Check Out Amy McGuire’s Story

Today we’d like to introduce you to Amy McGuire.

Hi Amy, we’d love for you to start by introducing yourself.
Absolutely. Before Modern Bra Company, I served as the executive director of a nonprofit—a role I loved because it allowed me to build relationships and lift people up. I especially enjoyed helping small businesses grow through community partnerships that benefited everyone involved. When that chapter ended, I began praying for what was next—something that would still allow me to serve others in a meaningful way.

Not long after, my longtime bra shop closed. I asked a friend, who’s a serial entrepreneur, to open a new one so I wouldn’t have to drive 40+ miles just to buy a bra. She laughed and said, “Aren’t you the one who’s unemployed? And don’t you have a degree in Consumer Economics with a minor in Entrepreneurship? You build it.” That was the spark that started it all.

When I got serious about moving forward, I traveled to the United Kingdom—widely regarded as a global leader in lingerie design and bra fitting—to train with a renowned fashion designer in the industry. That experience deepened my understanding of garment construction, fit, and the science behind support. I combined that training with my medical assistant background, and knowledge of human anatomy, to create a truly streamlined fitting process.

With guidance from the University of Georgia Small Business Development Center, I shaped what would become Modern Bra Company—an express boutique designed to make bra shopping simple, efficient, and personal. Our fittings save women time, money, and frustration while helping them find true support—both physical and emotional.

Our goal is to help women find bras that get them through their most demanding days while feeling confident, comfortable, and cared for. By operating inside a salon suite, we keep overhead low, pass savings along to our clients, and focus entirely on service, education, and comfort. I believe God’s had His hand in every part of it—from the timing to the people who’ve come alongside me.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not even close—it’s been the toughest thing we’ve ever done. I liken it to riding in a horse and buggy on dirt road. My husband has been incredibly supportive and believes in the business wholeheartedly, but he also has his own demanding career. That means he’s been picking up a lot of my slack at home while I’ve poured nearly everything into building Modern Bra Company. Starting a business isn’t just something you do—it becomes a lifestyle, at least until it’s sustainable.

It was a big decision to invest a good portion of our savings into this dream, and I’d be lying if I said it hasn’t strained us financially. Retail startups rarely become profitable right out of the gate—it often takes two to three years to see consistent gains. Because this is such a female-centered business, the consumer facing element: the boutique, the client experience, the marketing, the fittings all fall to me for now. My husband’s role will come later, once he wraps up his own career and begins developing the centralized distribution side of the business.

We’ve had to scale back our lifestyle, exercise extreme patience, keep our faith and remind ourselves that building something entirely new—especially one that challenges both the retail and lingerie industries—takes time. One of the hardest parts is convincing consumers there’s a better way to shop for bras. It’s a little like when Amazon came along and changed how we buy everything—except bras (wink! wink!). They simply can’t be bought online and achieve the kind of fit we can in the store. People quickly find that out when they come in for a proper fitting. Bras have to be fitted to the individual, which is why we’ve worked so hard to create a streamlined process that saves women time while teaching them that some things are still worth showing up for.

Even though our boutique is only 260 square feet, it’s been a massive undertaking. We’re still navigating challenges like managing a carefully curated inventory to serve women of all sizes. There have been moments of doubt, exhaustion, and flat-out fear—but also a deep sense of purpose. I understand now why many people never start a business, or why some stop when the going gets tough. But every time I see a woman stand a little taller or smile in the mirror, I know exactly why we keep going.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My career has been all over the map—in the best possible way. I’m naturally curious, so I’ve followed a lot of different paths over the years. I started out in healthcare and somehow ended up in the marina industry. Some of my career highlights include contributing to the development of what’s now the world’s largest network of marinas, managing accounts in a healthcare group purchasing organization, serving as executive director of an environmental nonprofit, working as a residential lighting sales consultant, and being a full-time homemaker for more than 12 years. I like to say my résumé looks a little like a game of Candyland—colorful, winding, never quite predictable, and anything but linear!

I’ve never been “fired” from a job, but I was also never the one getting the big promotions or perfect performance reviews. In one review, I was described as being “like buckshot—hyper-focused in a million different directions.” At the time, it wasn’t a compliment. But looking back, that description fits me perfectly—and now I see it as my greatest strength. I’ve never been someone who could just “stay in my lane” or “put the fries in the bag.” I’ve always loved with my whole heart and poured that into everything I do.

Even when my ideas weren’t part of my job description, I was constantly looking for ways to make things better—finding ways to cut costs, increase traffic, improve service, and elevate the overall experience for both customers and coworkers. Those instincts didn’t always make me the ideal employee. My input was often not requested nor appreciated in the roles I’ve held, but they’ve made me an excellent entrepreneur. Today, that same curiosity and big-picture thinking fuel Modern Bra Company every single day.

Each job I’ve held came with a key takeaway, and when I look back, I can see how every one of them prepared me for where I am now. From healthcare to marinas, from nonprofit leadership to lighting sales, every experience taught me something I use daily as a business owner. Together, they’ve given me the creativity, resilience, and perspective to build Modern Bra Company from the ground up.

What matters most to you? Why?
What matters most to me is building a business that stands behind its promises. At Modern Bra Company, we’ve built a boutique that promises efficiency, savings, and comfort—and we work hard to deliver that with every client we serve. Each appointment is designed to honor a woman’s time, respect her budget, and help her feel truly supported, both physically and emotionally.

Looking ahead, when we begin to franchise, that same commitment will extend to our franchise owners. We’ll promise a business built on strong support systems, healthy income potential, and genuine work-life balance. To me, it’s not just about growth—it’s about creating something sustainable and meaningful for everyone connected to it.

It also matters deeply to me to lead by example for our two children, Conner (24) and Molly (19). My husband, Bill, and I have taken two very different paths: he’s been with the United States Postal Service for more than 30 years, while my own career has zigzagged through several industries with a long hiatus to focus on family. Together, we’ve shown our kids that there’s no single “right” path to success. Whether it’s through a steady career or through entrepreneurship, both can be fulfilling when they’re rooted in purpose and integrity.

Finally, faith is at the center of everything I do. I want to build a business that honors God and reflects strong values—much like Truett Cathy did with Chick-fil-A. My hope is that Modern Bra Company becomes both our testimony and our legacy: a living example that faith, grit, and perseverance can build something bigger than ourselves. If I can do it, anyone can—and I hope my story reminds others that it’s never too late to start something new.

Pricing:

• Fittings: Always complimentary — there is no charge for your personalized 30-minute fitting session.
• Bras: Sizes A–L, including unique and hard-to-find size combinations, ranging from $38 – $115. We focus on bras that get you through the day — offering all-day comfort, support, and confidence — and we leave the “through-the-night” styles to the other shops. We also offer adaptive, mastectomy, and post-surgical bras to support women through every stage of life.
• New Client Offer: 10% off your first purchase.
• Panties & Accessories: From $18 – $48, including lingerie wash, nipple covers, breast tape and other accessories
• Loyalty Program: The Support Group rewards program allows clients to earn points toward free lingerie wash, panties with purchase, and even free bras

Contact Info:

• Website: https://www.modernbracompany.com/
• Instagram: @modernbraco
• Facebook: https://www.facebook.com/profile.php?id=61569282643622

Image Credits
Photo Credit Jimmy Clemmons