to open a store that was fun and funky -- that People walked in and enjoyed
the lingerie experience.”
|If the bra fits ...
Just For You: Store
caters to all shapes and sizes
When a woman is wearing a bra that fits, it can
completely change the way she looks in her clothes. “Once
you put that right bra on, you know,” said Janice Welch --
the owner of Just For You, a new lingerie store in Uptown Waterloo.
But statistics show about 85 per cent of women are walking around
in bras that just don’t fit them properly.Janice has decided to do something
about that. She grew up in England, where purchasing a bra always
involves a fitting. After moving here in 2003, she experienced
culture shock when she realized that fittings are not the norm. She
struggled to find a bra that fit. “Every time I went to buy a
bra it was just a disaster. “I’m not hugely big, but I’m
not small either. And I couldn’t find anything to fit me that
was pretty, that was feminine.” For the past few years,
she’s had her mother send over lingerie from the U.K.
But, she eventually concluded other women must be facing this
dilemma too. “That’s when I decided to open up a store.” Just
For You in Waterloo Town Square in February 2007, and the need for
this kind of shop has become apparent, Janice said. Every woman who
has entered the store so far was wearing a bra that didn’t
She’s done fittings on 100's of people, and 99
per cent have left with a shopping bag of lingerie in their hands. “Everyone
that’s walked in this store that I’ve fitted has been really
pleased with the result. The lift that these bras give you is second to
none.” During a bra fitting, which is free, a Just For You employee
measures a woman under and above her bust to find her back size, and
across the fullest part of her chest to determine the cup size. Just like
with shoes, each bra fits differently, so if a woman wears one size in one
bra, that doesn’t mean she’ll be the same size in another,
Janice said. “We need to measure and get you in the one that fits
you.” All fittings take place in the privacy of one of three large
changing rooms, which are separated from the store by a wall.
The shop is brimming with
high-end lingerie, with European brands like Chantelle, Freya and Fantasie. The
latter two are ideal for full-figured women, she said. These bras generally range in price from $68 up. Although these bras are more costly than at some stores, they’ll last a long time with
proper care, Janice said. “Bras should be handwashed, not put in
the washing machine or tumble dryer, and just left to dry overnight.”
Just For You also sells backless and strapless silicon gel bras, and
others for tops with plunging neck-lines.
The store offers more than
just bras though. Bridal lingerie, pajamas and robes, and even cowboy-boot
slippers also line the shelves.The Hanky Panky one size-fits-all lace
thongs are a big seller right now, Janice said.“I wanted to
open a store that was fun and funky – that people walked in
and enjoyed the lingerie experience. “I didn’t
want it to be like the olden days when you walked in and you felt embarrassed.
“Women wear bras, they’ve got curves and cleavage and they
should be proud of that.” She stocks lingerie for all ages, shapes and styles.
In fact, bra sizes range from AA - K cups, with back sizes from 28 - 50.
Janice has a few tips for women in search of the ideal bra: Busts should
not overflow from the cup -- that means the bra’s too small.
Bra straps should be horizontal against the back and not riding up -- that means
it’s too big. Underwires should lay flat against a woman’s rib cage,
not dig in or poke. And, for men who want to surprise their wives or girlfriends
with a new bra, Janice suggests purchasing a gift certificate instead.
Really, they (women) need to be in here and fitted into it,” she
said. “We do have some sexy nighties and things they can buy.”
No appointments are necessary, although about 30 minutes should
be set aside for a fitting. Janice encourages women to drop by her shop
so they can experience what it feels like to wear a bra that fits
properly. “I’ve had women in here and they’ve gone,
‘Oh, it certainly makes a difference.’
”New uptown business owner helping women find their true
BY JENNIFER ORMSTON