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What’s the first thing you want to do when you get home at the end of the day? If you’re like us, we want to ‘take off your bra’ and lounge around. That’s why we created the super soft Loungerie Collection with built-in support. Made from modal, a breathable semi-synthetic cellulose fiber that is reconstituted from trees. Modal is known as artificial silk, a type of rayon this is extremely luxurious, cool to the touch, and absorbent with a similar texture as silk or cotton. Unlike cotton, it is resistant to shrinkage and less likely to fade or pill.
Our carefully engineered garments work overtime to keep you comfortable while you sleep and supported while you are lounging. Sweet dreams are guaranteed in this soft, lightweight sleep essential. Our nightie is designed with wide, front adjusting straps make it easy to adjust and features three hooks on the back closure. We cut the arm holes high to guard against spillage, so no need for an underwire to feel supported the moment you wake up. Kissed with Chantilly lace our sexy little nightie is finished with front adjustable racerback straps.
Interview with Sandra Mimran Smith, Founder/President of Boostwr
What was the brainchild behind Boostwr?
Well, it was born out of never finding anything that fit or flattered me. My mother was a five-star seamstress and knew what to look for in a garment and she found it nearly impossible to find things that would not show me off as "busty".
Why do you think the market doesn’t cater to busty women that are trim?
The big manufacturers need to cater to mass populations that appeal to a broad audience. At the end of the day, most production decisions have historically been made by men and not by people who have breasts, much less large breasts!
Advertising won’t show you a big chested woman because traditionally there is nothing that makes a chesty woman look good in fashionable garments. The short answer is big brands see a small market. However, it is a fact that the average bra size has increased to a 34DD; proof of a changing data point. There is a wave of baby boomers transitioning into menopause or pre-menopause where our breast size changes. This transition alone presents huge potential for our customer base.
In your video and literature you talk about Boost Technology™ – sounds space age, is this rocket science?
In a way..LOL,Boost Technology is all about garment construction and engineering. We are using supportive fabric and layered panels to achieve support without a tight and uncomfortable bandaging construction. The goal as a busty woman is not looking bigger. In order to achieve a flattering fit we have created specific stitching and strategic panel layering of complementary fabrics that work together to hold and support.
Why not use underwire?
Firstly, this is not a bra! Second, using underwire would defeat the purpose of creating a garment that you can sleep and lounge in. Granted, underwire provides definition in a bra for daytime; but it's not what we want to sleep in. You don’t want to be in that all day and then change into that in the evening! My goal was to create real but gentle support, support you can sleep in and walk about in.
What goes in to making this garment?
A lot! Our 15 prototypes speaks to that as it’s not as simple as it seems. A single size of our garments cover a defined range of bra and band sizes and we had to pay attention to a myriad of details that scale up across multiple size ranges. We cut higher arm holes, because a more buxom girl presents more cleavage, that translates into more yardage. Every size needs a custom tweaks to make sure the fabric doesn’t pucker and lays nicely over the skin. As our sizes increase there are variables that need adjustment like including compensating for situations where one breast may be larger than the other.
And why did you want to make it the USA? Why was that important?
I did try to make it in China and it was a disaster. There is so much that can’t be translated in patterns overseas and overseeing production quality proved too difficult. I wanted to produce high quality products with consistent sizing across styles to make it easier for customers to buy online. The Chinese production samples just didn’t look right and I knew we could do better in the USA.
Your size range offerings are pretty impressive. Still, you don’t offer sizing beyond a 38 band, why?
Unfortunately, it was simply too expensive to produce in our early stages and most women were already balking at our $165-$180 price point. Larger sizing invariably requires more material, additional stitching requirements, and other details that would need to go into producing sizes that I truly don’t think I can make without an established customer base requesting such.
In a perfect world, we can increase our size range as our company and collection grows. After going through the design and manufacturing process, I have a new appreciation of what it takes to manufacture a simple t-shirt, make it drape properly and look stylish.
Why are your styles seemingly so expensive?
Well, it is not cheap but I wouldn't consider it expensive either. The average bra for women in our sizes range cost $80-150 per bra. Figure you are buying 3-4 bras annually to rotate and another 2-3 to account for body size and cup size changes. The lifetime of a bra is quite short as they wear with wash and loose their elasticity. Our customer's probably have half a dozen bras that don’t fit properly.
A fuller busted woman all want to look like that Victoria Secret model who are never more than a C-cup. Those bras don’t remotely fit most women, let alone a woman with a larger cup size. They are typically over padded, offer poor support and their sizing is a hard fit wit spillage over the sides. As women get older our bodies naturally change. There are so many lifecycle changes that cause our breast shape and size to change, leaving our options in the current marketplace lacking.
The line seems to appeal to a broad demographic. What are you doing to reach young girls ?
We are starting to work with brand ambassadors on college campuses to increase awareness in the tween market. We realize that they cannot afford these items necessarily on their own but today many mom's are buying Boostwr for them. We designed the tank top for the overdeveloped young girl because it manages cleavage and can be worn at a sleep-over without making them feel self-conscious.
With all this talk of Boost Technology™, what are the care demands like on a garment like this?
Throw it in the washing machine, cold water and tumble dry gentle.
What’s next for Boostwr?
Right now building awareness and the brand. We just launched our pre-orders for a lacier bridal modal nightie due to increased requests. Brides wanted a non-satin nightie for their honeymoon. We are also developing a product with more breathable fabrics and perspiration wicking fabrics. Stay tuned!!