New Roscommon lingerie and underwear store is the fulfilment of a dream more than 30 years in the making
For Louise Jameson, opening Serendipity in Roscommon Town has been a long time coming.
More than three decades after first considering opening her own shop, Louise has finally taken the leap – and says she is now “living my dream”.
Serendipity, located at Unit 2, Chapel Lane in Roscommon Town, specialises in underwear, lingerie, shapewear and nightwear for women across a wide range of ages, from teenagers buying their first bra right through to customers in their 80s and 90s.
The shop opened on April 24th, but the story behind it stretches back much further.
“I’ve always wanted to do this,” Louise said.
After finishing school more than 30 years ago, she remembers first thinking seriously about opening a shop of her own. At the time, however, the idea was quickly knocked back.
“I came back and thought I was going to open the shop, but they nearly laughed at me,” she recalled.
Without the experience or financial backing she needed at the time, Louise put the ambition aside – but it never completely disappeared.
Retail remained a constant thread throughout her working life.
She spent 11 years with Satara, later worked in Tesco when the company was developing its ladieswear offering, and also worked in office-based roles.
More recently, she spent six and a half years working part-time in Donnellan’s Lady ladieswear retail – an experience she says reignited her interest in the industry and reminded her just how much she enjoyed it.
“Retail has always been in me,” she said.
When the opportunity arose to reconsider the dream she had parked years earlier, Louise knew that this time she had to take it.
“If somebody else did it, which I’m sure they would have by now, I’d have regrets,” she said. “Life’s too short to have regrets.”
Opening her own business has not been without its difficult moments. Louise says that getting Serendipity from an idea to an operating shop has involved stress, uncertainty and plenty of emotion.
“There’s been a lot of tears and a lot of laughter,” she said.
“It’s very stressful, but I have no regrets. Best thing ever. And I love it. I’m passionate about it.”
That passion is evident when Louise talks about the importance of properly fitted underwear and the difference she believes the right fit can make.
For her, it is not simply another piece of clothing. “It’s the foundation for everything,” she said. “If your underwear isn’t right, nothing is right.”
Louise says one of the biggest parts of the service at Serendipity is taking the time to find the right product for each individual customer. Body shape, age, hormonal changes, pregnancy, motherhood and menopause can all mean that a woman’s size or fitting requirements change over time.
Louise also stresses that measurements are only part of the process. “The tape is only a guide,” she explained, pointing out that sizing and fit can vary between different manufacturers and different styles.
That means someone who believes she has worn the same size for years can sometimes discover that a completely different size or shape suits her better. Louise wants Serendipity to cater for that individual experience rather than simply selling products from the rail.
“I’d never sell something to somebody because your underwear has to be 100 per cent right,” she said. “If I don’t have something, I’ll order it in for you.”
‘Somewhere safe, fun and loving’
There is another side to Louise’s vision for Serendipity which goes beyond retail. From the beginning, she wanted the shop to feel like a comfortable place where women could come in, take their time and feel at ease.
“One of the things I wanted mainly was a safe space for a lady to pop in,” she said. “They don’t have to always be buying something.” Louise has already seen that aspect of the business develop naturally.
Some customers call simply to browse or talk, while several women have become regular visitors. “There are three ladies that come every Friday and it’s a cup of tea and a biscuit and it’s a chat,” she said. For Louise, that is every bit as much a part of Serendipity as the products on its shelves.
She wants customers to feel they can let their guard down, particularly when dealing with something as personal as underwear fitting. “I wanted somewhere safe, fun, loving,” she said.
“All us women should stick together and mind each other and keep lifting each other up.”
That approach is particularly important as the business develops its mastectomy-care service. Louise says Serendipity is now registered with the HSE to provide mastectomy care, an area in which privacy, sensitivity and individual attention are especially important.
She wants women coming through illness or surgery to have somewhere comfortable and welcoming to visit. “I want a woman to feel good about herself,” she said. “Make it feel private, but also appreciate her and love her for what she is and what she’s going through.”
Support beyond expectations
While opening the business was daunting, the reaction since April has reassured Louise that she made the right decision.
She describes the support from customers and neighbouring businesses as overwhelming. “To put it into words, I’d actually get upset. It’s very humbling,” she said. “It’s exceeded all of my expectations. It’s better than I ever could have thought it would be.”
At the beginning, Louise admits she wondered whether she would even have enough stock to fill the premises. Now, the problem is almost the opposite: “I thought when I took on this unit, ‘How am I going to fill it?’ Now I’m running out of space.”
Customers are also travelling significantly further than Louise initially expected. She says women have visited from Boyle, Castlerea, Claremorris, Kildare and elsewhere, with some customers even travelling to Roscommon by train.
One recent group travelled from Kildare and spent much of the day in Roscommon after visiting the shop. It is something Louise believes demonstrates the wider benefit that independent retail can bring to a town. Someone who comes to Roscommon specifically for one shop may also stop for coffee, have lunch or visit several other businesses while they are here.
But Louise is equally aware that independent shops ultimately depend upon people continuing to use them: “If people don’t keep coming in to me, I won’t be able to stay open,” she said.
“People have to shop local and appreciate what’s here – and come in and see who’s behind the business and get a sense of the place.”
A family achievement
The official opening of Serendipity will also be a family occasion. Louise’s husband Gary, who is a carpenter, played a major part in transforming the premises.
“I had the idea and he did every bit,” Louise said.
Her parents, children and extended family have also shared the journey, making the opening particularly meaningful. Louise is mum to two teenagers, Ellie Mae and Philippa, and hopes that pursuing her own ambition later in life has also taught them something.
“At 52 years of age, I’m now living my dream,” she said.
“I think I’m showing them that life can throw you curveballs and life can go off on a tangent – but this has been the best thing I have ever done, and I’m so glad I’ve done it.”
For Louise, taking that chance has already brought opportunities she could scarcely have imagined when she opened the doors in April.
She has been put forward for an industry award and expects to travel to London in November, while she is also due to showcase underwear on television in October as part of a collaboration.
Those opportunities are exciting, but her enthusiasm continually comes back to the shop itself and the women walking through its door.
Official launch
Official launch: Saturday, September 26th, 12.30 pm – ribbon cutting, raffles and prizes on the day.
Unit 2, Chapel Lane, Roscommon (just past Donnellan & Co, around from SuperValu – free parking)
Open Mon-Sat, 10 am-5.30 pm
The right foundations
From first bras to specialist care, Serendipity owner Louise Jameson wants women to feel comfortable asking for help
Buying underwear might be an everyday necessity, but Louise Jameson believes getting the right fit can make a significant difference to how a woman feels in everything she wears.
That philosophy is at the heart of Serendipity, her new lingerie, underwear, shapewear and nightwear store at Chapel Lane in Roscommon Town.
“If your underwear isn’t right, nothing is right,” Louise says.
“It’s the foundation for everything.”
Rather than approaching fitting as a simple matter of reading a measurement from a tape, Louise says there are several factors to consider.
Different brands fit differently, different styles suit different body shapes and a woman’s size can change significantly at different stages of her life.
“The tape is only a guide,” Louise explains.
She says experience can often tell her a great deal before measurements are taken, while the measuring process itself can provide reassurance to customers who may not have been professionally fitted in some time.
Pregnancy, motherhood, hormonal changes, weight changes and menopause can all alter what feels comfortable and supportive. That is why Louise encourages women not simply to assume that the size they have always bought is still necessarily the right one.
She estimates that a very high proportion of the women she sees are wearing an incorrect size, most commonly with a band that is too large. For some customers, discovering the correct fit can be a revelation. Louise says the changes can be particularly noticeable once someone tries clothes over a correctly fitting bra.
And while a professional fitting can be arranged, customers do not need an appointment to visit Serendipity.
That is one misconception Louise has already encountered. “Most people say to me, ‘I’m sorry, I don’t have an appointment’,” she said.
“You don’t have to have an appointment to come in here.” Customers can walk in during normal opening hours, browse the ranges and ask Louise
for advice.
And anyone who would prefer more time, privacy or one-to-one attention can contact Louise in advance and arrange a dedicated appointment.
That flexibility is particularly important for women requiring more specialist support. Serendipity is now registered with the HSE to provide mastectomy care.
For Louise, that service is about considerably more than finding an appropriate product.
She wants women who may be going through treatment, recovery or major physical change to feel comfortable and respected. “I want a woman to feel good about herself,” she said.
Louise deliberately designed the shop to feel welcoming rather than clinical or intimidating. Her aim is to offer privacy where it is needed while still maintaining the warm, relaxed atmosphere she wants throughout Serendipity.
That same approach extends to younger customers. Louise stocks products suitable for girls and teenagers buying their first bras, beginning at
around €27, while her overall customer base stretches across generations. At the opposite end of the spectrum, she has customers well into their 80s and 90s looking for familiar, comfortable styles and non-wired options. Coordinated lingerie sets have also proven especially popular among younger customers.
For weddings and special occasions, meanwhile, the shop offers bras and shapewear that can be matched to individual outfits. Louise recommends that customers bring their dress or outfit with them where possible. The fabric, neckline, shape and finish of a garment can all influence what should be worn underneath it, particularly where a seamless finish is required.
The common thread through all of those customers – whether someone is buying her first bra, dressing for a wedding, navigating menopause or requiring mastectomy care – is Louise’s belief that the fitting should be personal. And she hopes that by creating a relaxed space, women will feel comfortable enough to ask the questions they might otherwise avoid.
Something for every generation at Serendipity
New Chapel Lane store stocks lingerie, shapewear, nightwear and gifts
From a teenager shopping for her first bra to a woman looking for comfort, shapewear or specialist fitting later in life, Louise Jameson wants Serendipity to offer something for every generation.
The new Chapel Lane store has been open since April 24th and Louise is continuing to expand its ranges ahead of its official launch. An official ribbon-cutting is planned for 12.30 pm on Saturday, September 26th, with prizes to be won during what promises to be a busy launch day.
The core of the business is lingerie and underwear, with Louise stocking a selection of leading brands and fits alongside shapewear, pyjamas, nightwear, dressing gowns and other products.
Prices are intended to cover a broad range of budgets, with teenage bras beginning at approximately €27 and some of the premium ranges reaching around €80. Louise says new stock is arriving regularly, allowing her to adapt what is on offer according to customer demand.
Winter pyjamas and nightwear are among the latest additions to the rails. One of the shop’s most popular products to date has been a T-shirt bra available in several colours. Louise is also enthusiastic about some of the newer burgundy, skin-tone and seamless styles which have recently arrived.
Customers preparing for a wedding or special occasion can also bring in their outfit for a personalised fitting.
Gift options are another growing part of the business. Serendipity offers gift vouchers as well as a smaller jewellery selection, with additional jewellery planned. Louise is also working with VMC Candles on a Serendipity scent, with plans for a candle and perfume product. Nightwear and dressing gowns provide further gift possibilities for customers who may not know another person’s exact lingerie size.
Customers do not need an appointment to visit Serendipity. The shop is open for walk-ins and browsing, while one-to-one fittings can be arranged separately for anyone who would prefer additional time or privacy. Louise can also arrange collection or postage for customers where required.
The response since opening has surpassed her expectations. Repeat business has already developed, while Louise says some women are travelling significant distances to visit the shop.
She has welcomed customers from neighbouring towns and counties and has even had women arrive in Roscommon by train specifically to shop. It’s a pace of growth Louise didn’t expect so soon after opening – and one she’s determined to keep building on.
