Saturday morning shopping trips are not the most chilled out affair, particularly if you are shopping for an age-appropriate girls bra. After walking around, all the typical shops my daughter and I were not impressed with what was on offer.

My then-teenage daughter did not like the styles nor the designs she found them either too childish, Disney themed, or they had limited cup sizes, and I didn’t want to buy a bra from an adult lingerie range in a smaller cup size for my daughter.

I was so annoyed by the lack of choice that we went home frustrated I thought I could perhaps find an online store that catered for teenage girls.

It was so frustrating to be unable to find any stores, online or offline, with the range and sizes my daughter and I needed. I realised that if I had this much trouble buying a first-time bra for my daughter, other mums and dads would feel the same. So, I created SugaPlum.


SugaPlum is a place for mums or dads and their daughters to find beautiful, age-appropriate underwear. Our underwear is designed exclusively for girls aged 11-16 years old, not women, to ease them into the next stage of their development.

Every SugaPlum range is made from Cotton with spandex and polyester for maximum comfort so that girls can wear it happily at school and play, every day.

You can choose from beautiful themed collections in a broad range of sizes starting from 28AA right up to 34D.


My daughter’s name was Geneva. She was my inspiration and the reason I started this company.

Geneva went on to graduated with first-class honours from Bournemouth University and was continuing her studies at Imperial College London studying for her Masters when she took her own life on October 16, 2018.

In honour of my daughter, I have made it my life’s mission to raise awareness of mental health issues amongst young adults like Geneva.

I want to make sure no other family ever goes through what we went through, which is why we are strong supporters of Papyrus UK. It is a national charity dedicated to the prevention of young suicide. Suicide is the biggest killer of young people, male and female – under 35 in the UK. Body image and mental health is very important for all young people, if you or someone that you know has mental health issues please get in touch with them.

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