Yvette’s Lingerie owner reflects on nearly 30 years on Bell Boulevard in Bayside

Photos by Suzanne Monteverdi/QNS

When Diana Someck took over Yvette’s Lingerie in Bayside over 10 years ago, she did so with the mission to serve every woman.

Remembering the painful struggle a family friend went through while battling breast cancer, the business owner made sure to offer custom bras for women who are battling the sickness or who have had surgery.

“It left such a strong impression for me. I’ll always carry that,” she said. “We as women deserve so much more.”

Located at 40-13 Bell Blvd., the store first opened its doors over 70 years ago. Someck has worked at the location for nearly three decades.

Today, Yvette’s offers shoppers unique items, including over 300 types of bras, as well as undergarments, clothing, bathing suits, outerwear, jewelry and handbags. Products can be found in all sizes, ranging from small to 3X. The store also does custom work and sizing and alterations on the premises.


Seeking to modernize the business, Yvette’s interior went through a remodel a few years ago. The space was brightened up and turned into a trendy and welcoming boutique-style shopping destination.

“It’s a nice place for women to come. It’s a very inviting environment,” she said.


When it comes to meeting a customer’s need, Someck says she can “dress them up to go to a party and dress them down to go to bed.” If a patron is looking for something that is not in stock, the business owner will look into ordering it for her.

“There isn’t anything we can’t handle,” she said. “We try to meet every age group, every price point, if we can.”

Despite contending with competition from online stores and other brick-and-mortar lingerie and clothing chains, Someck said she looks forward to continued success.

“The beauty is my customers still come back because they like the service, the attention we give,” she said. “It’s not just a store. You come in here and we develop a relationship. We make women feel good.”

Yvette’s Lingerie is open Tuesday through Saturday from 10 a.m. until 5 p.m. For more information, visit their website or call 718-229-5724.