Randomly came across this shop while exploring, had a wonder experience discussing lingerie brands and the clerk was helpful with information even though we didn’t buy anything. Very knowledgeable! Would definitely recommend

My fiance visited the shop with an appointment and had a terrible experience. The items she was interested in were only available in one size and the store clerk pointed out they might not work and then scoffed / laughed when she asked about the matching underwear because they were a smaller size. She tried on several sets and they didnt have the correct size or color for her in any of them so she asked if they could be ordered into the store and was told flat out no, none could be ordered.The sales clerk was overall disrespectful, rude, and pretentious which resulted in my fiance leaving in tears. This was not at all the experience one would hope for for pieces that cost $150 - $500+ or really at any price point. This isnt the first review to say this so clearly there has been no effort to improve.

I found Alla Prima Lingerie after 9/11, when I wanted every day to be a celebration and source of beauty. My experience with Yolaida and Magie, the owners, (and their terrific staff), has been a long and extremely joyful, positive one. When you want to feel supported both physically and emotionally, this is the place to shop. Because I have loved the curatorial selection of clothing, from pajamas, swim suits, stockings, lingerie, undergarments and robes, to be visually and structurally exquisite I have shopped for and brought my sisters, cousins, friends and daughter to shop here over the past 20 years. My family and friends represent a broad ranges of sizes exemplifying the spectrum of the bountiful female form. Indeed when I am feeling discouraged about my shape or fitness, I am uplifted by the kindness and positive vibe, warmth of this small female owned business.Ive always left smiling and eager to wear my new acquisitions. Magie and Yolaida are highly knowledgeble and share their expertise and opinions in the most positive, considerate way. La Perla, Simone Perele, Chantal Thomas, Eres, and Lise Charmel were my early delights and I love the smaller, newer designers that Magie & Yolaida have found on their buying trips as well as the less expensive brands. Its always an adventure to see what has arrived and is on display. I was also wearing the wrong size when I first shopped at Alla Prima and know my correct size thanks to Magie and Yolaida educating me.

Ive been shopping here for 19 years! Magie and Yolaida are wonderful - and no matter what shape I was in, either physically or financially, I left there feeling great, and with beautiful and exceptionally constructed garments that met my needs!I highly recommend this store- and working with Magie or Yolaida when shopping here. It doesn’t matter your size or shape, they have something beautiful for everyone.I cant wait for my next visit!

I love love love this place. Maggie is amazing. Incredible products and phenomenal expertise. Worth it on every level. It’s not a shop that’s right for everyone but if it’s right from you, I bet you’ll fall in love.

They have a really nice selection of high-end lingerie. I went in to look for a set from Bordelle and Magie was super helpful with fitting it just right.

I got great service here and I bought some extremely comfortable and gorgeous lingerie fitted just to me. The price tags are hard to swallow, but its worth it. Abby was great at helping me source things in the shop that I needed then fitting me in the right sizes. Highly recommend.

Every time I’ve been in there the staff have been astronomically rude. While admiring some of the lingerie there, I’ve had their sales people follow me around (I’ve never seen another customer there when I go so it’s always obvious because the staff outnumber me), they’ve made condescending references to my body, and just generally had an attitude. They have the best “luxury”/“high end” lingerie selection in all of San Francisco but at best I’d recommend trying things on and then ordering them online.There’s also Dark Garden just two blocks away - I’d recommend going there if you’d like to be treated like royalty while buying fancy lingerie, instead of treated with suspicion and condescension.

This is a great place to get a gorgeous bra - fitted exactly to you - and other fun lingerie and swim wear. Elegant and high quality.

Beautiful lingerie band swimsuits. Very knowledgeable and helpful staff

I have been shopping here for the past 4 years. Im not from San Francisco I live in Texas, so I come here for my yearly family trip to this lovely city. When I walked into this shop 4 years ago I was wearing a 36 DD. At the time I thought all my back problems were caused by my girls. However, the associate which helped me happened to be the owner. She was very lovely and kind, she also asked if I had been properly fitted. I was like of course, she said well do you mind if I show you some of our bras and see if you are the size your saying. I was like sure why not. The owner of this place was such a professional in my most vulnerable state, having my girls out and having another person in the room other than my husband was a little weird for me. But she was so sweet. Long story short all the money I wasted on VS bras that cost a fortune and they were the wrong size. I was finally sized to a 34G and my back problem was gone. This helped my posture and Im not a big girl 5.2 145. Dont discredit these lovely ladies because of a few bad reviews. I do not shop for my bras anywhere else other than here and yes they are more expensive then the other popular brands but if you take care of them and rotate them out they last. Cant wait for my next trip in a few days. Thank you Alla Prima for taking care of my girls!

I have enjoyed my visits here and left with exquisite lingerie sets. My first visit, however, required the saleswoman to take my measurements. She took advantage of the close quarters to ask me if I was confident I could afford the prices.

Very helpful and knowledge staff! They really took their time helping me and made sure I got the perfect fit I was looking for.

The sales lady was almost comically unhelpful. She repeatedly told me I was wrong about the way a bra felt (its too tight no it isnt yes it feels tight here no -repeat two more times) and told me I was wrong about the shape I should want when I tried on a very pointy style. They had a limited selection for larger than C cup, and it seemed like she was trying to convince me that the only bra I should want to be in was one of their two styles.

Racist & classist establishment.I have been shopping here for the past 4 years; spent thousands of dollars at a time. I walked in today and the saleswoman first asked me “what I was looking for”, I said, “nothing in particular”- knowing well that I was browsing in preparation to spend my usual $1000. After that, she asked me to “check my bag” which made me feel very uncomfortable because a) I had never been asked to check my bag before and b) like most women, I do not like being separated from my purse. I kindly said, I do mind I would not like I check my purse. She very rudely pointed to a sign saying it was policy that we check bags. Point is- I know when I am being profiled. The reality was clear that as soon as I did not make it clear to her that I was going to buy anything, she asked me to check my “bag”- a leather back pack style purse with draw string, buckle and flap over the top- not a bag one could easily slip things into as if i was a thief. Even worse; once I explained to her that I was a frequent high paying customer; she continued to treat me disrespectfully claiming “policy”. When I tried to explain to her the reasons for my discomfort (not wanting to be separated from my purse) she says “if you can’t trust me to hold your bag, why should I trust you in my store”. And there you have it- she wanted my bag not because of policy, but because she did not trust me in her store. I never thought for one moment I could not trust her with my bag, I simply did not feel it was necessary to take my purse in a store like this as a high payin client. My last and final attempt at rectifying the situation; after she snapped at me that she a client to attend to, I asked her if the other client in the dressing room was asked to check her bag, and if so, I would check mine as well. she replied “she doesn’t have a bag like yours”. Case in point- this woman was profiling me as a young person of color who she assumed could not afford to purchase anything in her store and furthermore she did not trust in her store.I believe she was the owner. Shoulder length gray hair and glasses.Racism/ classism is real people. I would never spend my money here again and encourage others to avoid spending their money here as well.Love & Light

Daym