Interview with Eden DeGenova, Owner of Baubo's Garden

Starting Point: Baubo's Garden's Namesake

How did you come up with the name Baubo's Garden for your store?

Years ago I read about Baubo, the belly goddess who epitomizes female spiritual power, sensuality and sexuality. You can read more about her on my Web site. My husband then wrote a poem about her and a friend collaborated with him in creating a painting using images derived from the poem (the painting hangs in my store). When the idea of the store came about, the name was a natural fit for what I wanted it to convey.

You're located in Forest Park, right outside Chicago, but can people from other states order your lingerie online or find it in other stores?

I have a Web site but have not added Web sales to my business. It is being worked on now and I hope to have that part of my Web site up and running at my year anniversary.

How did you get started? Was it always your dream to have your own boutique, or did you fall into it as so many people tend to do when they discover their ideal career?

My background is in horticulture. I am a horticultural therapist and landscaper. I still do this work and am working with a not-for-profit to open a retail greenhouse this year. Prior to that, many years ago, I worked in retail and wholesale clothing. A friend of mine and I were talking about the need for more good lingerie stores in Chicago because Victoria’s Secret was the only place to go, and I started doing research. She was going to work with me but moved out of the country so I continued the work.

About a year before I opened the store, I hooked up with some women vendors and we started doing trunk shows at various venues. All the while I was still doing the research. I was looking for a complete change from what I was doing and all of a sudden last year, the location became available where I wanted to be and I couldn’t say no--so here I am. It has been quite a transformation.

A Little Something Extra

I noticed a section called Tool Shed on your site. What's that all about?

I offer a small variety of adult items (vibrators, lubricants, etc.) as well as massage lotions and some bachelorette items. It is in a small room at the back of the store and basically is an add-on purchase to the lingerie.

You already offer such a vast selection of lingerie, sleepwear, bridal undergarments and more (and judging from the pictures on the site, it's beautifully displayed!). Is there anything you're considering adding to the collection in the next year or so?

I am going to add maternity bras very shortly and I have some preteen bras shipping to me at the moment. I am also considering seasonal swimwear. That might replace the Tool Shed if sales are not significant enough to keep that area. I have to get to a year and look at sales before I make that decision.

Tell me about "Garden Parties."

I offer bachelorette parties and bridal shower parties where there are incentives given to entice sales and provide a fun venue for a party. I will also start in a few months with other types of events: book reviews, belly dancing, etc., to bring people into the store and empower women.

Do you have a specific piece of lingerie in your store that's your absolute favorite? If so, what makes it your favorite?

I have quite a few vintage lingerie items that are displayed at the store. I don’t sell them but people want to buy them all the time. There is one in particular that everyone wants to buy. I am looking to replicate them in the near future. Other than those, I change items often so there isn’t any one particular item that stands out. I just created a Baubo tank top.

I noticed an Upcoming Events section on your page. Right now you mention a free bra fitting. What kinds of events have you done in the past, and what do you have planned for future events?

I had a men’s night at Christmas and Valentine's Day where I had models available to try on items for customers to look at and buy. At the holidays I had an event “I Saw Mommy Kissing Santa Claus” live window display with a Santa and Mrs. Claus was wearing items from my collections. I also hired local musicians for an evening of jazz improv. I also have some things that I am working on for later this year that I hope to get some good PR with. Can't tell you about them yet!

The Clientele and the Atmosphere

Who is your target customer?

Women aged 28-55, educated, career [women] and stay-at-home moms. They are savvy and want a quality product for a good price. They also want good service. I have many repeat customers already and I do special orders for them. I also have a lot of men shopping here, mainly at holidays but also for anniversaries and birthdays. That's why I offer a wide array of items, so there are enough gift choices.

What would you say the overall feeling is when a customer walks into your store? Do they immediately feel at ease because of the soft colors? Are they in awe of the selection and suddenly energized? Do you have a certain type of music you play during the day to set a mood? Tell me a little bit more about the atmosphere.

Everyone who comes in feels very comfortable and at home. It smells of incense and candles. It has a very rich feeling to it. There is a couch to relax on and read from a collection of magazines and art publications. I am a musician and I have a very eclectic collection of music that plays all day. It includes all the types of music I used to play in bands (rock, R&B), jazz, classical, Latin and also music my son has written and recorded. I get compliments on the music selection a lot.