Jenette Goldstein is on a mission to bring back the neighborhood bra lady.
Lingerie company Jenette Bras wants women to honor their bodies. “You should take pride in your figure and your female power, and then by all means decorate it,” says brand co-creator Jenette Goldstein. Decorate it with Jenette Bras, of course.
Founded in Los Angeles by Goldstein, an actress whose credits include Aliens, Lethal Weapon 2, Terminator 2 and Titanic, and husband Aaron Noble, the custom-fit undergarment destination was modeled after the luxury fitting experiences common in Europe— and tailored to more well-endowed females. “Our alphabet starts at ‘D,’” says Goldstein, “which means women who’ve never been properly supported in their lives are discovering the world of accurate sizing.” While Jenette Bras also carries smaller sizes, larger cups paired with petite-to-average bust sizes are the brand’s expertise.
Now open in Decatur and Buckhead, the brand reached beyond its West Coast origins and arrived down South in 2020. “There was nothing arbitrary about the choice of Georgia,” says Noble. “Jenette’s family on her mother’s side has deep roots in Atlanta.” With links to Summerhill, Virginia-Highland, Clark Atlanta University and west Atlanta, where the couple spends their time when not in California, expanding the brand here was a natural next step. “The women of Atlanta are a gloriously dressy and sociable population, which makes them a perfect fit for Jenette Bras and vice versa,” says Goldstein.
The newest location, which opened in Buckhead last summer, is on Roswell Road near East Andrews in one of the last remaining vintage storefronts in the community: Neighbors include Peoples, Pieces and The London Trading Company. “[This location] has a sense of history and privacy—almost like a lingerie speakeasy,” says Noble. Inside, the decor speaks to Atlanta’s charm, including a reception desk from local furniture maker Ryan Hancock and vintage family photos. The staff also participates in community outreach. “The best part of our day is when two or three generations of women come in together: A mom bringing her daughter in for her first fitting or a young woman introducing her grandmother to the technological advances in sports bras since she was last fit,” says Goldstein.
While the brand is still settling into its new digs, Goldstein and Noble already have eyes on future stores around the Southeast, although mum’s the word on the exact when and where. “We’ve doubled in size from three stores to six since 2019 through COVID and recession,” says Goldstein. “And we’re taking a moment now to consolidate and strengthen our operations. I predict that we will, at minimum, open several more stores in the Southeast over the next five years.” In the meantime, Jenette Bras recently published a pinup-style weekly planner created and modeled by employees.
STORY: Elizabeth Harper
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