Established in 2008, Sugar Cookies has evolved from the new boudoir on the block to a downtown destination with a loyal following. Located in the Chelsea neighborhood of NYC, this timeless and elegant boutique offers a healthy dose of fun, hence the name cookie, parlance for a woman’s most intimate part. Sugar Cookies creates a place where customers feel at ease to treat themselves to beautiful underpinnings in an inviting atmosphere with an emphasis on personalized service.
With a canvas of white walls and silver accents, the space evokes an airy Parisian boutique, minus the pretense. The shop is a curated collection of lingerie, loungewear and swimwear from go-to European labels like Cosabella, Chantelle, Simone Perele, La Perla, Maison Close and Mimi Holliday and emerging New York designers such as Graffinis and Helen Sanchez. Every piece has been hand-selected by owner Susanne Alvarado, often with the tastes of specific clients in mind. Her client service has gained word-of-mouth buzz and in 2010, Intima Magazine crowned Sugar Cookies with the “Best Personal Touch Award.”
(And, yes, on any given afternoon, a plate of home-baked sugar cookies and Susanne’s own puppy are on hand to greet you.)