We had the good fortune of connecting with Jenette Goldstein and we’ve shared our conversation below.
Hi Jenette, what do you attribute your success to?
The business grew from a burning desire to right a wrong. The simple fact that the segment women who most needed a good bra – a well-made, beautiful, and properly-fitted bra – were the most poorly served. Seems ridiculous, right? When you don’t feel seen (oh, we were LOOKED at) you either become depressed or angry. I chose the latter and decided to create a place for us, the ‘over-developed and under-served,’ that focused solely on D cups and up, personal brafitting service, and quality products. Eleven years and five stores later, we still don’t sell our bras online, holding true to our core values of quality, service and kindness. I mean, what’s the fun in running a warehouse?
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Running a small business is really hard. There are so many parts, finance, inventory management, marketing, legal stuff, customer and employee relations – it’s is absolutely impossible to be skillful at all of them! You just gotta pick the ones you’re good at first and start . My partner and I are artists, writers and performers, so branding, message, and service was where we started. Hopefully, you will slowly make a little money to hire people who are better than you to focus on the parts you suck at. It’s really better not pretending you know something when you don’t. Just say, “I have no idea what you just said, would you mind explaining it to me in simpler terms?” I mean, I have number dyslexia and cannot understand what a running balance is no matter how hard I try. I would just say, “Can you just tell me how much I owe and when do you need the check? We have someone to oversee the finances now, but I used to go by ‘if the drawer is too full, I spent too much – and if it’s empty I bought too little.” That’s how I made my budget!
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Hanging out eating and drinking with friends – what’s that? I’d first take a walk around my neighbor in Silver Lake and around Echo Park. Afterwords, we’d drive up one of the canyons at sunset, maybe eat dinner at the Inn of the Seventh Ray, then drive back East taking Sunset Blvd into Downtown
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
This might be slightly unique for a bra business, but it’s two men: my husband and my grandfather. My partner in crime or commonly referred to as ‘the Man Behind the Rack,’ Aaron Noble Co-Founder and Artistic Director behind Jenette Bras. He designs all of the shops, paints the murals, creates the branding, writes the copy with me, and helps keep me somewhat sane. The other is my grandfather who worked in the garment industry and later ran a deli. He taught me two things: “buy cheap, get cheap,” and “you make a mistake with their order – throw in a free dessert.”
Linkedin: jenette goldstein
Exterior store at night – credit: Kate Romero