The "Bra Psychic" Will See You Now

Let the ladies of Isabella Fine Lingerie size you up

By Althea Legaspi
Published: Dec 01, 2007

Ah, the internet. What did we ever do without it? It has given “convenience” deeper meaning – almost anything your heart desires is on-hand to order, and it’s just a few keystrokes away. Now, one boutique, Isabella Fine Lingerie, wants busts to look good worldwide – without the use of cumbersome measuring tape or the inconvenience of leaving home – via its unique online bra fitting program.

“We are famous for our bra fittings – no measuring tape required! Our staff can just look at you and tell you if you are wearing the right size bra – and if you are not – what bra size you should be wearing. Some call us 'bra psychics,’” jokes owner Lauren Amerine, a self-described “boobologist.”

While Isabella has two store locations in Chicago, Amerine recognized a lack of outlets for women worldwide to get properly fitted. “About 15 percent of our clientele are from out of state and it’s growing every day...We created our online bra fittings a few months ago because I realized there are so many women wearing the wrong bra size! I wanted a quick and easy way to ease the stress of being fitted for a bra. Most women equate it to going swimsuit shopping – and I wanted to help change that,” says Amerine.

“Basically, if you are busy and have no time to be properly fitted, or you live in an area worldwide that does not have a specialty bra fitting boutique, you can get 'sized up' with Isabella,” explains Amerine, who also says Isabella is the only lingerie store offering this program.

Isabella’s free online bra fitting service is a simple four-step process. All one needs is one or two digital photos, an email address and, after answering a couple questions, an Isabella “boobologist” (aka Dr. Bella aka Amerine) analyzes the photos, determines the right bra size, makes recommendations and sends the information to the email address provided. Clientele can also send photos of a particular outfit for which they are seeking a specific kind of bra.

Katie Reynolds, a Milwaukee, Wisconsin resident, is a fan of Isabella’s online bra fitting program. “I actually tried the online fitting on a lark. I figured, why not?” says Reynolds. “If it didn't work, nothing lost. And if it did, then it was win-win...The process was so easy. I really just sent my picture...I also just included kind of what I was looking for. I'm pretty busty and wanted a) pretty bras and b) for the straps not to slip off my shoulders every two minutes. It was definitely different from anything I'd done, but certainly not hard. Being trapped in a dressing room with a 120 year old store clerk and her measuring tape is far harder.”

As with many women, Reynolds was not wearing the proper bra size. “I was kind of shocked at the results, but I expected to be. I was already pretty sure I was wearing the wrong size, [I] just didn't know how wrong. I was actually off two full band sizes and many, many cup sizes. I was wearing a 36D, and turns out I'm really a 32F,” reveals Reynolds, who has since recommended the program to friends. “I can't believe the difference having the right size has made. I honestly look smaller, as crazy as that might sound.”

Try it on for size at www.shopisabella.com. All online bra fittings are free, shipping is free and a $10 coupon is offered to all who use the online fitting service.

Born in Philly, reared in Detroit, and indulging wanderlust in Arizona, Boston and Maryland, Althea Legaspi has now called Chicago home for more than a decade. She makes her living eating, breathing, and writing about music for publications such as Chicago Tribune and Paste, among others, and can be heard on-air during NPR-affiliate Chicago Public Radio's "848" program. Yes, her life does not suck.

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