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.
