London - July 07, 2005

Beyond Beautiful

Biondi Shop Opens

She wore an itsy-bitsy, teeny-weeny, yellow polka-dot bikini.

And everyone howled when she walked by. How could she stand such a massive wedgie?

And so begins the hunt for the perfect two-piece. (Again).

Fret not. Biondi opens today, and it is a joyous moment for anyone who shudders at the thought of buying a bathing suit. The one-stop holiday shop sells off-the-peg bikinis for all shapes and sizes and offers a bespoke swimwear service. Run by Jennifer Murphy, designer of the successful brand Storm in a D Cup, the store caters to curves (or a lack thereof). And, if you can’t face the horror of stripping in the changing room, the Biondi team will come to you.

Which means you can, at last, stroll along the shore with total confidence.

Or at least with an itsy-bitsy, teeny-weeny bit more than usual.

Biondi, 55 Old Church Street, SW3 (020 7349 0430).