We first noticed Sandra Mimran and Boost on Instagram @boostwr. Like Sandra, Jessica has a larger bust line on a smaller frame and solutions are always welcome. When we noticed that she was launching this company at 50 we were immediately fans and peppered her with a million questions (okay 29 of them). For everyone who ever wanted to know what it’s like to launch a brand at 50 here’s our Q & A with Sandra Mimran of Boost.
What is your work background?
When my kids were younger I worked in an internet startup which procured auction experiences for charities. When the kids got a little older I transitioned to residential real estate, which I’ve been doing for the last 14 years.
When I turned 50 I wanted to change direction and pursue something where I could integrate a fashion brand with a cause. My passion for fashion started in utero, as my mother was a high-end seamstress, and although I can’t even sew a button I’ve always had an eye for design and detail. Lingerie has been on my radar since I was 16, when it became clear there was nothing available for my body type. It’s something that I kept coming back to, especially since my shape was changing and there was still nothing suitable in the marketplace. I knew that I wanted to address this in the marketplace through an effective design but finding the right team to execute my vision took much longer.
Currently the most common bra size is the US is 34DD
How long should a bra last?
Two years max, depending on the wear and tear and how often they are hand-washed. Bras stretch over time, but more importantly our bodies are constantly changing, which also means breast sizes change. I can be 3 different sizes in a month.
How many times should a bra be worn before it’s laundered?
I’m a pretty active person and with my hormone fluctuations I feel warmer than most, so for me it’s 3 times, then a hand wash.
Do people really expect us to hand launder these things?
My garment is “machine wash” which I know is important for convenience. As for a bra, hand washing them is the only way to keep it’s shape and fit. And for us bustier girls, where the average bra is at least $80.00, we’ll take the time to give them some TLC.
[Editor’s note: We asked this question before getting the answer that Sandra actually hand washes her bras. Jessica pleads guilty to sending very expensive lingerie through the washing machine but at least it’s on the hand wash cycle.]
Where can a busty woman find a properly fitted shirt?
For me it’s been trial and error and it’s a combination of material and cut. There needs to be a bit of stretch in it and the shirt needs to be a little longer, since busty girls tend to be short waisted. I like Pink, Theory and Skinnyshirt for layering. I always carry Fashion Tape, just in case.
Are there underwires in this?
Boost is not a bra. I purposely designed Boost without underwire because chesty girls usually have to wear them all day and the last thing they want to do is lounge or sleep in it, but we constructed the garment in a way that still gives you a shape without any constriction! The pattern is very technical.
What do you friends say about this? Has anyone recommended therapy? It’s a BIG project.
lol…My friends have been extremely supportive (pardon the pun) and ironically the people that have inspired me the most have been from on-line communities, where I’ve never met any of them. This has been something I’ve wanted to do for years and it was now or never, has it been scary, hell YES, but facing my fear has been my therapy (and if you knew how much a NYC therapist costs, it’s actually cheaper to start a business).
What comes after Boost? Is this the beginning of a line?
The goal is to turn Boost into a brand, I have a lot of designs in my head, especially in activewear. The marketplace is slow to catch up with our changing shapes, and having shopped extensively and been routinely disappointed I know that I can come up with some solutions.
Do you think that it’s limited to the midlife + demographic?
Not at all! I really made this for my 16-year old self, when I shot up from a size A-DD in a year, and it evolved to my 50-year old self where I’m still the same size only now, I need a lift! I had a soft launch in November with a well attended trunk show — my customers ranged from 16-60, so I’d say it’s for everyone.