Quantcast
Latest Stories

Weight-loss wonder: Beauty serum? No, a swimsuit

By

Imagine your BFF discovering the fountain of youth and, like a true girlfriend, she’s not keeping it to herself.

“You have to bring it here!” Rose Marie Delgado urged her daughter, Ines Prieto, over three years ago.

Delgado wasn’t referring to some magic beauty serum but to a swimwear brand that claims to make you lose 10 pounds in 10 seconds (“the amount of time it takes to put it on,” Prieto explains), and which may well be the fountain of youth equivalent for many women.

Prieto runs the 12-year-old multi-brand boutique called Itsie-bitsie, and her mom, who loves the sun and water, was a longtime fan and user of Miraclesuit, the American swimwear line.

“You don’t have to wear a cover-up when you’re wearing one,” Delgado swears. Because it holds everything in, “I don’t get self-conscious. I just walk around in them.”

Miraclesuit styles are shirred, draped or pleated strategically to conceal problem areas and enhance one’s assets. After all, not everyone has a perpetually waif-like 18-year-old bod, and only a handful are brave enough to go under the knife to get one.

Apart from its slimming benefits, Prieto says, a Miraclesuit doesn’t lose its shape even after many washes, perhaps owing to its unique fabric called Miratex, which has three times more spandex than most swimsuits.

“My mom has had them for years—20 years!—and she still has them.” Her mother nods in affirmation.

Exclusive distribution

THE 2012 COLLECTION of Miraclesuit offers a vast range of styles—from tankinis to two-piece, pin-up girl style.

So in 2008, Prieto finally relented and brought the first Miraclesuit line to her boutique, which had just moved from its original Malate location to its current outpost at Joya Lofts and Towers at Rockwell Center, Makati. To her happy surprise, the swimsuits sold out—and quickly.

“It’s amazing! I always sell out. And the size 6’s are the first to go!” Prieto says. Size 6 is the local size equivalent of small, or US size 2; Itsie-bitsie carries up to size 18. They retail a little south of P7,000 per, a worthy investment, she stresses.

Encouraged, the young woman struck a deal to exclusively distribute Miraclesuit here. In time for bikini season, the swimsuits will also soon be available at SM Makati and Chimes Department Store in Davao.

The 2012 collection offers a vast range of styles that will appeal even to the younger and trendier set. And this is what Prieto thinks sets the brand apart from other swimwear lines with slimming properties.

Most are maillot or one-piece styles, though they come in variety of colors and prints. There are a couple of tankinis, and a two-piece, pin-up girl style of a halter bra top and skirt bottom with shirred high waistband.

Most of the styles have hidden underwire, some of them with built-in bra. (Prieto says Itsie-bitsie can sew in [or remove] bra pads if the customer wants. The shop can also alter the swimsuits if needed, say, to adjust the shoulder straps.)

Tight rein

Unlike other boutiques that have mushroomed out of control, Prieto has kept a tight rein on her business, maintaining just a store. Itsie-bitsie has been quietly successful, despite very little PR and media exposure.

Even shoppers from abroad are impressed with Prieto’s selection, coming all the way here to buy from her. On the urging of one overseas customer, Prieto will finally open in October a second Itsie-bitsie—in Hong Kong’s Repulse Bay.

Began in 2001 shortly after Prieto came home from studies in Colorado and London, Itsie-bitsie opened in a small space in the Delgados’ family-owned building in Malate. Prieto planned the boutique to cater to a tropical lifestyle.

She herself has sourced the merchandise from all over, bringing in a brand range and  vast wardrobe choice for clients, from casual wear to special-occasion pieces. Since 2001, she has brought in over 250 brands.

“I’m product-driven, I’m not really concerned about brands,” she says. “When I buy, I look at products that are good and which really work.”


Follow Us


Follow us on Facebook Follow on Twitter Follow on Twitter


Recent Stories:

Complete stories on our Digital Edition newsstand for tablets, netbooks and mobile phones; 14-issue free trial. About to step out? Get breaking alerts on your mobile.phone. Text ON INQ BREAKING to 4467, for Globe, Smart and Sun subscribers in the Philippines.

Tags: fashion , Lifestyle , Miraclesuit , Summer Fashion Philippines , Swimsuits



Copyright © 2014, .
To subscribe to the Philippine Daily Inquirer newspaper in the Philippines, call +63 2 896-6000 for Metro Manila and Metro Cebu or email your subscription request here.
Factual errors? Contact the Philippine Daily Inquirer's day desk. Believe this article violates journalistic ethics? Contact the Inquirer's Reader's Advocate. Or write The Readers' Advocate:
c/o Philippine Daily Inquirer Chino Roces Avenue corner Yague and Mascardo Streets, Makati City, Metro Manila, Philippines Or fax nos. +63 2 8974793 to 94
Advertisement
  1. How to enjoy Buntod
  2. World bids Gabriel Garcia Marquez ‘Adios’
  3. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  4. ‘Wild West’ Masbate’s pristine marine gems
  5. Kim Atienza: At home with art and design
  6. How Margie Moran-Floirendo keeps her dancer’s body
  7. Life lessons I want to teach my son
  8. Garcia Marquez left unpublished manuscript
  9. Historic Fort Bonifacio tunnel converted into a septic tank
  10. Wanted: Beauty queen with a heart that beats for the environment
  1. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  2. Are your favorite malls open this Holy Week break?
  3. ‘Labahita a la bacalao’
  4. Miss America: Don’t suspend teen over prom invite
  5. Historic Fort Bonifacio tunnel converted into a septic tank
  6. This is not just a farm
  7. How Margie Moran-Floirendo keeps her dancer’s body
  8. Why is the lifestyle set now afraid to wear jewelry–before Kim Henares?
  9. 12 other things you can do at Pico de Loro Cove
  10. President Quezon was born here–and so was Philippine surfing
  1. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  2. Mary Jean Lastimosa is new Miss Universe Philippines
  3. Did Angara ruin Pia Wurtzbach’s chances at Bb. Pilipinas?
  4. Dominique–Gretchen and Tonyboy Cojuangco’s daughter–now an endorser
  5. Vinegar test helpful vs cervical cancer
  6. From Jeannie to mom of suicide victim
  7. San Vicente beaches hidden but not for long
  8. Borgy and Georgina are back; others are off–again
  9. Why is the lifestyle set now afraid to wear jewelry–before Kim Henares?
  10. Sen. Angara: I thought Pia Wurtzbach gave a good answer

News

  • Maid confesses in killing of 2 and stabbing of employer in Laguna
  • N. Korea finally offers condolences over ferry tragedy
  • 16 CADPI sugar refinery workers now out of danger after toxic shower in Batangas
  • PNP denies Purisima’s involvement in questionable deal with courier firm
  • Pro-Russian insurgents hold journalist hostage
  • Sports

  • UP nips St. Benilde; Adamson blasts RTU in Filoil women’s caging
  • Kevin Garnett responds to Raptors’ GM F word
  • Albert Pujols hits 500th HR of major league career
  • UST posts twin kill in Filoil pre-season cup opening day
  • Wizards beat Bulls in OT to take 2-0 series lead
  • Lifestyle

  • Entering the monkhood a rite of passage
  • Haneda International Airport: A destination on its own
  • Wanted: Beauty queen with a heart that beats for the environment
  • Kim Atienza: At home with art and design
  • Life lessons I want to teach my son
  • Entertainment

  • Bollywood Oscars, film stars come to Florida
  • Ex-Fox exec denies allegations in sex abuse suit
  • Kris Aquino backtracks, says Herbert Bautista and her are ‘best friends’
  • Summer preview: Chris Pratt enters a new ‘Galaxy’
  • Bon Jovi helps open low-income housing in US
  • Business

  • SM to rebuild Tacloban hospital
  • PSEi slips after 4-day rally
  • Toyota sells 2.58 million vehicles, outselling GM
  • McDonald’s 1Q profit slips as US sales decline
  • SEC approves SM’s P15B retail bond offer
  • Technology

  • Viber releases new design for iPhone, comes to Blackberry 10 for the first time
  • Engineers create a world of difference
  • Bam Aquino becomes Master Splinter’s son after Wiki hack
  • Mark Caguioa lambasts Ginebra teammates on Twitter
  • Brazil passes trailblazing Internet privacy law
  • Opinion

  • One-dimensional diplomacy: A cost-benefit analysis of Manila’s security deal with Washington
  • No ordinary illness
  • Reforest mountains with fire trees and their kind
  • Day of the Earth
  • When will Chinese firm deliver new coaches?
  • Global Nation

  • US Secret Service in Manila ahead of Obama visit
  • Palace thanks Estrada for successful HK mission
  • Hong Kong accepts PH apology; sanctions also lifted
  • China won’t budge, wants PH gov’t to apologize to HK
  • Cha cha train to follow Obama visit?
    Marketplace