April What We're Reading, Listening To, Watching


April 10, 2016

So many things shape our thinking and planning at Amour. Here are a handful of readings, videos, and songs that have inspired us recently. We hope they inspire you, too.

  • Sunday Candy by Donnie Trumpet & the Social Experiment - Chance the Rapper's tribute to his grandma in a fun, single-shot video of dancing, props, and singing
  • Certain Age - A conversation on age, women, expectations, and perceptions from the April 2016 edition of Harper's
  • Love Style LifeGarance Dore's behind-the-scenes stories from the world of fashion.
  • Woolf’s Darkness: Embracing The Inexplicable - Rebecca Solnit explores darkness, language, women, and not following plans from the April 24, 2014 New Yorker
  • Sinnerman - Nina Simone's spiritual-cum-jazz epic feels like a 10 minute crescendo

Love More


February 10, 2016

The heart of Amour is the small, independent designer.

When we started Amour almost three years ago, as we began the build out of the space, we hung a big blue banner in the window. The banner said “love more”. That is essentially what is behind Amour all the time. We want you to love yourself more, love each other more. This Valentine’s Day we hope you’ll find some time for both. It’s a simple mission, but it’s ours.

To all the lovers out there, cheers to you!

Our Second Annual Sale


January 26, 2016

Now Through January 30th

This week we'll have items marked 20-50% off as we clear out the last of some favorites and make room for beautiful new items.

My Lingerie is Independent


January 25, 2016

The heart of Amour is the small, independent designer.

In December we were discussing how the lingerie industry is consolidated amongst a few large companies. But we saw how much enthusiasm our customers have for our small designers. So we crafted a phrase to go along with this thinking: my lingerie is independent.

Stop in and pick up a button. Wear it to the grocery store, wear it to your book group, heck, wear it to the caucuses - but don't wear it to bed.

Open every day until Christmas!


December 15, 2015

We'll be open every day until Christmas!

But if you can't make it in, you can always buy a gift certificate online.

on Square Market

Relax, repose, repeal


December 5, 2015

The Transition Hour

Join us at Amour every Saturday through Christmas from 3:30 p.m. to 5 p.m. for the transition hour.

Cocktails and panties

Too often we cross thresholds without pausing to savor them. From work to home. From shopping to dinner. From the game to a night out.

We rush across the transitions without recognizing the need to adjust our thoughts and emotions before heading to the next place.

Take time to refocus. Take time to adjust.

  • from gifts to relationships
  • from spending to absorbing
  • from the hustle to relaxation

December 5th is Repeal Day - a day celebrated by cocktail enthusiasts as the anniversary of the repeal of the 18th Amendment in 1933.

We'll be serving up some specialties at Amour today, and every Saturday through Christmas, from 3:30 p.m. to 5:00 p.m. Join us for a transition during your holiday season.

Relax. Repose. Repeal.

We're celebrating our 2nd Anniversary this Saturday!


September 29, 2015

Amour Postcard - Fall 2015 - Huit Purple Bra and Panty

When we started two years ago it was impossible to imagine that we'd help over 1,000 of you find beautiful, functional, fashionable lingerie. It was impossible to imagine we'd end up winning the Intima's Choice Award for Best Lingerie Shop in North America. It was impossible to imagine how much we would enjoy meeting all of you, talking about lingerie, and about what it is to be a woman.

But here we are - heading into our third year. Thank you!

Without all of you visiting and telling us what you like, what you wish we had, what works, what doesn't work - we wouldn't be where we are. And truth be told, I love thinking about all the beautiful lingerie walking around Des Moines these days!!!

Come celebrate with us on Saturday, October 3rd. We'll have bubbly and other treats. And, as a thank you, please take 20% off your purchase. We'll also be giving away a gift bag with over $100 in goodies.

Thank you!

Heather and Alex

First Fridays and Merry Mondays


August 27, 2015

First Fridays and Merry Mondays

Open Mondays

Starting on September 14th we'll be open on Mondays from 10:30 A.M. until 5:30 P.M. It's been exciting over the past couple of years to watch the Historic East Village come alive on Mondays. We want to be open for all of you who make Mondays your 'to-do' day.

First Fridays!

Also, starting on September 4th we'll be open until 7 P.M. on the first Friday of each month. Drop by Septmber 4th, October 2nd, November 6th, and December 4th.

No one was more shocked me...


August 5, 2015

Best of Intima Photos

No one was more shocked me...

No one was more shocked than me when they called Amour as the winner of Best of Intima Awards. Partially because they prefaced it by saying we were "a beautiful shop located in Indiana" (Iowa, Idaho, Indiana. . .you know how it goes). Awards are wonderful but mostly I feel thankful to all of you who come and support our shop.

Putting Des Moines on the map...


July 27, 2015

Putting Amour and DSM on the map

And the Winner is. . . Putting DSM on the map!

We like to think we're doing our part to put Des Moines on the map. We just received word that Amour is a finalist for the annual Best of Intima Awards 2015. This is the top shop award given within the lingerie industry. We were nominated by our lovely French brand Huit, and just heard that we've been selected as a finalist from more than 350 nominees. They announce the winners at a gala in New York in August.

We'd like to celebrate with you—Des Moines' most discerning lingerie lovers.

Please stop into Amour Thursday, July 30 or Friday, July 31 for a bit of champagne and 20% off something pretty. And wish us luck!!!

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