The "NEW" Allure

      After more than four decades as a leading swimwear and lingerie retailer in Waikiki, Honolulu, Hawaii, really the only store of its kind in Hawaii, Allure has closed its last physical store - at the Royal Hawaiian Center - and has moved to the digital world of E-commerce.  We are excited to shift to this NEW way of doing business and better serving our customers. You no longer need to come to Hawaii to shop with us.

  We are coming to you.

      When you do return to Hawaii - and we hope you do - you will be ready to hit the beach on arrival.

      During those many years we developed a close relationship and friendship with so many customers from around the world.  But, our connection to our many friends from Japan is particularly strong.   As many of the unique brands we carry are either not available, or very hard to find in Japan, we have prepared a highly curated E-commerce site to directly serve the customers in Japan with your favorite brands, sizes and styles, and most popular swimwear, and unique fine lingerie that we know you like.  Our SHOPIFY site will be in Japanese for ease of use, but also in English.  All customers, from anywhere, are, of course, most welcome.