I tried this brand after seeing reviews on TikTok (lol). I'm very pleased that I gave it a try even though they don't do 28 backs, and I'll definitely be a repeat customer. The matching briefs are also super comfy & sexy. Beija London's GBP prices are higher than mid-tier UK brands like Panache and Freya, but (crucially) not compared to these brands' American retail prices. If I were buying in GBP, would the bra be worth the price difference? Probably not. But it is a well-made, comfortable, and beautiful bra that fits me well, even considering that I've sister-sized up in the band.

Cup sizing is similar ... to Katherine Hamilton. I had to go up a cup from my usual UK size of 28GG (30G). The band is firm, fitting like a snug 30 or loose 28--it fits me well on the middle hook. The cups are probably technically too shallow: the bra gives me a minimized appearance (compared to a bra like 28GG - Cleo » Blossom (10581)), but the cups are quite stretchy so there's no spillage; the gore tacks on my smaller side but tilts up towards my larger breast.

My chief complaint--about from the lack of 28 backs--is that the wings are quite tall, and they have boning (which I've never experienced before). This doesn't add to comfort, imo, and this bra would not be a good option for someone with high-set breasts.
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