God works in wondrous ways.
Lindsay Hyle
COEUR d’ALENE, Idaho — U.S. Army veteran Lindsay Hyle had no idea where the journey would lead when she embarked on a “fun little boutique” for ladies intimate apparel in November 2018. Within the first two years of opening Lush Intimates, now rebranded as Lia at the Lake, Hyle experienced circumstances that destroy most small businesses, including multiple relocations, buying out a business partner, catastrophic supply chain issues due to Covid-19, and balancing work with time-intensive family needs.
At first, the boutique was going to cater to customers searching for beautiful and tasteful lingerie with no plans to do bra fittings or breast health education. However, when a lingerie vendor sent bra samples including size 30H, she exclaimed, “What the hell is that?” Hyle had never heard of that size before, so she started researching bra brands, sizes, and shapes. “The more I learned, the more upset I became. All I could think of was my sister-in-law who is six feet tall and very well-endowed. If I was having problems finding a good fit, then she must be too.”
After her sister-in-law, who is in her late 30s, shared that she had never found a solution, Hyle decided to help. “She was my inspiration.”
Eventually, Hyle discovered Panache, her boutique’s primary bra brand, although she carries a lot of others as well. “Panache is manufactured in England and carries a lot of sizes and a lot of shapes.” It was the first brand that met the needs of her sister-in-law and it changed her life for the better. Hyle explained that most women wear the wrong band size, wrong cup size, and wrong shape and have never been taught how to properly fit themselves into their bra.
We were never taught any of this by our mothers!
Bra fittings are by appointment only, but there are no expectations placed on the customer. “We start with measurements, but that only gets us in the ballpark. You can’t take what the measurement says as gospel. It all depends on your shape.” Bras are kept in “the bra room” so that ladies don’t fall in love with something that doesn’t fit them. After the measurement and consultation, the fitter will bring bras into the fitting room. Hyle encourages women to trust the fitter’s instincts and to try things they wouldn’t have picked themselves, especially when it comes to swimwear.
No negative self-talk.
Dressing room rule at Lia at the Lake
Hyle’s team of expert bra fitters work one-on-one with clients to find the perfect bra that works for each woman’s unique body shape and size. Each fitter has their own particular nuances, but the fitting is centered around the health of the body. “Everything is for the health of the breast, the health of your back and shoulders and neck,” she shared. “Breasts are heavy. We are built in a way that most bras and mainstream stores can’t accommodate.” She explained that through no fault of their own most U.S. department stores only carry about 30 sizes and fit women with what they have, because they don’t know that there are over 150 sizes. Her boutique carries 150 bra sizes. “With my experience, I can look at the shape of you and see where you will fit in the spectrum of size, then we need to get the bras on you to find your perfect shape.”
“Nothing makes me happier than seeing someone light up when they look in the mirror for the first time at how beautiful they are with just a simple bra change and how their clothes fit differently,” she said. “Their whole life can change because they can stand up straighter and feel better.”
“It’s my job to educate you about how a bra is supposed to fit,” said Hyle. “Because we don’t know these things. How to wear a bra properly died out three generations ago. I will teach you how to fit yourself into the bra and how it should look and feel on your body.”
“A goal of mine is to get young girls in and get them fit early,” she shared. Her youngest customer was an 11-year-old girl who is now 15 and regularly comes in with her mother as her body grows. Her oldest client is in her late 70s.
Pregnant and nursing mothers can find relief in a properly fitted specialty bra. “I’m here to help, it’s okay at the end of your pregnancy, when nothing fits and nothing is comfortable, to get into a nursing bra. There is more adjustability in a nursing bra than a regular bra.”
Comparison is the thief of joy.
Theodore “Teddy” Roosevelt, 26th U.S. President
Hyle and her husband have three daughters, Kayla (16), Kansas (10), and Karsyn (7). When the girls were younger, she realized she was missing out on the parts of life that are supposed to be fun, like beach days, because of her own self-conscious body issues. “Helping other women see themselves as beautiful helps me, it is very therapeutic.”
After a four-year stint in the army stationed mostly in Fairbanks, Alaska, followed by 10 years with Lockheed Martin, she believes God put her exactly where she is and the impact she is having in the lives of women surprises her everyday and brings her joy.
The body hears everything your mind says.
Quote attributed to Naomi Judd, American singer-songwriter
She credits her amazing team for the boutique’s success, especially when they stepped in to keep things running smoothly as Hyle and her family adjusted to their youngest daughter’s juvenile idiopathic arthritis diagnosis. “I wouldn’t be here right now if it wasn’t for my team because I wouldn’t have made it through all the challenges.”
Besides specializing in breast health and the proper fit of a bra, Lia at the Lake has a unique collection of items including sports bras, lounge bras, leisure clothing, swimwear, robes, and tasteful lingerie. The boutique’s new location opened in June at 1705 North Government Way in Coeur d’Alene.
