Best Store USA The Dain Shoppe

09 April 2026

From solid foundations to the stars

For over four decades this boutique has proudly served its community: first under Cathleen Earnhardt, and since 2022 under its new owner Nicole Lufft who has carried on the legacy making the store an even more strongly rooted success.

Carrying Forward a Legacy of Excellence

When Nicole took over the Morristown store, she understood the weight of the task ahead. “I knew I had big shoes to fill,” she reflects. Her goal was clear: honor the boutique’s core identity while breathing fresh life into it. Three years later, her efforts have culminated in industry recognition that she describes as “overwhelming”, making her feel “filled with gratitude.” Presenting an extensive size range and options across the pricing spectrum, the boutique offers something for every woman, with prices varying from $45 to $160. Whether a customer is looking for everyday comfort, premium craftsmanship, or something more fashion-forward, the boutique’s carefully selected assortment is designed to make bra shopping feel both personal and empowering.

The Responsibility Behind the Recognition

With the important title comes responsibility, one the owner tells us she doesn’t take lightly. “There’s an expectation,” she says. “Continuing to prove what got us here is key.” Though she leads the business, she’s quick to emphasize the team behind her success. A group of intelligent, dedicated women work side by side with her each day, creating an atmosphere that she describes as both professional and familial. Customers feel that warmth, too. It’s part of what sets the boutique apart: an authentic sense of community woven into every interaction. While customer service remains the heart of the business, strategic marketing fuels its continued growth. Social media sits at the center of that strategy, elevated by a partnership with a creative team that visits monthly to film engaging, informative videos for Instagram and Facebook, showcasing new arrivals, sharing fitting tips, and bringing the owners’ vibrant personalities to the forefront.

Celebrating an Award…and a Community.

Small business ownership, Nicole stresses, demands passion, grit, and an unshakable belief in what you’re offering. “Buckle up, embrace the challenges, and go all in,” she says. “The rewards come to those who give it everything.” The boutique proudly displays its award in the front window, where it has become a point of pride for the entire team and a warm welcome to every passerby. Having achieved such a prestigious title the store made sure to share the celebration widely. The mayor of Morristown even stopped by to film a video, later shared across town social media channels to an outpouring of praise.
Banners went up, emails went out, and new faces quickly walked through the door, many discovering the shop for the first time thanks to the town-wide buzz. For the owner, it was essential that the celebration included the community that elevated the boutique to this moment. Sharing the evening with her friend and longtime employee, Linda, made the moment even more meaningful. With a cherished legacy upheld and a bright vision for the future, this boutique continues to bring confidence, comfort, and joy to every customer who steps inside. And with an award now gleaming in the front window, the message is clear: this is a store where dedication thrives, community matters, and excellence is a way of life.