In 2009, a simple experience changed the way we thought about lingerie shopping.

My sister visited a local lingerie store and needed two bras. There was no trial room, so she bought four, hoping that at least some would fit.

At home, she discovered that only two fitted well. The other two were of no use. When she went back to exchange them, the shopkeeper refused.

That experience stayed with us. We felt women deserved something better — a store where they could shop with comfort, confidence and trust.

That thought became the beginning of Feelings in 2010.