Cranes for the Cure: A Message from Rethink Breast Cancer
Category Store News | Tags: breast cancer awareness,cranes for the cure,rethink breast cancer
Written on November 8, 2011 at 4:22 pm, by admin
On behalf of our charity, Rethink Breast Cancer, I send out a huge and heartfelt thank you to Melmira and their incredible customer base for supporting us through the Cranes for the Cure initiative in October. From the moment I first met the staff at Melmira when they came out to our Live Laugh Learn gathering for young women dealing with breast cancer, I was struck by their passion and thoughtfulness and true understanding of some of the key issues affecting young women with breast cancer. There’s something special about partnering with a local business, working together at a grass roots level to reach people in the community. I was touched by how personally important the Cranes for the Cure project was to Melmira and I know it’s been extremely rewarding for their staff, customers and our charity.
Melmira’s stunning window display did a wonderful job of recognizing members of their community who have been touched by breast cancer, and engaging others in this important cause. Thank you to all those people who made a donation at the store. We are thrilled to announce that $1,830 was raised for Rethink, and the money keeps rolling in!
Rethink Breast Cancer burst on the scene in 2001 with a goal of changing the face of breast cancer; to show that young women get breast cancer too. We are so grateful to partners like Melmira who help us get our message out there, raise much-needed funds for our programs and connect us to young women dealing with breast cancer who need our support.
MJ DeCoteau
Founder & Executive Director
If you didn’t manage to stop by the store in October and would like to make a donation, or want to learn more about Rethink Breast Cancer, please visit www.rethinkbreastcancer.com.
Melmira Flies Cranes for the Cure
Category Mastectomy, Store News | Tags:
Written on October 31, 2011 at 8:34 pm, by admin
Well, October 2011 is officially coming to a close, and we will soon be launching the final number raised on our “<b>Cranes for the Cure</b>” campaign. This year, the proceeds will all go towards Rethink, the young women’s movement against Breast Cancer.
(Click to Enlarge)
In addition to the overwhelming support received from customers and suppliers, Melmira decided to fly cranes in our window for ten of our special customers. The women we chose have all been through breast cancer, and have been customers at Melmira for many years. We chose women from many different demographics and with varied lifestyles, as it was important for us to acknowledge that breast cancer is a disease that affects all of society.
Upon making it aware to our customers that we were supporting them in our window, many of these women in turn shared thoughts, feelings, and experiences with us. They have graciously offered to share them with you as well, and as unique as these women are, so have been their journeys with breast cancer…
“I was diagnosed at age 37 when my kids were 2, 3 and 6. Throughout my endless appointments, fear, and nausea, our community put their arms around our family and didn’t let go. It’s frustrating that it took breast cancer for me to see the love and support that surrounds me – but although the nausea has eased and the appointments are less frequent, it’s my friends and family that continue help me live life to its fullest in spite of the fear.”
“Being diagnosed with breast cancer as a young woman is an incredibly isolating and frightening experience. I feel so fortunate to have found <b>Rethink</b> soon after my diagnosis. They provided me with telephone-based peer support, monthly educational support meetings, and a community of inspirational young survivors.”
“I think it affects us all in very different ways; you can either deal with it or bury it deep inside. I know a lot of women speak about it changing their lives for the better in certain ways, but I wouldn’t have traded it for the world! I just feel very lucky to have been treated with today’s technologies in medicine. I have been clear for four years, and am grateful for every day.”
“My close girlfriends had gone through breast cancer a few years before I did, and braced it with such dignity and optimism. When I was diagnosed, I had a hard time. She came to every treatment with me, and I think we laughed more than we cried. With the love and support of my family and friends, I feel very strong and have not looked back.”
“I am a mother to four beautiful children, and a granddaughter. My diagnosis occurred a few months before my 42nd birthday. After two surgeries, six chemo treatments, and 33 radiation treatments, I was considered “cured”. Six years after my diagnosis, I underwent reconstructive surgery. I am blessed to be loved not for the wrapping, but what’s inside the package.”
“Breast Cancer has changed my life in so many ways – I have learned that life is a gift, and to make each day count, ensuring that I and everyone around me live a life of no regrets! More importantly I have learn’t that when life hands you lemons, ask for the tequila and salt and call me over!”
Thank you all for your powerful words of truth – we promise to always be here as a part of your journey, and will never stop our fight against Breast Cancer.
BRA Day!
Category Bra, Mastectomy, Store News | Tags: BRA day,breast cancer awareness month,sunnybrook,toronto general hospital
Written on October 26, 2011 at 7:27 pm, by admin
On October 19th, 2011, Melmira was honoured to be a sponsor and active participant in the first annual Breast Reconstruction Awareness Day. Otherwise known as BRA day, the initiative is designed to promote education, awareness and access for women who may wish to consider post-mastectomy breast reconstruction.
Melmira personally took part at Sunnybrook during the afternoon, which was hosted by Drs. Joan Lipa and Laura Snell and focused on “guiding you through the journey of breast reconstruction”. Topics for discussion included safety and cancer surveillance following reconstruction, a photo-journey of the options for breast reconstruction, healthy lifestyle modifications, and body image changes that surround mastectomy and reconstruction.
In the evening we attended a separate event at Toronto General Hospital consisting of prominent surgeons from Toronto General, Mount Sinai, and Princess Margaret Hospital. At both events, Melmira collaborated with plastic surgeons specializing in breast surgery, plastic surgery nurse specialists, the Canadian Breast Cancer Foundation, Canadian Society of Plastic Surgeons, medical device industry representatives and breast cancer support groups. Melmira was there to educate women about pre- and post-surgical options, as well as non-surgical alternatives.
When a woman has been through breast cancer surgery, the impact extends beyond the physical into the emotional and psychosocial. Considering reconstruction involves not only making a very important decision, more surgery and healing time, but many fears of unknown results and consequences.
Working with women all day in the fitting room, the concept of “information as power” resonates very strongly with Melmira. To be a part of such an educational and empowering event that not only highlights the reality of what to expect, but also focuses on the many positive effects that reconstruction can have on a woman’s lifestyle was invaluable for Melmira.
We have personally witnessed absolutely beautiful work that surgeons can perform on a woman’s body, and the benefits that we hear from customers are countless; women often feel as though reconstruction represents closure on a past with cancer and their breast form no longer becomes a daily reminder; women often feel that their wardrobe options are suddenly endless and restored to their pre-surgery days; women who have had much difficulty with body image since their mastectomy are often able to reconnect and restore self-esteem.
Alternatively, many women either have no interest in reconstruction or have very valid concerns and questions that they prefer to avoid.
Whatever a woman’s decision, it is of utmost importance that she feels as though all options have been thoroughly considered. At Melmira, we offer complimentary consultations for women considering reconstruction, and offer not only twenty years of experience, but take the time to show our customers the many garments and technologies that are on the market and available to them at our store.
Cranes for the Cure!
Category Store News | Tags:
Written on October 5, 2011 at 6:31 pm, by admin
Breast Cancer Awareness Month is an annual international health campaign organized by major breast cancer charities in the month of October. Through increasing awareness and raising funds for research, various associations can support facets of care from prevention, to diagnosis and one day, cure.
While Melmira’s focus is women, our cause will always be breast cancer. This month provides an opportunity to not only raise awareness in our own community, but to campaign for the cause wherever our help is needed. Together, our efforts will move us one step closer to the day where breast cancer will be a thing of the past.
Breast cancer is the most frequently diagnosed cancer in Canadian women. The Canadian Cancer Society estimates that this year alone, a staggering 23,200 women in Canada will be diagnosed with breast cancer, and 5,300 women will die from the disease.
Thankfully, our community fights back by leading breast cancer prevention initiatives, which offer information and support services for breast cancer patients and their families. Examples of support in our community include Rethink Breast Cancer, Willow, Wellspring, CBCN, PYNK, and BRA Day.
This month, Melmira is embarking on our own campaign that we have termed, “Cranes for the Cure”, which is outlined in our window display for all to see. The caption out front reads “Strengthen your journey with the love of family and friends, the power of community, and the comfort and support of Amoena (our wonderful sponsor)”.
Team Melmira got together for many an evening, creating 1,000 origami cranes. For every 5 dollar or 20 dollar donation, a crane will fly in our window for a chosen recipient. All proceeds will go directly to Rethink Breast Cancer. The crane is considered to be a mystical creature and is said to live for a thousand years. An ancient Japanese legend promises that a thousand folded cranes, one for each year of its life, makes a wish come true. Today, the practice of folding 1,000 cranes represents a form of healing and hope.
We have also chosen to honour 10 customers of our own who are breast cancer survivors. We have flown a crane for them and made a special mention of them in our window. In turn, many of these women have shared thoughts and feelings that reflect their personal journey with breast cancer.
Sneak peek of our new window display! More photos to come!
Throughout the month, I will be sharing many of their contributions with you! Stay tuned as we embark on this very important month ahead…
New York, New York…
Category Bra | Tags: chantelle,curve expo,empreinte,lingerie,marie jo,new york,prima donna,spring 2012
Written on August 25, 2011 at 7:48 pm, by admin
Another work trip to New York may lose its novelty for some…Ya right!!
With Curve Expo awaiting us in New York, we took advantage of an opportunity to embrace Spring 2012! With so much opportunity to network with many of our designers, suppliers, and competitors, it is always an advantage to preview all of our favourite collections within a short span of time for perspective. Believe it or not, with Fall only beginning to show face in our boutique, we are already committing our dollars to Spring!
Some of our favourites?
Chantelle shows great promise this Spring, with a large collection and a taste for all pallets! A lovely cocktail party was not to be missed, allowing us to sip champagne and mingle in Chantelle’s beautiful new showroom! For those of you who adore the “Icone” the Tropical Blue is a must have in your wardrobe!
Prima Donna and Marie Jo never disappoint with their trusted bodies and silhouettes available in fresh prints and increasing size ranges. We are very excited about a new demi and plunge group coming to our favourite full cup sizes! Unfortunately, the unveiling of the images will have to wait a few months!
Empreinte was probably the most difficult. How do you choose? With all of the exciting new soft prints that add pizazz to trusted basics, there is definitely nothing “basic” about what is to come! The new fashion colour in the Lilly Rose combines floral embroidery and Toile de Jouy-inspired printed fabric. A Melmira favourite, this bra is an essential symbol of refinement!
In addition to attending the trade show, we never pass up an opportunity to be wine and dined by New York. A few of our favourites this year included Scalinatella, and Maze, Gordon Ramsay’s new restaurant! Delish!!!
We were also pleased to have been nominated as one of five top contenders internationally for the Best Concept by the Best of Intima. The Gala was lovely, and we were honoured to be a part of it, though sadly we did not win the award! A special congrats goes out to all of this year’s winners!
We look forward to showing you these and many other wonderful lines in a few short months…Now, let’s deal with what’s at hand….THE FALL!!!!
Sneak Peek at 2012 Swimwear!
Category Swimwear | Tags:
Written on August 12, 2011 at 3:17 pm, by admin
As the Toronto summer heat wave provided our customers the perfect opportunity to strut their stuff on the lakes and docks of our beautiful cottage country, Melmira girls flew off to sizzling Miami for the Annual Swimwear show to see what’s in store for the chilly winter ahead! What we saw will arrive in our boutique just as the snowflakes start to fall…otherwise known as Cruise season! Book your tickets ladies…as your 2012 swimsuit wardrobe will be second to none! Look forward to more of the retro-inspired cuts, pin-up polkas and nautical stripes, sweetheart necklines and bandeaus galore, hot-to-trot solids and the ever-so- feminine, bohemian floral prints.
The trendiest tone seemed to be taupe, aka “nude”…but don’t worry, we will only carry a selected few in this hue! Blue appears to be the new black…a basic must-have! And always remember to pack your cover-ups…from poolside to barside, casual to sleek, Melmira will surely dress you to impress you with our fabulous selection of maxi dresses, tunics, scarves and more! We are also revamping our accessory department…stay tuned for some funky new collections in hats and jewellery!
A sneak peek for your winter “blues”…
Match It Up!
Category Bra, Store News | Tags:
Written on April 14, 2011 at 8:11 pm, by admin
There is nothing that distinguishes Europeans and North American women like underwear! Ask any girlfriend you’ve got “what panty are you wearing today?”, and more often than not its good ol’ jockeys. If it’s not Jockey, then I could almost guarantee it is a Hanky Panky thong!! And not that that’s a bad thing, but there is really something to be said about wearing a beautiful matching panty…it’s just so…sophisticated, and sexy, and feminine. European women have known that secret for decades, and when they shop for lingerie they always buy two bottoms for every bra.
At Melmira, we’ve always encouraged women to indulge in the matching bottom, but as further encouragement, we’ve created a really fun panty promotion. All panties in our store (excluding Hanky Panky and Cosabella) are 15% off! You would be amazed at how many different styles are available, and how a fitter who knows stock can help guide you to the perfect pair.
Bra Fitting 101
Category Bra, Mastectomy, Store News | Tags: bra fitting 101
Written on March 2, 2011 at 4:10 pm, by admin
While most of our days are spent educating women in the fitting room, Mondays are a little more special; this is when our management team participates in community talks where we share our knowledge and resources with larger groups of women. We’ve met with mom’s groups over coffee, executives over lunch, young women at local high-schools, nurses and patients in formal seminars at the local hospital …even “girls night out” here at the store with wine, cheese, fittings and fun!
When we first began community outreach, it was a challenge trying to “fit” outside the fitting room. Despite the different settings we quickly discovered that women are all alike, with the same questions and curiosity about what “we really do” in the fitting rooms. Over the years we’ve created a series of educational presentations to suit any group of women. In these light and fun talks we share the tricks of the trade that we’ve learned and practiced in our twenty plus years in business. Some examples of our recent topics include:
- The tricks of the trade: how we fit and solutions to those classic bra and swimwear pet peeves
- One style = one look… how different shapes can change one’s appearance
- Why it is so important to be fitted for “today” and not “tomorrow”
- Minimizing vs. Accentuating: the North American versus European schools of thought
- The vanishing waistline: How the right bra actually helps you lose weight
- Our changing bodies: how puberty, pregnancy, weight loss/gain, menopause, and breast cancer change our shape
- Real solutions for hiding lumps and bumps, and how looking the best you can be starts on the inside
- Budget Blues: Key pieces to build your wardrobe on a budget
We love meeting women at these events, and often recognize existing customers who happily share their experiences with the group. After speaking to a large group we always have women who approach us with more personal questions. While we are able to share many interesting tidbits with the group, nothing compares to a personal fitting where we can work one on one and build a personal relationship.
If you are interested in arranging an event with Melmira, please let us know via info@melmira.com or by giving us a call; our service is always complimentary.
We can accommodate our talks for any occasion, and guarantee to keep everyone laughing and engaged as we share bra and swimwear fitting’s best kept secrets!
Below is a testimonial from a recent mom’s group that we spoke at:
- February 2nd, 2011
Behind the Scenes with a Lingerie Designer
Category Bra, Store News | Tags: Paris,Van de Velde
Written on January 31, 2011 at 11:04 pm, by admin
There are few guarantees in life…Without a doubt, a buying trip to Paris is guaranteed to delight the senses!
Apart from a whirlwind of previewing designers’ exciting fall collections (some of the best we’ve seen!), discovering new labels yet to have appeared in the North American market (stay tuned!), and taking a few hours to take advantage of Europe’s exciting January sales (irresistible!), the real highlight for us was the time spent in Belgium witnessing the fascinating process of the makings of a bra!
Touring the Van de Velde manufacturing site was nothing short of extraordinary! (Van de Velde are the geniuses that produce and market Prima Donna, Prima Donna Twist, Marie Jo, L’Aventure Marie Jo, and Adres Sarda). Situated in a small village outside of Gent (a quaint and charming Belgium city) named Schellebelle, Van De Velde was founded in 1919 by Margaretha and Achiel Van de Velde when they opened a corsette workshop in the town. Today, Van de Velde employees more than 1500 people, is traded on the stock exchange, and sets a standard for excellence in the lingerie industry! We were honoured to be invited to witness it for ourselves!
The night before travelling to Shellebelle, Melmira and a few other retailers were taken out to dinner with the head of customer service in North America as well as the head of sales internationally. While we realized that we are one tiny boutique in the world, we were treated with a lot of respect, and were asked amongst many other things, how they could help us to better service our customers. Our first impression was that Van de Velde truly cared about our customer’s satisfaction, and this is when we began speaking the same language!
Upon arrival, we first spent about an hour with the head of design, Philippe Vertriest, who took us through design and product development. To our surprise, the design team (both men and women) is comprised of 35 people, working full time all year round! We discussed research and development, prototypes, sourcing innovative fabrics, fabric checks and cutting, fit models, laboratory testing, and retailer reactions. In total, Philippe and his team introduce 270 new models in 50 different sizes and 60 different colours, amounting to 8500 new references each year! After explaining the process, Philippe took the time to ask us for our feedback, ideas, and what we feel the Canadian market is missing. He has already followed up on some of our ideas, and we are very excited to know that they are listening to our needs here in Canada!
Here’s some insight into why Van de Velde is leading the lingerie world: In addition to their smoothly run call center (they take 200 000 calls per year in 7 different languages), their warehouse ships 22 000 pieces worldwide daily(!!), and their quality control center checks every garment thoroughly a minimum of three times.
Their production department was also mind boggling. Van de Velde’s raw materials are almost exclusively sourced from Europe. Only the assembly is entrusted to foreign production centres in Tunisia, Hungary, Romania and China. All other production activities, as well as quality assurance, take place in Belgium. Until that day, I didn’t realize how many small pieces were involved in producing a bra! An example of their quality is how the underwires are encased twice and coated on the tips so as to provide utmost comfort for the wearer! Every piece is cut, moulded, and organized into compartments within the factory, and these parts are then shipped elsewhere to be assembled. Once assembled, they are sent back to Belgium again for inspection and finally delivery!
I know that Van de Velde welcomes tourists to witness first hand what we saw in Belgium, so for any of you lingerie connoisseurs out there, do not hesitate to contact them. Should you ever find yourself in the picturesque little town of Schellebelle, look them up…it’s well worth the visit.
To the Market We Go!
Category Bra, Store News | Tags: Lingerie Fashion Show,Paris 2011
Written on January 18, 2011 at 4:51 pm, by admin
If being featured on CityLine’s Fashion Fridays last week and launching our 15% Off Repeats Promotion for our customers with free mailing this week isn’t exciting enough, we’re off to Paris!
This afternoon, two of Melmira’s owners set off to join buyers from the finest boutiques around the world in Paris for the “International Salon de la Lingerie”. This annual market is the largest gathering of lingerie designers in the world, and buyers travel from far and wide to catch the first glimpse of the new year’s collections. It is at this market that we get to see the upcoming colour trends in lingerie, and also see new daring styles that the fashion houses have designed. In addition to meeting up with our favourite designers, Melmira’s mission is to discover up and coming designers showcasing collections on the largest lingerie runway of the world; with our customers always on our minds, we are searching to answer their everyday needs and requests, and to fill in any voids that we see in the North American market.
And if a trip to the fashion capital of the world is not enough, Van de Velde (designer of Prima Donna and Marie Jo) have invited us to Belgium to tour their manufacturing plant, to bring feedback, and to meet the design team. This exciting opportunity means we can talk one on one with the designers and give your feedback. Rarely do you ever get a chance to talk directly with the designers, and it is because of this open philosophy that Van de Velde has become a leader in the lingerie world. Any knowledge and information that we can bring back to our boutique, and hence to you, adds to our philosophy of “educating women of the advantages and pleasures of properly fitted lingerie and swimwear”!
Stay tuned…
