On Perkins across from Laurelwood Shopping Center, Trousseau stands as a testament to tradition, quality and family legacy. This distinguished ladies' bra fitting and lingerie boutique has been a cornerstone of Memphis shopping for 75 years. Sisters Amy and Pesha, the current owners, carry forward the vision of their grandmother, Bertel Wachter Herz, who opened the first storefront in 1949.
Pesha and Amy's grandmother, Bertel Wachter Herz, was born on January 4, 1907, in Stolberg, Germany. She was the first of seven children to emigrate to the United States, arriving in New York in 1939 before moving to Memphis with her husband, Arthur Sauerbrunn. Bertel's entrepreneurial spirit led her to open Trousseau at 1501 Union Avenue in 1949, providing sophisticated, European-style lingerie and linens to the women of Memphis. Trousseau thrived at that location for about 25 years and moved to 1775 Union, which remained open until about 2000. Known for her exquisite taste and distinguished vision, she built a loyal customer base and worked tirelessly until her retirement at age 95. Bertel passed away at 103 on March 14, 2010, leaving a legacy of integrity, loyalty and dedication.
A Childhood Intertwined with Trousseau
For Amy and Pesha, Trousseau was more than just a store; it was a second home. "It was just always there. We don't remember not knowing it," the sisters recall. They have childhood memories of playful mischief in the store, like hiding in the round racks, startling customers and helping with small tasks such as sealing envelopes for customer accounts.
A Journey Back to the Family Business
Amy's path back to Trousseau took time. "Working at Trousseau wasn't something I had ever thought of doing," she admits. After graduating with a BFA, she joined the store in 1992. Her initial roles were behind the scenes, handling merchandise check-in and accompanying her grandmother on buying trips. Despite pursuing a master's degree in exercise science and working as a personal trainer, Amy felt the pull of the family business and eventually returned full-time. "We opened our second location, Trousseau II, and Pesha and I ran it, primarily since, at the time, our mother was managing the original store with our grandmother. It carried only lingerie, and our goal was to be more contemporary than the original store, which, after almost 50 years, had a stigma of being where peoples' grandmothers shopped. Our idea worked, and we've never looked back."
For Pesha, Trousseau's expansion into Atlanta was a natural progression. "It was never a conscious choice to open Trousseau Atlanta. I joke that you can take the girl out of the store, but you can't take the store out of the girl," she explains. Even after moving from Memphis 12 years ago, Pesha continued to assist with buying and other tasks. Her informal bra fittings for friends in Atlanta, combined with selling sale merchandise from the Memphis store on Facebook, revealed a market need. "Eventually, I realized that people were coming to me to buy bras not because I was selling them on sale but because I had expertise clients couldn't find elsewhere," she notes. Today, her business thrives on word-of-mouth recommendations, with customers often bringing family and friends for fittings.
Adapting to Modern Challenges
Amy and Pesha have spearheaded significant changes to keep Trousseau's offerings fresh. Hiring an outside ad agency, Tactical Magic, was a pivotal decision that brought new visibility and success. Creating an online presence was another major shift driven by necessity in 2020. "We struggled with the idea of having a website for many years since we believe so passionately about providing a proper in-person fit," they say. Despite the challenges, they embraced the opportunity to showcase their merchandise online while maintaining their commitment to in-person fittings.
A Mission Rooted in Customer Care
At the heart of Trousseau is a simple yet profound mission: "We want women to look and feel great in their clothes and have fun getting fitted for bras." Amy and Pesha are dedicated to making every customer feel like a queen, prioritizing their needs and ensuring they leave with comfortable, well-fitting bras. "Putting a woman in the right size bra which is comfortable and pretty and helps them look great makes a huge difference in how they feel," the sisters emphasize.
Inspiration and Innovation
The inspiration for Amy and Pesha comes from their customers. "When a woman tells you that you have changed their life, there is no way to describe the feeling," Amy shares. They find joy in helping women of all ages, from teenagers getting their first fitting to brides finding the perfect lingerie for their big day. Their grandmother's legacy of resilience and customer care continues to guide them. "Our grandmother was a survivor in every sense of the word. She would never have wanted us to stagnate and only do things the way she did them," they reflect.
Looking Ahead
As they look to the future, Amy and Pesha are committed to maintaining Trousseau's core values while embracing change. "Our core values have never changed. We pride ourselves on giving outstanding customer service and going the extra mile to care for our customers' needs." With Pesha's daughter Miriam managing the website and Trousseau Atlanta's social media accounts, the family legacy continues to adapt and thrive.
In Trousseau, Amy and Pesha have created not just a store but a sanctuary where women feel valued, supported and empowered. As they carry forward their grandmother's vision, they remain dedicated to ensuring that Trousseau is a place where every woman can find her perfect fit.