Some might say, if you know us, you love us. Since opening in March 2014, we’ve been lucky to gain some of the most loyal, vibrant, and beautiful women of Toronto (and other regions of Ontario!) as our clientele.
But for first-time customers, one of the most frequently asked questions is how we got our name.
Primaala is derived from the words “prime” and the word “maala”, meaning “to rise up”.
Together, they represent upscale, high quality clothing that provides an uplifting experience – exactly what owner Rachel Holt hopes to provide to her customers.
As a fashion graduate, Rachel knew there was a gap within the designer industry for plus-size women.
With many high-fashion retailers excluding the 12+ size range from their lines, the typical offerings for plus-size women with a passion for style left a lot to be desired.
While the style and availability of plus-size fashion has moved in leaps and bounds online, the majority of plus-size retailers were still difficult to find in stores, making try-ons impossible and returns a hassle. So Rachel created a solution: a boutique shopping experience that would be enjoyable and exciting for plus-size women.
With high-end fashion designed for vibrant, successful working women to take from the boardroom to cocktail hour, Primaala is helping to redefine how the world sees plus-size fashion.
No longer matronly or conservative, the brands here range from timeless classics to on-trend pieces with one thing in common: they are expertly tailored to highlight and celebrate women’s bodies.
In 2015, Rachel took a leap of faith and launched her own exclusive in-store line called Collection by Primaala, to rave reviews. Her own pieces are made from high quality fabrics, that she carefully sources by hand during a seasonal visit to a Canadian fabric factory.
“I usually visit the showroom with certain styles already in mind, with the goal of finding the perfect fabric. Sometimes, however, I end up surprising myself by falling in love with the feel of a luxurious, heavy wool or perfect stretch ponte, and end up redesigning an entire piece just to use it!” she says.
Taking inspiration from high fashion houses and, of course, the streetwear she sees every day in downtown Toronto, Collection by Primaala offers on-trend pieces that were previously hard to find in this size range.
Follow us on social for our unveiling of F/W 2017 Collection by Primaala, coming soon to the blog.