Journelle is a multi-line, multi-brand luxury lingerie company based in New York. Founded by women for women, the name Journelle comes from the archaic French word “journellement" meaning “daily”, as lingerie is designed to be worn everyday.
In November 2015, Journelle opened its Chicago location.
Products
Journelle carries lingerie ranging from everyday basics to special occasion. It is known to have “pretty, lacy, delicate lingerie”. The store also stocks loungewear, hosiery, shapewear and accessories. Some of the brands and designers they carry include Chantelle, Hanky Panky, Eberjey, Fleur of England, Wolford, Natori, Simone Perele, and La Perla. In February 2013, the company bottled their signature scent and created their own lingerie wash. Prior to the 2012 holiday season, they debuted luxury sleepwear under their company name and launched their full Journelle Collection AW15.
During the summer of 2013, Journelle launched a mobile pop-up shoproad trip. The company retrofitted a 1970 Land Yacht Airstream to resemble the stores’ aesthetic and atmosphere; complete with a tucked away dressing room, a lounging banquette and custom shelving. The airstream, named the Grey Lady, kicked off the summer in Sag Harbor, then traveled to Boston, Chicago, and Washington D.C. During New York Fashion Week, the Grey Lady popped up at the Standard Hotel’s High Line location. The road trip served as a way for Journelle to meet already loyal customers and introduce them to the personal in-store experience, as well as a way to test top e-commerce markets for potential store expansion.
In 2012, Journelle began an annual partnership with not-for-profit Free The Girls for a Spring Cleaning bra drive. Journelle collects gently used bras to send to the organization, which supports women who have been rescued from trafficking. Journelle runs the drive in each of their stores, as well as online, offering discounts to participants who donate gently used bras. They also donate $1 for each bra donated. Free The Girls sends the bras to safe houses in Mozambique who help former victims of trafficking to sell the bras to other women in the community. By earning their own wages and building their own business model, these women are able to support themselves and their families.
