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Storm in a D Cup is unique in many ways. The large range of stock offered, and the chance for customers to look through the stockroom, is unique to the store. Clients are almost 'always' return customers. Because the store offers sizes from 6D up, many teenage girls come in once and keep coming as they grow. Other customers come to Storm in a D Cup for their milestones - first dates, weddings, anniversaries, and maternity. The key factor in Storm in a D Cup's approach is Esther's experienced, hands on approach. Having experienced marriage, childbirth, breast feeding and menopause, Esther understands how hard it can be to find a bra that fits well and looks good. Her commitment to her customers means she and her team will go above and beyond to make them feel good. Her team has delivered bras to the airport when a customer was going on a holiday, and to a client's house when she was unwell. Esther's drive is the biggest difference between Storm in a D Cup and any other business.

Esther, with her successful Bondi Junction store, is preparing to expand into New Zealand in August 2018. The business will be activating its New Zealand website and selling online to the shaky isles from August this year. Women across New Zealand will now be able to buy items from Storm in a D Cup online and enjoy all of the business website's interactive functionality to assist with their purchases. While her online store is highly successful, Esther believes there will always be a place for the instore experience and nothing can beat expert fittings and personal service. Esther's aim is to create both a physical and an online presence in all of the markets in which she operates. storminadcup.com.au About Esther Labi Esther Labi, after suffering through an uncomfortable, inaccurate, bra fitting when she was 14, wore the wrong size bra for many years of her life. It was only when she was in London, shopping for a bridal bra, that she was finally fitted correctly. After experiencing the wonder of a well-fitted bra, Esther couldn't go back to how she was before. After moving back to Australia with her daughter, Esther wanted to set up a business. As a single mum, she was limited in her options. At first she attempted to sell bras online, but then she realised how many other women would never have had a professional fitting, and she opened the doors of her home. A strong focus on service and a passion for bras has evolved into a highly successful store in Bondi Junction, a growing online store and international expansion plans. With an emphasis on personal service and legendary staff, Esther has the created a bra store she wished for when she was 14. QUESTIONS Q1