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Joyce Brooks Lingerie


Romance is in the air with the build-up to the Royal Wedding in full swing and brides-to-be preparing for their big day...and what better place to go to start than a mother and daughter trip to Joyce Brooks Lingerie on the High Street, West End.

Cheltenham’s traditional and longest-standing lingerie shop has friendly, experienced staff ready to help you choose slim and trim shapewear to banish those bumps and create a slim look for brides, or the mother of the bride, as well as pretty, lacy basques, stockings, garters, tiaras, jewellery and other accessories for the woman of the moment.

Owner of Joyce Brooks Lingerie, Pam Thomas said: “Getting the right underwear for a wedding day is essential to make that wedding dress or special outfit look, and feel, wonderful. We have a wide range of shapewear to provide support in all the right places and stock Sillouette, Benmark and Passionata brands that look beautiful.”

Pam Thomas took over the business from the original owner, Joyce Brooks, ten years ago and it has continued to thrive and grow under her expert eye. It was originally opened in 1975. She claims that TV stylists such as Trinny and Susannah and Gok Wan have given more women the confidence to find garments to help them look and feel good – whatever your size and shape.

At the start of this month she held a successful ‘Shapewear Fitting Day’ to show their customers how to find the undergarments to enhance their outerwear.

She said: “New corsetry in smooth lines and modern materials can be a quick fix when it’s needed and are a pleasure to wear.”

The shop also sells vintage corsets and waist nippers to complement the 1940s styles which are making a comeback.

Joyce Brooks prides itself on offering a personal service, fitting women to make sure they are wearing the correct size and supplying bras for everyday wear as well as nursing and post-mastectomy bras.

Well-known brands include Nicole and Naomi; Miracle Suit; Fantasie; Chantelle; Passionata; Bestform; Charnos and Lejaby to name but a few. Everything from traditional styles for the more mature woman to the more glamorous, lacy styles for a younger market.

And that’s not all. The tiny shop sells swimwear, petticoats, nightwear, housecoats and dressing gowns to suit all tastes and budgets.

Joyce Brooks is one of the only shops in the UK to sell Pyrenean dressing gowns in 100% wool. She sends them out all over the world and those who have bought them, love them!

The shop also offers a unique bra recycling scheme. If you take in an old bra you will get £1 off any new one, or 10% of nightwear – a bargain, and it helps the environment and the bras are sent out to Third World countries to be used there.

Joyce Brook has a website giving customers the chance to take a look before venturing out. Have a look for yourself by visiting which shows just a small selection of their stock.