Following on from the reveal of the first ever Pudding x Cancer Research UK Bra Fitting Academy event in May, Underlines spoke with Helen Masters of Pudding Lingerie about her Campaign for #Better Bras after Breast Cancer. And why it is an initiative that is long overdue…
“Sometimes business inspiration comes from outside of business”
Last October, inspired by my first ever mammogram, frank discussions with the ladies who model for me on my post breast cancer bra fitting training courses and an illuminating and emotional night at the Pink Ribbon Foundation Gala dinner, I launched the Campaign for #Better Bras after Breast Cancer.
Campaign #BB was needed because, despite some great improvements in the range of bras now on the market for women after breast cancer, the post breast cancer customers I talk to remain frustrated at what they see as an offering that still lags behind what they could wear before breast cancer and the struggle they often find to access an expert post breast cancer bra fitting service.
If you are a lingerie store owner or a specialist manufacturer who is working hard to change this it would not be surprising to feel disheartened and that the feedback isn’t justified . However, if you talk to women who have had breast cancer, for many of them , this is the reality. Getting the combination of functionality, aesthetic , wide size range and accessible price point in a place where people know what you need and can give you expert advice is an uncommon occurrence still for a lot of women.
Training in Action
At the same time those who have been lucky enough to have a professional bra fitting and find suitable post breast cancer bras report that it is a significant step on their road to recovery and to feeling themselves again.
Cue Campaign #BB: because in this age of diversity, inclusivity and ‘everyone deserves the best solution’ why should women who have had breast cancer feel they have an inferior offering? Surely the cancer was hard enough.
in this age of diversity, inclusivity and ‘everyone deserves the best solution’
I’ve been delighted by the reaction and support for this campaign from retailers big and small and as far away as Australia…and from leading brands such as Anita, Boost, Evenly , HER & Megami who are striving to push boundaries already and upping the game with products that are functional and look good.
And last month I was super excited to launch a key initiative in the Campaign for #Better Bras – The Pudding & Cancer Research joint Bra Fitting Academy (see Underlines Issue 174).
This new collaboration means for the first time trainees can complete a specialist post breast cancer bra fitting training course and receive a Cancer Research UK Endorsed Bra fitting Qualification.
However, this collaboration is about so much more. I know from running a lingerie store and being a post breast cancer bra fitter as well as working with brands that sell to this market how hard it is.
The perception that women have of lack of provision isn’t because people don’t care or want to serve this market. It is because sadly it can be difficult to make a viable business out of it.
Our trainees do not just receive bra fitting training. They…
- hear about the struggles and needs of breast cancer survivors first hand
- receive an education on the reality of breast cancer
- receive a listing as a Cancer Research endorsed bra fitter on our new #CampaignBB social media channels
- receive a personal introduction by Cancer Research UK to local Cancer Care nurses and hospitals in their area to help build their business network and access customers
- receive a free Cancer Research post surgery bra, plus the option of stocking this and sporting the Cancer Research ‘care products’ logo on their store or website
- get access to other benefits from key post breast cancer brands to help them build a viable business.
Our leading specialist independent lingerie stores and brands already do a BRILLIANT job at combining fitting expertise, the best product range and accessible pricing . But in a world where the majority of UK women do not visit a specialist bra fitting store, we need to showcase those fitters who are the best ! We also need more specialist bra fitters – mobile fitters, department stores, online fitting experts – now is the time to join Campaign #BB.
If you are a department store, lingerie retailer or mobile bra fitter who would like to be part of Campaign #BB to give women who have had breast cancer the same expert advice and quality products as those of us who are lucky enough not to have experienced this disease & would appreciate a helping hand, or an independent endorsement of your services get in touch or call 44 (0) 7789 921097 and make experiences like Caroline’s, Tracy’s and Belinda’s a thing of the past.
‘As a person (I say person, because it isn’t just women that get breast cancer!, so please check your chest) who has experienced breast cancer and the changes this imposes, I personally feel so grateful to be alive BUT l also feel embarrassed, awkward, and a huge sense of loss – having lost both breasts. I do actually grieve my breasts, you may well think this is stupid, but there will be ladies that understand. It is sooo hard to even get out there for something as simple as a bra fitting, and when you do, it would be good to have a fitter that understands and that can do it right – because it is different .’ Caroline Lester, double mastectomy survivor.
‘ I was literally at my wit’s end and had given up on ever being able to wear a nice bra again. I couldn’t find anything in my size at – seeing a specialist bra fitter was literally one of the best things I have done to help my recovery, but we need more choice of bras in a bigger size range from the brands we are used to.’ Tracy Shaw, single mastectomy survivor.
‘Since wearing my prothesis, I find it very difficult to find a bra I can wear – and when I have made the effort to look at specialist bras I can’t afford them. I used to be able to buy a really good bra for £30 – now I can’t find anything below £50. It sometimes feels like we are being penalised for having had breast cancer.’ Belinda Hey, single mastectomy survivor.
