Becky Simon, principal of the Bra Smyth mail order and Internet operations, is a third-generation purveyor of better intimate wear. Her grandfather established Frishman's in 1932, a regional "legend" in New York's borough of the Bronx. Becky's mother, Sandi Simon, virtually grew up in the family store, eventually assuming its management and all-the-while teaching Becky and her sisters the ways of the intimate wear business. Today, Frishman's continues under Sandi's stewardship while her daughter Becky operates Bra Smyth of California and daughter Diana runs the Bra Smyth Madison Avenue flagship store.