Grand Dame of Luxe Lingerie

FF Fashion

pretty lingerie... i like


Melissa Lwee
Mon, Nov 10, 2008
The Business Times

IN 1990, when hot fashion labels - never mind hot lingerie labels - were still a growing movement in Singapore, the world's first La Perla boutique opened in the now defunct Promenade shopping centre.

It was opened by Liza Hariman - a bold move at a time when expensive lingerie was considered an extravagance.

'Everyone thinks that the first ever La Perla boutique opened in New York's Trump Tower, but no - we opened before them,' says Mrs Hariman.

'At that time, the founder Alberto Masotti flew in his own architect with a clear vision of what he wanted and the shop was beautiful. It's just that we were in South-east Asia and even though we were the first, few people knew about our achievement.'

She had the store for six years before she closed it down - 'before the Asian financial crisis of '97,' she proudly adds. Today, La Perla is located in Ngee Ann City but it is run by the label itself, with no connection to Mrs Hariman.

Even then, Mrs Hariman has retained her reputation as the grand dame of luxury lingerie in Singapore. Amidst department stores and lingerie shops, her outlet, The Lingerie Shop at Palais Renaissance, is perhaps the most exclusive and expensive one of them all.

With labels like Alberta Ferretti and Paladini where a bra can cost as much as $750, it is a favourite amongst tai tais and luxury lingerie lovers alike.

It is also the only shop in Singapore that helps its customers find and modify undergarments to fit their gowns and other frocks.

The business was started in 1985 by her husband who had just returned to Singapore after living in England but it was really Mrs Hariman's love of fine lingerie that sparked it all off.

'When I was very young, I used to go down to Liat Towers called Hilda's that sold a brand called Simone Perele that I loved very much because it made such a difference to my assets when I put it on,' she recounts.

'I later went to study and then live in England in the 60s and 70s and I tried to look for the same brand but there was only one shop that stocked Asian sizes. I remember saving up my allowance in order to buy Simone Perele lingerie.

'You must remember that the exchange rate at that time was £1 to $7.80, so £30 to £50 for lingerie was considered very expensive but I bought them anyway. I could live on £10 a week for food but not without my expensive lingerie!'

She wistfully talks about the lingerie market of the 80s where luxury lingerie was considered a huge extravagance.

'Only a very exclusive crowd would come to my shop,' she recalls, pointing out how she once had an English customer who would fly to Singapore just to buy lingerie from her because her shop's collection was incomparable.

'I used to cater to royalty, tai tais and women from rich families who knew about these brands because they were the ones who could travel to Europe, so they were educated about luxury lingerie.'

Today however, things are very difference.

'Women these days appreciate fine lingerie so much more. My Paladini lingerie are very expensive no doubt, but many of my clients try one, look at themselves in the mirror and never buy anything else again. They appreciate the lingerie and their partners appreciate how they look in them.

'Trust me, I may be in the business of selling lingerie but I'm really in the business of saving marriages!'