PRiMAALA Part 1
Being plus size my entire life, I remember a time when finding clothes was near impossible. That is if you didn’t want to look like a lady in her mid 50s that liked to garden and look like her outfit could be used as a circus tent on the weekends. Things were limited, not cute and everywhere you looked, everything was the same as what you already had in your sad closet. Well ladies, I hope you’ve noticed things have changed! Plus size retailers are becoming more popular, fashions are actually on trend, and there are finally independent plus size boutiques opening up!
I am proud to be the first to introduce you to PRiMAALA, a new Toronto boutique, catering to the more fashion conscience 14+ consumer. This sleek and sophisticated shop is helmed by Rachel Holt. A smart tastemaker and business savvy Rachel, was tired of searching everywhere but here for the fashions she wanted to wear. Deciding to do something about that, PRiMAALA was created.
I’ve known Rachel for a very long time. As a student of Ryerson’s Fashion Design program, I lent a hand to her research for her 4th year thesis collection (no shocker, it was a plus size collection, which is a rare thing to see on the Ryerson runway). We have worked together and have been long time friends. Ever since I’ve known Rachel, the idea of her own store was always what she “did”. She used every frustrating shopping experience to build the vision of her future store in her mind’s eye. A self made entrepreneur, Rachel has done this all herself, something that not many 28 year olds can say.
The name
comes from the combination of the word
prime
and the Hebrew word
maala
, which means to “rise up”. A direct translation if you will, high end luxury for the plus size woman. This concept can be seen throughout the entire boutique. The once extension of the fine jewelers next door, has been completely revamped to embody an intimate and luxurious shopping experience. European charm is fused with a modern elegance that is both beautiful and inviting. The clean open concept is easy to shop, but welcomes you to take your time.
Everything has been thought of here. Rachel has taken every effort to personalize the PRiMAALA treatment. When shoppers enter, they are greeted by the soft sent of the hand selected essential oil candles, a refreshing custom made bevy and a merchandise line up to love. Focusing more on contemporary luxury, with a emphasis on local and international lines, Rachel has opted to introduce some covet worthy brands into her shop. Collections range from Eileen Fisher, Carmakoma and James Jeans, to name a few. With everything from shapewear to outerwear, it is one stop shopping. PRiMAALA also carries Opelle bags and other Canadian accessory brands, featuring pieces that have been sized with the plus size woman in mind.
tuxedo jacket, lace top, jeans - all Carmakoma | tank top - Niki Biki | accessories - Frug
dress - Comfy USA | leggings - Svelte | purse - Opelle | earrings - Frug
I was so excited when Rachel let me check out the shop early! Not everything was in yet, and some finishing touches where still under way, but I managed to play dress up all the same. I pulled a few of my favourite pieces, to create a few looks that I think express different styles, but are all great for the upcoming season. Rachel has always had a great eye for style, and after shopping her racks it’s simple to see why this is a perfect fit for her.
top and pant - Carmakoma | purse - Opelle | sweater - Lisa Todd | skirt - Comfy USA | accessories - Frug
Located at 803 Dundas Street, West, PRiMAALA officially opens it’s doors on March 7th. If you are interested in keeping up to date with PRiMAALA, please check it out on
,
and
(Rachel has been busy making the store a reality, so there may not be the much information there yet...but there is more to come!).