Jenette Goldstein is a veteran character actress who’s fit a wide variety of roles in her career. But she spent most of it unable to find a bra that fit her.
“I’m a small girl with a small ribcage and big boobs,” said Goldstein, who wears a size 32G brassiere.
But her life – and career – changed when she went to a store in London that carried a full selection of bras with a small band and large cup. She couldn’t stop gushing to her husband, Aaron Noble.
“I was like, ‘Why don’t they open a store here?’” she said. “My husband said, ‘Why don’t we?’”
So they did, opening the first Jenette Bras store in east Hollywood – its slogan: “The alphabet starts at D” in 2009. They said it was an immediate hit and Goldstein set up a second shop in Pasadena in 2011.
But Goldstein said many of her customers lived on the Westside and she knew she’d eventually have to cross La Cienega Boulevard.
“They never had any idea Melrose went this far east,” she said.
So she found a 100-year-old building on Santa Monica Boulevard, just west of the 405 freeway, and last week opened a third location. To give the new store a Jenette touch, she added an eye-catching pink-and-coral exterior wall, designed by her husband. Goldstein said the two newest stores were funded out of profits and is proud that she’s never taken a loan or outside investment.
Because her stores employ bra fitters, who need more training and experience than typical retail storefront employees, Goldstein said she spends money on labor at the expense of a trendy location.
“It’s a destination store,” she said. “I don’t need to be in the mall or the high-value walking street.”
Goldstein said her new location is already helping her reel in more customers.
“Now, people are finding me because they’re, like, ‘What is that pink building on the corner?’” she said.
– Matt Pressberg
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