Breasts. We’ve all got ’em, fam (some of us more than others).

Stick with me here.

Because of Reasons™, none of my clothes fit me at the moment. Including my bras. And Instagram knows it.

The algorithm now serves me ads and videos in the following genres:
🤢 Bras and shapewear that promises to make me look “snatched”
🦵 Thirst-trap videos starring Pedro Pascal’s knee (iykyk)
🛋️ Furniture I can’t afford
😽 Cat videos, toys, and fur-cleaning tools
👚 T-shirts for “husky” men
🧦 Compression socks (thanks, surgery)

You have no idea how many bra companies are lurking in the sweaty underboob of the Internet until you google bras literally once.

And Paige, I have tried them all. My carbon footprint has reached Sasquatch proportions with all the bras I’ve ordered and sent back.

I wish I could say I’ve found my fit, but the search continues. (It’s enough to make me channel my inner Woodstock attendee, tbh.)

But one has stood out: Understance. And not just because they’re pretty close to The One — they also have their message dialed. in.

From the moment I signed up for their emails to get my lil’ discount, they told me exactly what they were about:

My totally scientific findings indicate that 97.7% retailers begin the onslaught of pure product emails 14 seconds after that first coupon email hits my inbox.

Well, for every Understance email I’ve gotten about a seasonal color, new style, or extended size addition, there’s been one all about better understanding breast shape, size, and how to find your fit.

My favorite emails are a series they call the Fitting Room Diaries, where they grab somebody off the street to try on their bras. Understance analyzes why they do or don’t work for their bodies.

Product pages on their website feature photos of women all along their sizing spectrum, plus the most detailed descriptions I’ve ever read:

Bonus: They have a great return policy. And their customer service folks are understanding and pleasant as pie 🥧

I haven’t done much messaging and copywriting for retailers, but as a consumer, I’ve seen enough to know they’ve put a lot of thought into the message they want to put out there — and how they want to show up for their dream customers.

Great support.

Pun intended.