She Science - The Sports Bra Temple

11 February 2025

With its sleek design, this one-of-a-kind store has chosen to specialize in sports bras. In a zen minimalist atmosphere, customers can test their bras through in-house physical activity.

From sneakers to bras
Before becoming a leading name in the world of sports lingerie, Tish Tily worked in an entirely different field: podiatry. Between clinical consultations and marketing missions for a shoe company, she quickly identified surprising similarities between the technical footwear industry and the sports bra sector: «That's what inspired me to start my own business.» Tish says she wouldn't think twice about doing it all over again, but would opt immediately for the current model, the by-appointment-only «fitting studio.» «Although I was a bit scared by the option, it was actually the best decision for our business,» she confides today. The boutique has no elaborate loyalty program, the service speaks for itself. High standard expertise and welcoming staff naturally keep customers coming back. To attract new followers, word-of-mouth remains a powerful tool, bolstered by a strong digital presence (SEO, Facebook Ads, Google Ads).

A one-of-a-kind boutique
Nestled in Hawthorn East, Australia, Tish's store enjoys an ideal location: close to a bustling shopping street, yet far away enough to maintain the tranquility sought by her customers. From the moment you enter, the tone is set--it's a «fitness studio» where each customer is greeted with a selection of styles and sizes tailored to their needs, body type, and lifestyle, with the rest of the stock neatly organized at the back of the store. The cherry on top is that customers can test the bras in real-life conditions, on a treadmill, allowing them to assess their support, comfort, and stability while wearing them.

As for the ambiance, «We envisioned a feminine space but not too girly. We wanted our customers to immediatelv feel relaxed and confident.» The choice proved to be successful, with the boutique conveying a sense of serenity through its pale green walls and soft curtains. These elements seamlessly blend with the darker, contemporary touches in the décor, including the elegant busts displayed on wooden shelves.

A Specialist's Choice
Tish's mission is simple: to help every woman find the perfect bra, regardless of her age, body type, or needs. From cup sizes A to K and band sizes 75 to 120, no one is left out.Whether it's a mom getting back into sports, a young woman finally finding her size, or a regular at fitness classes, everyone receives attentive, customized service. The store has built its reputation largely thanks to its extensive selection of renowned technical models, for active sports as well as everyday wear, including brands like Elomi, Anita Active, Panache, Fantasie, Freya, Sculptresse, Rosa Faia, Natori, Berlei, Jock, Shock Absorber, Brooks, Royce, Enell, and Wacoal.Tish has big plans... where does she see herself five years from now? «We will have moved to a larger space to continue expanding our offerings.»With its unique concept, She Science is set to succeed in its mission.