Finding The Right Fit For Every Woman

by Jennifer Hudspeth
November 23, 2011 9:29 PM


It’s considered to be an essential article of clothing but 85 percent of women are wearing the wrong size. And, although it may be a bit of a taboo topic, one Sioux Falls woman is standing up to give women the added support they need. She finds the perfect fit for all shapes and sizes, and that’s why Cheryl Reich is someone you should know.

“When you come to me, I’m focused on you and whatever is perfect for you,” says Cheryl Reich.

Cheryl Reich knows her ABC's and even D's, but we're not talking about the alphabet...

“You just can't take the bras that are out there and fit everybody,” says Reich.

It's something almost every woman struggles with, we wear them everyday but finding the right fit for your body type can be pretty tough, if not impossible...and that's where Cheryl steps in.

“Someone focused on support needs lace, someone focused on style or comfort might be better in a smooth cup,” says Reich.

Her basement has turned into her very own specialty business, she provides custom fittings and custom bras
“I work one on one, it becomes a lot more personal, I think people open up a little bit more, they're not as uncomfortable with the subject because it's just the one on one,” says Reich

When it comes to finding the right fit, every woman knows there's no such thing as one size fits all, most department stores only carry about 42 different sizes… but Cheryl has well over 400 ranging from a 26 A to a 46 KK.

“In a department store fitting, that's their finish line, they basically measure you, they look it up in a chart and they tell you what size you are and that's all the training they have, that’s all they can do for you.  I kind of take over where they leave off,” says Cheryl.

And according to Cheryl, it all comes down to support, comfort, and how it makes you feel... sound advice from one bosom buddy to another.

“It's so exciting to have somebody come in and say I hate bras I hate bra shopping, to have them with a smile on their face, happy and excited when they leave, and that makes me feel good,” says Reich.

Cheryl’s business is called Dakota Custom Bras.  She does not charge for a fitting but the bras can cost anywhere from $65 to around $120.