Five years ago, I wrote a note to myself on a Post-it. It was about swimwear shopping.
On it, I observed how swimsuit sizing can be so confusing. I mostly did it to make myself laugh, but, more importantly, it was like an internal question: Why does swimwear shopping, in particular, feel so mentally draining?
“In swimwear, you are out in the middle of the world in the least amount of clothing that you are comfortable having on,” empathizes Ashley Doll, the owner of Ashley’s Lingerie & Swimwear. “For women, it can be hard to feel good about themselves. Over decades, we’ve been conditioned by big box stores. You’re led to believe that there’s something wrong with you because you can’t find a good bra, you’re uncomfortable or things don’t fit.”
Ashley studied fashion merchandising at Villa Maria College and Buffalo State University, acquiring and rebranding a former Blum’s Lingerie & Swimwear store after years of working for the business.
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“I did not grow up thinking that I was going to sell lingerie and bathing suits,” she laughs. “But it’s become my passion. I believe in helping women feel confident about themselves from the most intimate things that they have to wear.”
"I believe in helping women feel confident about themselves from the most intimate things that they have to wear,” says owner Ashley Doll.
Now in three locations across Western New York, Ashley and her staff focus on fit and education as the starting point for all swimwear and undergarments. In fact, a fitting is available at any store by walk-in or appointment.
They also carry an inclusive range of sizing (up to size 4x, bra cup size P and band size 56).
However, an open mind is also a key factor when shopping.
“Swimwear sizing is a little wishy-washy,” she confirms as we continue chatting. “The measuring tape is just a starting point.
“I think we often get stuck on ‘our size,’” Ashley continues. “Think of it as a more generic way of saying, ‘Let’s start here.’ Then let’s tailor it to you, rather than sticking with whatever that one number says across various brands. Oftentimes, your bra measurements will help you translate to a swim cup size too. Let us show you what a good fit feels like, and how drastically it can change how you feel from the inside out.”
As for universally flattering swimwear tips? Ashley says tankinis are back (and have never actually left) and, of course, anything black.
“I want everyone to have a black swimsuit, just like a little black dress,” she says. “If you ever don’t know what to wear, you just throw that bad boy on.”
