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Meet Jenette Goldstein of Jenette Bras in East Hollywood and West LA

Today we’d like to introduce you to Jenette Goldstein.

Jenette, please share your story with us. How did you get to where you are today?
First of all, in 2009, when we opened our first store, I didn’t know anything about business. I was an actress. My husband is an artist. This was entirely personal: frustrated with a shocking lack of options for my figure (small gal, large bosoms), my husband and I opened Jenette Bras close to our home in East Hollywood. We had a unique pitch: “The Alphabet Starts at ‘D'”. At that time D or DD was the largest cup size most American stores were carrying. We proclaimed it our SMALLEST size and raised a flag for the overdeveloped and underserved. This brought us a lot of attention, and I was even featured in a Wall Street Journal article after only a year in business. We added a second store in Pasadena in 2011, and opened a Westside location in 2014, so now we span the basin.

Our core principles have remained pretty much the same since the beginning. I wanted to revive the idea of the neighborhood bra lady, like the one my grandmother took me to when I was thirteen. My husband insisted the shop required a clean mid-century design aesthetic, and we both believed that service and quality were paramount. Oh, and humor. Busty ladies are funny! The best is when three different fittings are going on at the same time and clients start talking to each other. If these walls could talk…

There have been great joys! We’ve toured the factories of our biggest suppliers in France and Belgium. We’ve met bra sellers from all over the world. Our fitters are a pure delight to work with. Our clients include absolutely extraordinary women from all walks of life. Their loyalty is the highest compliment we could receive.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There have been setbacks. We hired a couple of bad people and they poisoned the workplace for a time. It forced us to become more corporate in some respects. We realized that our informality made the company vulnerable to malicious legal actions, and we came to understand that protecting the company really means protecting the livelihoods of everyone who works there. We created new staff perks to make up for the lost flexibility and extra red tape, As we’ve grown, we’ve also run up against the limitations of our lack of business knowledge. In order to expand we’ve had to delegate more, bring in outside experts, and embark on an accelerated study of how companies are run.

Jenette Bras – what should we know? What do you guys do best? What sets you apart from the competition?
Jenette Bras aspires to be the best bra store in the world for well-endowed women. We have pioneered the large-cup fitting specialty in the US, selling exclusively European bras and cup-sized swimwear (this is because American manufacturers have, as of the time of this writing, been unable to approach the engineering and assembly quality, or even the size range, that we require).

Whereas for most women bra shopping is a dreaded chore, for our clients it is a pleasure. Our fitters continually update their knowledge of lines and models. We don’t use measuring tape — it’s a crude tool compared to the experienced eye. It is not unusual that the first bra we bring you on your first visit will fit better than any bra you’ve ever owned. Sometimes our clients experience a bit of sticker shock. They’re not used to thinking of lingerie as a fine garment like a blouse or a pair of shoes. Once you see and feel the difference, though, the value is obvious.

What moment in your career do you look back most fondly on?
It’s hard to think of a single moment.

We started a small non-profit after four years in business, Hourglass Underground, which buys bras and organizes volunteers to fit girls in foster care as part of CASA Los Angeles’ annual Glamour Gowns event. It’s wonderful to see the spirit of community among our employees and clients who come together to work on that.


  • A well made bra costs from about $75 to $225
  • Matching bottoms run from $35 to $115
  • Cup-sized swimsuits can be had from $125 to $300
  • Sports bras start at $75

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