Specialty sizing is often drab, basic and/or grandmotherly.  Unless, of course, you want to spend over $500 on brands like Marina Rinaldi.  However, you don’t have to worry about that at Primaala (the name comes from the words prime and maala, which means “to rise up” in Hebrew), a new boutique in the Dundas west area which specializes in clothing for women between sizes 12 and 24.  Owned and operated by Rachel Holt, the shop carries brands such as Carmakome from Denmark and premium denim line, James Jeans.  The looks are smart, sophisticated and definitely not something that one would only find women of a certain age wearing.  In addition to clothing, Primaala also sells body care, accessories (all adjusted to fit larger sizes) and bags.  Price point at Primaala range from $200 for some office-appropriate pieces to $400.  Basics such as tops and t-shirts would, of course, be lower and denim is around $250.

This woman represents the customer.  She is of indeterminate age, ethnicity and size.

I had the opportunity to visit the boutique, where, according to Rachel, took three years to go from concept to launch.  According to her, it was a bit difficult to source clothing, as “plus sizes only go up to an 18, while I was looking for lines with sizes up to 24.”  But despite early difficulties, response has been huge, with women of all ages coming to the boutique to find amazing clothing.  In addition, Primaala has been covered by media, big and small, including Breakfast Television, BlogTO, Canadian Living as well as various fashion blogs, including former Project Runway Canada contestant, Jessica Biffi.

Just some of the many pieces available at Primaala

Sizing and body image have been hot topics as of late.  While some people are calling for fashion to be more inclusive when it comes to sizing, and therefore desegregating, Rachel believes that currently, having a specialized store like hers makes more sense.  Of course, she would love to see the industry include all sizes.  In addition, she would love to see more contemporary designers, including Vince and Smythe, expand their sizing.  She feels that these brands look lovely on women of all figure types.

So where does Rachel see herself in the near future?  Definitely an additional location and perhaps an in-house brand!

Primaala is located at 803 Dundas Street West, in the Bathurst/Dundas area.  Store hours are 11-7 Tuesdays to Fridays, 11-5 on Saturdays and 12-4 on Sundays.  Primaala is closed on Mondays.