Sherry Gummow at Busted Ladies Lingerie in Ponoka.

Sherry Gummow at Busted Ladies Lingerie in Ponoka.

The world has changed. This local entrepreneur is changing with it.

Finding the right fit (in lingerie or in life) takes expertise and the right attitude.

When Sherry Gummow opened her Ponoka lingerie store in 2008, Alberta was deep in a recession. Twelve years later the world’s turned upside down again and Busted Ladies Lingerie is still thriving. How? Gummow’s grit as an entrepreneur is certainly part of it.

“We had a record year going and it came to a screeching halt. I had to lay off staff, we stopped in-person shopping. But I decided I wasn’t going down without a fight.”

Embracing change has also been key to Gummow’s success. There’s a new quote from Grace Murray Hopper up on the Busted Ladies Facebook page that defines her new attitude: “The most dangerous phrase in the language is ‘we’ve always done it this way.’”

There’s nothing so constant as change

Gummow remembers bra shopping as a teenager when everything was white and no one helped her find the right size.

“I didn’t know how to choose, and of course the cups weren’t the right fit and the straps dug into my shoulders. I don’t think I even owned a black bra back then.”

One reason she started her own store was to offer women the guidance she’d missed, and help them find comfortable, flattering support. Busted Ladies carries sizing up to an O cup, and staff have extensive training to give customers the perfect fit. That quality service has been central to the store since the beginning, but other things have changed over time.

“When I picture the store back then it was 70 per cent beige, beige, and another shade of beige,” she laughs. “Now the store is full of colour.”

Gummow encourages customers to be open to change as well.

“Sometimes it’s a mental thing. A customer will say ‘I’m a C-cup, I’ve always been a C-cup.’ But none of us have the same bodies we had when we were 18. Whether we gain an ounce or not, have babies or not, our bodies change!”

With some big chains closing stores in Central Alberta, Gummow says there’s no better time to shop local. Plus, Busted Ladies is currently nominated for an Intima Award for Best Lingerie Shop in North America, meaning it’s sure to become your go-to store.

Going virtual, keeping it personal

In the last three months Gummow has shipped through her online store, delivered to front porches, offered curb-side pick-ups and scheduled virtual fittings.

“I’ve had customers send me pictures of their torsos, and I’ve gotten pretty good at virtual fitting. But I still prefer helping people in person where they can try things on.”

While the pandemic has made some of her regular restocking markets less accessible, it’s also allowed her to attend an annual conference virtually.

“We have to evolve,” Gummow says. “I’ve done a lot of re-evaluating, and I’m determined to thrive.

Visit Busted Ladies Lingerie in Ponoka at 5024 51st Ave, or shop online at bustedlingerie.ca.

 

 

RetailShop Localwomen entrepreneurs

 

Visit Busted Ladies Lingerie for a perfect fit on your next bra.

Visit Busted Ladies Lingerie for a perfect fit on your next bra.

Just Posted

(Advocate file photo)
Pastor, candidate under restraining order arrested for allegedly breaking COVID laws

CALGARY — A Calgary mayoral candidate who is under a restraining order… Continue reading

Pro-Palestinian protesters run from police following a demonstration in Montreal, Sunday, May 16, 2021. THE CANADIAN PRESS/Graham Hughes
Tensions flare at Israel-Palestinian demonstrations in Montreal, Toronto

Tensions ran high at competing demonstrations over the Israeli-Palestinian conflict in both… Continue reading

Maj.-Gen. Dany Fortin, then-vice-president of logistics and operations at the Public Health Agency of Canada, participates in a news conference on the COVID-19 pandemic in Ottawa, Friday, Jan. 15, 2021. An expert in military affairs says the sudden departure of the  general in charge of Canada's vaccine rollout is unlikely to have any impact on the high-profile program. THE CANADIAN PRESS/Justin Tang
Canada to get 4.5M vaccine doses as questions swirl around immunization effort

OTTAWA — Canada is set to receive a large infusion of COVID-19… Continue reading

Israelis take cover as a siren sounds a warning of incoming rockets fired from the Gaza Strip, in Ashkelon, southern Israel, Sunday, May 16, 2021. (AP Photo/Heidi Levine)
Israeli strikes hit Gaza tunnels as diplomats work for truce

GAZA CITY, Gaza Strip (AP) — The Israeli military unleashed a wave… Continue reading

John Guise is seen at 4 weeks and one day after his birth, weighing two pounds and three ounces, in hospital in Hamilton, Ont., in an Aug. 1 1979, handout photo. Canadian researchers who've tracked a group of men who were born prematurely at a weight of less than one kilogram are finding they tend to age more quickly than male babies who aren't born prematurely. THE CANADIAN PRESS/HO-John Guise, *MANDATORY CREDIT*
Boys born prematurely and very small age faster as men, study suggests

Canadian researchers who tracked a group of men who were born prematurely… Continue reading

Mayor Rick Bonnett. (Screenshot)
WATCH: Ponoka council calls on gov’t to support rural small businesses

Ponoka council is calling on the provincial government to increase funding to… Continue reading

Calgary Flames players celebrate the team's overtime win against the Vancouver Canucks during an NHL hockey game in Vancouver, B.C., Sunday, May 16, 2021. THE CANADIAN PRESS/Darryl Dyck
Lindholm OT winner gives Flames 6-5 win over Canucks despite blowing four-goal lead

VANCOUVER — In a game with little to play for besides pride,… Continue reading

In this photo taken on May 13, 2021, Russia's performer, Manizha, smiles during an interview after rehearsing at the Eurovision Song Contest at Ahoy arena in Rotterdam, Netherlands. For many, the stage and global television audience of millions is a chance to express messages of inclusion, strength and positivity. Manizha has a message of strength for women in her song whose lyrics include the lines: "Every Russian Woman. Needs to know. You're strong enough to bounce against the wall." (AP Photo/Peter Dejong)
Eurovision Song Contest returns despite coronavirus pandemic

ROTTERDAM, Netherlands (AP) — Pounding beats? Check. Uplifting lyrics? Check. Huge, backlit… Continue reading

Serena Williams of the United States returns the ball to Italy's Lisa Pigato during their match at the Emilia Romagna Open tennis tournament, in Parma, Monday, May 17, 2021. Serena Williams earned her first victory in more than three months by beating 17-year-old qualifier Lisa Pigato 6-3, 6-2 in the first round of the Emilia-Romagna Open. Williams accepted a wild-card invitation for the Parma tournament after losing her opening match at the Italian Open last week. (AP Photo/Marco Vasini)
Serena Williams posts 1st victory in more than 3 months

PARMA, Italy (AP) — Serena Williams earned her first victory in more… Continue reading

In this Oct. 21, 2014 file photo, people pass an AT&T store in New York's Times Square. AT&T will combine its media operations that include CNN HBO, TNT and TBS in a $43 billion deal with Discovery, the owner of lifestyle networks including the Food Network and HGTV. The deal announced Monday, May 17, 2021, would create a separate media company as households increasingly abandon cable and satellite TV, looking instead at Netflix, Amazon Prime Video, Facebook, TikTok and YouTube. (AP Photo/Richard Drew, File)
AT&T, Discovery join media brands as cord-cutting encroaches

NEW YORK (AP) — AT&T will combine its massive media operations that… Continue reading

The Minnesota Wild celebrate their overtime victory over the Vegas Golden Knights in Game 1 of a first-round NHL hockey playoff series Sunday, May 16, 2021, in Las Vegas. (AP Photo/David Becker)
Eriksson Ek’s OT goal lifts Wild past Vegas 1-0

LAS VEGAS (AP) — Joel Eriksson Ek’s goal at 3:20 of overtime… Continue reading

Toronto Blue Jays' Lourdes Gurriel Jr., celebrates after hitting a double against the Philadelphia Phillies during the third inning of a baseball game Sunday, May 16, 2021, in Dunedin, Fla. (AP Photo/Mike Carlson)
Girardi, Segura have confrontation as Phils lose to Jays

Blue Jays 10 Phillies 8 DUNEDIN, Fla. (AP) — The injury-depleted Philadelphia… Continue reading

New York Islanders' Kyle Palmieri (21) returns to the bench after scoring during the first period in Game 1 of an NHL hockey Stanley Cup first-round playoff series against the Pittsburgh Penguins in Pittsburgh, Sunday, May 16, 2021. (AP Photo/Gene J. Puskar)
Palmieri’s OT winner lifts Isles by Penguins 4-3 in Game 1

PITTSBURGH (AP) — The New York Islanders brought Kyle Palmieri home at… Continue reading

Dr. Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, speaks during a Senate Health, Education, Labor, and Pensions hearing to examine an update from Federal officials on efforts to combat COVID-19, Tuesday, May 11, 2021 on Capitol Hill in Washington. (Jim Lo Scalzo/Pool via AP)
Fauci says pandemic exposed ‘undeniable effects of racism’

ATLANTA (AP) — The immunologist who leads the COVID-19 response in the… Continue reading

Most Read