Rockville Centre boutique reopens after pandemic

When it comes to shopping for intimate apparel, women have a slew of options, from department stores to online shops. Very few of those places, however, provide the level of personalized customer service received at The Fitting Curve in Rockville Centre. The boutique on Merrick Road offers custom bra fitting to ensure a proper, and comfortable, fit -- which is harder to find than one might think.

“In a woman’s lifetime,” co-founder Kelly H. Saintus said, “her bra size will change six to 10 times on average.”

The changes, she said, can be caused from weight loss, weight gain, pregnancy, nursing and illness, which makes it important to periodically get fitted to avoid discomfort. Saintus, along with co-founder Helene T. Delince and Stephanie Vincent, both of Baldwin, joined forces four years ago to provide their years of expertise in the industry to the local community.

“We had all worked in different aspects of the lingerie industry,” Delince said, “and in 2016, we came together, wanting to do something for our community.”

Delince and Vincent, who are sisters, moved from New York City to Baldwin, and soon discovered the available storefront on Merrick Road. “It was meant to be,” Delince said.

When the store first opened, she said, they mostly booked customers for bra fittings. A fitting includes an assessment of what type of bra the client currently wears and a discussion of what she should be looking for in a bra. The Fitting Curve will also teach women how to adjust straps properly, provide style options and help them learn how a bra should fit. A part of the service is also teaching how to properly care for undergarments.

The signs that it’s time for a new bra include discomfort with the fit and loose straps, as well as having held on to a bra for several years. Right now, Vincent said, they are seeing a lot of customers who are in need of a new bra after having put on the “Covid-15.”

According to Vincent, a weight loss or gain of 10 to 15 pounds can affect bra size. “That’s the range when women see a difference in either band size or cup size,” she said.

Like most businesses, The Fitting Curve shut down in March, and remained closed for three and a half months.

“The beginning of 2020 was really hopeful,” Vincent said. “We had new products, a new marketing plan and a new website. So, we really had to pivot. We’re such an intimate business – our bread and butter disappeared in quarantine.”

She said they kept relevant by providing email updates to customers and offering online sales, including discounts for essential workers. The reopening plan was delayed due to the new protocols, but they have now eliminated foot traffic and switched to an appointment system, with a vetting process for health risks. So far, this has not hurt the business, since most people who book appointment fittings have an intention to make a purchase.

This year, The Fitting Curve has formed a partnership with the American Cancer Society, being recognized as able to serve mastectomy patients. The store is also giving back 5 percent of selected items to breast cancer research.

“We’ve been in all different aspects of the industry,” Vincent said, “and that portion of clients are very underserved when it comes to bra fitting.”

One of the brands they carry, Anita Care International, caters to mastectomy patients, and to serve those clients adequately, Vincent attends yearly training seminars to become certified in fitting bras for women who have had mastectomies. “The post-cancer life is a unique experience,” Vincent said, “and requires a different sense of empathy.”

In addition to maintaining sensitivity towards breast cancer survivors, the store owners make a point to show that they are supporting real women. They use actual women in their marketing materials instead of models, and believe this has resonated with their customers.

“We believe in the authenticity of all women’s bodies,” Saintus said. “[Our customers] love seeing a real person represented. It helps them think, ‘I can look like that.’ Our store is meant to be a safe space, where women can fall in love with themselves all over again.”

Saintus stressed that the store aims to serve its customers based on what they want, and that the three women behind The Fitting Curve have the insight and knowledge to provide for them. She explained that, when they initially opened, they had a low stock and then based their buying decisions on what the neighborhood wanted. “We are not about what others are carrying; we focus on what our customers want and need,” she said. “That takes a long time to develop.”

“Our expertise speaks for itself,” Vincent added. “The practice of bra fitting is a dying art – the stores are few and far between. I get a sense of pride knowing I can educate people or that they come in asking for my help.”