Beija

Beija London make modern underwear like no one else – using a sizing system that means every body can find the perfect fit. Sisters Abbie and Mazie are the brains behind the brand’s body-positive approach to crafting feminine, no-fuss lingerie for all. We caught up with the sibling founders to find out a bit more about Beija and life at their flagship store at Coal Drops Yard.

What can people expect from your store?

Abbie – It’s paradise. Literally, if you are feeling down or in need of a girl power boost our store is the place to come. All the decorative aspects that are in there are chosen to make you feel positive about your most intimate parts. We have yoni vases, boob ring holders and moon cups to name just a few. Voluptuous flowers, beautifully curated by female creators and gorgeous underwear that we guarantee will leave you feeling informed about your size, and thoughtfully considered when it comes to the styles that suit you.

What can you find in your store that you can’t find anywhere else?

Abbie – This is our flagship store and the only place in the UK where you will be able to try on our product and have a bra fitting with our knowledgeable and kind staff. We have the whole collection there for you to peruse and feel just how beautiful the fabric that we use is!

What inspired you to start the business?

Mazie – Heaps of things! Mostly to serve women lingerie in a way that makes them feel included and considered. The whole bra fitting at a department store is so uninviting and feels old fashioned to us. We wanted to make it a place that women are excited to visit. Our intention is for women to have a spring in their step after they leave, feel great about their bodies and great about their boobs.

Tell us a bit about the specialist knowledge and expertise that Beija offers.

Mazie – A great thing about our shop is our amazing bra fitters. They make women feel incredibly comfortable and the feedback we get from our customers is amazing. There are often tears in the changing room – in a good way of course! Women are just so happy to find a bra they love in their size. Our most popular category is the “Z” for DD-H cup sizes. Those customers are woefully underserved in the market, she’s fed up of being sold ugly bras/boulder holders and is so happy to discover Beija. Delicate, light and supportive.

Describe your perfect day out in Coal Drops Yard.

Abbie – What I love most about Coal Drops Yard, apart from the beautiful architecture is the lack of cars. It’s got such a relaxed feel to it and it’s so liberating for the children to be able to run about freely, it really adds to the stress-free vibes. I love to mooch in the shops, drop off some clothes at Shelter, get a grilled cheese sandwich from Morty and Bobs and a Negroni from Vermuteria. I always want to look at the Botanical Boys’ new goodies, and just enjoy the easy pace of it down here.

What’s your favourite memory of Coal Drops Yard? 
Mazie – My favourite memory was the launch party night. It was like a massive rave in the yard! The lead up to the opening of our shop was mayhem, but the party was so much fun and such a relief that we could finally celebrate being open! I was so proud of our little team and our beautiful store. It felt special to welcome our customers and family through the doors to our vision!

What’s your favourite Beija product right now?

Abbie: Pink Stripes Z bra. Obsessed! The colour is spot on – the perfect balance between feminine and cool, and just so nice to wear in the hot weather.

Mazie: I live in the Waves X Bra. I love it poking out from the top of dresses and tops. The centre front is so elegant and it’s also very comfortable.

Find out more at www.beija.london