Inside Stole My Heart, a new lingerie store on Dundas West that sells Claire Underwood’s PJs

Inside Stole My Heart, a new lingerie store on Dundas West that sells Claire Underwood’s PJs


Ashley Holden and Amy Pearson came up with the idea behind Stole My Heart when they were shopping for Holden’s wedding lingerie and had to down two bottles of bubbles at the Shangri-La just to muster up the courage to enter Agent Provocateur. A year later they quit their jobs at WedLuxe and Tiffany’s (respectively) to open a lingerie store—but first, they spent the better part of 2016 interviewing women about what they loved and hated about lingerie shopping. The result is an intimate shop designed to look like your stylish girlfriend’s home, with statement wallpaper, vintage furniture and roomy, curtained-off changerooms with—most importantly—extra-flattering light. They currently sell 16 brands, 12 of which shoppers won’t be able to find anywhere else in Canada and two—Melbourne-based Hopeless Lingerie and Polish label Le Petit Trou—that are exclusive to Stole My Heart.

The inspiration for the space started off with this wallpaper, a design from Texas-based artist Ashley Woodson Bailey, who photographs flowers and then blows them up to suit any size space. Holden and Pearson wanted to line the whole store in the pattern, but it’s pretty pricey:


The shop used to belong to vintage store Life of Manek. Holden and Pearson knocked down a back wall, repainted and installed curtains. “Take your own breath away” is the store’s motto:


Most of the shop’s antique furniture was sourced from friends’ parents or grandparents. The curtains separate the back changerooms from the store, for when groups of girlfriends or bridal parties want a bit more privacy:


At a recent party, Pearson and Holden asked attendees to write compliments to themselves. The resulting notes decorate the room. “We want to remind women that they’re strong and sexy,” says Pearson:


There’s currently a waiting list for these cheeky undies ($29) from eco-friendly California brand Naja:


Pearson and Holden don’t carry nude-hued pieces unless they come in a variety of shades, like these seamless panties ($29), also from Naja:


U.K. brand Fleur of England makes delicate, vintage-inspired lingerie. This lacy rose-hued bodysuit ($359), is made with embroidered mesh that makes the tiny floral patterns pop:


The store carries a few items from Toronto brands, including jersey bralettes from Mary Young ($76):


Anyone who prefers comfortable undergarments should also check out menswear-inspired separates from L.A. label Sloane and Tate ($60—$70):


On the more luxurious side of things is traditional French lingerie brand Paloma Casile, who handmakes each piece out of extra-fine lace. This bra is the most expensive in the store, at $374:


Le Petit Trou makes mostly minimalist, black pieces without structured bras, like this mesh bodysuit ($129). The name means “the little hole,” in French, and is a nod to the keyhole detailing sewn into the back of every item:


The white nightgowns ($219) and are from actor Robin Wright’s ethical brand Pour Les Femmes, and are made with ultra-lightweight cotton by women in the Congo. Her character Claire Underwood can often be spotted sporting the jammies in House of Cards. The silk PJs on the left are from Julianna Rae:


The shop is currently showcasing an exhibit by local photographer Brooke Wedlock. “She is Water” explores different kinds of intimate relationships between women. The prints sell for $300 each:


Pearson and Holden plan on hosting lots of bridal parties and bachelorette bashes in the space. Champagne is obviously an essential element:


Shoppers will also find a collection of bath products and fragrances, like these lavender-scented bath salts ($20) from Montreal-based Dot and Lil: