Alla Prima Fine Lingerie - San Francisco, California

Katherine

The owners are amazing. They really took the time to figure out what was going to fit properly and also meet my requirements. Such a great experience, and the lingerie is so beautiful

Jess

Finding this store was a very happy accident. It won't show up first, second, or third in internet searches... I had to dig deep through the internet to find it.

The front door is locked, and appointments are encouraged. I appreciate this, because it lended well to the service I received as a customer. Maggie gave just the right amount of attention while we explored the store. Once I found a few items I liked, she set me up in a very clean fitting room, helped me get in and out of the items, and offered tips for how to wear it, items that might look good with it, and how to care for it.

I had a fantastic experience, and I would highly recommend stopping by if you are in San Francisco and looking for high quality lingerie.

stacy

Fitting appointments might be hit or miss? For me it consisted of asking what size I was the last time I was fitted (a number of years ago), telling me that I am probably that size still and directing me towards racks to search, myself. Another guest was getting quite the treatment with items being brought into the dressing room, etc. I was prepared to spend around $650 for 3 quality bras. No one even spoke to me as I walked out the door.

shelly brazil

Absolutely gorgeous Lingerie and the best customer service I've ever experienced in my life. Seriously. I came in right before closing on Christmas Eve and Maggie couldn't have been more gracious and helpful. Can't wait to go back for my next fitting!
10 stars⭐️

Thilda Boo

My best friend and I were greeted by Magie right before closing time without an appointment at Alle Prima. She helped both of us (32B/C and 34E/F) find fabulous pieces that made us look and feel our best. She offered sizing and fit tips throughout our visit and exuded an air of no-judgement expertise. The shop was beautifully and thoughtfully curated, and Magie did a wonderful job setting us lingerie novices up for success. Absolutely will be coming back.

Yingyi Wu

We walked into the store to look at some of the swimwear. Verbatim, she looked at us and said: “Are you familiar with Eres? It’s owned by Chanel, so Chanel pricing.” The tone of her comment felt really condescending and we didn’t want to shop there anymore. When we looked at the Eres swimwear it was around $300, which isn’t even Chanel pricing. For a store on a street of nice stores, the prices are comparable to any other store. For “Chanel pricing” items, I would expect better service.

Cynthia Johanson

This is the type of small business that makes San Francisco unique. The proprietors are discerning experts in fine lingerie, to the point that brands actively seek their feedback for what works and what doesn’t. I’ve taken many friends here and all have been amazed by the advice and options presented. Almost no one was wearing the right size, and they leave feeling so much more confident and comfortable. They specialize in smaller luxury brands that you won’t find elsewhere, such as Eres and Bordelle. They used to have La Perla before the quality took a nosedive, and they also had Andres Sarda and ID Sarrieri before everyone else. I cannot recommend them enough!

S N

Store owners Y and M are both total wizards when it comes to designer lingerie and helping people find a right fit and style for their body. They aren't interested in trying to upsell or rip anyone off, they genuinely care about the customer finding something they feel beautiful in and helping the lingerie find happy homes!

I'm usually pretty sensitive about people suggesting different clothing sizes to me but Y did it in a very professional, tactful way that ultimately helped me get the best size more suitable for my body. (I suppose if you're going to buy something as expensive and intimate as designer lingerie then it's more important finding something that fits correctly than if it's not the usual size you go for)

This isn't the kind of store where they leave you around to wander around silently- they have an appointment system where they meet with you to make sure you find a good fit. I can imagine people visiting this store just to try things on with zero intention of buying anything and would recommend against that- that might work at bigger chain stores like Nordstroms but its a waste of their time and resources to just try on a bunch of swimsuits/etc with no intention of ever making a purchase.

tldr: Alla Prima is a fancy sweet small boutique where the people who work there revere the skill and artistry to craft beautiful undergarments and I think it's really special.

Definitely wish I could win the lotto to buy all their Bordelle sets!