Krista and Anna Rose Scurria are the mother-daughter duo behind Baton Rouge’s new lingerie store La Belle Intime, located in the Highland Centrè shopping plaza. The Scurrias believe true beauty lies beneath the surface and offer a collection of lingerie and sleepwear, along with swimsuits and athleisure, for every body and lifestyle. Keep reading to learn more from Krista Scurria about the pair’s mission.

What was the inspiration for La Belle Intime?

Anna Rose was a student at the University of Louisiana at Lafayette, and there was a little shop in town called La Femme that offered bra fittings. She had her first fitting there, and they were so inclusive and kind. After four years as a customer during her undergrad, I asked the owner whether she would be interested in opening something like this in Baton Rouge. She didn’t have the bandwidth to do it, but she said she would mentor us. So Anna Rose and I worked as a team to bring something to this side of town that can be a safe and empathetic space for women.

What about your approach to helping women feel beautiful sets your shop apart from other lingerie retailers? 

The customer always leads the visit. When they come in, we determine their comfort level and what they’re looking for. We pay attention to what they gravitate toward and offer the option to be in the fitting room with them if they’d like. It’s a very customized and hands-on experience. We meet them in their own vulnerability, and we want it to be a safe, warm and inviting space. Everyone should understand that all bodies are beautiful, and our goal is to make you happy with what you feel good in.

What are some of your most popular pieces?

For brides, our silk sets have been the most popular so far. Items like our ivory long-sleeve set are great for getting ready. For honeymoons, tank tops and panty sets have been popular or our slips. There’s always the fun stuff for everyone, too. Lingerie shouldn’t be shameful, it should be fun, sexy and empowering.

What should a first-time visitor expect? 

They can look forward to casual conversation. Our goal is always to ensure they feel comfortable and well catered to. We want to know your name and remember your face when you come back. We want to know things like how your home remodel is going. We’re a family business, so we want to embrace every customer like family.

Are there any upcoming collections, styles or seasonal trends customers can look forward to? 

Chocolate browns and blues are huge in fashion right now, and that’s going to continue even through the fall. We’re going to see lots of jewel tones coming and pops of pink. Swimwear is going to be huge with lots of lemons and yellow. We’re bringing in lots of fun brands that aren’t sold anywhere else in Baton Rouge.

To stay updated on La Belle Intime, check out the store’s Facebook.