Premier Jour's Alicia Vianga. Aaron Harris/Toronto Star

Premier Jour Fine Lingerie is ‘Making a Difference, One Bra at a Time’

From now until November 15, ladies are invited to donate their gently used brassieres in support of Bras for the Congo

Premier Jour is a full service boutique founded by certified bra-fitting expert Alicia Vianga, who says she was first introduced to the plight of women of the Congo through the reality-based film, Hotel Rwanda.

“I balled my eyes out.” A friend later encouraged Vianga to read the article, “Band of Sisters” from an October 2008 issue of O Magazine, and in summer of this year, Vianga saw a play about the women of the Congo.  

Vianga knew she wanted to do something to change the lives of these women. As owner of a lingerie boutique, a bra drive seemed fitting. Bras for the Congo was launched soon after.

“The women of the Congo are our sisters, our mothers and they are hurting, so if I could give them a bra, a gently used bra, which will help them to feel just a litter better about themselves, then I am OK with that.”

Premier Jour’s goal is to ship 1000 bras to the women of the Congo where, according to 2006 – 2007 studies*, 1,152 women were raped every day – a rate equal to 48 per hour.

“The raped women of the Congo are my hero[es]! Not only are they raped, they cannot go back to their homes or husbands as they are seen as damaged goods.

“We are blessed,” says Vianga, “I am truly asking the women of Toronto to please donate; please give your used bras as you will make a difference one bra at a time.”

Premier Jour Fine Lingerie & Swimwear is located at 1288 St Clair Avenue West in Toronto. Donors will receive a $25 gift certificate toward a new purchase.

Visit pjlingerie.com for more information.

*Studies conducted by International Food Policy Research Institute, Stony Brook University and the World Bank

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