Published on September 26th, 2013 | by Bethany Arganbright

Boutique Spotlight: New East Village lingerie store, Amour, delivers love and lace

Two years ago, Heather LaPorte walked into a chic lingerie boutique in St. Paul, Minn., and walked out with a shopping bag full of pretty underpinnings and the dream of opening her own store in Des Moines.

Following a career in film production, LaPorte spent 10 years raising her three young children. After discovering the shop in St. Paul, Laporte was ready for a new challenge.

“I was completely smitten,” she said. “I met my husband and in-laws for lunch and told them all that I wanted to open a lingerie store.”

With a lot of hard work, a few bumps in the road, and the support of her family and the East Village community, LaPorte said her dream came true with the recent opening of Amour.

Amour’s space contains feminine touches at every turn. Antique fixtures feature delicate undergarments with intricate detailing from Europe, North America and South America.

The dressing rooms are cozy and comfortable and the lighting is soft and forgiving.

“We went to a lot of work to make our shop really welcoming,” LaPorte said.

LaPorte, also a part-time yoga teacher, has a meaning behind the name.

“I just think we all need to love each other and ourselves more. I wanted a name that communicated (that),” she said.

Amour is filled with various small designers and labels, many of whom manufacture their lines locally to Amour.

“I just love creating a venue for designers to get their wonderful creations to people who will love them. I can confidently say that the lingerie you find in my store you will not find anywhere else in Iowa.”

Amour is available for bridal showers and special events. LaPorte is already planning a holiday party called “Coups and Cups” offering cocktails and personal shopping services.


Where: 518 E. Sixth St.

Hours: 10 a.m.-2 p.m. Tuesday; 10 a.m.-5 p.m. Wednesday through Saturday.

Info: 515-244-0928,

About the Author

Bethany is a contributor to Juice's style section

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