What Happened When We Reopened Sunflowers
Sunflowers Lingerie & Swimwear Open Day on Friday 7th August reminded us exactly why we started AWWA – Accepting Who We Are in the first place.
We went to Sunflowers in Lindley to be Live Mannequins and celebrate the reopening of this much-loved independent lingerie shop but actually, the day became about so much more than that.
Sunflowers has a new owner, Kishwar, who has completely transformed the shop into a beautiful two-floor lingerie boutique. What we really love though is that Linda, the previous owner, is still there as manager, bringing all her years of experience, knowledge and understanding of women and their bodies with her.
So, while the shop has a fresh new look and a new chapter ahead, that wealth of expertise has not been lost. Women of all ages were coming through the doors. Some came for a bra fitting, some came to have a look around, and others simply came in because they knew Sunflowers or Linda and wanted to support the reopening.
There were so many conversations going on.
Women chatting to each other while they waited. Sharing stories in the changing rooms. Talking about their bodies. Helping each other choose bras. Perhaps most importantly many women were talking about buying the beautiful lingerie for themselves, not for a partner, just because they wanted to feel good – we loved that.
So much more than a Lingerie Store
And then there was the food! Women were heading outside, sitting together, eating, drinking and chatting. It felt like a community gathering rather than a day in a shop. That is what struck us most about the whole day, this is what an independent lingerie shop can be – a community hub for women.
It can be somewhere you go to get fitted, of course. But it can also be somewhere you feel welcomed. Somewhere you can ask questions. Somewhere you can have a conversation about your body without feeling judged. Somewhere you meet other women.
We had plenty of fun too. Samia Longchambon, who plays Maria in Coronation Street, came along and spent the afternoon with everyone.
Then as we decided standing in a lingerie shop window was not quite enough, we headed outside with Linda and Samia to recreate that Beatles Abbey Road photograph. We quite literally were stopping the traffic as we stepped out on the level crossing Lidget Street in Lindley wearing Chantelle lingerie, a company that this year celebrates 150 years of creating beautiful lingerie for women from their Paris based studio
Helping to share an important message
Behind all the laughter and the photographs, there was a really important message. We know from our AWWA research that almost 40% of women we spoke to could not remember the last time they had been professionally fitted for a bra, something Kishwar is really passionate about changing, particularly when it comes to young women.
She wants Sunflowers to be somewhere that young women and girls in care, especially those leaving the care system, can come and get professionally fitted from a young age.
For some of these young women, their relationship with their bodies can already be complicated. Having a safe, welcoming place where someone will take the time to help them understand their changing bodies and find something that fits properly can make a real difference to their confidence.
Kishwar also wants to go even further by creating opportunities for these young women to gain retail experience and develop skills working in the shop.
The Bigger Picture
This is what makes this story so much bigger than the reopening of a lingerie shop.
It is about women supporting women.
It is about independent businesses that genuinely know their customers.
It is about creating spaces where women feel comfortable talking, asking questions and being themselves.
Being part of Sunflowers Lingerie & Swimwear Open Day was a brilliant reminder of why independent lingerie retailers matter so much.
We were incredibly proud to be there as AWWA, showing up as our true selves, having conversations about body image, representation and body confidence and having a lot of fun along the way.
Because sometimes you need a bra fitting.
Sometimes you need a chat.
Sometimes you need a plate of food and a room full of women.
That is the magic of an independent lingerie shop.
It is so much more than a shop.
