to treat every customer equally and give them our undivided attention when they book an appointment with us. We listen to your needs, likes and dislikes then once we’ve fulfilled your wishes we’ll show you something you might have never thought of trying on but then must have.

At this point we’ve had three Boudoir & Bubbles events at the boutique and we’re already looking forward to the next one! What do you love about this event & working together? And what do you think attracts people to attend?

We make it easy for you! The enchantment of a boudoir shoot has entranced countless women, yet for some, taking that initial step can feel intimidating... Who is the ideal boudoir photographer for me, and where can I discover exquisite boudoir lingerie that makes me feel confident & sexy? This is precisely where our events come into play – they offer the perfect opportunity to venture into the world of boudoir and get a taste of what it's all about.

What distinguishes our events  lies not only in the breathtaking photos created  but also in the way women uplift and empower one another. It's a truly enchanting experience to see diverse women supporting each other in such a positive and uplifting environment where strangers become friends. Each event leaves me overjoyed and energized to plan the next one.

What’s next for you and Sugar Cookies? 

Our partnership with Brooklyn Boudoir has been nothing short of amazing! As we continue to collaborate with Stephanie, we're ready to embark on other exciting cities, exploring new experiences, and even venturing overseas. Our Boudoir retreats opportunities are limitless so stay tuned!

THANK YOU, SUSANNE!

Sugar Cookies is located at:

27 West 20th Street, Suite 503 New York, NY 10011

Appointments are encouraged. Email or call directly to make an appointment: info@sugarcookiesnyc.com

212-242-6963

And check out their latest summer offerings HERE.

5 Must-Have Bodysuits for Stunning Photoshoots

Get ready to amp up your style game and make a bold statement during your next boudoir photoshoot. I'm talking about the power of bodysuits. It’s no secret I am a huge fan of bodysuits - I recommend them to nearly every client I have. These versatile and oh-so-flattering garments are a must-have in any fashion-forward wardrobe. Today, I'm thrilled to share with you five fabulous bodysuit options that will take your shoot to the next level. From luxurious designs to comfortable classics, we've got you covered. So, let's dive right in!

Thistle and Spire: It's All About Seduction

Model Samantha Rose wears Thistle and Spire’s Cornelia Bodysuit, purchased at Sugar Cookies Lingerie

Let's start with Thistle and Spire, a brand that effortlessly combines sensuality and sophistication. When it comes to bodysuits, Thistle and Spire knows how to create pieces that make you feel like an absolute goddess. With intricate lace details, sumptuous fabrics, and flattering silhouettes, their bodysuits are a true work of art. When I slipped into one of their designs, I instantly felt a surge of confidence and empowerment. It's amazing how a single garment can transform your entire mood. Thistle and Spire bodysuits are not only visually stunning but also incredibly comfortable to wear. The attention to detail is evident in every stitch, ensuring a perfect fit that accentuates your curves in all the right places.

You'll be delighted to know that these gorgeous bodysuits are available at Sugar Cookies Lingerie. They understand the importance of offering high-quality and exquisite lingerie to their customers. By curating an impressive collection of Thistle and Spire bodysuits, they provide an opportunity for fashion enthusiasts to experience the magic of this exceptional brand.

Commando: Softness Meets Luxury

When it comes to bodysuits, sometimes less is more, and that's where Commando excels. Their bodysuits are the epitome of comfort and elegance. When you wear a Commando bodysuit, you feel enveloped in a cocoon of softness that feels absolutely luxurious against your skin - it’s pretty much all I want to wear. The fabric they use is incredibly soft, and it feels like a second skin. It's one of those garments that you never want to take off. But what truly sets Commando bodysuits apart is the attention they give to different necklines. They offer a variety of options, from classic scoop necks to plunging V-necks, allowing you to find the perfect neckline to complement your shoot's aesthetic. This attention to detail ensures that you not only look fabulous but also feel your best during your boudoir shoot.

Skims: Shape Your Way to Perfection

If you're looking for a bodysuit that doubles as shapewear, Skims has got you covered. Cofounded by the iconic Kim Kardashian, Skims bodysuits are designed to enhance your curves and accentuate your best features. The moment you put on a Skims bodysuit, you instantly feel a boost of confidence as it hugs and contours your body in all the right places. The secret lies in the thoughtfully designed shaping technology that smoothens and sculpts, giving you a flawless silhouette.

But what's even more impressive about Skims is their commitment to inclusivity. They offer a wide range of sizes and shades to cater to all body types and skin tones. It's truly empowering to see a brand that celebrates diversity and ensures that every individual feels represented and beautiful. Skims bodysuits not only provide shaping and support but also act as a stylish foundation for your entire outfit.

Wolford: Luxe All the Way

Prepare yourself for the epitome of luxury with Wolford bodysuits. This prestigious brand knows how to create bodysuits that exude sophistication and style. The moment I laid eyes on a Wolford bodysuit, I was captivated by the exquisite craftsmanship and attention to detail. The lines on their designs are impeccable, creating a visually striking silhouette that enhances your natural curves. It's the kind of bodysuit that makes you feel like a true fashion icon.

And here's the exciting part: Wolford bodysuits are currently on sale at Sugar Cookies! Yes, you read that right. Now is the perfect time to indulge in the luxurious world of Wolford and own a piece from this renowned brand. Trust me, when you slip into one of these luxurious creations, you'll feel like you're walking the runway of your own shoot, radiating confidence and style.

Maison Close: Temptation at Its Finest

Last but certainly not least, let's talk about Maison Close. This brand invites you to explore the captivating realm of temptation with their thong bodysuits. Maison Close embraces delicate fabrics, intricate designs, and an alluring aesthetic that embodies seduction and confidence. Maison Close understands that true beauty lies in the details. Their designs feature intricate lacework, strategic cutouts, and tantalizing silhouettes that leave a lasting impression. The craftsmanship and attention to detail are simply exceptional.

To explore the captivating world of Maison Close and find the perfect thong bodysuit that resonates with your unique style, head over to Sugar Cookies Lingerie website.

Bonus: Go for the Unexpected with a One-Piece Bathing Suit

If you're feeling adventurous and want to add a unique twist to your shoot, why not consider a one-piece bathing suit? These beauties can be surprisingly versatile, allowing you to experiment with different textures, patterns, and silhouettes. Whether you choose a vibrant tropical print, a sleek and sophisticated black design, or a retro-inspired polka dot number, a one-piece bathing suit will definitely make a statement. Pair it with a flowy cover-up, a wide-brimmed hat, and some statement accessories, and you'll have a jaw-dropping ensemble that showcases your confidence and individuality. Don't be afraid to break the mold and embrace the unexpected. Your one-piece bathing suit might just steal the show and make your shoot a true masterpiece.

In conclusion, choosing the right bodysuit for your photoshoot is crucial to create stunning and impactful images. Whether you opt for the seductive elegance of Thistle and Spire, the luxurious comfort of Commando, the shaping power of Skims, the timeless beauty of Wolford, or the tempting allure of Maison Close, these bodysuit options will undoubtedly make you shine like a star. So, go ahead and rock that shoot with confidence, and let your bodysuit be the ultimate expression of your personal style. Happy posing!

Wardrobe Ideas for your Boudoir Shoot: The White Shirt

Boudoir outfit inspiration

Your upcoming photoshoot is a big deal, so naturally the outfits you choose are important to plan carefully. After you book with me, I will send you a very comprehensive prep guide to help plan your looks. But in the meantime, I am starting this series of ideas for you to wearing during your boudoir session. Starting with …

The White Button Down Shirt

Ahh, the white shirt. Classic, classy, sexy, and already in your closet! There are so many ways to style a white shirt, and it’s always in style. Plus it looks good on EVERYONE, so naturally it’s one of my favorite pieces to photograph.

What style of white shirt should you choose?

I always recommend you choose a white button down without patterns, logos or details that could date the photo or be distracting. I personally love a shirt that it’s a little large (not too huge on you) and more summer weight - in other words, not too thick. A little sheerness is oh so sexy and a lighter material will move well when you do. I have a version of this kind of shirt in the studio if you don’t have one that you love.

Should I wear by partner’s shirt?

It’s always so fun to sneak your partner’s shirt out of the closet - so many of my clients do this and it always gives their partner a fun surprise. I would just call out that you don’t want the shirt to be TOO big on you-we still want to see you underneath it!

How should you wear a white shirt in your boudoir photoshoot?

There are SO MANY ways to wear the classic white shirt:

• Wear it over lingerie, choosing how many buttons are closed to tailor the level of “edge” to your comfort zone.

• Wear it completely undone, draped off the shoulder. My clients always love a “taking the shirt off” pose. Bonus if the shirt is a little sheer so we can get a peek of your silhouette underneath.

• Wear it totally buttoned up with no pants

• Wear it frumpy and wrinkled for a “just woke up like this” flavor

• Hike it up to catch a glimpse of booty.

• Styled with “his” accessories for a masculine-sexy feel

• Tied up to show a little extra abs and give a ore fashion-forward feel.

Remember, you can be as revealing as you want to be during your boudoir shoot - from totally NSFW to completely covered up - and a crisp white button down gives you the flexibility to do just that. It also gives us tons of options for posing, gives you something productive to do with your hands, and is a classy, classy look that will never go out of style.

Need more Boudoir wardrobe inspiration? Keep checking out my blog posts for more!

xoxo,

Stephanie

How to Shop for Lingerie | Tips for your Boudoir Shoot | New York City Boudoir Photographer

So excited for my purchases!

I was transitioning my closet from spring to summer recently when I noticed that all of my “lingerie” (and I use that word in quotes) were, well, tired.  No scratch that, they were beyond  tired, they were exausted, old, torn up, stained basically in an unacceptable starte for any grown woman.  How long had I had these pieces?  Honestly I don’t remember but suffice it to say it was before I had a baby and everything about them was wrong. My body is different post-baby and my underwear hadn’t gotten the memo.   But where to start when looking for a total lingerie refresh?? I knew I needed help!

Enter lingerie blogger Melissa AKA The Lace Appeal.  I photographed her this past winter and I knew she was the perfect person to ask about rejuvinating my lingerie wardrobe.  If you haven’t checked out Melissa’s site or insta yet, do yourself a favor and do so.  It’s a blog dedicated to all things lingerie, specifically helping women find products that make them feel beautiful.   She’s got amazing recs on boutiques all around the country (east coast, west coast and everything in between), lingerie & activewear reviews, on top of being completely real and relatable.  Her blog is full of fun reads and no topic is taboo - from period boobs to briefs that won’t give you a wedgie, she’s not afraid to talk about it all.  In her words, The Lingerie Appeal is a place for women to explore topics of their bodies freely, sans judgment.   Basically, she’s got the point of view on lingerie as I do on boudoir photography!  I was thrilled that she agreed to take me shopping. 

We met at Sugar Cookies - an amazing ligeerie boutique in Chelsea, which just celebrated it’s 10th birthday this past weekend!  I must admit I was nervous!  I, like so many other women, had never been properly fitted for a bra, and I am (as I’ve written about before) essentially flat chested.  The store is filled with tons of beautiful lingerie options, but would they have anything that fit me?  

Beautiful Sugar Cookies Lingerie Boutique

The amazing Monica took my measurments and brought me pieces to try on.   This was KEY.  She was endlessly patient and had a sixth sense about what would work for me.  We tried on a LOT of different options and through good old fashioned trial and error I ended up getting a completely new lingerie wardrobe.  Here are some tips I picked up between Monica and Melissa:

Get fitted by an expert

Monica helping me select the perfect piece of lingerie

Melissa told me that a shocking 80% of women were wearing the wrong size lingerie!  This seems insane given that most of us wear bras every single day (side note, I’m noticing more and more young women going sans bra these days… but that’s a blog post for another day…)  Many women are surprised to learn what their actual bra size is.  There’s no need to guess or to awkwardly try to manuever a measuring tape around yourself — take it to an expert.

Don’t get bogged down by the sizing.  

Once you do get messured, give yourself some sway in either direction.  Just like with clothing brands, different lingerie brands fit differently.  I was a a 32A in most brands but a 34B in bras from The Little Bra company.  I never would have treid on a B cup bra in the past, but the thing is, you never know unless you try.  The key is to keep an open mind.  Another trick I learned was to aim for a bra that fastens on the loosest hooks, that way as the bra stretches out over time, you’ll have the tighter hooks to compensate for the stretch. 

And speaking of “ I never would have,” don’t limit yourself based on preconceived notions!  

That’s actually good advise for life in general isn’t?  But when it comes to bras, I never would have tried on an unstructed, unlined piece, becuase, well, I feel as if I need some extra oomph.  but when I tried on the Lise Charmel Splendeur Soie No Wire Bra, a silly smile came over my face.  I just felt fantastic and sexy and THAT is what good lingerie is all about.  So try it all on and choose what makes you feel GREAT - you’ll know it when you find it.  

Bring outfit pieces with you.  

If you’re looking for lingerie to go with a specific outfit, it’s a good idea to bring those pieces with you when you go shopping. This way you can match colors and textures together, and see how certain combinations look. Show your outfit or accessories to a store clerk to give them inspiration. They will know the store’s product lines and may be able to help you find the perfect piece to pair with your outfit.  If you’re looking for an every day bra like I was, bring a smooth tight tee shirt or whatever type of top you normally wear to be sure the bra works with it. 

When you find a brand you like stick with it.

I have a hunch that I am the ideal client of “The Little Bra Company,” so I know I can probably count on them for bras and other pieces alike.

Ladies, lingerie is all about confidence.  Try to go when you’re feeling good about yourself, eat a little something to keep your blood sugar up, and give yourself time to sift through the options. If you’re having a hard time, try to remind yourself that we are always our toughest critic. Your partner will think you look amazing no matter what you choose so be sure to be true to yourself and get pieces that give you swagger.   You’ll be really happy you did.

Look at the big goofy smile on my face — I am one happy customer!

Here are all the pieces I picked up at Sugar cookies (from top to bottom):

The Little Bra Company Lucia Push Up Bra in black and nude, with matching thongs

Cosabella thong

Lise Charmel Splendeur Soie No Wire Bra

The Little Bra Company Sascha Smooth bra in nude

BlueBella Carmen Basque - just for fun, and because the lace couldn’t be more beautiful.

And a bonus My Bra Kitty, which Melissa turned me on to — the perfect way to pack your bras without them getting squished & misshaped.  

How sexy is that Faux Croc?

Have any other questions i can help answer? What tips do you have for lingerie Shopping? Share them below!

xoxo, Stephanie