Underwire: March 2022 ‘East of Eden’

From the Desk of Jenette Underwire
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?’

Events From the Desk of Jenette The Rest is Commentary Underwire

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

Q&A with Jenette: Sports Bras

Knowledge Product
Jenette in sports bra

1. Why should someone wear a sports bra when engaging in physical activity?

That’s actually a great question, even though my bosomy sisters may wonder why it has to be asked! First of all, in case you’re not clear: there’s no muscle in the breast (though it sits on top of the pectorals). Breasts are composed of sensitive glandular tissue, fatty tissue, and some thin connective tissues known as Cooper’s ligaments, and all held together by skin. That’s ...continued

Underwire Jan 2022

From the Desk of Jenette The Rest is Commentary Underwire

As December 2021 rolled to a close with its dreadful déjà vu feeling, I self-soothed by reviewing the logs of our survival since the epidemic first broke upon us. As we prepare for the expected Omicron wave of infections–ordering masks and rapid tests, revising sick-out policies, budgeting possible shutdowns–I am grateful to be in a far stronger position than we were in March of 2020. We’re all vaccinated and boosted, N95 masks are easily available, ...continued

Underwire: December 2021 ‘Friction vs Non-Friction’

From the Desk of Jenette The Rest is Commentary Underwire
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

Underwire: November 2021 ‘Finance and Finery’

From the Desk of Jenette Underwire
saleswomen 1969

Blake Snyder, in his wonderful book on screenwriting Save the Cat!, describes a subtle beat that happens in every successful script: the Theme Stated. It’s a seemingly offhand remark, often delivered by a minor character, that neatly sums up the driving idea of the film. In Netflix’ gruesomely watchable Squid Game, the moment comes near the end of Episode 3:

**SPOILER**

The game in this episode involves carving shapes out of ...continued

Meet our Managers!

The Rest is Commentary

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

From the Desk of Jenette The Rest is Commentary Underwire

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 September ’21: China, China, China

From the Desk of Jenette Underwire
lingerie seamstresses

We had a disgruntled client the other day–yes, even Jenette Bras does not please everybody–who saw the “Made in China” label on a PrimaDonna bra she was trying on and stormed out of the shop, fuming about “Chinese crap at French prices!” I begrudgingly have to admire the snap of that phrasing. I wouldn’t blame her if she tweeted it out. On an iphone 12. Assembled in Shenzhen.

Snark aside, Chinese manufacturing is pretty competitive these days, obviously in ...continued