In Sweden, and more specifically in Gothenburg, Sandra Aviani’s name is known as a safe bet. It’s in her store that women come to find the right fit, the right size and the perfect support, via private shopping sessions and personalized selections. Established for over a decade, Aviani’s founder is also a Salon International de la Lingerie regular. It is there that, session after session, she picks the best of the market to enrich an ever more precise and edgy selection. We caught up with her in-between meetings.

Tell us all about your store, it’s history and DNA.

I founded Aviani after working at a bank for 17 years. At that time, I had a really hard time finding a good bra that fit, so I decided to open my own shop. It’s a high-end, boudoir-like place with a really premium service, where you can always find the help of an expert seller. I am very attached to measurement because the way I work is : you fit in everything you try. This way, customers always have a smile when they leave.

How does this reflect in the brands and products that you sell ?

I only chose high-end products. Sometimes mid-range, but I always keep a close eye on the sizing. The bra has to make the job, to be comfortable and 100 % adapted to the person who buys it. It’s really difficult to manufacture a good fitting, so I pay special attention to that.

You’ve been a Salon International de La Lingerie visitor for a long time now, tell us about this relationship.

I’ve been coming since 2011, one and a half year before Aviani opened. The salon is very important for me in terms of networking and building new relationships. I’m also always very curious about finding new, up-and-coming brands. As we’re one of the top stores in Sweden, people are looking at us as an innovative place, so it’s important that the pieces I sell can’t be found everywhere.

How do you balance your time on site, between your suppliers and new brands ?

I’d say it’s about 75% – 25%. I dedicate much more time to strengthening my existing relationships with brands, which is also a good occasion to discover their new lines and products and develop our offer. I spend the rest of the time checking new brands I spotted online and making new connections.

And how are the selections you make here then deployed in store ?

I always focus on products rather than brands. I want our customers to see us like an umbrella under which you have lots of options : sports, strapless, t-shirts, lace… and for each, I pick whatever brand that does it best. I usually work with the same brands for many years as I want to guarantee the best quality possible, but I always keep a small percentage of new brands as well. My customers don’t follow trends, they follow my expertise and recommendations.