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Where Does SugaPlum Come From?
It started on a Saturday morning. My daughter and I were doing the rounds looking for her first bra — and we came home empty-handed and frustrated. Everything we found was either too childish, too grown-up, or just a women’s bra in a smaller size. Nothing was made for a girl who is somewhere in between.
I’m Sue. I’m a mum, and I couldn’t find what my daughter needed. So I built it.
The Inspiration for SugaPlum
My daughter’s name was Geneva. She was my inspiration and the reason this company exists.
Geneva graduated with first-class honours from Bournemouth University and was pursuing her Masters at Imperial College London when she took her own life on October 16, 2018.
She was brilliant, driven, and full of life. Losing her changed everything.
In her memory, I have made it my mission to build something that stands for young girls — their confidence, their wellbeing, and their right to feel comfortable in their own skin. That is what SugaPlum is for.
We deeply admire the work of Papyrus UK, a national charity dedicated to the prevention of young suicide. If you or someone you know is struggling, please reach out to them. Their work saves lives.
The SugaPlum Range
SugaPlum is a place where mums, dads, and daughters can find comfortable, age-appropriate pieces made just for them. We started with underwear designed for girls aged 11 to 16 — not shrunk-down women’s bras, but styles made to fit growing bodies naturally.
We’ve grown alongside our girls. The range now includes teen and petite bras, fuller cup styles, everyday bras, period underwear, and cosy hoodies for teens and young women who love laid-back comfort.
Everything is made from soft cotton blends with spandex and polyester — built for school, weekends, and everything in between. Sizes run from 28AA to 34D, with more on the way.
