Beautiful Beneath is an ultra-modern lingerie, sportswear and beauty shop set up to cater for the beauty needs of every Ghanaian woman.
The shop, which is located close to the A&C Shopping Mall, East Legon, opened its doors on Thursday, December 7 and offers lingerie, including bras and panties , sports wears and other beauty accessories to fit the lifestyles and needs of every woman no matter her shape or size.
Present at the launch were the crème de la crème of Ghanaian celebrities including Joselyn Dumas, Elikem the Tailor, KOD among a host of others who were on hand to grace the occasion.
In an interview, the CEO of Beautiful Beneath, Madam Juliet Gyami, stated that as professional nurse and former worker with US-based clothing firm Nordstrom, she has seen at first-hand how much damage ill-fitting bras had caused to many women’s spine and health over the years and as such she felt the need to arrest the situation.
“I see patients suffering from curvature of the spine and needing surgery with some becoming reliant on pain pills just because of they are not wearing the right bra. It’s just appalling but Beautiful Beneath is here to correct that. We have facilities to accurately measure women and fit them with the right size clothes for their bodies so when they walk out of here they will feel beautiful and confident underneath their clothes,” she said.
Juliet Gyamfi said she wants to offer women versatile, design-driven and functional clothing that embody the everyday woman with an unpredictable day.
“I just want every lady to feel beautiful and embrace the body they have because we have items to cater for body type imaginable. Our items are of high quality and some of the most competitive prices you can find not only in Ghana but internationally as well,” she added.
“Men are also not left out. We have clothing from all the top quality brands and so I urge every man to walk in here and treat themselves to some of the most luxurious clothing money can buy.”
In an interview with Joselyn Dumas, she said the shop is the first of its kind she had seen in the country.
She confessed that until she got measured at the shop she had no idea of her correct bra size.