Our Online Shop is Live!

Yes it's true, amis! A La Folie has a new home on the web where you can purchase your favorite lingerie pieces... without ever having to leave la maison! Check out the site here!


We're well on our way to populating the store with some of your favorite pieces as well as new arrivals, so keep our store on your bookmarks tab!

A La Folie's Summer Sale This Friday to Sunday!

Been coveting something special at our store? Now's the time to pounce!

That's right, chers amis! This weekend (Friday August 12 - Sunday August 14), A La Folie is having a spectacular summer sale featuring deep discounts on your favorite brands*!

Enjoy 20% off basics, which include Prima Donna staples like Deauville and Madison, as well as nursing bras and pieces by Huit and Natori.

Indulge in 30% off sleepwear by PJ Harlow and select pieces by Pluto.

Fashion collections are a sumptuous 40% off, which include pieces by Nina Ricci, The Little Bra Company, Prima Donna, Andres Sarda and many many more! In addition, all panties in the shop are 40% off!

Swing by and pick up something special this weekend!

(*Sale excludes fragrance items, Forever New, sports bras, jewelry, accessories and select basic collections.)

A La Folie is Still Open!

To those of you who are inquiring, yes, A La Folie remains open! A note from Shelley:

Bonjour!

First let me assure everyone that A La Folie is not closing its doors. There has simply been a changing of the guard at A La Folie! For those of you who have not met me, my name is Shelley and I have been a partner with Nafissa for several years. Now that Nafissa has needed to step down and take care of personal matters, I am happy to say that very little will change at the store you know and love, except for the ownership.

My passion for the lingerie business and its offerings is now a dream come true. I am committed to carrying the most beautiful fine lingerie, loungewear, jewelry, parfums and so many more objects of desire.

Outstanding customer service and attention to detail will remain our top priorities. Please stop by to say hello, introduce yourself and share with us what you are looking for and let's see how we can help.

Your continued support will be appreciated and valued, as always.

Yours truly,

Shelley Grubb
A La Folie, Owner
shelley@visitalafolie.com

Learning Lingerie: Leavers' Lace

Before I plumb the depths of my bloggy brain for this post, I'll start with a simple question: Is good lace worth dying for?

I spent this past weekend in Pennsylvania, attending the wedding of my amazing childhood friends. In the flurry of joy, libation and friendship, among the hand-rolled cigars, the 20-year whiskeys, the jubilant attendees and the crisp rush of taffeta, there was the bride. The gorgeous bride, my friend, swathed in the loveliest Alençon lace gown. The gown itself was a simple cut, but you'd never know it by looking at it, because the lace was so stunning that the dress looked painstakingly assembled despite its easy construction. Glimpsing my pal in her stunning ensemble, I was inspired to write a blog post about lace for A La Folie. Because when you think about it, a basic bra construction, while painstaking in its own right, really is a fantastic canvas upon which to display some truly amazing laces. A two piece cup in a plain satin can look, well, plain. In lace, however, that same two piece cup takes on a whole new attitude, one that is imbued with femininity and sensuality.

Lace is a language that takes encyclopedias and glossaries to fully comprehend. There's no way to address all the subtle nuances between a machine-made tape lace versus a handmade one, or how to adequately decipher European filet lace from Chinese filet lace. However, I can at least start in familiar territory!

Cluny Lace which has been produced in the Leavers' Lace fashion

If you're a fan of French lingerie, you may have heard the term Leavers' Lace before. It's exceptionally common in fine lingerie and comes in a variety of different incarnations. Knowing that the name of the lace usually categorizes a specific style or region in which a lace is made, how can that be? The reason is that the name Leavers' Lace describes the machine it is made on, and not the style or the region. From The Lace Book by Jessie F. Caplin:

[The Levers' Lace Machine was] originally able to make lace 18 inches in width, [and] was invented in England by John Levers (sometimes spelled Leavers) in 1813. It is the basis of our present-day lace machines... [The Jacquard] can be repeated automatically across the 230 inches of width of machine, thus allowing many breadths of lace to be made at one time.

The Leavers' Lace machine

Even though the book quoted above was published in 1932, it's apparent that the Leavers' Lace machine is just as important today, as the lace is still regularly used in lingerie collections. The ability to mass produce beautiful figural laces that were previously only made by hand truly revolutionized apparel manufacturing. Also interesting to note is that machine made lace did not find its beginnings in France as many might think, but in England.

The making of lace by machine is usually conceded to have started in England and the inventors of that country receive credit for most of the major developments in this field. England tried to protect the industry and decreed laws to prevent the exportation of machines. These laws carried penalties of imprisonment and even death. Nevertheless, lace making by machine started in France very early. Perhaps the nearness of Calais to teh English coast may explain the early start of this city as a French center for machine-made lace.

How about that? The Leavers' Lace we all covet and wear so close to our bodies was cause for imprisonment or death! I've heard about dying for love before, but dying for lace? So much more romantic (and fashionable)!

Learning Lingerie: Humble Beginnings

When it comes to my personal lingerie stash, my basics are not basic and my simple everyday bottoms are anything but. Instead of plain white, I revel in pinks and reds. Instead of modesty, I covet peek-a-boo cuts. Cotton jersey is an endangered species in my lingerie drawer, and while that may not be the case for every woman, it's just fine with me.

All that considered, it's hard to imagine a time when lingerie was considered strictly utilitarian. The term lingerie comes from the french word linge, meaning linen or washables. Hundreds of years ago, it was rare to wash ones outer clothes, so undergarments (commonly made of linen) were an easy-to-launder protective layer both for the wearer and the clothing.

Typical Chemise, English, 1851 from V&A Museum

Such pragmatic applications may not seem all that fun, but consider this: In times that lacked today's technology and germaphobic sensibilities, staying clean was the best way to avoid illness. As regular bathing and laundering fell more into practice, lingerie's emphasis shifted, first to the fashionable shaping of the body (through, for example, corsetry), and then to seduction. To this day, we continue to don undergarments for protection, but the divide between utility and beauty has been bridged.

Today lingerie is not only utilitarian, but beautiful. At times it's even avant garde! We've been proud to carry some truly edgy pieces from designers like Andres Sarda, while still stocking our shop with the feminine simplicity of brands like Nina Ricci and Huit.

We're excited to bring a new facet to our blog: Learning Lingerie. Each week we'll bring you stories from the land of lace and loveliness, teaching precious bits of knowledge about fit, construction and history.

Got questions about anything lingerie related? Let us know here!

Our January Sale Starts TODAY!

Didn't get what you wanted this holiday season? Lucky for you, our January Sale is everything you've been dreaming about... at a fraction of the original price!

That's right! Enjoy 25% off all merchandise* from January 14th to the 31st. Are you an Aubade fan? A Marie Jo devotee? A Hanky Panky lover? Snap up the pieces you've been coveting and scope out our newest offerings, all at an incredible discount. Hurry, though, because once our fall collections are gone, they're gone!

Happy shopping, chers amis!

(*Excludes jewelry, fragrance, Forever New, and Avero basic colors)

A Fitting Event Featuring Prima Donna, Marie Jo, & Andres Sarda!

Lavish yourself in luxury!

Join us on Saturday, November 20th from 12pm - 6pm for a bra fitting event to remember, featuring ravishing Fall samples from Prima Donna, Marie Jo, and our newest luxurious brand Andres Sarda.

Peruse our lovely offerings while sipping champagne and nibbling sweets. Indulge in a relaxing hand massage courtesy of Aveda (2pm - 4pm). Let us and trusted rep Anna Ortiz fit you to the bra of your dreams!

Samples will remain in the store through Sunday for those who won't be able to attend the event.

We look forward to seeing you!

Celebrate Fall With New Arrivals from Jamie Joseph, Danielle Welmond, Wilt & Hanky Panky!

Hanky Panky's Signature Lace Thong

You asked, we answered -- Hanky Panky has finally arrived! We're fully stocked in the line's signature thongs and bandeau bralette, with more styles arriving soon. Hanky Panky's soft lace makes it the perfectly perky underpinning for weathering fall's greyer days.

Wilt's Long Sleeve Tee, Woven Pants and Hi-Lo Slip

Wilt's loungewear line has also just arrived, featuring sumptuous fashion-forward basics in airy-light cotton. From knit pants and A-line tees to woven button-downs, shorts and slips, Wilt has it all. Don't be decieved by the line's loungey sensibility! Wilt isn't just for the boudoir -- the line's layering pieces are perfect for wearing out and about.

Jamie Joseph's Cocktail Rings

It's been awhile, but Jamie Joseph's to-die-for jewelry is finally back in stock, just in time for the holidays! We're proud to say that this is our most impressive range of jewelry ever. From signature cocktail rings in White Drusy, Amethyst, Lemon Quartz and countless other stones to candy-colored earrings and sterling pendant necklaces, Jamie Joseph's pieces epitomize luxury. They are effortless, timeless and undeniably decadent.

Danielle Welmond's Jewelry

We're also introducing jewelry from Danielle Welmond, whose necklaces, bracelets and earrings are the perfect pair with our lovely lingerie. Danielle Welmond's pieces are lace-inspired in the best sense, displaying meticulous tatting and beading details with focal stones in Quartz, Peruvian Calcite, Chalcedony, Ruby and many others.

Also be sure to sneak a peek at exciting new pieces from Andres Sarda, Valery, PJ Salvage, Huit and Rosapois! We're positively teeming with gorgeous new loungewear, lingerie and intimates.

So stock up, chers amis! Cozy basics from Hanky Panky and Wilt, along with timeless jewelry from Jamie Joseph and Danielle Welmond make holiday gifts that any fashionista can appreciate!

The Italian Lesson

There are few things as tedious as going to class... that is, unless you attend at A La Folie!

Take your seats, class! We're going to work on our Italian vocabulary and today the focus is seduction. Remember to roll those those r's... Cominciamo!

Love = amore
Beautiful = bellissima
Kisses = baci
Romance = romanzesco
Lover = amante
Dusk = crepuscolo
Silk = seta
The pinnacle of Italian lingerie = Ritratti

Si, friends, we are delighted to offer Ritratti once again! Ever since we sold out of our last collection, we've had customers begging us to bring it back. Ask and ye shall receive!

Ruby Ritratti Demi $288, Ruby Ritratti Thong $95

This new shipment includes a lovely sheer demi cup bra, fashioned out of ruby red netting, with rich warm brown three-dimensional embroidery. The demi also features satin straps and underwire sheaths, as well as a beautiful red bow to finish off the package -- sealed with a kiss, if you will!


Add to the lovely bra its coordinating thong, and you're in for a real treat. The thong features the same embroidery as the bra, and maintains the uber-soft satin details.

Ritratti is truly the cream of the crop when it comes to Italian lingerie. No details are overlooked -- it's the kind of set that will have you singing its praises per sempre!

Chic Fashion Week Preview with Charleston Pierce

We love Charleston Pierce, but you knew that already! Aside from being an amazing producer, fashionisto, and humanitarian, he's just an all around good guy... which is why we're delighted to be part of his Chic Fashion Week Preview this year.

Chic Fashion Week will be the place to check out the latest trends by San Francisco's newest and hottest designers, and it's all for a good cause. This year, Chic Fashion Week will be donating a portion of its proceeds to Until There's A Cure, "a national organization dedicated to eradicating HIV/AIDS by raising awareness and funds to combat this pandemic".

We couldn't be more proud to show off our wares for such a good cause. Join us in fighting the fight with fashion (and lingerie)!

The preview show will take place at The Historic Four Galleries Estate (21 East Buena Vista Avenue), from 6 - 9pm. The fashion show begins at 8pm, and donations are accepted at the door.

What's New and Exciting at A La Folie

As if a new location wasn't enough to get you excited, here are a few drool-worthy bits to check out at A La Folie!

Huit Swim has finally arrived! Yes, our favorite summery swim brand has made its way to our walls, and we're in love with all the offerings, from bright and sunny bikini separates to sultry one-pieces. Huit's swimwear is not only adorable, but it stands the test of time, both in style and construction. You'll have these pieces for seasons to come! Hurry by, because they're going fast! Prices range from $45 - $89 for bikini separates, $125 - $138 for bikini sets and $130 - $149 for one-pieces.


One of our all-time hottest sellers, Marie Jo's Avero Multi-Strap Bra, has been restocked in Cognac! We have sizes 32A - 36E, and additional colors are, as always, available for special order. If you haven't tried this gem of a bra yet, swing by. This convertible bra will have you... well... converted in no time! The Multi-Strap retails for $115.


Not enough for you? Keep your eyes peeled on our blog and our mailing list for more exciting things to come! You won't be disappointed! To get on our mailing list, shoot me an email at stephanie (at) visitalafolie.com

We're Open!

The chandeliers have been hung, our lovely mannequins are decked out, a beautiful bouquet of bras lines our sumptuously shaded walls, and we are finally home!

Like what you see? We sure do!

Yes, chers amis, we are open once again, this time at our beautiful new location at 1844 Fourth Street, only a hop, skip and a jump away from our old space, with oh-so-much more to offer. Not only will we carry more merchandise than ever, but we're debuting some exciting new jewelry, and now boast four big beautiful dressing rooms and a mini lounge! We're more fun, more sultry and more lovely than ever!

While we're very proud of how far we've come, we still have a little work to do, so pardon our appearance as we put the finishing touches on our little nest.

Stop by to say bonjour and share in our excitement!

All Hail Queen Zinke!

Zinke's Tea Party Jumper (Floral Print) $170, Zinke's Summer Fling Bralette (Tangerine) $80

Even though we pride ourselves on carrying the finest European lingerie, I have to admit that one of my favorite lines at A La Folie is Zinke, an impossibly precious collection of lingerie from Tulsa, OK. The company's namesake comes from its designers, sisters Jessie Zinke and Arin Robinson. Arin also runs a successful production and event planning business under the Zinke umbrella. It's a partnership that works out perfectly. The brains behind Zinke regularly churn out beautiful inspiration "boards" on their Zinke Design blog, put together to-die-for events, and, of course, design sweetly sexy lingerie with an edge.

Zinke's Daydream Chemise (Floral Print) $184, Zinke's Summer Fling Bralette (Violet) $80

Zinke's pieces are perfect for any lingerie connoisseur, in that they're beautiful on their own, but they're also entirely layerable. Undeniably bright colors like tangerine and violet and sweet details (petersham straps and shiny metal fastenings) only serve to enhance the fashion-forwardness of their pieces, and that's an asset we can really appreciate at A La Folie. We've had girlie girls and sporty ones alike running home with the ultra-sexy Zinke romper more times than we can count! Zinke's pieces make great gifts, which works out pretty well for the Zinke girls, given the multitude of weddings they plan! Brides from all around are drooling over all our new Zinke pieces, and we're sure you will be too! My favorite addition is the new Summer Fling bra and panty set, in a luxurious stretch satin. The bra has a retro edge with seamed cups and contrast straps. The panty features a center back seam for sassy shaping.

Zinke's Summer Fling Bralette & Panty (Tangerine) $80 and $69

Swing by and see what's new in store from Zinke -- we're sure you won't be disappointed. With sweet pieces like these, you'll be enjoying summer in style!

Charleston Pierce Presents....

We're pleased to announce that A La Folie's lovely lingerie will be gracing the runway at Charleston Pierce Presents Baby Be Mine Black and Red Ball on February 11th at Temple SF!


Be sure to check out details and buy tickets here! Baby Be Mine benefits victims of the Haitian Earthquake, and all donations made during the event will be matched.

What's better than starting off your Valentine's Day weekend by donning a tux and gown and sneaking a peek at some of our lovely lingerie on some lovely girls? Knowing it's all for a good cause.

Hope to see you there!

Holiday Hours

It may not be a white Christmas here in California, but it certainly feels like it should be! At just 40 degrees Fahrenheit, Fourth Street is teeming with bundled up patrons sporting scarves, gloves and hats. But never fear! A La Folie has the heater on full blast, so come on in and join us and all of Fourth Street for extended holiday hours!


Throughout December, A La Folie will be open from 11am til 7pm on Thursdays, Fridays and Saturdays. Regular store hours are in place Sundays through Wednesdays, but the store will be open late on the 21st through the 23rd for all you last minute shoppers!

As if you needed yet another reason to visit Fourth Street during the holidays (besides the stunning evening light displays, Santa's cottage and that special winter je-ne-sais-quoi), Chocolatier Blue is giving away free cups of cider and hot chocolate to shoppers throughout December!

For more information about goings-on down on Fourth Street, check out the street's official website!

Our Sexiest Piece Ever: A Riddle

Nafissa, Mlle. Piplette and I are ecstatic to announce our sexiest-ever piece at A La Folie! And you'll never guess where it's from.

It is the absolute creme de la creme, the ultimate exclusive, something we are proud to display for you on our walls. And may we say it looks stunning behind our counter!

It is beautiful, colorful, barely-there, yet SO there, so very stylish, chic and coveted.

Trust us, you will not find this little number in another East Bay lingerie store, guaranteed!

Sadly, though, mes belles, you can't try it on.

Qu'est-ce que c'est? What is it?

Our sexiest piece ever!

It is East Bay Express' "Best of the East Bay 2009 -- Best Lingerie" award!

Thank you, dear customers, for voting us the best lingerie store in the East Bay! We are so thankful for your continued business and loyalty over the years. From our infancy in Oakland to our 4th Steet heydey: mes belles, you have made us what we are, and we wouldn't have it any other way. Merci for trusting us with your most intimate of needs, and for letting us outfit you in the most beautiful and best-fitting fine lingerie out there. We look forward to many more years ahead, chock full of trunk shows, bustiers, lace, fashion shows, champagne and laughter.

We couldn't have done it without you, so pour yourself a glass of bubbly tonight! You, our customers, are what make the A La Folie world go 'round!