Yve's Fine Lingerie has gifts for every lady (and now men, too)

By: Michelle Carl, Granite Bay View Editor
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Yve’s Fine Lingerie

What: Bra fitting specialist and sizes A-N

Where: 3984 Douglas Blvd. No. 130, Roseville

Info: (916) 797-9837,

Yvonne Alicea has a message for the men of the world this holiday season.

“We buy them socks, underwear, T-shirts and cologne. Why can’t they do the same for us? Buy her a bra, but not just the bra, get the set.”

The proprietress of Yve’s Fine Lingerie inside the Renaissance Creek shopping center in Roseville says a lingerie set is the simplest way for a woman to feel pretty. And regrettably, she says, many women won’t buy both a bra and panties for themselves.

So gentlemen looking to impress their lady might want to visit her store. Alicea says men feel comfortable shopping there amongst the lacy undergarments and fluffy robes. Yve’s keeps bra sizes and “wish lists” in the computer for easy shopping.

“Just because you’ve been married 20 years doesn’t mean you can’t spice it up,” she says.

And when all else fails, try a gift card. Consider your significant other crossed off your Christmas shopping list!

But you’re probably not going to buy a brassiere for mom. Lucky for you, Alicea says you can find something for every gal in your life at her store.

Cozy PJs are a gift of comfort. Bamboo robes and sleepwear from Yala Bamboo Dreams will wick away sweat (perfect for those plagued by hot flashes). Also popular is the PJ Harlow Loungewear brand, which envelops the wearer in softness and style with touches of satin and a drapey cut. There are dusting powders, lotions, perfumes and jewelry sure to make any woman feel special.

And now, ladies can return the favor as Yve’s is debuting products for men.

The store will carry luxurious lines of shaving products, robes, underwear and boxers including the Saxx Underwear Co. brand, which boasts cotton modal fabric and a more ergonomic fit, and Royal Apothic, which reinvents the concoctions used by European monarchies into fragrances, oils and creams.

More than buying a bra

The boutique, known for bra fittings and hard-to-find sizes, has been in business six years now.

“I’m grateful for surviving the economy,” Alicea says. “My clients are loyal to me, I just don’t sell them something.”

Buying a bra at Yve’s Fine Lingerie is more than buying a bra. You’re buying something that can make you feel pretty, Alicea says. Something that can make you feel comfortable. (Alicea can attest to many physical therapists who send their clients to her to help take a load off their aching shoulders and back.)

Sandie Rugroden came in looking for the perfect bra to go with a halter-style dress she was going to wear to the Eureka Schools Foundation auction.

“It’s great quality and you get fitted so you know it’s the right one for you,” she says. “It’s pricey, but they last a long time.”

The store and its owner create a friendly atmosphere, one that brings clients back again and again. One client described returning frequently for refittings as she dropped 40 pounds. Another came in following the birth of her daughter and needed to get “the girls” back “up where they belong.”

“Clients tell me everything about their lives because they’re friends, they’re not just clients,” Alicea says.

Alicea is frank in speech (“You have to have some latex, momma,” she tells one customer). But the New York-born girl speaks from the heart.

“If I had to walk away from the store without a dime, I’d be satisfied,” she says. “I’ve met some incredible people, and incredible women.”