Pure Style Girlfriends

Juliana Lutzi’s company, Pure Style Girlfriends, takes the essential items in a woman’s fashion first-aid kit and gives them a stylish upgrade.

Launched nationwide in October 2007, the company offers the “Pick-Me-Up,” which uplifts the breasts; “Gather-the-Girls,” an adhesive strapless bra that provides shapely cleavage; and “Jump-a-Cup,” silicone bra inserts that provide a boost. Each product features different design improvements that make the adhesives and inserts more comfortable to wear or look more natural, according to Lutzi.

“With concepts that have been around for a while, it’s the same as little black dresses,” said the San Francisco– based entrepreneur. “Nobody gets credit for creating the little black dress, but they just designed it differently so it’s enhanced fit or quality improvement.”

For her silicone bra inserts, titled “Jumpa- Cup” and “Bump-a-Cup,” Lutzi designed the inside of the silicone cups to be contoured with a dart. “It’s the same reason we have darts in our garment—to give it a better fit. So the result is it’s going to sit more naturally,” Lutzi said. The “Pick-Me- Up” breast-lift tape has the same lifting effect as a push-up bra, except the result is achieved by an adhesive that pulls up the breast. All of the products are packaged in colorful, glossy boxes with a clear window so that the consumer can view its contents.

This is Lutzi’s second time starting a business. She sold her first entrepreneurial venture, FIRE Solutions, a technology company specializing in services to the financial industry, in 2004 after growing it into a multi-million-dollar company. At the time, top financial companies such as Merrill Lynch, Morgan Stanley, J.P. Morgan, CitiGroup and Smith Barney were clients of hers.

“[With] my first company, I spent the last nine years on Wall Street. I wanted my second business to be about women,” Lutzi said. She used her business know-how to grow Pure Style Girlfriends at a rapid pace. The brand has been sold to more than 1,100 retailers, including the Bliss catalog, Cache stores nationwide, Scoop in New York, and Tracey Ross and Intuition in Los Angeles.

Wholesale price points range from $5 for a box of 36 strips of “Stay Put” double-sided tape up to $20 for a reusable “Gather-the- Girls” adhesive strapless shaping bra, available in A to D cup sizes.

For more information, call (415) 627- 0967. —Rhea Cortado