Bridget Kearney has a unique skill.

As the only professional in Ireland who can assess and fit a bra without a tape measure, women all over the country have been flocking to the Cork entrepreneur’s company Belle Femme Lingerie to order custom-fitted bras online while the shops are closed.

There’s nothing more uncomfortable than an ill-fitting bra and Bridget has been fitting her customers without the use of the traditional tape measure for close to ten years.

Now the Mitchelstown-born businesswoman has discovered a whole new audience and web sales from her premises on Kilkenny’s medieval Kieran Street are sky-rocketing.

“Consider the fact that the body is elastic, whereas a tape measure is static,” Bridget explains.

“A tape measure cannot measure volume, so it is essential that anyone advising women on wearing the correct fitting bra learns how to assess and fit, as we do, without a tape measure.

“COVID-19 has changed the way we work and these changes could last longer than the virus. So we are highlighting a service which we have offered for years – virtual bra fittings.  We’re asking customers to email us at fittings@bellefemmelingerie.ie and send us three pictures of them in their bra – one from the front, one from the side, the third from the back – along with their contact details.

“We call customers for a consultation prior to sending on the product. When they receive the bra they can try it on and let us know how it fits. If it is not right, they can send it back to us in the pre-paid envelope enclosed and we promise we will ensure they get the perfect bra.”

If you’re wary of sending pictures of yourself to an online store, you can rest assured you’re in safe hands.

“Our customers’ security is our top priority.” says Bridget. “While our site is safe and completely secure and we delete all images once orders are filled, we ask that their face is not visible in these images and that they focus on the bra area only in their photos.”

“We have been measuring ladies without the use of a measuring tape for close to 10 years now and we know – almost instantly – what size they need on the first inspection. We pride ourselves on our keen eye and our knowledge of brands and fit, which assists in providing our customers with the perfect bra for their individual shape and size.”

Size matters

“We’ve had 20 orders in the first three days and word has already spread. One of our newest customers was wearing a 36B whereas she was actually a 34G.”

Bridget said that as many as eight out of ten women are unaware that they are wearing the wrong bra size. “This can make them look up to half a stone heavier. If you are wearing the wrong size bra you are also compromising crucial support, resulting in potential back, neck and shoulder problems as well as potential breast pain.

How do I know I am wearing the wrong bra?

1. If you have that ‘four breast’  effect.
2. Your straps keep falling down.
3. The band of the bra rides up your back.
4. Your neck or back hurts.
5. You have spill-over over the top, sides and bottom of the cups.
6. When you raise your hands into the air and the bra moves.

Find out more about Bridget Kearney’s virtual bra fitting service on her website here.