AmaZe chats with our own Empowerment Style Editor Catherine Schuller

AmaZe: What was the Just My Size Just Gorgeous Bra Tour? How was Mo'Nique involved? How long were you ‘on the road’?

Catherine: Just My Size (a.k.a JMS) created a tremendous launch event in major states across America this spring to create awareness, exposure and sales for the JMS brands among Wal*Mart shoppers.

Their presence in Wal*Mart with their three bra divisions certainly makes them the logical company to launch a beautiful hanging bra for the full figured woman. With their expertise, they’ve been able to execute a great new foundations line, by creating three new hanging bra styles with satin, lace and comfort features that prove that sexy bras can be a great fit as we know we get from JMS and also truly alluring and feminine touches.

AmaZe: What kind of events were you doing?

Catherine: Just My Size figured that this was big news and deserved a big opening into the stores and we surprised woman with beautiful styles and a size range they have not been able to find at this price! So rather than just throw the bra up on the racks and hope the customers notice it in their travels, they wanted style and brand ambassadors each to physically measure, meet and recommend the best bra for customers across the country.

We brought beautiful signs, style guides, surveys and the bras displayed once we get there. We took out our tape measures and basically ask people to get measured, try on the product and give us their feedback. Feedback is so important! The JMS crowd is really into learning about the women's reactions and how they feel about the product.

It's been quite rewarding as most women - say 80% - are wearing the wrong size!!! We not only know how to measure them correctly, but we get these women into a great fitting bra for once in their lives. We gave away concert tickets and prizes and it was a very lively tour, indeed!

AmaZe: As a diehard New Yorker, how have you liked the Wal*Mart venues?

Catherine: I had an initial vision of woman going clothes shopping while pushing a shopping cart, it all seemed so strange and certainly "un-boutique-y" for me! (But there are no WalMarts in New York City,) but I quickly got over my assumptions about the "attention shoppers" no frills shopping experience.

AmaZe: How long were you out on the road?

Catherine: We hit 4 states, and 40 locations in 6 weeks! Whew! That meant we met hundreds of women every week! With a total of five teams of two style experts each, that's a lot of women to influence. My team consisted of myself and plus model Alysshia Hamilton. I met her and used her as a model for some of my fashion events a year or so ago.

Believe it or not, some days we had lines of women waiting to get measured and guided toward the JMS product. Talk about empowering! Everyone wanted to know what was going on and once one woman succumbed and started extolling the virtues of getting the proper fit, it just snowballed and the rest just got curious to have themselves measured and fit.

AmaZe: Being a woman who has modeled and seen a lot of things come and go - do you think that the new "Just Gorgeous" message will be a message that women can connect to?

Catherine: Most definitely! I think that a great bra is the 'foundation of style.' Like the AmaZe fashion editors profess, I also believe in good undergarments - bras, panties, and shapewear. I always say that good bras and shapers are to fashion as driving is to road conditions - a smooth curve is better than a bumpy curve!! That’s why JMS felt this was an important launch.

Remember ladies - just cause you can button it doesn't mean you should buy it! And, as in dresses and garments, we all are way too hung up on ‘the number.’ Some had been reluctant to change, but, in the end, the advice fell on very receptive and appreciative ears.

AmaZe: Did the customers love a certain style or color?

Catherine: For the most part, depending on the customer, the results have been across the board positive. Some women have vocalized their desire for more fashion colors, a variety of seamless, molded cup styles, matching panties, bodysuit shapers and they go on and on with their enthusiastic requests.

AmaZe: That's forward thinking! Are there matching panties on the horizon?

Catherine: Yep, due out this June/July! Those will be an easier sell, once the women have the bras, they'll want the coordinating panties to make them feel even more pampered.

AmaZe: How is Mo'Nique involved with JMS?

Catherine: Mo'Nique is the "face of the campaign". She is on the signage and considered the official spokesperson for the Just Gorgeous bra. She joined us on the tour for a major store event in Dallas, Texas on April 1st with autograph signing, photo opportunities and a chance for customers to hear her be the great advocate she is on why full figured woman should feel beautiful and dress the part. She has that killer sense of humor, style and personal audience identification with her former presence on the hit TV show The Parkers, and her current Miss F.A.T. Chance on Oxygen for the 2nd season heating up again. Mo’Nique also opened a movie called Phat Girlz, so it dovetailed nicely with her other projects. We all need the celebrity glam aspect. I think it’s fantastic and it just makes good sense!