Beauty Bra marks 20 years of comfort
Twenty years after arriving in New Zealand, the Beauty Bra has given thousands of women the comfort and support they always wanted in a bra, and highlighted just how far some department store bras have to go.
The Beauty Bra first came to Australasia in 2000 as the Jeunique bra, bringing a ground-breaking design from the United States that lifted weight off the shoulders in favour of around-the-body support and a built-in shelf under the cups.
It made underwires a thing of the past and gave many women their first positive experience of wearing a bra.
Among the early adopters was Marlene Dent, who was so impressed by the Beauty Bra she underwent training as a personal fitter to share the benefits with other women.
Now the owner of Fit 4 U, Marlene is among a number of consultants offering private fitting sessions to ensure the pinch, strain and general discomfort of a bra is never suffered again.
To celebrate the Beauty Bra’s 20th anniversary next month, Marlene is giving everyone who makes a purchase from Fit 4 U in March a free gift – a beautiful lingerie bag emblazoned with the Beauty Bra logo. ‘‘When I tried these bras, I found the support I was always looking for. It changed everything,’’ she says.
‘‘The manufacturer is fastidious about quality so even though the bras might cost a little more up front, they often last three times longer than one from a department store. And the difference in comfort is like night and day.’’
Marlene says bra shopping poses two problems for women. The first is the design of most bras, which rely on underwires and shoulder straps.
This can put pressure on sensitive lymphatic tissue and lead to aches around the shoulders, back and neck, as well as headaches and poor circulation.
The second problem is that as many as 70 per cent of women aren’t getting the right size bra to start with, Marlene says.
‘‘I see a lot of ladies who have bra extenders, which often means the bra was never actually fitted properly.
‘‘The size you need has a lot to do with the size of your rib cage and you can’t change that.’’
Marlene says once women have a proper-fitting bra, posture often improves and clothes become more flattering.
Several years ago, the Beauty Bra’s ‘‘Classic’’ model was joined by the ‘‘Smoothie’’, which caters to women with more slender physiques and smaller busts. Both designs use in-built shelves instead of an underwire.
Discovering which style and size is best for an individual is achieved in discreet, private fitting sessions in a special room at Marlene’s home.
Women visit from across Canterbury for the service, many of whom are like Marlene and haven’t worn a different brand since discovering the Beauty Bra. ‘‘It can be life changing,’’ she says.
❚ For a free, no-obligation fitting or to find out more, call Marlene at Fit 4 U on 03 352 6601.