BRA HEAVEN: Actress Jenette Goldstein had a hit on her hands when she opened her specialty bra and swimsuit shop.
Six years ago Goldstein launched her business focused on serving women and teens with large busts with the tagline “The Alphabet Starts at D.” She’s now opening her third store at 11300 Santa Monica Blvd. today.
Her stores are stocked with bras ranging in cup size from D through K by about 30 brands, including PrimaDonna, Elomi and Marie Jo. The majority of the brands are sourced from overseas, where she originally got the idea of starting her own business while stumbling upon a shop in London geared to women with larger chests.
Goldstein decided she wanted to bring options to larger-chested women Stateside that were both beautiful and functional when she and husband and muralist Aaron Noble decided to open their first store.
“They’re gorgeous works of art, but they’ve got to be comfortable and they’ve got to do a job,” she said of her inventory.
Goldstein has clients from Brentwood, Santa Monica and Marina del Rey and said it was time to open a store that would service them closer to their homes. The new location, totaling about 1,600 square feet, is in a historic building surrounded by bookstores and the restaurants that abound on nearby Sawtelle Boulevard.
The third store joins existing locations in Pasadena, Calif. and Los Angeles on Melrose Avenue.
Goldstein, a character actress who has had parts in “Titanic,” “Aliens” and “Terminator 2,” serves a celebrity clientele that includes Christina Hendricks, Susan Sarandon, Halle Berry and Scarlett Johansson.
Goldstein is cautious about store growth, despite healthy demand from fans of her retail store outside of Southern California.
“We just do it organically to maintain the service,” she said. “People keep asking to open a store in New York and the Bay Area. We don’t want to over expand. If it works and I know there’s definitely a need for it, we will but right now I’m just focusing on Los Angeles.”