Today I continue my Shadow Bra Industry series with the second of four women that I interviewed who are forging separate paths to help women find their perfect fit. Earlier I introduced you to Jessica, and before that to two direct sales companies, Peach and Essential Body Wear. Now I’d like you to meet another New Yorker ready to meet women where they are.
She does so much more than maternity, but whenever I hear a mom-to-be worrying about nursing bras, the first person I want her to meet is Anina Young of Brazen Lingerie. When I first wrote about Anina, she worked from her brick and mortar store in Inwood on the northern tip of Manhattan. Since then, she’s changed her business model. Now instead of trekking up to her, for a fee (unless you’re a mastectomy client, then it’s free) she’ll trek to you–an especially welcome change for women who are about to give, or have just given, birth. Just ask the new mother who gave birth to twins that Anina went to meet in the neonatal intensive care unit!
If you ask Anina why she is so passionate about maternity and nursing, she’ll respond, “Have you ever held a one-day-old baby?” Personally, no. But I have shadowed Anina at Curve and listened to her very specific questions to maternity and mastectomy bra vendors that indicate a deep understanding of her client’s needs. For anyone in the NYC vicinity facing motherhood or breast surgery, Anina needs to be at the top of her to-do list.
Anina also needs to be at the top of the to-do list for anyone who
- doesn’t like bra shopping
- has had a bad bra shopping experience in the past
- has neck problems or other physical issues
- can’t find her size
- simply doesn’t want to go to a store
These are the types of friends that Anina told me to refer to her. Like Jessica, the friends we send to Anina shouldn’t be in browse-mode. Instead, they should be in “take care of herself mode”.
When I asked why we should trust our friends to Anina, she answered, “Because you know me. You know I’ll take care of them. You know that I know what I’m doing, I’m not going to scam them, and I’m going to do the right thing.” And it’s true. Any time I’ve eavesdropped on Anina as she’s fit other women, I’ve learned something new. She’s worked with so many different body types that she has solutions for situations that would completely stump a bra fit dilettante like me.
If you’re ready to refer a friend to Anina, here’s what you can tell her to expect. First, Anina will ask a few questions ahead of their meeting to narrow the range of sizes to bring with her. Anina carries over 60 sizes, from 28D to HH and 32 (and higher) A to K (British). So far she has always had at least one bra in each customer’s size.
Once they meet, she’ll educate your friend about fit. Typically, customers buy half a dozen bras and rarely all in the same size. Anina can easily spend at least an hour with your friend, so she’ll tell her to be sure to block out 1.5 to 2 hours for her appointment. (Anina also offers parties that can take 2-2.5 hours.)
Once they’ve whittled the selection down to your friend’s favorites (including at least one boring basic and one “Saturday night hot special”), Anina will work through the prices with her. She’ll go through what’s on sale, what’s fashion and therefore will be gone soon, and what can be special ordered any time. Anina is used to working with a variety of income levels, helping her customers get the most out of the budgets they have right now and planning for what to add later.