FILLING a niche market that caters to teenage girls, undergarment entrepreneur Lily Yong has opened her second flagship store called Intimate Secrets at the Airport Mall.

Yong said that due to the lack of choices of undergarments in Brunei, and the importance of ensuring that a "properly fitted bra" has tremendous health benefits, Yong is on a mission to educate women about how to buy a proper bra.

"The difference between the two branding, with Lilli Lingerie and Intimate Secrets, is that Lilli Lingerie caters to a premium up-market women, where as Intimate Secrets are affordable underwear that caters to teenagers as well," said Yong.

The undergarment specialist, who was trained in London and has been in the business for the past 12 years, has brought in products from France and the US after seeing the need for teenagers to steer clear of underwired garments when they are still developing.

"Teenagers shouldn't wear anything underwire and women who are really big should wear bra sizes which fit them instead of going to the department stores that don't carry (their) sizes," she said.

"They think that it is just there to be worn under clothes and nobody is going to see it, but if you are large-busted and you aren't getting the right fit or support, then you can look older, your bust will sag, and you will also look fatter," said Yong.

She added that on top of unflattering appearances, large bust women also suffer from back problems due to slouching.

She said that for women who are sized D-cup and above, the weight of the busts can be a health issue without proper support.

"Can you imagine what that does for your back?", she said. Some of the aches and pains that large busted women go through include neck pains, chest pains and back pains, which can be alleviated with a good bra that supports the front and the back.

Yong said that her products are specifically catered to suit this niche market and ensures that the brands she carries are cheaper than those found in Singapore. Some of the brands that Intimate Secrets carries includes Barely There and Bali. The shop also carries the French upscale brand Passionata and nursing brand Bravado.

"I tell my customers that if they can find the same product in Singapore that is cheaper than mine, I will personally refund the difference, because I know that my price is definitely cheaper," she said, stressing that many customers in Brunei still have the perception that Singapore is cheaper.

Intimate Secrets also carries a range of sports undergarments to help give women the support they need, especially in their teenage years.

"You have to start young, and this is because breasts are not made out of muscle but delicate breast tissue. Once it stretches, there is irreversible sagging, and once that happens you will look older than you really are," she said, explaining that her tagline for Intimate Secrets is 'A girl's first choice'.

The Brunei Times