Underwire Dec ’22: The Female Gaze

The representation of the feminine is, of course, an evergreen topic around these parts. When we began—seems like yesterday—in 2009, we were the first bra store in the US to focus on the full cup sector. The notion of using diverse body types in fashion modeling was barely beginning to percolate in the industry, and all the editorial images we got from our vendors featured the same standard model body, plus one full-cup model who was ever-so-slightly bigger. We could scarcely ...continued

Underwire: Nov ’22 ‘Jenette Bras Pin-Up Planner’

I think I’ve mentioned before the idea that Jenette Bras is a hybrid of business and art project. The pressures of pandemics and economic downturns may at times—for years!— force us toward the bottom line side of the equation, but through it all, we’ve always kept at least half an eye on the aesthetic vision. Each new buildout has been a study in shaping idiosyncratic old storefronts into arenas for the social theater of bra fitting, always at a cost that most retailers ...continued

Underwire: Sept/Oct ’22 ‘Pencil Vs Pixel’

paper flyer for Jenette Bras

Being an old broad, I regularly pat myself on the back for my nominal computer skills–every digital signature is a victory over adversity. My husband, Aaron, is similarly hanging on by his fingertips in our significantly virtual workplace. His drawing and design skills are entirely a relic of the lost analog age, developed out of his childhood love of comic books–a great many read by flashlight under the covers. As a young man he assembled punk zine pages by pasting ...continued

Underwire: August ’22 ‘Out of the Mouths of Babes’

For those who have met me, two things might stand out: my unruly curly hair and my untamed tongue. I love to talk. Get me started, especially about bras, brafitting, and the ethno-cultural-political-feminist underpinnings of, uh, underpinnings and I’m off! One of the reasons I’m dedicated to spreading this knowledge is because I received very little of it myself as a young girl.

‘Health Class’ as it was called back in the day, consisted ...continued

Underwire: July ’22 ‘Wild Beauty Under Discipline’

Well, the Covid finally caught us. After more than two years of masking up and laying low in sleepy South West Atlanta, and literally two days after (barely) launching Jenette Bras Buckhead, we got cocky and attended a Tiki party. I guess I don’t have to draw you any more of a picture than that.

I suspect the virus found us easy pickings. The last weeks of opening a new store are invariably draining, both emotionally and physically. But it also comes with a deep sense of accomplishment.

Each ...continued

Underwire: June 2022 ‘Leave the Bra, Take the Cannoli’

Take the Cannoli

“It’s not personal, Sonny, it’s strictly business.” So spoke Michael Corleone in The Godfather and, by my count, nearly every business book I’ve read over the past thirteen years. And yet I struggle with this every day.

Employees are wonderful and I want to pay them more than the company can afford. Employees depart and I feel abandoned. Our vendor starts selling to a competitor without telling me? Knife in my Back.


It’s my company. I spoke ...continued

Underwire: May 2022 ‘Part 2 + Parties’

Person in an Alien costume

My Other Job, Part 2

{Last month I described the ins and outs of signing autographs with other B-listers on the horror-fantasy convention circuit. Occasionally the glamour quotient ramps up…}

For the Aliens 30th anniversary in 2016, a con in Calgary invested an ungodly amount to pull together very nearly the entire cast, including the stars. Sigourney Weaver is a fabulously tough autograph to get, and Bill Paxton was a hard one as well. Fans who ...continued

Underwire: April 2022 ‘My Other Job, Pt I’

group of fans with Jenette Goldstein


As you may know, I had parts in a couple of genre movies in the ‘80s that did exceptionally well: Aliens and Terminator 2, both directed by James Cameron. These were thrilling opportunities in their own right, of course, but what I didn’t know at the time was how those roles, the former shot in a couple of months, the latter in a couple of days, would be grafted to the rest of my life, thanks to the trans-generational loyalty of the science fiction fan community (fan is ...continued

Underwire: March 2022 ‘East of Eden’

East Hollywood at Sunset

East Hollywood. The neighborhood where I was born, eventually moved back to, bought a house, had my kids, and opened the first Jenette Bras. It’s a mishmash of old houses, crammed next to apartments whose only distinction is that they are designed in the worst style of each decade. It’s a neighborhood where Thai Town and Little Armenia coexist on nearly the same strip of Hollywood Blvd and where the once prominent Jewish hospital moved westward leaving the Scientologists ...continued

Underwire: February 2022 ‘What do Clothes Mean?’

If you’ve been a client of ours for more than two weeks and read our emails, no doubt you will have heard about Glamour Gowns, the annual event where we dress hundreds of young women and men living in foster care in brand new attire for their Senior Prom. If you missed the email about volunteering, here’s the link. No worries if you can’t make it this year, but for those ...continued