In this day and age, it is a brave move for an independent lingerie brand to open a retail outlet. There are now so few lingerie shops, even in a city like London. Beija has been lucky to land in the visually arresting and historically interesting Coal Drops Yard, next to Kings Cross station, where steam powered trains once rolled in to have coal dropped into their wagons. The yard was later a warehouse for glass bottles and by the 1930’s, 30 wagons of bottles were being offloaded by ‘gangs of fearsome and muscular women’, who were also said to be ladies of the night, lending the area its reputation as a red light district. In 1980’s and 90’s the area was the epicentre of the rave scene, with Bagley’s nightclub packing in thousands of clubbers every Saturday night. The Yard has now been transformed into a high-end shopping district, with a soaring roof designed by Thomas Heatherwick Architects. As any retail expert knows, the area will have to offer more than just shopping. It will need to draw people in to an experience, a story, a day out – with food, events and a buzzing atmosphere. I am so pleased that a lingerie brand is part of this experience and Beija London will become a destination shop in this retail story. If you’re in London, be sure to pay them a visit and be prepared to be pampered and have a fuss made over you in this oasis of femininity.