In a college town full of hoodies, Cougar gear and raincoats, Cherie Amour has quietly become one of Pullman’s most unexpected safe spaces—a lingerie boutique that feels more like a love letter to self-confidence.

Cherie Amour has earned a devoted local following for its inclusive sizing, gender-neutral displays and emphasis on empowerment over perfection. The store doesn’t just cater to women—it celebrates everyone.

For Alysia Luna, Cherie Amour’s omnichannel marketing specialist and store manager, lingerie is much more than fashion—it’s empowerment. “Lingerie is a great opportunity to do something for yourself,” Luna said. “It’s an investment in your confidence. People get caught up in day-to-day life and forget to treat themselves, and I think lingerie can be a form of self-empowerment and self-care.”

At Cherie Amour, empowerment starts with inclusivity. The store carries a wide range of sizes, serving customers who often travel from places like Lewiston and Spokane just to find their perfect fit. Luna explained that many women who visit have never owned a bra that truly fits them. “It sounds dramatic,” she said with a laugh. “But finding a bra that fits can change your entire day. It changes how you walk, how you carry yourself, and how you feel.”

The store’s focus on personalized service helps make lingerie shopping less intimidating. “We really want customers to feel taken care of,” Luna said. “Walking into a lingerie store can be nerve-wracking, so we focus on making it a comforting and positive experience.” 

From personalized fittings to appointment-based visits, Cherie Amour prioritizes comfort and care for every customer who walks through its doors.

Cherie Amour also stands out as a safe space for the LGBTQ+ community in Pullman.

“We’ve had people who are newly transitioning come in to find pieces that help them feel affirmed,” Luna said. “But we don’t want to overdo it or make it feel performative—we just treat everyone with genuine respect. That’s what matters.”

For Luna, having a store like Cherie Amour in Pullman fills an important cultural gap. “There aren’t a lot of options for shopping downtown,” she said. “People assume we’re just a sexy lingerie store, but we’re so much more than that. We carry lounge wear, swimwear, and active wear—it’s really about helping people feel confident and comfortable in their own skin.”

Cherie Amour’s mission extends beyond lace and silk. It’s about destigmatizing lingerie, breaking away from stereotypes, and turning it into a form of self-expression, comfort, and empowerment.

“Having a store like this in a college town is so important,” Luna said. “We help younger women—and really anyone—find that sense of confidence. That’s what it’s all about.”