When Jennifer Emond thought about bra shopping, it filled her with dread—there were just too many styles and sizes to sift through. Rather than see more women settle for subpar support just to avoid the hassle of finding that perfect fit, Jennifer opened I Am Woman in 2005, where she and her knowledgeable team conduct personalized fittings while helping customers find flattering hues among a variety of colours. She stocks shelves with bra lines from top manufacturers, including Chantelle, Empriente, and Marlies Dekkers. Along with the comprehensive collection of bras with 28–44 bands and A–I cups, I Am Woman's inventory also includes cup-sized swimwear in D to GG cups. Jennifer also stocks lingerie, pajamas, and shapewear designed to enhance curves regardless of shape, size, or geometric ratio.