The Campbell Reporter
Business
Dutchess Intimates adds new look to downtown
By Romina Saha
For women who care about what touches their skin, Dutchess Intimates Boutique in historic downtown Campbell is the store to shop. That's the reason 25-year old Melanie Starr Blanchard opened her shop.
The 800-square foot store at 346 E. Campbell Ave. opened on Dec. 14, just in time for the holidays. But it's only a warm-up for the busiest time of the year, which is Valentine's Day and the bridal months of May to July, Blanchard said.
The store is European chic and "couples friendly," selling not only classy lingerie and boudoir items but also "lover's kits" that include mood-setting scented candles and lotions, massage oils, bath items, and couples games.
Blanchard's fashion design degree from West Valley College is evident throughout the shop. A significant other can sit on an elegant vintage settee while a woman tries on outfits in one of two spacious fitting rooms closed off by heavy, gold-toned draperies. The motif is regal but not gaudy; the gold on the furniture, curtains and walls is set off by creams and browns. A canopied storefront, wooden floors, marble countertops and an antique mirror complete the atmosphere, which is designed to make a customer feel like a queen.
Blanchard handpicks her merchandise from various vendors in San Francisco, Los Angeles, New York and Canada. She sells Mary Green silk robes and chemises as well as camisoles, velvet pants, lingerie, loungewear and other intimate apparel by Felina, Honeydew, Jezebel, Flora Nikrooz and Arianne.
"Dress to undress" is the Dutchess' slogan.
The young businesswoman describes her shop as comfortable and inviting; it differs from Victoria's Secret, which she says can be "intimidating."
She designed her shop so it is comfortable for men and mothers shopping with their children. She keeps a basket of toys and children's books in the store to occupy youngsters while their mothers shop.
After college, Blanchard worked in the fashion industry as a visual merchandiser for various designer clothing companies. After four years in what she describes as a "very cutthroat, very competitive" business, she took a break and shifted to teaching. She worked at Schallenberger Elementary School in Willow Glen for three years, teaching autistic children.
But Blanchard's creative side called her back and she returned to her original love of fashion, colors and textures.
She discussed her next career move with her husband, Jeremy, , a general contractor. The couple decided to get a loan, which she would use either to return to school or to start a business. The pair decided on a business.
As a 20-something first-time entrepreneur, Blanchard says she "had to jump through a lot of hoops to get a loan."
The whole process, from getting a loan and a business license, to bringing the store up to code and transforming the former space, took more than a year. Nevertheless, Blanchard said she has found a niche because there is no lingerie business in the Campbell area that is quite like hers.
On opening night, during servings of champagne and chocolate-covered strawberries, two women asked Blanchard if she would rent out the store for bridal showers. It was as if they had read Blanchard's mind: Private parties at the store were part of her plan. Bridal showers, girls' nights and make-up sessions are just some of the possibilities she is considering.
So far, Blanchard is pleased.
"I have had a sale every single day," she says.
Other things she's happy about? Her husband's and family's support, and oh, yes, a two-hour public parking lot across the street.
Dutchess Intimates Boutique is located at 346 E. Campbell Ave. in historic downtown Campbell. For more information call 408.866.8006. The store is closed on Mondays.