Altitude Magazine

15 ALTITUDE english version She never stands still, and last year Marielle opened her second shop Calida and is now renovating the exterior of La Frileuse. Despite Covid putting a dampener on trading this year, her latest development is her new store, Hanro by La Frileuse. This store is dedicated to the Swiss brand Hanro which has some magnificent products made from innovative materials all in the elegant style which matches the resort's clientele. All three stores have something for everyone in the family, with lingerie, nightwear and day wear for men and children as well as women. Buying lingerie can be intimidating for some - particularly men choosing gifts for their ladies. However, an understanding team with a good knowledge of the products welcome customers to ensure they enjoy their shopping experience. They have plenty of knowledge of the products and how to get the right fit. There is an impressive array of stock in the stores and it is a real pleasure to explore the shelves and drawers and see what delights they contain. It is easy to see how Marielle fell in love with this profession and why she devotes her life to it. She also likes to help others gain her passion for lingerie and the shop is rather unique in offering apprenticeships in the trade. When asked what drives her passion for fashion, Marielle says: "I don't know if you've noticed it, but underwear is the first thing you put on in the morning and the last thing you take off. My goal is to enhance the woman. It's so important to feel good, when you feel good about yourself, when you have confidence, in yourself, you tend to have a much better day. ". At the beginning of June every year is the unmissable lingerie fashion parade outside La Frileuse. Marielle's boutiques are usually well represented at the Étoile Bella Lui festival in December but unfortunately this has had to be cancelled this year. For those who do not want to shop in person because of the pandemic, Marielle is happy to send items by post. And the next business challenge she is undertaking is preparing to expand this option by offering an online shopping experience. In the meantime, customers can check out her news on Instagram and Facebook. Every drawer you open will be like a treasure chest. LA FRILEUSE Avenue de la Gare 12, 3963 Crans-Montana +41 (0)27 481 25 20 www.lafrileuse.ch