Azaleas - Lingerie + Swimwear Boutique

Azaleas is a Gem in the Lower East side. The vibes and the workers are so friendly, they really help and are so sweet. I was struggling trying to help find a bra for a family member. I found this place online, so I took her here. I couldn't believe how wonderful the workers were. They listened to her and helped pick out the perfect bra. She ended up buying three and later I went back to buy something intimate for me and my boyfriend for Vday. Which was fabulous! I'll definitely be going back. I work in Theater and will be letting all our artists know what a great place it is.

Huge shoutout to Piggy and the lovely Azaleas team! I finally went in for a proper bra fitting after putting it off forever and wow, I had no idea how off my size was. I went with my partner, and everyone was so kind and patient with him too. I’ll definitely be back soon to refresh my bras and undies! X

obsessed with this store - for over a decade they continue to keep it fresh with the cutest / hottest / sexiest / super fun / best quality lingerie, bras and swimwear!!! they always have great selection, array of sizes in store recently had an amazing experience with Faye -- she is EXTREMELY knowledgeable, beyond helpful and super, super friendly thank you AZALEAS!!!!!!!

I've been going to Azaleas for several years and I cannot recommend it enough. The quality is consistently amazing, and the selection is fantastic with a good mix of sustainable and luxury brands, a range of sizes, and a lot more than just lingerie. All of the gals are so lovely, but I absolutely adore working with Faye, who always gently points me in a beautiful direction!

high praise indeed for faye! i am simultaneously excited and afraid when i go into azaleas, because i know i am going to leave with way more than i gave myself permission to buy…. 😅 faye knows exactly how to find styles/fits that flatter you, and remembers your style/preferences. literally every time i go into azaleas i basically just head straight to a room and she starts bringing me sets. my boyfriend and i thank her for my consistent snatched lingerie looks!!! ❤️💜❤️ ty faye!

gorgeous + coolest selection, everyone is so so helpful + super kind (buying bras not always the easiest!) - so glad we have this shop!

They have the best selection of bras and swimsuits and the staff is always so sweet. I’ve been coming here for years and they are always able to help me find something that fits right

Just want to give some flowers to this place. This spot has continuously offered support whenever I've come with bathing suit needs or concerns. They are also really kind to you when you might not be feeling your best trying on a suit. Small business at its finest!

Update: 3 years later and many expensive scar patches later, the scar is faded but definitely still there. Really wanted to like this place and the girls were nice. But the bathing suit I tried on had a security tag with an exposed metal wire that attacked my arm. And then also an exposed / open safety pin that thankfully I avoided. Again, the girls were really nice (provided a wet paper towel and neosporin - no bandaids though) and apologetic but good service is not worth a potentially permanent 5in+ long scar.

I cannot say enough good things about Azaleas, Cindy the owner, and her incredibly patient and helpful staff. In the winter, I updated my boring bra collection with the most beautiful, perfect pieces from Azaleas (a five star experience that I previously reviewed). This summer, I got a whole new bathing suit wardrobe - picked up nearly every Hunza G style they had in stock, a couple vitamina bikinis, and that amazing Haight red one piece. I love the selection and they made shopping convenient throughout the last few months. Free shipping and then I utilized the in-store pick ups from the coffee shop next door. Now that the shop reopened, I purchased even more bathing suits (whoops!) and Carly could not have been more patient with me as I tried on approximately 100 different suits (thank you!). A wide range of styles and price points but I also trust Cindy to pick really high quality, well-made pieces which makes it easier to justify paying more for the quality. The customer service I have received here is unparalleled and I feel so grateful to have Azaleas as a neighbor in the East Village. One quick warning: the shop may look small but you can spend a lot of time inside!

This place is an absolute gem of a boutique in the East Village. If like me, you struggle to find beautiful but well-fitting lingerie, this is your go-to place. The selection is dreamy, the sales ladies are super dedicated to help you find pieces the most flattering for your body type and basically this is the only place where I buy beautiful lingerie without having to fly to France (Iam not a snob, I am a connoisseur in lace, lol).

Valentine's is coming up, reviews for lingerie stores seem befitting due to the occasion. So I am going to crank them out. My search continues for beautiful lingerie. After I made my Journelle's purchase, I moved on to Azaleas. This is a local shop located in New York city. However, they also have an online website. I have been searching for one particular brand and style for the last month or so after spotting it on one of the fashion blogs. I hadn't had any luck with my size until last night. Azaleas's online store has all the sizes. I ended up with multiple items. I guess they're not just for Valentine's anymore. I could wear them pre, during, and post Valentine's. Let's hope the hubs still appreciates my effort after receiving our CC statement.

Oh my who can say no to sexy and cute lingerie really? The service is also good and they do have a pretty cute selections. I would say they are not extremely seductive but cute with a little sex appeal. They also carry Vix swimwear, some boutique brand dresses and tops and unique jewelry. Price point is about $50 a bra and dresses are usually about $100+. They do have seasonal sales and could be a good chance to snag some good deals.

I love how the merch is organized by color. The shop is bright, spacious, and neat. Totally conducive to relaxing and splurging! And the sales staff is amazing. Equipped w/ my Refinery29 vouchers, I perused the array of lovelies and easily found myself w/ a handful of beautiful underthings! The friendly girl ringing me up kindly offered the 20% Thanksgiving day promo which I didn't even know about! That's pretty sweet.

Made an appointment yesterday to get some Cindy's hand picked bras. She picked out several beautiful ones and I bought 4. The store is well stocked, everything seemed so normal like before Covid, but both Cindy and her staff were meticulously masked, hand sanitizer in place, and an air cleaner was going full blast by the dressing room. The attention and care were impeccable. This is the kind of place where I hope will not only survive, but thrive in abundance in NYC! Cheers to you!

If you are teeny tiny, painfully skinny and have little East Village molehill titties, the shopgirls will make you feel right at home and this store is just for you! YAY!!!! However, if you are somewhat bigger, eat, have a booty and wear anything larger than a B cup, you will be deemed not worthy for this earth. A pariah! May as well move to a leper colony in Molokai! On a serious tip, this place is cute and has a lot of pretty stuff. I don't hate, I appreciate. Just because I can't fit into 75% of the stuff there doesn't mean I won't go in with a teeny friend and help her pick out stuff. But the condescending snots who work here make it a crap shop and a terrible experience. I thought only mothers were allowed to make a girl feel like shit.

The short and the lovely of it: This is the only place I buy my lingerie from. I can't say that I like everything they sell here but I have liked the selection enough to stop going to the 5th Floor of the SoHo Bloomies for my i'm-sexy-and-i-know-it stuff (i.e. Elle Macpherson Intimates, i.e. my favorite bras ever). I even get the email updates, fan that I am. If you're buying or browsing online, it's the exact same selection that they have in the store. This makes pre-shopping a bit easier as you can know the inventory before you pop in. The staff? Sweet and extraordinarily helpful. I don't know what certain people down there are whining about- I was buying a birthday present for a friend and I wanted her to have a cute as hell black bra/panty set for her huge boobs because she's dating this new guy and yadda yadda yadda.. Called before to make sure they had her size, came here, the whole thing worked out beautifully. She even picked out an interesting pair of geometric earrings she liked too. (In addition to undies and jewelry they also have swimming suits and robe-ish things.) Azaleas is not Victoria's Secret- no 5 for $25 undie-where specials here or strangely hypnotic semi-annual clearance sales with pink bins to sort through. But do what I do! Buy now, don't eat later. Works every time.

A lovely experience. Small, Intimate and family friendly. A great and reasonable wine list. Excellent food and service. I had the sea bass special. Creative and well prepared. The waiter always hovered and made sure all was well. Well fed and well attended. The concierge recommended at the Sheraton and we are thankful. Thanks Amelia!

I really like Azaleas. Jane the salesperson was so kind and helpful to me even though I found myself to be indecisive and a pain in the ass! But she never rushed me or made me feel uncomfortable at all. She knew the store and the merchandise very well. Although I really like Azaleas there are a couple of discrepencies with the lingerie here: - If you are a woman who is gifted in the breast department this store is probably NOT for you. They don't cater to those bigger than a D. Which is fine in my book because they are a boutique not a department store - They have very trendy and beautiful lingerie here. Classy and trendy. You will not find "basic bitch" undies in this joint! A+ for all the colors and selections. -It's a little pricey. The prices aren't unbearable they're just $5-10 more than your average Victoria's Secret piece.

As soon as I walked into Azaleas, the two salesgirls greeted me and offered their assistance, letting me know right away that if I saw anything I liked that wasn't in my size, I could just ask because they have other sizes tucked away in their secret treasure bins. You'll find all sorts of pretty, lacy underthings here, and a decent selection of non-underthings as well - Mink Pink, Plastic Island, Yumi Kim, etc. I was introduced to several lingerie brands with which I was previously unfamiliar: Belabumbum, Mimi Holliday, CLO Intima, Wendy Glez. It's summertime, and I don't like wearing heavy bras with padding or underwire when the weather is sweat-inducing, so I was impressed with their many soft-cup and bralette options. There is also a good assortment of basic bras, and the girls are really helpful. I'm not big-chested, but there was another girl who was considerably more well-endowed shopping at the same time as me, and she was looking for 36DD strapless bra for a wedding she was a bridesmaid in. The salesgirl helped her select a seamless strapless bra that actually fit, stayed up, and gave her gals a little boost without making them look in-your-face-ginormous (which I understand is difficult when you are a 36DD). If you specify a price range, they are more than willing to make suggestions. You can get a great fitting bra there for around $30-$40, although there are pricier and oft lovelier items to be found.

The only reason this place is getting the second star is because it is pretty and clean. I went there looking for an alternative to Victorias Secret after Orchard Corset ran out of variety. The two sales girls were gossiping behind the counter and were far from helpful. Also, they have barely any padded bras. They are aware that lingerie can be push up etc, right? I tried on a few things but they were not good fitters. The one that I did try on that was padded I saw at Orchard Corset for $13 less. The stuff looks pretty on the rack. But I was disappointed and my boyfriend was uncomfortable.

WHEN I went to Azalea's, I was excited. Everything was pretty. I am petite, and so is this store so it was sort of like a candystore. I bought a bra, a matching thong and 2 pairs of honeydew panties. It felt strange, because as excited as I was, I was sort of "...?" that all sizes were basically XS and S. I saw maybe a couple M sizes? Strange? YES. IT IS. This is my theory: This boutique thinks that petite = cuter. Their lingerie is definitely on the trendy side. Note: trendy. NOT: quality. Just as being petite has become "trendy"... so is this clothing. And trendy is about the only word I can describe it. At the time, I hadn't done much lingerie shopping. I didn't know these brands. I thought because of the price and the atmosphere that the featured lingerie must equate quality. I was wrong. Although the Honeydew panties are very comfortable, the material does this weird knotting effect! The threads break, and it looks like strings are hanging off of your underwear within a couple months. The lacey trim even comes undone. The bra I bought? Entirely stretched out after about 4 uses. The matching $25 (I splurged. My mistake. And it won't happen again) thong? The lace is ripping apart. All my purchases are turning to (if not already IN) ruin. OH! Just remembered I bought a VERY cute dress there. It is still in A+ working condition, and I receive countless compliments on it. Conclusion? If you must hit this lingerie boutique, steer clear of the lingerie. Nonsensical? You bet.

Great selection of intimates & bathing suits. Lots of different brands represented, but a curated selection of the best pieces they have to offer. Staff is super friendly & knowledgeable - shop here all the time for bikinis & sexy under pieces- highly recommend!

I never know what to get for Valentines for my wife, so I usually get flowers/chocolates/something lame. Today, I heard about Azaleas from someone in my office, much cooler, much younger than me - she happens to live in the East Village and gives it high marks. So I stopped by after work. My experience, was short, sweet and highly recommended. Salesperson was knowledgeable and I ended up getting two of her selections.

I love this store and the people that work there! The women are super helpful helping you find the right suit. They have a great mix of brands and price ranges. All of the suits are very high quality, so they've lasted me years. Their support desk (shout out to cindy) is super responsive and helpful. This is the only place I go for swimwear.

Shopping at Azaleas was seriously one of THE MOST pleasant experiences ever. Both of the gals at the store were super friendly and helpful - I seriously felt like I was shopping with one of my girlfriends. They had recommendations based on my somewhat-challenging cup size and totally nailed the styles I was looking for. As for the selection, they have awesome stuff in every color of the rainbow, and at comfortable price points, too. If you want to spend a lot on a piece of lingerie, you can do it here, but you can also keep it reasonable (plus, they were having a big bin sale when I was there). Azaleas ROCKS!

They have cute stuff here - I used to frequent place a lot, but now I hardly ever pass by here.

I don't get the negative reviews AT ALL. I'm a 30D/32C and I can't shop (nor would I want to) at VS. I was so pleased to have found Azaleas. The sales girl was very helpful, shared info about a sale and she readied a fitting room for me. I walked out with a very pretty brand new bra. Maybe their selection could be greater, but they're a small storefront as it is. Can't ask for much more than that.

The store is very cute and the lingerie is the right mix of playful and sexy. And although its true that they put the small sizes out on display, they do carry bigger sizes. You just have to ask for them.

I've shopped here many times and always been impressed by their selection. There is a small sale area that should not be overlooked! There's a much more interesting selection here than at the Victoria's Secrets of the world...interesting cami/panty outfits, interesting two-piece outfits, robes (I LOVE silk robes), slips, chemises, bathing suits, etc. A bit small and cramped, this store has the vibe of pre-mallification Manhattan: eclectic, laid-back, perhaps even a bit of a mish-mash, but in a charming way. Customer service is also laid-back, low pressure, sometimes even apathetic, but sometimes when it comes to browsing for underthings, that can be welcome. Looks more like a velvet-curtained love lair than a bright sexy underwear shop, the vibe here is quiet, intimate, and just a bit kooky.

The 2 girls working there were perfect...helpful without being pushy, very laid back but attentive to customers needing assistance, and knowledgeable about the sizes and styles available. While the store isn't exactly the place to shop for someone on a tight budget, the quality is clearly top-notch, and they really did have a great selection of styles, colors and sizes. (They even commented on having a wider range of sizes than Victoria's Secret). Though some items were a bit pricey, they did have various items that were very affordable and well priced. I definitely loved this store!

This place carries all my favorite underwear including Honeydew and Hanky Panky. They also have great bathing suits, pajamas and C. Ronson shoes. They offer a no pressure sales staff and often have sales. Located in the heart of the east village. Great place to buy gifts for girlfriends!

Forget about what they are selling. Selection was just ok but 2 gals who work there is who this is directed at. Never a hello and never did anything but talk to each other. My daughter was looking for a suit, not once were we offered any help, no one got off their butts to do anything, they mostly looked at their phones. She tried on several suits and she came out of the dressing room to show me. Not a peep out of them. Nothing......this is a very small space so we were I interacting right in front of them. I own a retail boutique selling women's clothing. If any of my employees acted this way they would be gone in a minute. When we left, no bye or thank you. Heads up to whoever owns this, train your sales help to make customers feel welcome and not they they are imposing by being there (sales women made a face to my daughter as she walked out and said thank you to the both of them)

Overpriced and cheap looking bras. Stick to the usual victorias secret if you want something sexy. You can buy similar crap on broadway in manhattan for alot cheaper. Not enthusiastic about this place at all.

I don't know why it took me so long to come here! I always feel like lingerie boutiques are too expensive and not practical so I get stuck going to Victoria's Secret which I hate. Finally a solution! I'm a 32D and was in search of the perfect Demi lace bra. The sales girl chose about 6 for me. The first one a tried on was so perfect I didn't even try on the rest. It is sexy, cute, comfy and supportive and only $44. I got 2 colors and that will now be my regular bra. They have super fancy and hard to find expensive brands to super affordable and cute items and everything in between. If you live in NYC skip the mass produced mall stores and go straight to Azaleas!

A is a good letter for grades on your exams, not so much if that's your bra size. It is so hard to find pretty bras that fit that don't have mountains of padding - note to all lingerie designers: I don't want to take off a "wonder bra" and for him to "wonder" where they went... Azalea had several (!) options in my size and the staff were really helpful and sweet. They will be my go-to from now on.

Selection of lingerie ok, some cute stuff. Quaint little spot but the service of the sales girls was horrific. Best friend and I came in, we got the up and down eye. They were hipsters. When I asked about sizes of a style or other colors as I was in the mood to buy, I got terse answers and no suggestions. They were waiting for us to leave so they could continue their gossipy conversation. Felt so unwelcomed. With the sparse variety, it's not worth coming to.

I wish I could give more than 5 stars! Staff is very knowledgable and helpful when it comes to lingerie. The selection is the perfect amount because they also offer bras that are still attractive and functional which is very hard to find. Love the store, the staff, and the products:)

Went to NYC and found this place when i was staying in the East Side. I love everything in the store. The prices are great and so is the clothing and the staff. The staff was very helpful without being stuffy or to intrusive. If you have any questions the staff is right there to help. Awesome place can't wait to come back :) soon :)

Can't believe I've never been here before - snagged a bathing suit before a last minute trip that's cooler than anything I've ever owned and it was the same price as what I would normally spend at dumb VS. Also the salespeople were super nice and helpful - helping me find different sized bottoms and styles to go with the top I wanted and letting me take forever to get the perfect match despite being about to close.

Very cute stuff. I was a little nervous at first that I wouldn't fit into anything or that the staff might throw a couple snubby looks at me. I was wrong to prejudge! The staff was incredibly friendly, offering suggestions, and making me feel like they were happy I was there. Not everything is XS or S! Adorable pieces and plenty of sales. I will be back!

Azaleas carries some good brands and I bought a great one piece black swimsuit with a plunging neckline here. Very classic and a lot of their stuff is also well selected. I don't go in too often because the regular girl who works there makes me feel uncomfortable for some reason. She always seems sort of pissed off? The last time, I stopped in because I noticed two different younger girls working and they were great.

This is a great store with lots of fun, sexy options. I came here from two stores who recommended it to me. I found 3 really beautiful pieces but wished there was more for those who are smaller busted. That said, it's still worth a shot! It's lovely and there are some trunk sales as well to keep an eye out for.

Journelle still reigns supreme for me! Service: the sales team is decently helpful. They would bring me a different size if I asked but didn't really offer opinions on fit. I was struggling to find an item for the last bit of my voucher and no one offered to help. Quality: An item tore after one wear - I trekked from Jersey City to the East Village and the store is closed during business hours due to a problem with the grate. However when I stopped by this weekend they replaced it with no problems

Extremely unfriendly to curvy women. I went in to ask about a particular brand and the customer service girls both were standoffish and unhelpful. One pulled out two outfits from brand in Small. I said "im not a small." And she said "well what size are you?" I said "im a L/XL depending-a size 10/12" She said "we dont really have anything in that" and walked off. I looked myself and sure enough there was only one thing in a Large-nothing in XL. Will never go back.

I went to Azaleas tonight almost at their closing time, I hate doing that but it was the only time I had. That said, the girls were nothing but super nice and helpful, I literally tried half of the store ( that has amazing, unique stuff) but I wasn't finding anything that suited me, and once again they helped me find the perfect bra and I left really happy. Yes the store is definitely on the pricier side, but I do believe in paying more for quality and great customer service, I'll definitely go back!

Azaleas is a tiny little store, but they have a huge selection of styles and sizes that would fit anyones sensibility or body (what you are looking for might not be on the rack size-wise, but they have a huge amount of variety stored away in drawers). I went in knowing absolutely nothing about what I wanted or what I would like, and the girls that worked there were super helpful. They talked to me about what I usually wear, what I think is comfortable, what I thought my guy would like, and then picked out a huge selection for me to try on. They helped with sizing, and knew all about which brands ran small or large and what sizes I would need. They helped me make a great purchase, and they instilled a great confidence in me. I absolutely love what I bought there, and so did my boyfriend. Azaleas is a fantastic establishment, and I highly recommend it to everyone.

For the first year or so of my residence in the East Village, walking by and ogling the supreme cuteness of this store was enough for me. Finally entering and being greeted by a professional, personable and attentive staff was definitely the cherry on top! I had a wonderful experience at Azaleas, sifting through panties both cute and sassy, bras both big and small (luckily, even my petite upper half could find something sexy!). The quality of the product and attentiveness of the staff were both top tier. If you're looking for an intimate, friendly atmosphere with a variety of products (sexy, practical, cute and everything in-between), this is the perfect place to pamper yourself. I loved my visit to Azaleas, and I know I'll be going back soon!

Best lingerie store in NYC. I don't go anywhere else to buy underwear - they have such a beautiful collection. Every time I've been there the staff have been really friendly and helpful, and they seem to really care that you're wearing the right size and feel comfortable and sexy. Also have great bathing suits.

Jane was so helpful in finding me a strapless to go under my bridesmaids dress. I'll be back!

it was my first time there and my first time buying lingerie so i really don't know what the hell im doing ((and also a bit nervous)) but india helped me and walked me around the store. she was super helpful without being fake which is 100% appreciated. she suggested a piece that i actually ended up taking and it's so simple and beautiful. olivia checked me out and reiterated how amazing that set is and how she wears it so it made me feel that much more comfortable getting it especially for that high price ((reasonable but i'm broke and this was a gift to myself for completing something)). will definitely come back. the pieces overall are super high quality and there's an array to choose from. the changing rooms were also clean and the second mirror helped me look at what i was trying on in its entirety. 10/10.

I am from out of state and found this store online, I was having a difficult time making my purchase online so I called and Jane the sales associate went above and beyond! she helped me figure out which size would work best and took care of my entire purchase over the phone and even called me back when she had questions. I can not thank her enough!

The girls working at the time I stopped by were super nice, helpful, without being pushy to try/buy anything. I would suggest going towards the back by the dressing room and checking out their sales (it's technically a bin?--but that makes it sound more tacky than it is)..and there's cute lingerie inside, at a more reasonable price point. TONS of swimwear!! And you can mix and match sizes.

If you're not an A or B cup STAY OUT OF THIS STORE. The sales girls will treat you rudely. This place is bad for your self esteem. I've always had ample breasts. Not huge but not small either. I'm shocked they don't sell even a 36C.

Had a great shopping experience here today. Selection was wonderful and Cindy was so helpful. Will definitely return.

I used to like this place, but i guess i've had enough-- the sales girls suck. no 'hello,' no 'let me know if you need anything,' not even a 'thank you' after you buy. this has happened more than once, and i dont even think it was the same person. they just sit there by the register, selecting indie songs from 5 year ago, doing nothing. also second time that they didnt have their most popular bra in my totally average boob size in stock.

A stylist friend recommended rather mandated I visit this shop when visiting from Los Angeles .. I am in love. What a gem!Jane gave me a fitting and helped pick the PERFECT bra. When I got home there was a discrepancy with a second piece I purchased and with one call, the problem was rectified. I'll never go to a dept store or Victoria's Secret again. #lifelongcustomer