COURAGE: The Real Gold in Sports

GO CANADA GO!

I'm sure just like me you are cheering for all of our Olympians and wishing them great success. Partnering with Olympian Danielle Goyette when I started this company gave me a deep admiration for the dedication it takes to be an Olympian. Trust me, it's no easy feat—I'm exhausted just thinking about it!

Did you know that sport participation rates for Canadian girls decline steadily from childhood to adolescence? By their teenage years, as many as 62% of girls are no longer participating in sports. That's a bummer.

I was the exception to the rule because I started playing sports in my late teens. I played competitive hockey and tennis for years. I learned a lot about leadership, teamwork, confidence, and how to cope with losing, which has been crucial in my business and personal life.

The most invaluable lesson I learned from playing sports was COURAGE.

The courage to put myself out there for my team and for myself, knowing I could lose, but doing it anyway.

And lose, I did.

And I cried.

AND I REBOUNDED!

I learned that it's always more about the journey than the medals.

So to all the women Olympians out there, go hard and then go home and be proud because we are supporting you and are already all proud of you no matter what.

And to all of you Canadian Women, I want to be part of YOUR support team. Whether you're a 32A or a 44H, whether you walk, skate, or bounce a ball, I'm here to help you reach your goals with the best support possible. Because let's face it, all women need a little lift sometimes!

Cheers to 25 years of supporting Canadian women, and giving you less bounce for your buck! 😄💖

Stay Supported!

Brigitte Lessard

YES, Keep Me Posted!

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Did You Know That World War Help Popularize the Bra? 🍁

By Brigitte Lessard • November 11, 2024

How World Wars Revolutionized Women’s Lives: From Corsets to Bras and the Rise of Sliced Bread In this insightful Remembrance Day post, we explore how World Wars I and II led to unexpected changes in women’s everyday lives, even influencing essentials like bras and sliced bread. During WWI, the U.S. War Industries Board urged women to abandon steel-reinforced corsets to conserve metal, freeing up enough to build two battleships! This shift introduced bras as a lightweight, liberating alternative. Meanwhile, Canadian “Bluebirds”—military nurses—found bras practical and empowering, as they served on the front lines in grueling conditions. After the war, pre-sliced bread became a game-changer in kitchens everywhere, until WWII rationing briefly banned it. These everyday innovations symbolized a new era of freedom, efficiency, and resilience for women. As we honor those who sacrificed for our freedoms, this post reflects on how world wars shaped modern conveniences, empowering women with newfound independence.

Halloween Perks Await - Dare to Go Braless?

By Brigitte Lessard • October 29, 2024

Alright, confession time: the thought of going braless? 😱 Downright spooky for us well-endowed ladies. It’s like one of those classic Halloween fears – spiders 🕷️, haunted houses, or running out of chocolate. But, turns out, there’s a little magic in ditching the bra for a night – and some unexpected treats 🍬 to go along with the trick. Going braless may sound like a breeze for some, but if you’re packing a little extra up top, it can feel like you’re unleashing two wild ghosts 👻👻 under that sweater. And while I'm not here to claim it's a fear-free experience (especially when stairs get involved 👀), I recently came across a book called Dressed to Kill 📚 that had me rethinking the entire support system, so to speak. In this book, authors Sydney Ross Singer and Soma Grismaijer reveal some eerie facts 👀: wearing bras too often could affect our breast health due to restricted lymphatic drainage. This isn’t to say bras are the enemy, but it does add a little intrigue to the whole “take a breather” idea.

NAFTA- North American Free Ta-Tas Agreement

By Brigitte Lessard • October 17, 2024

I just got back from Montana, where Renelle and I made history by launching NAFTA—North American Free Ta-Tas Agreement. Free movement, zero sagging, and all the support we deserve! 🇨🇦🇺🇸 The "Boob Trade Deal" is officially in place, and let’s just say, it’s tighter than anything coming from Washington or Ottawa. There’s even buzz that Renelle and I should run for office. I mean, if we can tackle saggy boobs, we can definitely handle sagging leadership. Trump? Trudeau? Time to lift and separate, boys! We’re bringing a whole new level of support where it’s desperately needed. Now, let’s talk about the real star here: ENELL. Renelle created this game-changing bra back in 1993 because she was fed up with sports bras that didn’t cut it. Whether it was for running, lifting, or just keeping it together during a busy day, there wasn’t a single bra out there that offered the level of support she needed for her fuller bust—so she created one herself! And let me tell you, this isn’t just any bra; it’s a full-on boob fortress. With a front-closure design, wide straps, and a compression fit, ENELL locks everything in place, no matter what activity you’re doing. No bounce, no sagging, just pure comfort and rock-solid support.