If the Bra Fits...
by Kathleen Hilton

Most women will tell you that shopping for a bra is a wretched, depressing experience – right up there with buying jeans or a swimsuit – but it doesn't have to be that way. Maybe buying a swimsuit will never be fun, but the bra thing we can totally overcome, and gain a little boost of confidence from seeing our bazoombas displayed so beautifully.

Fine lingerie is something everyone deserves. No matter what kind of body you have, no matter how uncomfortable you are in your own skin, there is a beautiful, sexy bra out there that can amp-up your self-esteem. The problem is that for most women, the pretty little things never fit properly. The fun in wearing fine lingerie begins with a proper fit. Here are five lingerie shops ready to do battle against a sea of flimsy bras, VPLs, and back-fat conspiracies.

Ruth's Intimate Apparel

Ruth's reputation is built on 53 gravity-defying years. It opened at a time when women stayed at home, donned their little white gloves to go out, and shopped downtown at the big department stores.

"I was eight when my mother (Ruth Lubinsky) opened the place," recalled Carol Schwebo, who took the place over when her mother died. When explaining the store's longevity, Lubinsky said simply, "Women come in different sizes. Ruth's is a place where women of all ages find styles in the size they need."

At Ruth's, the first thing they do is measure. With an inventory intended to meet the needs of most women, it's easy to see why the place has been around for decades.

Feminine Fancies

Elaine Felag, the owner of Feminine Fancies, enjoys being there and learning what customers need.

"Before I opened 25 years ago," she says, "I worked at Cherry & Webb in Barrington, which is how I learned the business and where I met my earliest clientele. Word-of-mouth has always brought the business in."

At Feminine Fancies, lingerie isn't complicated. "A seamless underwire gives you an instant uplift," says Felag, "and you can figure $60 is a lot better than $6, 000 for a boob job."

Deborah Winthrop Fine Lingerie

Deborah Winthrop had a dream of opening her own lingerie shop, and that's just what she did. A year after she opened, in walked Flora Doré, 82, who began fitting women for bras when she was 15. She's trained Ms. Winthrop and her staff in the same bra-fitting tradition, but comes in once a month to hold of her own.

Winthrop credits Oprah with educating the majority of her customers. During her Bra Intervention show, Oprah introduced the world to Susan Nethero, founder of Intimacy Bra Fit Specialist. She has a website called, myintimacy.com. "If you go there and type in 'Rhode Island,' you'll find me!" said Winthrop. "It's the greatest thing - Oprah's first show was on a Friday and on Saturday morning, there was a line out my door with everyone saying, 'We're here because of Oprah.' It was amazing."

Of Corsets Lingerie

Nancy Bryers may be relatively new to the scene after opening last October, but she also brings a younger perspective to the party. At Of Corsets, Bryers carries some of the hottest products on the market with the latest fabrics, the best fits, and some of the cleverest little packaging.

"I don't mind saying it: I don't like thongs," she says, "Sometimes there's just too much flesh hanging out there. What I really like are Commando C.Y.A.s." C.Y.A. means "cover your ass" and it does exactly what it promises. They're laser-cut from microfiber and apparently soooo comfortable. The company is Her Look Enterprises and Breyers carries a number of their products, including Low Beams (nipple concealer adhesives) and Cleavage Cupcakes (bra inserts made of medical-grade silicon to add oomph).

Mrs. Robinsons

Mrs. Robinson's in Providence was established over 70 years ago by the Robinson Family; the name has nothing to do with Anne Bancroft in The Graduate. When Melanie Elman purchased the business in 1985, she made the most of the mistaken identity. "The name definitely helps," Elman said. Mrs. Robinson's boasts some of the finest manufacturers in the lingerie business, including Chantelle, which she admits, "Is one of the best bras made."

"I've always insisted on great customer service," declares Elman, "You're not going have to leave the dressing room; we'll help you find what you need. We're going to tell you the truth. If it doesn't look good, we won't sell it to you." Here's to you, Mrs. Robinson.