Lingerie Boutique a 'Perfect Fit' for Berkshire County

By Nichole Dupont
iBerkshires Staff
04:00PM / Thursday, July 22, 2010

Photos courtesy Sarah Edwards Burlesque model Runaround Sue poses during a Salon Prive, an evening of poetry, music and more at Great Barrington Bra & Girl.

GREAT BARRINGTON, Mass. — A small community with vibrant businesses often inspires creative combinations. When April Burch and Daniel Alden, husband-and-wife co-owners of Great Barrington Bra and Girl on Railroad Street, first opened their store 13 months ago, they weren't sure what to expect, especially given their unique product line. But according to both, the curious community has been good to them and they are returning the favor.

"So much has happened in the last year," Burch said. "Even though we're a unique business concept, any business, in order to be successful, has to engage the community in fundraisers and cross-promotions."

Since opening last year, GBBG has become a model for local business and both Burch and Alden have made good on their commitment to enriching the local community and economy. According to Alden, the buck (or bra) does not stop at straight sales.

"We opened when the economy was clearly in the toilet," he said. "But we knew that the business could work, that the need was there. Growing up here, I know how important community is to local business. We wanted to have the local crowd come in and say hi. Sort of a 'Cheers' mentality."

And indeed, GBBG has opened its arms to the community. Throughout the last year, the business has been home to two Salon Prives, complete with poetry reading, live music, local art and burlesque models, two charity fashion shows to benefit the Rotary Club and the newly opened Purradise.

"The arts and culture aspect is really easy to incorporate into what we're doing," Alden said. "Having live music in the store, bringing in artists, all fit naturally. When we have an artist in the store they are appreciative for the venue and so are we. We're doing something good for ourselves and it fosters creativity. It's an unexpected environment."

On a Friday night in town, the crowd around GBBG is noticeably cheery. Tourists and local passers-by make their way into the shop and are greeted (by Burch and Alden) like friends. Alden pours champagne, Burch offers up cheese and crackers and sweet treats from local eateries. Lacy peach lingerie and silk robes provide a gorgeous, fun and classy backdrop for this unique social setting. These and art. On the walls of the shop, vivid oil paintings by local artist Leo Mazzeo intermingle with modern industrial pieces by John Elling, a Housatonic-based metal artisan. All of these elements, not to mention the saucy, well-endowed mannequins (whom Burch and Alden have named) lend to the shop's appeal.

April Burch and Daniel Alden opened their unusual mix of lingerie and socializing a year ago.

"Within the context of the shop, it's humanistic to have these works here," Alden said. "It goes with the sensual nature of the place. It makes people more willing to let their guard down. We're lucky enough to create an environment that is open to people."

GBBG is bringing that environment into the community one bustier at a time. The couple said they are becoming increasingly involved with such charity events as the Kare Bear Golf tournament and Construct's Walk for the Homeless (set to happen in October), for which they are the co-chairmen of the board.

"We're bringing what we've earned from the business, all of the experience, into the community," Burch said. "We have a unique vision and energy and we're constantly pitching new ideas to amp up these events. We've got some special things planned for the walk itself, something very different along the way. That's all I'm going to say."

Great Barrington Bra & Girl is on Facebook.