“I remember doing a seminar with her, and we began practicing her fitting methods right away,” said Nethero. “Her line also featured fuller cups — F, G and H — and brought needed color. They weren’t just beige, black or white; they became exciting fashion pieces.”
Nethero went on to her own share of intimate fame, earning the nickname “the bra whisperer.” In 2005, she announced during an appearance on Oprah that 85 percent of women were wearing the wrong bra, and it created what she dubbed a “bra revolution.” Today, Intimacy sells about 70,000 different bras. The flagship Phipps location has more than 15,000 in 90 sizes and 75 styles, from the everyday basics to sports and strapless.
“At one time, the standard went from A to DD, but now, that’s laughable,” said Nethero. “Today, we go on from A to K as we’ve seen the need for fuller sizes.”
Over the years, Nethero has watched bras follow the same fashion influences as other clothing. The stores stock a variety of bras created by European designers using intricate straps, detailed lace and a rainbow of colors.
“Red is very big right now,” she said. “But the best thing about our bras is that even if they’re lacy and look fragile, they’re functional and strong, and designed to last a long time.”
While many women mistakenly stick to the same size for too long, Nethero and a team of female fitters educate customers on what makes a perfect match. During 30-minute personalized sessions, they help customers try on a range of styles that fit well enough to create dramatic changes.
“Every day, people come in disbelieving that we can help, but the results are often quite shocking,” said Nethero. “A bad bra can make a woman look saggy and frumpy, but the right bra can actually make her look taller and slimmer.”
The one aspect that keeps customers coming back is comfort, said Nethero.
“That’s the biggest thing,” she said. “We can also give them beauty and style, but for most women, it’s having that comfort that brings the most tremendous relief. Giving women that comfort is what’s made this so much fun.”
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