Body by Chai delivers an inclusive lingerie experience

Calgary’s first WOC-owned lingerie boutique caters to all Women and 2SLGBTQIA+ people of all sizes.

By Meghan Huchkowsky

When “Open Casting Call” popped up at the top of my social media feed, I don’t know what came over me but I signed up via the link provided. Body by Chai was looking for lingerie models with any level of experience, any age, any gender, any anything. As a self-proclaimed 38-year-old “mid-size queen” (this is what the influencers of the world have coined us size 8-14s), I thought, “maybe it might be nice if folks saw someone who looked like them.”

One thing that comes with age is confidence, so I knew I would at the very least enjoy my audition and get to know this incredible entrepreneur behind the brand Body by Chai. While I waited to hear back on my audition, I reached out to Chai to see if she would be willing to share with Pride in Business what makes this incredible woman tick, and most importantly, to hear more about this fashion show coming up February 8, 2023.

Meghan, Pride In Business: Tell us about your business — what makes you different? What makes you stand out? What is your“why?”

Chai Swinton: My business is unique to the lingerie market in Calgary for a number of reasons: it is private (I operate primarily by appointment), judgment-free, and I am the only WOC-owned lingerie boutique in Calgary to openly cater to all sizes, races, gender identities, and abilities.

My why is this: lingerie shopping doesn’t need to be stressful, traumatizing, or confusing. I take the frustration and guessing out of the equation and swap it with knowledge, safety, and, most of all, fun.

PIB: You refer to yourself as "The Bra Whisperer," how did you develop this unique skill set, and what can folks expect when they visit you for an appointment?

CS: Since 2010, I’ve had the eye to size almost anyone by simply looking at them. I have been sizing all shapes and sizes in many international brands and styles. You know what they say: practice makes perfect!

Folks can expect to first feel safe and comfortable in my space, but secondly, to learn about their bodies, their unique curves and what kind of bras may work for them. I love to teach! I love to show you what your body is capable of, and to show you that yes, you can feel good in a bra!

PIB: Your website tells us you provide "An inclusive and welcoming space for women and 2SLGBTQIA+ people of all sizes; a space where you feel comfortable and can embrace your body unabashedly.'' Why was this important for you to include in your company's mission?

CS: It was important to include this in my company’s mission because many gender diverse folks often get forgotten about in a traditional lingerie setting. Size inclusivity has been on a positive upturn in our industry, and yet gender diversity continues to be a taboo topic. In my opinion, any person who wants to wear a bra and/or lingerie should be entitled and empowered to do so! I felt it was time for a lingerie store in Calgary to be open and welcoming to all; by simply saying it out loud and proud, and delivering on that promise.

PIB: Lingerie is something typically that folks might be shy about trying on or buying. How do you make your clients comfortable when they visit your shop?

CS: Since comfort and safety are my number one priority, this detail was well thought out. Appointment-based shopping for intimates is one of the key elements to achieve this. We start by asking for basic information as well as personal pronouns — this is the first step in showing clients that we have their best interests at heart.

Giving thoughtful and personalized service is the other element to making clients feel comfortable. It’s all about them and their needs. It’s important to listen, and have empathy, too. Simple details can go a long way.

PIB: You have an upcoming lingerie fashion show and your open casting call stated you were looking for "no modelling experience required, sizes XS-3XL, all races, abilities & gender identities welcome." Why was it important for you to have such an inclusive and not-the-typical model casting call?

CS: This is Body by Chai’s first fashion show. What better way to showcase our inclusive mission statement by showing inclusive lingerie? Gone are the days of cis-gendered, rail-thin supermodels. We are here for REAL bodies, and REAL curves! We want to give our audience some real bodies to relate to on a runway.

PIB: What do you think the impact would be for folks to see models that look like them?

CS: Looping back to the last question, it is important for folks to see models that look like them and think, “hey, I have those thighs!” Or, “hey, my body moves like that, too!” We want our models to be people, like everyone else: REAL! We want our audience to think, “I am going to wear that!” Instead of, “I wish I could wear that!”

PIB: Where can folks buy tickets for this show, when is it and where?

CS: You can buy the tickets on Eventbrite: “Women & Wishes - a fashionable charity gala in support of Fear is not Love (Formerly Calgary Women’s Emergency Shelter). It is on Wednesday, February 8th at 7:00 pm at Rosé Luxury Lounge - 628 8 Ave SW

PIB: And last but not least, what is your absolute favourite thing about being a business owner who also works with their clients to empower them to feel their best in lingerie?

CS: The best thing about it is that I can give my clients what they really want: lift, confidence, fashion, and fun. Bra fitting never feels like work. It’s just what I do!

While awaiting Chai’s answers for our article, I was emailed and told I was chosen to be a part of the show. “Huzzah!” I exclaimed to my husband like a 1920s oil tycoon. Chai invited me to come pick something out I felt COMFORTABLE in to wear in the show and, once I found my perfect piece, I bought it on the spot. Chai’s selection is unique, beautiful, and perfectly curated so this show is certainly one you won’t want to miss with beautiful bodies of all shapes, ages, and sizes.

Check out Body by Chai online: https://bodybychai.com

ABOUT THE AUTHOR

Meghan Huchkowsky
*PIB — Content Writer*

Pride In Business article in partnership with TD.
By Meghan Huchkowsky

Body by Chai delivers an inclusive lingerie experience

Calgary’s first WOC-owned lingerie boutique caters to all Women and 2SLGBTQIA+ people of all sizes.

ABOUT THE AUTHOR

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