How a career in commercial real estate led to a mission of honoring women and changing the narrative about looking and feeling good.
Jessica Johnson spent years traveling the United States, scouting shopping centers, retail high streets and downtown districts in search of the best locations for her retail and hospitality clients. With a deep understanding of the consumer fashion retail industry, Johnson felt that one issue kept surfacing: women were consistently underserved in the lingerie and swimwear markets.
“I’m a recovered ballet dancer who spent my entire life in a studio with mirrors and then spent my twenties with Victoria Secret at its peak,” Johnson says, adding that those experiences shaped her beliefs on how she was supposed to look and what she was supposed to wear.
Johnson began a quest to find quality undergarments to wear under her everyday clothes—ones not rooted in seduction. She felt there needed to be better options. That realization led to the creation of LaSource, which is designed to honor women as “the source.”
“Our stores are very mission based,” says Johnson. She wants women to walk through the door and not feel burdened by the negativity women often feel when shopping for undergarments.
Building the Brand
In 2023, Johnson took out a short-term lease for her first pop-up store in Darien Commons. Soon after opening the Darien store, a competitor closed its store on Elm Street in New Canaan—a prime location Johnson knew would be snapped up quickly, so she decided to take it. This summer she added a third location in Westport.
The rapid growth of LaSource is an impressive feat, especially in a world where brick-and-mortar stores are challenged by the ease of online shopping. But in-person retail offers something online can’t: a personal connection.
Her goal is to consistently help every woman feel comfortable and confident in her dressing rooms—an experience that cannot be replicated online.
Material Matters
When curating brands for LaSource, quality always comes first. “If the fabric isn’t right, the cut isn’t perfect or the product doesn’t look like the same in person as it does in a photo, then we send it right back to the manufacturer,” says Johnson. One of her favorite designers is Carolina K, who is also on a mission to support women. She employs over 300 female artisans from around the globe, giving women opportunities they wouldn’t have otherwise have.
Sustainability is a cornerstone of the LaSource mission. “We’re always very thoughtful about sustainability when it comes to fabrics, and that’s something our customers appreciate,” says Johnson. Ensuring that everything sold at LaSource is made from clean, natural materials is a top priority. “We’re very conscious about using silks, wools, and cottons. You may find some technical fabrics, but we focus on sustainability and quality wherever possible,” she adds.
Beyond the Bra
LaSource is more than just a store—it’s a community resource. Beyond bra fittings, the store host bridal consults, bridal showers and even ladies’ nights out.
They’ve held women’s wellness-based workshops with guest speakers, creating a place “where women can come together and talk candidly about things that they don’t often get to,” says Johnson. “Our ladies’ nights out are super fun. The hostess picks a charity of their choice to donate a percentage of sales to, invites friends and we have champagne and light bites. It’s a fun way to get to know and connect with other women in the community.” Johnson says the shopping events have raised funds for local schools and organizations, such as The Domestic Violence Center of Connecticut. LaSource is also a corporate sponsor for Pinkaid, which provides support for breast cancer patients and their families.
These connections “have made LaSource an even more meaningful and purposeful endeavor,” says Johnson.
Changing the Conversation
LaSource aims to educate women how the right undergarment can transform how they feel and how their clothes look.
“The right undergarment can make all the difference, says Johnson. “Foundational garments are important and what goes underneath our clothing completely changes the value of the investment we’ve made in our wardrobe in the end.”
LaSource customers often find more than just lingerie—they discover swimwear, pajamas, beautiful gift items, chocolate, creams and lotions designed to make a woman feel special.
Authentic Beauty
Johnson resides in Wilton with her husband, Clay, their two sons (11 and 13) and their 15 year-old Carolina dog named Ruby. “A lot of my motivation comes from being a mother of boys and becoming keenly aware of how they were beginning to perceive women and girls, even as early as eight and ten,” she explains, referring to the imagery they were seeing on YouTube that was similar to the imagery she grew up seeing.
According to Johnson, that awareness became a driving force behind LaSource: “I wanted my sons to be able to see things differently.” And that is something both beautiful and real.