La Jolie Madame Turns 50

March 28, 2021

Fifty has never looked so good! La Jolie Madame has been offering women of all sizes a highly curated selection of lingerie by experts in intimate apparel for five decades—it served its first customer on Robson Street in April 1971, and was the first store in Western Canada to carry imported lingerie.

Current owner Norma Beaucage took over in 1990, adding new European and Canadian brands to her shelves over the years. Despite six different locations (four in Pacific Centre alone), she says, “We have always stayed true to our personalized service and bra-fitting techniques [and] we’ve always believed in stocking sleepwear primarily made with natural fibres such as cotton, silk, linen and modal.” Now settled comfortably on Hornby Street, in an open space full of natural light, Beaucage is excited for the future.

“We have recently added our online shopping platform for all of our longtime out-of-town clients and will be starting to book private shopping evenings when restrictions allow us to do so,” she says. —Noa Nichol

La Jolie Madame, 849 Hornby St., Vancouver, B.C., 604-669-1831,


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