Next to her is a display of undergarments for young girls, with a T-shirt that reads, “Drop Dead Confident”.
Collier, who lives in Mount Pearl, home-schooled her three children for eight years before they went to public school. With her children in school, she found herself drawn to the idea of starting her own business.
Bellie Beth opened at the Glenhill Plaza in Mount Pearl on June 12.
“I didn’t want (my daughter) to ever feel uncomfortable about something as simple as shopping for a bra, or to ever think she isn’t perfect exactly as she is,” said Collier of the inspiration behind her new business and its name.
“Her strength and confidence inspire me every day, and is the essence of what I wanted as the heart of this store.”
To the left as customers enter the store is a display of colourful, patchwork-style slips and undergarments. They’re shipped from Argentina where the designer and owner, Mariana Cortes, teaches women in need of employment how to make the hand-printed, one-of-a-kind, environmentally friendly and no-waste garments.
On Yellowberry’s website, Grassell explains that it started when the sisters couldn’t find anything that wasn’t full of padding or had push-up features.
“I thought to myself, ‘If no one else is going to make cute, comfortable and appropriate bras specifically for girls, then I will find a way to do it myself,’” Grassell wrote on the website.
Also in stock at Bellie Beth are mastectomy bras, swimwear, bridal wear and colourful pajamas, among other products.
“I really try to make a connection with everyone that comes through the door, and with time hope to build relationships with my customers, because that’s really what it’s all about — you could buy a bra anywhere really.”
While she said people are obviously welcome to browse and shop for themselves, many women aren’t wearing the right size or fit and her service can help shoppers find the perfect undergarments for them.
“That was a huge factor when planning and designing the space, too,” she said.
“I wanted a lounge area where people would feel encouraged to sit and have a coffee and chat.”
She said she also wanted “encouraging and empowering quotes everywhere.”
Indeed, they’re on the walls and even on the mirrors in the fitting rooms.
People can stay up-to-date on those and future events by following Bellie Beth on Facebook and Instagram.