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"Many bras are basically built for only one [of six] breast shapes. So, a lot of times, if you're not that shape, you set yourself up for failure."
She also added, "If you don't know your breast shape, it just creates this problem of not being able to get into the right style of bra. Because all bras are not built equally, they are built dependent on your shape. If you don't fit into that ideal, then you struggle. And that's what nobody ever tells you: That [the problem] is not you. The problem is the brand manufacturers that are building bras based on this outdated concept."
From there, Nicola recommends buying three different bras from the same brand and supplier that are around the size that you've measured, and see which one fits the best.
Nicola also clarified that while you can determine your breast shape and bra size on your own, it's often best to seek help from a professional. She said, "The ideal really is to go to a boutique or to go to an expert" — because they often know the ins and outs of different styles and manufacturers. (For example, which ones might run larger or smaller.)
She added that she was also motivated to create educational content after online orders to her shop increased, but they began seeing a confusing number of returns. Nicola explained: "We noticed that so many people just struggle with their bra size. And [we would read] the return notes: 'I'm a 38D, but this doesn't fit.' People still needed help. So, that's where the idea was born from."