Michal, a new luxury lingerie boutique recently opened in Milwaukee’s Historic Third Ward. Owner Ashley Mullis created Michal to be a warm, welcoming space where shopping for upscale intimates is fun. Inside, you’ll find luxury brands hand-crafted by designers in Europe, who Mullis works with directly to curate her dreamy inventory.
What inspired you to open a luxury lingerie boutique?
I grew up in an entrepreneurial family. My mom owned her own business, my father owned his own business – so I always knew I wanted to own my own business at some point. You know the opening scene in The Devil Wears Prada? When all of the women are getting ready and they’re putting on these really gorgeous lingerie sets and going out into the workforce. They look like they’re feeling confident and sexy and ready to take on the world. So when I was growing up, I was like “oh my gosh, I want that.” I couldn’t really find exactly what I was looking for, so I was literally sitting in my living room one morning and had an epiphany – what would it take for me to create what I’m specifically looking for? And so that’s where the brainchild came from.
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What makes it luxurious?
The items themselves that I’ve curated are on a higher end price point but they’re priced where they’re at because of the quality. A lot of these items are hand drawn by designers before it’s actually created. It’s a lot of artistic, couture level craftsmanship that went into each of these pieces. I’m the only store in the Midwest that’s carrying about 95% of these brands. I have Emma Harris, HERVE by Celine Marie, etc. All of these brands are crafted and created at ateliers over in Europe; I’m working directly with the designers and the founders of these brands who hand-create these pieces.
What drew you to the Third Ward location to open your boutique?
I frequent the Third Ward and I personally love wandering around. I visit a lot of the shops in the Third Ward, and with the walkability of it, it’s known for public marketers. There’s a lot of people that come here to shop, to eat, to dine and just kind of enjoy a leisurely weekend. When I was touring spaces it wasn’t until this space specifically where I fell in love instantly. I knew exactly how I wanted it to look within like three minutes of walking in.
How did you go about choosing how to design the space/layout?
I didn’t want it to be uncomfortable when you walked in. When you go to department stores, in most of their intimate sections, it feels like you have to sift through racks and things are falling off hangers and it just feels very crowded and uncomfortable. So, I wanted to avoid that at all costs. I wanted the space to feel warm, welcoming and safe. I also kind of wanted it to feel like the Mediterranean with the open, airy earth tones.
How do you curate/select the pieces you sell?
I’m drawn to the silks and the lace. I have a bit of “safer options.” So just kind of bringing in what I personally like, but also having a few more risqué, fun pieces. I also have some items for men. I have a few unisex patterned pajamas and cuts for men as well as boxers. I try to get a little bit of something for most everyone.
What’s one misconception people have about shopping for lingerie?
That it has to be, or it’s going to be, uncomfortable. If you find a place that makes you feel comfortable, it’s fun. Shopping for lingerie should be fun and it should be for you. If you have a partner, that’s just an added bonus. But it should make you feel more confident in your own skin. I personally love wearing it for every day. Nobody else knows I’m wearing it, but I do, and it makes me feel great. It doesn’t have to be for a special occasion, just putting something on that makes you feel confident and sexy and ready to take on the day, I think, is one of the best things about it.
Do you offer any personal fittings and/or styling services? If so, how do they work?
My team will fit you properly, find you the right size, and make sure you’re leaving feeling confident, secure and absolutely love what you’ve picked out. Then if you want to book a personal shopping experience, I have a separate space where you can do that, and a space that can be booked for small parties/events like bachelorette or bridal showers.
What is the story behind the name of your boutique?
Michal is actually my middle name!
What do you hope to see Michal accomplish in the future?
Helping men and women in the area by bringing some fun into their life, into their everyday, and special occasions. Then eventually growing and expanding to other locations.
