Destination Pretty – “Well Spotted” article in The Press

Destination Pretty

Pining for something pretty? La Destina could be your destination. Subtitled The House of Pretty, it’s an Aladdin’s Cave of all that’s sweet and sometimes saucy. Co owner Amy Parsons-King says she’d love to live in Paris, but failing that, it seems Christchurch is the next best thing. Granted , Poplar Street may get less foot traffic than the Champs Elysees, but Parsons-King reports there’s been no shortage of business. Her French-themed boutique stocks a wide range of lingerie with ribbons and prints, diamantes and lace to suit every taste. Some of the underwear comes from Los Angeles, while a silky selection in jewel colours, comes from Melbourne designer Nataile Begg, is exclusive to La Destina. Also on offer – jewellery, mainly gold and silver, with fine chains and delicate charms (Well spotted’s favourite? A silver pendant ($52) simply sporting the French word “Non”) Prices range from $20 for a piece of jewellery to $240 for a matching bra and g-string made from rhinestones. Just add a big hat and you’ll have the rhinestone cowgirl look sorted.

Published in The Press, Christchurch.

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What They’re Wearing – Fashion article in The Press

Interview by Mary Kirk-Anderson for The Press

Her own store is called La Destina~House of Pretty, and it’s filled with the most feminine of bedroom lingerie, jewellery and pamper pieces, so it is no surprise that Amy Parsons-King is
into things pretty.

But she likes her pretty with a bit of a rock-chick edge, mixing old and new, soft and hard, loose and skinny fit.

“I quite like contrasting styles, maybe wearing leather with a soft fabric, or a flowing silk dress with space-agey boots, or something soft and vintage with something sharper,” she says

Parsons-King opened her Poplar Street store
with her mother Maria Parsons, last year.

Intended initially to focus on jewellery and
other pretty accessories, almost by accident playful bedroom lingerie became part of the
mix. “Everything was kind of feminine and
pretty and the lingerie just fitted in with it all really,” says Parsons-King. “The idea of it is
to make woman feel sexy without having
to go to a smutty sex shop.”

The lingerie is mainly from Australia and Los Angeles, but Parsons-King is hoping to add some New Zealand labels, including one she is creating herself. Her focus will be on lingerie that crosses over into outerwear. That switch is possible with a number of the pieces already in store, she says, especially some of the baby-doll style sheer tops.

Her own outfit is a good example of thinking beyond the obvious with
lingerie. Her black lacy slip dress is by Australian lingerie designer Natalie Begg, a label stocked by La Destina. The slip Amy is wearing has featured
in Australian Vogue magazine.

On it’s own it is as sheer as can be, but Parsons-King has layered it over an op-shop sourced petticoat and opaque tights. “I just thought it was too pretty to be hidden,” she says. “I can wear it over a black top and pants, for a more formal look, and maybe wear a little belt over top.”

The dress-tight-and boots-look is a favourite, creating an interesting,
flattering silhouette and providing an opportunity for contrasting textures and shapes. Parsons-King is fond of patterned tights, particularly those by Leona Edminston, and she is looking forward to the arrival in store of new American lingerie/hosiery range called stocking girl. “They have some great tights-lovely merino knit ones and some great woollen leg warmers. I do love legware.” She also loves footwear and admits to regularly buying new shoes, although at the moment most of the shoes sit in her closet, virtually unworn, because boots are her thing.

Published in The Press, Christchurch.
Photography: Dean Kozanic

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Final serenade…

It looks as though La Destina~House of pretty is going to have to hit the high-way! The high-way into cyber-space! wooohoooo. Well it’s good and bad. The bad news is that we are going to close down the physical store It is really quite heart-breaking for me, as it was kinda my dream…well one of them anyway. It sure was fun while it lasted…most of the time that is! I enjoyed being my own boss. I loved having complete creative control, from merchandising, buying to creating beautiful things! I hated waiting around for customers…being bored into oblivion! The stress of running your own business is quite terrifying. Accounts, accountants, staff, LAND-LORDS, returns etc etc…It’s kind of nice working for the man and not having to worry about all the things it takes for a business to survive and grow!
La Destina(the physical store) was a causality of the 2008 economic recession! There is no doubt about it, we would have made it through if it hadn’t hit. But there’s no use crying now…I’ve done plenty of that! Infact I couldn’t squeeze out another tear if I tired!
We are not gone completely though, perhaps our physical body has, but we still live on in spirit and this blog is the soul of La Destina. We’ll be updating stock regularly, so you can still shop on-line for all your pretty, girly needs!

O.k Cheri’s see you in cyberspace

Amy and Maria xxx

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