Shopping in Whitefish Bay just got more intimate thanks to the recent addition of Minoan Intimate Apparel, 509 East Silver Spring Drive. Stocked with the most decadent delicates, it’s an exquisite addition to the retail scene on the street.
The space, which was formerly a nail salon, has been beautifully transformed into a modern, opulent and welcoming boutique. The lingerie is displayed similar to artwork. The fixtures, lighting and decor transport shoppers to an experience not unlike one would find on Rodeo Drive in Los Angeles or Michigan Avenue in Chicago.
Although the shop boasts an atmosphere of the finest shopping stateside, Minoan Intimate Apparel graces Silver Spring Drive by way of Ethiopia with a Grecian twist.
The boutique is the second venture for owner Meseret “Mesi” Gebre Egziabher who is originally from Addis Ababa, Ethiopia, where in 1999 she opened, and still operates, her first retail shop selling undergarments and sleepwear for women.
"The boutique is popular with both the local population as well as the large diplomatic community living in Ethiopia’s capital city," said Egziabher.
The name of her latest venture hails from a different continent and culture all together, specifically, Greece.
"The Minoans were an early culture on the island of Crete, which had the first fitted garments for women known in history," explains Egziabher.
After meeting her American husband in Addis Ababa and moving to Milwaukee, Egziabher saw an opportunity to bring her expertise in hard-to-find luxury lingerie brands to her new home.
The merchandise at her shop is also steeped in worldly travels. Popular brands include Lejaby and Laurence Tavernier from France, Conturelle from Germany, La Perla from Italy, and Hanky Panky from New York.
“We have actively searched the luxury brand market for the highest quality bras in a wide range of styles, shapes, colors and sizes. We pride ourselves on a selection that offers something for every woman,” Egziabher said.
Lingerie is the specialty at Minoan, but also in supply are body shapers, hosiery, scarves, fabric care products and necessities such as fashion tape. Merchandise ranges in price from $20 to $400.
“We have everything from bras to lounge wear, including pajamas and robes. We want our clients to be comfortable and look good,” Egziabher adds.
Searching the globe for the top of the line in intimate apparel is a talent all it’s own, but Minoan’s true forte is customer service. Professional sales associates specialize in custom bra fittings. Consultations on proper fitting garments are standard at the shop and they carry a vast selection of sizes.
"Minoan Intimate Apparel has my size in a variety of colors and styles from designers not available anywhere else in the city," comments Barbie Brennan, a shopper from Shorewood.
Whether for a special occasion, a undergarment update, or to take a trip around the world without leaving home, Minoan Intimate Apparel is a perfect stop on your next shopping itinerary.