Owner: Holly Goldin

Idea: Goldin said she decided to open a business as an independent distributor for bra manufacturer Jeunique International Inc. in City of Industry, Calif., when she found Virginia was the closest place to get fitted for and buy Jeunique bras.

Goldin said she discovered Jeunique on the Internet after she was unable to find a good bra without underwire construction, or anyone who could fit her, locally. She drove to Virginia for a fitting and bought three bras.

"I decided right there that my passion would be to learn to be a fitter and bring these bras back to the metropolitan area," said Goldin.

To that end, she took a 60-hour training session to learn to fit women, and she built a Web site. Goldin said the manufacturer offers 500 sizes and numerous cups and designed the bras to provide support without underwires. The bras' supporting material can be altered for breast-feeding mothers and post-mastectomy patients with prostheses.

Goldin also sells garments that support abdomens and lower backs with variations for pregnant women and post-pregnancy, post-bariatric surgery and post-hernia patients. She works by appointment and carries many sizes, said Goldin. While Jeunique is more expensive than some manufacturers, Goldin said the bras last two years if hand-washed, versus the one-year lifespan of competitors.

Launch: November

Funding: Goldin said it cost $5,000 from personal savings to start the business, mostly for inventory.

Web site: bestcustomfittedbras.com

Mentor: Goldin said Carol Orrell, the independent distributor who fitted and trained her to fit women in Virginia, advised her on inventory quantities, marketing and where to find research material for the business.

So far: Goldin said business has been good. Her target market includes sports and dance enthusiasts, expectant and breast-feeding mothers and women with unusual sizes. She said she's talked to doctors interested in the products for surgery patients, and attends networking groups such as chambers of commerce and women's groups. Goldin has been a vendor at events at dance schools and conferences for women who consult new mothers on breast-feeding. She also shows the garments at hospitals that have events geared to expectant mothers.

— Carol Lawrence

Photo by NICK BRANDRETH/SPECIAL TO THE RECORD

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