BSA 2026 Nominees – Purpose-Driven Retail

Stacey’s Bra & Mastectomy Center 
At Stacey’s Bra & Mastectomy Center, purpose begins with care. After recognizing the lack of personalized bra-fitting services available in central Iowa, Stacey Fox set out to create something different: a boutique where expertise and compassion would carry equal weight. Over the past three decades, that vision has evolved into a trusted destination serving women throughout the Midwest. Particularly known for its post-mastectomy services and specialized fittings, the boutique approaches intimate apparel as an important part of recovery, confidence, and well-being. What distinguishes the business is not simply technical expertise, but the understanding that support often extends far beyond the fitting room itself.

Flirt Boutique
For Flirt Boutique, purpose is found in helping women feel comfortable in their own skin. For eighteen years, the boutique has cultivated an environment where discovery, guidance, and personal connection are central to the shopping experience. New collections and emerging brands continually refresh the assortment, yet the focus remains consistent: helping every customer find pieces that suit both their body and their lifestyle. By combining expertise with an approachable atmosphere, Flirt has built a loyal community that values the experience as much as the product. The result is a retail model where confidence grows through trust, conversation, and ongoing exploration.

Sweet & Sassy Lingerie
Sweet & Sassy was born from a transformation. After years of struggling to find the right fit, founder Keisha Forsman experienced firsthand the impact a professional fitting can have on confidence and self-image. What began as a personal revelation soon evolved into a mission to help other women experience the same change. From pop-up fittings to a permanent boutique location, the business has grown rapidly while remaining grounded in education and empowerment. More than a store, Sweet & Sassy represents the belief that knowledge and proper fit can be genuinely life-changing.

La Belle Intime’
La Belle Intime’ emerged from the conviction that its community deserved something that was missing. Seeing an opportunity to create a dedicated destination for lingerie and intimate apparel in Baton Rouge, Krista and Anna Rose Scurria built a boutique centered on inclusivity, connection, and accessibility. Since opening, the store has quickly established itself as a gathering place where customers feel welcomed and understood. Events, education, and personal relationships play an important role in shaping the experience. What began as a retail venture has already become a community-driven space where confidence and belonging go hand in hand.

Breakout Bras
For Breakout Bras, purpose has evolved alongside the business itself. Celebrating twenty-five years in operation, the boutique continues to demonstrate how expertise can create lasting impact. Long recognized for its fitting knowledge and extensive online reach, the company has increasingly focused on strengthening its connection with the local community through events and in-store experiences. This evolution reflects a broader understanding of retail’s role. Beyond products and transactions, Breakout Bras has become a place where women find support, education, and reassurance—reinforcing the idea that intimate apparel retail can contribute meaningfully to everyday lives.

MICHAL Studios
MICHAL Studios began with a personal search for something that did not yet exist. Founder Ashley Mullis discovered firsthand the transformative power of lingerie, yet struggled to find products and environments that reflected how she wanted women to feel. Rather than compromise, she chose to create the experience herself. 
Since opening in Milwaukee, the boutique has developed a distinctive identity built around confidence, self-expression, and elevated service. Carefully curated collections support that vision, but the deeper purpose lies in helping clients embrace versions of themselves they may not have previously imagined. 



Across these nominations, purpose appears not as a marketing message, but as a foundation. Each boutique began with a personal belief, an unmet need, or a desire to make a difference. What followed were businesses that continue to shape their communities through expertise, empathy, and human connection. Their stories remind us that some of the most influential retail concepts begin not with a product, but with a reason for existing.