ABOUT US ... After working for someone else in the lingerie retail business for more than 12 years, I achieved my ambition of opening my own lingerie shop in August 2003 and I haven't regretted my decision once. Since opening, puremischief has established itself in the vibrant shopping centre of Lytham. We are just off the piazza amongst the cosmopolitan restaurants in Henry Street. A little bit more discreet than the main street but not too far off the beaten track. We hope you will appreciate the relaxed and welcoming atmosphere of the shop, you'll be encouraged to browse at your leisure and we're here for when you need our help. ONE TO ONE FIT AND STYLE ADVICE At puremischief we know that whilst the look of the lingerie is what first attracts - it is important that it fits properly, otherwise, it will spend most of the time in the drawer. So, at puremischief, we are all fully trained to provide you with expert advice on the correct bra not only in size but also to suit your bodyshape. In 2007 we were finalists in the UK Best Shop Awards for Customer Care amongst the iconic Rigby and Peller. Throughout our lives our bodies are constantly changing shape - pregnancy, weight gain and loss and, dare we say, even age all change the breasts. Sometimes the size may be the same but the choice of style needs to be different - only when you're in a fitting room with a number of styles can you fully appreciate the benefit of wearing the correct fit and style. We recommend that you are re-fitted at least every twelve months or if you loose/gain more than 7lbs. Research has shown that 7 out of 10 women wear badly fitting bras. At puremischief we are also in touch with local breast care nurses who keep us informed about the latest developments and availablity in prosthesis and current post surgery advice. FOR THESE REASONS I DO NOT SELL VIA THE INTERNET. ONCE WE HAVE FITTED YOU, WE ARE ABLE TO TAKE TELEPHONE AND EMAIL ORDERS.