UK businesswoman Sadie Ayton (”Sadie the Bra Lady”) has recently won the Underlines Shop Award. This award recognizes Ayton as an expert bra fitter. It was presented at London’s Copthorne Tara Hotel, and Ayton recieved the award in the “Best Shop” category for “excellence and personal achievement.” June Kenton of Rigby and Peller (which holds the Royal Warrant as corsetier to the Queen) won the award last year and presented it this year. Ayton stressed that she does not feel she has beat Kenton for having won the award this year, but feels more as an equal. She said:

“I feel more on a level. I have known about June Kenton for years, I have admired her and have read all the articles she has done.”

Ayton opened her first shop in Consett County, Durham, in 1970. She now also has outlets in Darlington, Sunderland, Ashington, Scarborough, and Thirsk. 62,995 registered customers can access their accounts on the web and reorder bras they have previously purchased; however, if they want a new style they must first come in for a fitting. Ayton insists on this because so many women are wearing the wrong size bra.