Underwire: December 2021 ‘Friction vs Non-Friction’

Burbank Jenette Bras Blue Hour Hour

I’m in a business coaching program, have been for years. My daughter calls it “the cult”, but it’s not. I mean, cult-lite at the most. There’s a little jargon involved, but we don’t get branded. I was talking with another member last month. She’s a beautiful “woman of a certain age” like myself, charismatic and accomplished, world traveller, owns two companies, holds a double M.A. from Stanford, has homes in Hawaii and Silicon Valley, and possesses a smashingly ...continued

Meet our Managers!

As many of you know, we are a family-run company: my husband designs the stores and oversees all building and branding, edits the final draft of all copy and placement of each chair (oh, you think I’m kidding?) and I’m CEO and Head of Marketing.

We have grown organically, without investors, by investing the profits back into the business and into our people. We cross-train everyone across all departments, giving each employee the opportunity to master new tasks ...continued

Underwire: October 2021

In each Jenette Bras store, one wall in the front room is painted with a simple grid. The direct inspiration for that was the gridded notebook paper I used for my earliest inventory system, but the real message of it is order, logic, engineering, planning. It’s a subtle counterbalance to the riot of emotions and sensuality that I intend should hold sway in the fitting room.

It’s a reminder of the other side of the culture I’m working to build here: we talk straight. Jokes, ...continued

Underwire: August 2021

This Underwire is late. I am late. I can’t find my phone charger, my keys or even a can opener. This is because I’ve just returned to Los Angeles after an unexpected stay in Atlanta of over a year and half, and now I find myself in a house with five working adults, one shower, one pick-up truck and six cats. We are gingerly staking out our territories – the cats and I – so unpacking my life contained in two suitcases was about all I could manage last week. So this is going ...continued

Underwire: July 2021

I love trends. I hate trends. I suppose I’m old and crotchety, but if I see one more Influencer’s underpants yanked up above her hip-bones, I might will an old Jane Fonda workout poster to life, like the ghost of trends past, calling a moratorium on that kind of camel-toe and reminding the youth that the ’80s were indisputably the worst fashion period in all of recorded history–I know, it was my ...continued

Underwire: June 2021 Mom’s Gone Viral

“Amazing, joyful, unbelievable”
“…had me going into a Wikipedia spiral at 7am”
“What in the world?”
“This has layers”
“If you come at the (bra) queen, you best not miss.”

Whee! Twitter is fun! I haven’t had notices like this since the ‘80s. If you’ve an hour or so for rabbit-hole exploration, please feel free to click on this tweet from the very funny Josh Frulinger. Otherwise you can just jump to my summary below.

So this is what ...continued

Underwire: May 2021

Happy May everyone! I’ve been enjoying maskless post-vax hikes & distanced outdoor gatherings in the perfect Georgia spring, and I hope similar blessings have befallen yourselves. You may note, however, that my portrait to the left is still firmly masked.

Jenette Bras remains an indoor experience, so until outdoor public bra fitting becomes a trend or the CDC guidelines change, we will require masks during your appointment regardless of your vaccination status. With ...continued

Underwire: April 2021

As we approach the final night of Passover and Easter Sunday, my mind turns to the overcoming of tyrants and plagues, the wandering towards freedom, and the miracle of resurrection – in other words, the past year. This year’s little Atlanta backyard Seder with fully and partly vaccinated attendees was a vast improvement over last year’s Zoom view of Bubbe’s elbow filling the middle square as I poured myself a fifth glass of wine. Dayenu.

You might imagine ...continued

Underwire: March 2021


I’m feeling a tiny bit sunny! Los Angeles infection rates have come down, more vaccine is on the way, hints of the beautiful Georgia spring are starting to emerge.

The past three weeks, for the first time in a year, I’ve been attending large in-door gatherings of hundreds of people. Super-spreader events, you ask, darkly?

Well, sort of — spouse and self have been volunteering one day a week at Atlanta vaccination centers, super-spreading ...continued

Underwire: February 2021

Running a successful business is a trait that runs counter to the Goldstein Family tradition. In fact, growing up, my relatives gleefully one-upped each other with stories about failed ideas, missed opportunities, and cursed concoctions that poked a finger into the eye of the rheumy cliche of “Jews are good with money.” Well, we showed them!

My favorite was my grandfather’s attempt at the haberdashery trade. With a loan from his boss, Mr. Dutch Schultz ...continued