“Premier Jour” translated from French to English means “The First Day”. When I encountered this exquisite fine lingerie boutique, Premier Jour, it was certainly a day of many firsts for me.

From the very first moment when I walked through the entrance of Premier Jour I was astounded by the fact that such an elegant, fine boutique was tucked away in Toronto’s west end. Newly opened, Premier Jour is the type of boutique I would expect to find in Yorkville or even in Paris, France.

At Premier Jour, I was surrounded by the finest in intimate apparel. The neatly arranged collections that lined the boutiques richly painted walls ranged from classy everyday wear to the ultimate in luxury haute couture. As I gazed around at all the beauty this fine lingerie boutique had to offer I couldn’t help but begin to feel quite sexy and confident.

To add to this experience I was greeted instantly by the owner herself Alicia Vianga. It has been almost 16 years since Alicia herself, first fell in love with and was inspired by lingerie. Alicia discovered her love for fine lingerie when a close friend of hers took her to the most beautiful boutique she had ever seen. Sadly, at the time the boutique was closed. Alicia, however, stood mesmerized in front of this artistic-like lingerie boutique and said to herself that one day she would also own her own fine lingerie boutique and offer the best in client services. It took six years and a trip to Paris, France where she researched the glamorous world of lingerie to realize her dreams. With the help of her husband, Alicia opened Premier Jour so that now other people including as myself are able to stand and shop in a boutique similar to her experiences in fine boutiques here and abroad.

Unlike major department stores or even some boutiques that I have encountered, I didn’t have to search for a sales assistant or wait in line. Alicia gave me one-on-one personal attention. Alicia’s warm, comfortable and confident sense of self really put me at ease. I literally felt like a celebrity in her store. In fact, some of the collections in her boutique are favorites of celebrities like Eva Longoria and the women of Desperate Housewives, Madonna, Carmen Electra and many more. The collections have also been featured on shows such as ET Canada and in print magazines such as Wedding Bells. Women and men (who also compliment on how relaxed it is to shop at Premier Jour) come from areas such as Ottawa, Whitby, Ajax, and Niagara-On-the-Lake just to exclusively shop at Premier Jour. Regular customers are well aware of the absolutely divine collections, impeccable service and surprisingly available parking.

After spending some time basking in this delicate sensuous boutique, Alicia immediately noticed that I was wearing the wrong size bra. I told her that I did indeed have a bra fitting just recently, so I couldn’t believe it. I did however believe her after she took me into a dressing room and gave me a custom fitting. There she introduced me to the most gorgeous and various types of bras out there, but most importantly she introduced me to bras that fit. It was the first day, the first time I discovered a bra could be sexy, comfortable and even liberating at the same time. It was the first time I felt like a woman!
Personally, I do not have an ample cup size so I always thought I that needed a bra with extra lift, and padding as well as support. So untrue! With the right fitting bra I didn’t need anything but what nature had given me. Alicia also understood that like most modern women I have a busy schedule so she showed me ways on how to take my lingerie from the office to a romantic dinner.

Premier Jour catered to my needs and they will also cater to yours. They offer lingerie for all shapes and sizes and bras ranging from 32A all the way up to 50H. Premier Jour has your everyday essentials, imitates for special occasions such as weddings, honeymoons and showers or just for a special gift. Premier Jour offers private consultations, exclusive men’s shopping nights, and they have girls night out packages where you and your friends can also know what it feels like to wear a proper fitting and simply seductive bra.

Have your own first and finest lingerie shopping experience by visiting Premier Jour – Fine Lingerie boutique on 431 Rogers Road, Toronto, ON. You can also look get a sneak peek into the boutiques closet by visiting www.premierjourpj.com. Call 416-560-3835 or Email: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .