After she gave birth to her second child about 20 years ago, Madam Elida Teh found it hard to get back into shape.

Growing older also made it more challenging for her to get her figure back. 'Demands are greater when it comes to older women. Their bodies tend to be flabbier and, well, you also can't fight gravity,' she said.

Fed up of not being able to find comfortable lingerie that would flatter her shape, she set up a store, D'Elegance, six years ago to help others suffering the same plight.

Today, at least half of her customers are aged 50 and above.

'The market now is mostly targeted at younger customers because they think they have the spending power. But now, those in their 50s are different, they want to pamper and take care of themselves,' said Madam Teh, 48.

Her shop in Anson Road carries bras, corsets, girdles and other items that promise to help women, especially older ones, achieve a more svelte silhouette.

They cost a pretty penny too, with the cheapest one selling for almost $200.

Lest you think the designs are conservative, they are not, with some 'naughty' ones on sale too.

'I use lace and embroidery. I want my customers to feel elegant and self-confident even in middle age, so that they can feel young again,' she said.

Madam Teh, who is a single parent, spent about two years researching materials and designs before opening her store. She designs the lingerie.

Said one customer Grace Tai, 59: 'I like the fact that in this case, comfort does not mean ugly.'

This article was first published in The Straits Times.