She Buzz


When Small Changes Are Empowering ~ Changewear Lingerie

May 4, 2017


Artwork by Dennis Skogsbergh on Lingerie Briefs

Life is always in a state of flow, and we don’t always know where the flow is taking us. Sometimes it all seems mundane and predictable. Then life throws a curveball – for better or for worse.

With my move to the Midwest in January, there’s been a lot of change recently. Much of it has been amazing. I’m enjoying life in downtown Indianapolis. Joe and I are walking distance to surprisingly great food and drinks; the sports arenas for football, basketball and baseball; and pretty walks along the White River.

But I’d be lying if I said it was all smooth sailing. Moving to a brand-new place can be overwhelming at times. As much as I love meeting new people, building social and local business networks from scratch is a big project.

Some of Indiana’s gray, flat winter days were really hard.

Fortunately, Spring has sprung. Recently, it was too pretty to be stuck in the office, so I texted my new pal Amanda. We grabbed our laptops and started working outside. Sitting in the sunshine with a friend while being productive was fantastic!

Sometimes, taking charge of one thing – anything, no matter how small – can make a big difference in feeling empowered.

ChangeWear on Lingerie Briefs

At Curve, I was talking to Michelle Judson, founder of the newly launched Changewear lingerie line. She had a similar feeling when she was inspired to create her brand. As a cancer survivor, Michelle had moments of feeling like life was moving beyond her control.

One day, she looked down at a bra she had on – it was black lace over a contrast color seamless cup.  She wished the color was different.

“What would it be like if I could just change that,” she thought.

In that moment of inspiration, Michelle envisioned bras that could change with her.

With her mood.

With her style.

With her state of mind.

Fast forward to Changewear. The wirefree bras are versatile, comfortable AND changeable.

Each bra “uses patented-pocket innovation and interchangeable dual color bra pads that allow the wearer to create different colors, styles and looks all within the same bra.”

I like that Changewear takes colorway inspiration from the nature around its location in the Pacific-Northwest. The FW 17/18 colorways were picked from images of sunrise and sunset in The Painted Hills in Oregon.

ChangeWear on Lingerie Briefs

I like that the brand uses models who represent an array of ages, sizes and ethnicities, and doesn’t use Photoshop.

And I love how Changewear let’s women design their bra their way – every day.

Sometime, a little change that puts YOU in the driver’s seat of life is all women need to shift their perspective.

ChangeWear on Lingerie Briefs

BONUS! Listen to Deedee Crosland’s interview with Michelle Judson
and Samantha White ~ the ladies behind Changewear.

click arrow below…

Deedee Crosland is Lingerie Brief’s Audio Briefs contributor. Deedee’s love and knowledge of lingerie, her passion for storytelling and connecting with people through podcasts and video can also be seen and heard at The Lingerie Stories.

“Sometimes Good Things Fall Apart So Better Things Can Fall Together” Marilyn Monroe



What Is An Empowered Woman?

March 30, 2017


Woman's Empowerment on Lingerie Briefs

When I hear people talk about empowerment, it often seems to be connected to ways women think and feel about themselves.

Certainly, in the world of lingerie stores, we tend to connect women “looking and feeling their best” with “being empowered.”

In 2004, when I first found bras that fit, it was a transformational moment for me. It changed how I felt in my body. It changed how I saw myself. I felt empowered when I shifted my thinking about myself and my bras.

That theme is reflected in ways “empowering women” gets expressed in the media. Check out just a few descriptions of what makes an empowered woman:

An empowered woman…

  • Takes responsibility for herself
  • Makes her own rules
  • Honors herself: mind, body and spirit
  • Lives by her inner compass
  • Empowers other women
  • Forgives
  • Expresses herself unapologetically

That’s just a few I pulled from looking at an array of articles. All good stuff on this list of traits of empowered women.

At the same time, the traits on this list seem almost exclusively self-directed. As if empowerment is mostly a thing women do individually.

Not to channel my inner Carrie Bradshaw, but…I couldn’t help but wonder…

Is empowerment by building self enough? Or is it selling the mission short?

I couldn’t shake the belief that an empowered woman’s opportunity was larger…but what, exactly?

Turns out, there’s a LOT more to it.

The benefits to empowering women are much bigger than the individual. In fact, a system to empower women is a matter of economic, societal and professional growth.

U.N. Global Compact on Lingerie BriefsEmpowering women systematically is so vital; it’s the subject of a new priority initiative from the United Nations Global Compact.


Because empowering women worldwide goes straight to the mother of all drivers – the financial – and it packs a wallop. Estimates show that “empowering women across the globe could improve the global GDP with 23 trillion US dollars in 2025.” (Forbes)

According to the Women’s Empowerment Principles, empowering women to participate fully in economic life across all sectors and throughout all levels of economic activity is essential to:

  • Build strong economies;
  • Establish more stable and just societies;
  • Achieve internationally agreed goals for development, sustainability and human rights;
  • Improve quality of life for women, men, families and communities; and
  • Propel businesses’ operations and goals.

So what does all this big money mean for the softer side of empowerment? A look at how the UN Global Compact defines “empowerment” is enlightening:

“Empowerment means that people – both women and men – can take control over their lives: set their own agendas, gain skills (or have their own skills and knowledge recognized), increase self-confidence, solve problems, and develop self-reliance. It is both a process and an outcome.” (Emphasis mine)

It’s time to step into a grander and more ambitious view of “empowerment.”

Empowerment needs to include the heart-centered side of helping women feel like their best selves – but it’s not enough. To create the best outcomes for women around the world, we must show the POWER in empowerment.

Women need to embrace our potential to impact money and business globally. Otherwise, empowerment – just like other facets in the realm of women – may end up demoted in importance.

Just like so many things in life and in business, the soft side is vitally important, but it’s not enough. To create real change, the heart of a mission must be knit into the fabric of consistent systems for growth.

To learn more about the UN Global Compact initiative and the Seven Key Women’s Empowerment Principles, go to




The Message Of Fit: Just Let Me Be Myself

February 22, 2017


I’m addicted to this song by Grace. It’s not a new song, in fact, it’s a remix of the classic by Lesley Gore, “You Don’t Own Me.”

Don’t tell me what to say,

And don’t tell me what to do.

Just let me be myself

That’s all I ask of you.

Wherever you look, women are sharing that message.

When I had my first transformational fitting in a Cambridge UK lingerie store 13 years ago, it sparked a huge AHA moment for me. In finding bras that fit, I felt like the message was much bigger.

I felt like I fit – not just in my bras, but in my body.

That moment was the inspiration for my business, my book Busted! and the FabFit Academy, my bra fit training program.

Along the way, I’ve heard from women all over the world. And they want to fit, too.

But what does “fit” mean these days? Because it seems to be changing.

At one time, fit seemed to be the pursuit for a single answer to the question “What is my bra size?” As if there was a single answer to the question.

Customers were destined to be frustrated by trying to find an answer to that question. Because there is no magical formula that leads to a single size.

And women didn’t want a solution that led to them being “right” or “wrong.”

Fit boils down to helping women feel empowered to be their best – and how that translates will differ from woman to woman.

As professionals, we can offer our best advice about which bras will work best on customer’s unique body.

But anyone who sells by telling women they’re wrong ends up hurting everyone. They hurt buyers by sending negative messages AND they hurt themselves by turning women off.

Across the spectrum of life, more and more women are rejecting rules and norms that have been pushed on them.

We see it in politics.

We see it in the workplace.

And we see it in the fitting room.

What we’re witnessing is the voice of cultural change.

What does this change mean for lingerie professionals whose bread and butter comes from telling women how bras should fit?

Simple – the leading professionals are listening to the customers they serve and guiding them to look and feel their best by the customer’s definition. They share expertise without judgement about what customers choose in the end.

Don’t tell me what to say, and don’t tell me what to do. Just let me be myself. That’s all I ask of you.

In listening to women and seeing this shift, I’ve been inspired to make changes to my business. It started when I rejected the statistic so many lingerie professionals relied on for years – the one that said “70-85% of women are wearing the wrong bra size.”

To keep a consistent business message, I eventually chose to pull my bestselling book from the shelves. Sharing that outdated (and false) statistic was no longer supporting the women I served.

But keeping my expert advice from women didn’t feel like the right answer, either.

With that in mind, I’ve tried to find the balance between empowering women to select the best bras for their bodies while giving them the means to assess fit for themselves. The result is my new book, based on Busted!

It’s called Fit My Bras.

At Curvexpo in New York, I’ll be unveiling Fit My Bras in the Best of Intima booth. I’d love to meet you, talk about the art and science of bra fitting in this new world of women, and answer any questions you have. Hey…you can even get a signed copy of the book.

I share all of this because, like you, I’m a business owner trying to make things work in a changing world of empowering women. That’s what She Buzz is all about.

Shifts in the world of women affect every lingerie professional, and we all benefit by hearing about them and discussing how they’re impacting our business. I look forward to continuing the conversation with you – both here and in the real world.





There’s the Rub: The Empowerment of Fit Beyond Bras

January 20, 2017


When it comes to lingerie and self-image, intimates professionals are well versed in the connection between bra fit and how a woman feels in her body. Countless articles have been written on the topic – some of them were probably written by you, the She Buzz readership!

But bras aren’t the only part of a lingerie collection that impacts women’s self-image.

Any time a woman wears a garment that makes her aware of her body in a negative way, there’s often a direct connection to negative self-talk. It can start a negative shame-spiral that rivals scarfing a large pepperoni pizza – with extra cheese.

And that’s no bueno.

Recently, there’s been an obsessive focus on “thigh-gap.” In case thigh-gap has escaped your notice, it occurs when women can stand with their feet together, yet still see sunshine from apex to knee. According to Marnie Consky, founder of Thigh Society, “Thigh gap is actually very rare, it’s not something that most women have.”

For the rest of us, there’s the less flatteringly named “chub rub.” As the moniker implies, when women’s thighs chafe from friction during normal activity, like walking in a skirt or dress, that’s chub rub.

To review – thigh gap is only biologically present in a minority of women, but is held up as a gold standard for women’s bodies by members of the media.

Well, it’s not hard to see how the thigh gap standard creates a negative self-image message for most women. The implication is thighs that rub are somehow overweight.

As Consky says, “Chafing comes down to anatomy and friction, and it’s not just plus-size women whose thighs rub. I get product requests for women as small as size 2-4.”

Thigh Society’s product is a different category from shapewear. It’s a seamless bike short that functions rather like a boxer brief designed for a woman’s unique body shape. Just like an amazing bra fitting, products that eliminate chafing can be life affirming for customers. Sharon, from St. Louis MO says of Thigh Society, “You have literally made being in the heat a comfortable possibility.”

Another aspect of thigh friction impacts the hosiery market. Too often, even boutiques that focus carefully on the importance of bras that fit miss the mark with hosiery. They don’t provide hosiery products in a range that actually fits their customer base.

Says Tim Gettler, of Glamory Hosiery, “It all comes down to three things. 1) Having sizes that are a true reflection of a woman’s body – not just saying Plus/Queen on the label. 2) Making sure you’re carrying the right sizes for your customers. Any time a customer ends up in a product that doesn’t fit, it can lead them to feel ‘too big’ for the product, which creates self-image issues. And 3) Understanding how hosiery should fit. Thigh highs – whether they are hold ups or stockings – should reach the top third of the thigh to encase and cover the areas that would otherwise rub.”

Gettler further points out that proper fit for thigh highs means women can wear them with a wider range of clothes, since they come up higher on the leg and reduce “muffin top.” With a size range that goes up to 4X and a 32-dress size, Glamory covers women whose sizing needs are unmet by most of the hosiery market.

At the end of the day, when a woman stops worrying about chafing, she frees her mental energy and any negative thoughts that detract from confidence. When clothes feel better – from bras to underwear to hosiery – YOU feel better.

Feeling better is a great foundation for going about every day as your best self.



What A Year! A Look Back at 2016.

December 20, 2016


Ali Cudby on Lingerie Briefs2016 has been a big year — personally, politically and otherwise. And it’s been a big year for women. We’ve covered a lot of ground here at She Buzz: World of Women.

Back in January, we waltzed down the glamorous Red Carpet at the Golden Globes. Beyond the fabulous dresses and resplendent ladies, we examined the foundation of award show fashion. Standards for women – and the way Hollywood sets impossible standards for both celebrities and mere mortals – can impact the way women see themselves, and it’s not always pretty.

When we looked at the power of self-image in March it was a matter of life and death – literally. One lingerie boutique owner’s engagement with a customer was so positive and powerful, it changed the course of that customer’s life. It was a great reminder of the magic that occurs when people feel connected and valued.

In May, it became clear that creating a business that empowers women goes deeper than your customers. Employee engagement are another vital part of success. To truly create a business that celebrates women – and builds your bottom line – it’s important to ensure that every member of your team feels valued and appreciated.

Fast forward to August, and we were deep into Olympic fever. Men and women were setting amazing records on the track, in the pool and across Brazil. Unfortunately, the media wasn’t covering those achievements equally. Seeing coverage of women be defined and overshadowed by men was a disappointment. Women still suffer from bias, even in their moments of triumph.

The question of bias in sports got personal. As I started thinking about my own life, I saw ways external factors impacted my own self-image. In September, I looked at the relationship with my body and my curves – and how other peoples’ opinions used to derail my self-image. Happily, for the younger generation, it seems like times may be a-changin’. A wider array of women’s bodies are seen as beautiful today, and “thick” is no longer an insult. Women actually want to have a little “junk in the trunk.”

Just when we were optimistic this trend toward inclusiveness might continue, the political climate shattered the illusion. It was hard to see the positive spin for women as we rounded into the Fall. The political became personal. Many women shared stories of sexual assault and aggression. Owning a story I had hidden away since my teenage years was a personal act of empowerment, and one of the most incredible moments of my life. Telling my story on She Buzz changed how I felt about being assaulted. For once, I took charge of that moment. I could see it differently, and all the shame I carried with me disappeared. I’m grateful for the She Buzz readers who reached out personally – some with stories, some with kindness, some with appreciation. Even after getting an unkind note from a family member, I felt seen, heard and valued by you and I’ll never forget it.

And now, here we are – at the end of a dramatic year of change. And the biggest change is yet to come! Joe and I are relocating from my hometown, where I know everyone (and their mother) to Indianapolis, a town where I know nobody.

It feels like an amazing metaphor. After the roller coaster of 2016, I’m excited to begin 2017 with a fresh chapter and a new adventure.

To all of you, may you have a fantastic holiday season. Come January, I’ll be sharing more She Buzz from the new HQ.

Happy New Year!




What Was I Thinking?

November 23, 2016


women's issues on Lingerie Briefs

“WHY would you write about that?”

That’s a message I got in response to my last She Buzz column. The one where I shared a dark story from my past – a story too many women have experienced, in one form or another. 

I was surprised by the message, but I shouldn’t have been. It came from a well-meaning family member – someone I didn’t think read my columns.

Sometimes I forget how many people read She Buzz. I’m grateful for the reminder.

When I got the email, I went through a range of emotions. For a moment, I felt exposed. Embarrassed. Angry. Even scared to have shared something so personal – once it was published, I could never it take back.

Then I thought more about it and realized how empowered I felt when I shared the story. For years, I carried a lot of baggage from that day in Paris. It changed something in me. I thought I – as a child – had somehow done something to attract this grown man’s sexual attraction. I buried what happened in a grim box of dark shame because I believed, on some level, what happened was my fault.

Writing the story and sharing it was like shining a bright light on the truth of that day at the Eiffel Tower. Just like scary monsters hiding in our childhood closets, the fear only exists in the dark. Bringing in the light allowed me to see there was nothing to fear from the truth.

When I got that email, my shame reaction was immediately replaced with a fast and powerful, “NO.”

NO – I will not stay quiet about being groped when I was 13 years old.

NO – There is no shame in what happened.

NO – I did not ask for it in any way.

NO – It was no my fault.

NO – It wasn’t OK to pretend it didn’t happen so the family vacation could go “smoothly.”

NO – It’s not OK to judge my choice to share the story now.

As you go into the holiday rush, it’s worth considering. Learning from a powerful NO can benefit your business.

You are in the business of helping people – mostly women – look and feel better. Some of your work is addressed by the lingerie you put on a customer’s body. But only some. Most of your engagement goes deeper.

When you create safe spaces for women to feel seen, heard and valued a fundamental shift occurs. When women feel safe, they are drawn to you. They become loyal. They feel emotionally connected to you.

When women like the version of themselves they see in your business, they visit more often.

More visits mean more revenue. More referrals. It’s a virtuous cycle.

When businesses set up systems to create the safe spaces women deserve, it’s good for customers and it’s good for business. Everyone wins.

I wish you all a fantastic holiday season and a deeply engaging – and profitable – Black Friday



she buzz


SHE BUZZ is the place to go to tune into the world of women. From news stories and trends to the issues women uniquely face in the world by virtue of being women. It may be fun and festive, or sad and serious. This column will be guided by current events and personal opinion – all on the topic of women’s experiences.
The lingerie industry is about more than fittings and finery. It’s about connecting to women and creating an environment that’s supportive – both physically and emotionally.
Ali Cudby will bring you a range of topics as diverse as women themselves.


ALI CUDBY teaches a proven method to transform the customer culture for businesses that sell to women. With Ali, businesses lay a strong foundation for building the deep relationships customers crave as the antidote to isolation in the modern economy.
The result? Customers are inspired to buy more often and refer like crazy, while businesses thrive and change customers’ lives.
Ali is a bestselling author and has been featured in TV, print and online for publications such as Cosmopolitan and Essence Magazine, among others. She holds an MBA from Wharton Business School and spends her spare time in her pottery studio.


Ellen Lewis, editor/publisher of Lingerie Briefs