A New boudoir for the city's ladies.

The Pink Powder Room, a small Zamalek boutique on 26 Shagaret El Dor Street with pink awnings outside and two window displays, houses what Egypt is so famous for abroad: great Egyptian lounge wear products.

It was the idea of Sarah Makiya, a young woman who saw a niche in the market that was being quickly filled up by international brands such as La Senza and Women's Secret. Through the Pink Powder Room, she's bringing loungewear, sleep wear and intimates to a number of young women who want contemporary designs and soft fabric rather than the ill fitting and poorly designed ones that made for the only available options in outdated, local department stores.

"It's a fun process buying sleepwear and loungewear," says Makiya who strove to create a brand for the company. Building upon her education in business marketing at Warrick University in England, as well as her experience working for Shorbagy Textiles, which is partially owned by her family, she aims to create a brand that could one day go international.

"Seeing as international brands source production and products from countries such as Egypt, I said why can't we provide that for ourselves here?

"I'm a strong believer in Egyptian products," she said.

The store has a boutique-like feel to it: feminine and conducive to self indulgence. Each piece is intended to be "simple, young and fresh."

Designs were made with the Egyptian woman in mind: the colors are bright; the details are either sexy or cute. A folkloric Egyptian palm is printed on underwear and loungewear, and ribbons or lace adorn some lingerie sets.

"The concept is about comfort and sexiness; it's not old t-shirts and boxer shorts. Same sense of comfort, just pretty," she says laughing. She knows all too well about the average young woman's nighttime wardrobe, where sleepwear is often old gym wear.

The store carries sleepwear of every sort: matching short and tank sets, long night shirts with matching robes, and tank shirts with matching bottoms. Underwear in all sorts of cuts and colors, as well as colorful French knickers is on display along with boy shorts and granny pants. There's something to suit every body's shape and needs.

The material is quite light, and most of the products are made from modal, a bio based productAa made from wood pulp that is replacing cotton for its ability to retain more longevity and hold better after numerous washes.

Prices are quite fair. A night dress was for LE 250, whereas lounge pants were for LE150 and underwear for LE 25 a piece. An adorable linen bag for underwear is divided into two compartments: "wear now" and "wash now". Candles, swimwear and a newer line of beach cover ups made from modal and adorned with semi precious stones are also sold.

There are plans to update the collections continuously, and produce a winter collection soon.

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Daily NewsEgypt 2009

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