Aug. 12, 2008, — In 1875, how could a Lithuanian peddler named Israel Levin know that his little dry goods business would go on to be one of the longest running family-owned enterprises in Virgin Islands history?
Or that it would evolve into a full-service ladies' lingerie store?
Levin's great-great-granddaughter is carrying on his tradition with a mission of her own. Katina Coulianos and her staff see to it that women of the Virgin Islands look more put together by making sure that they have properly fitting undergarments.
I. Levin has been in business since 1875, when its immigrant founder sold dry goods successfully enough to buy the property he rented. That property is valuable downtown real estate today, and Coulianos still likes the fact that her business and the property's other lessees serve the local population.
Coulianos remembers playing with her childhood friends in the back of her grandmother's store.
"Back then we sold cloth, thread and school uniforms," Coulianos recalls.
The business took up the block between Main Street and the waterfront, between Store Tvaer Gade and what is now known as International Plaza.
One hundred years after Israel Levin bought the property, the building is still in the family and now houses a number of stores, including I. Levin and Benetton, Western Union, a restaurant, landscape architects and offices of the Virgin Islands Department of Planning and Natural Resources.
In 1964, Coulianos' mother took over the business and decided to focus the business on ladies lingerie, and some children's clothing lines including Buster Brown and Healthtex.
Even a store with a pedigree like I. Levin's is not without its problems, Coulianos said.
Parking, mall stores, off-island and Internet shopping are all obstacles and challenges to her business.
"I try to sell the merchandise at suggested stateside prices," Coulianos said. That is complicated by arcane customs laws, additional shipping costs.
Coulianos took issue with having to pay customs to sell a product to local people.
"I don't pass this [cost] on to my customers," Coulianos said.
She also pointed out that the industry itself does not adhere to the strictest levels of standardization.
"No two manufacturers are the same." Coulianos said, underscoring the importance of the expertise and fitting service that the customer's get in I. Levin. "When you are buying bras, you should try all of them. We don't care if you try on 25 bras and only get two."
The staff realizes that trying on a lot of bras can be time-consuming.
"If you are serious, then you have to take the time for yourself," Coulianos said.
I. Levin stocks bras in sizes up to size H, and band size 62, and stocks a number of different manufacturers who cater to different body types.
Unlike going to a stateside mall store staffed with after-school help, I. Levin's experienced fitters have over 50 years of bra fitting experience.
Their all-star lineup features Debbie Brooks, a 27-year veteran, Eleanor Buckley with nine years and Lisa Edwards, with seven years.
The current staff is young, in comparison with one a generation ago. Coulianos remembers one sales lady that worked for some 40 years with the company, who's name was Gertrude Fredericks.
"Ms. Fredericks would bring them [the customer's] the size they really were — she was adept at giving them the right thing," Coulianos said.
Coulianos said that many women don't understand how a properly fitted bra should look and feel. She and her staff often serve customers who are wearing the wrong size. Coulianos' staff can tell right away when a customer needs to change their bra size.
The most common problem is a band size that is too large for the body, and a cup size that is too small.
Coulianos explained ways to identify whether a bra fits correctly or not.
The band — the elastic part that goes around the chest and hooks in the back — should be parallel with the ground and lie on the ribcage just about halfway between the elbow and the shoulder. If the band is too loose, it will ride up in the back, resulting in a saggy-looking front.
Next, the part of the bra that connects the cups should lie flat against the chest. If the breasts push this part out and away from the chest, not only are the breasts pushed together, there is also a very good chance that the cup size is too small.
Breast sizes can change six or more times during a woman's life due to weight gain or loss, aging, pregnancy and nursing, Coulianos explained. When that happens, women should get refitted.
Coulianos said that when TV shows like "The Oprah Winfrey Show" have an episode on bra fitting there is a definite corresponding surge in bra-fitting requests at the store. For more bra-fitting tips, see ("http://www.oprah.com/slideshow/oprahshow/oprahshow5_ss_20051115/1").
"It really makes a difference [when a bra fits properly]," Coulianos said. A good fit will give customers more confidence in their appearance.
I. Levin's staff gets a lot of satisfaction when their customers have a better self-picture, but Coulianos said she is always amazed when customers thank her and the staff for their time.
"People aren't accustomed to service," Coulianos said. "You should get personal service. We're here to help get the customer what they want — its our job."
I. Levin sells a wide range of undergarments and foundations. The store welcomes walk-ins for fittings, and will special order items for customers. The company can be found at 23 Store Tvaer Gade, midway between Main Street and Veterans Drive. For more information call I. Levin at 774-2060.
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