Push for the tush
Local bum-lifting jeans to go on Dragon's Den
By: Viola Pruss
| Posted: Saturday, Mar 02, 2013 06:00 am
Truth be told, Latin bums are not as nice as we’re told.
It’s the cut of their jeans that makes them look full and round. But Canadian ladies can now have that perfect butt too, thanks to a local business.
Nora Furber sells levanta cola, or “lift your bum” jeans at Monjeloco Jeans on Perron Street.
The denims – available in all sizes – are made and imported from Colombia. They either help to bring out a flat behind, or form an existing one into the perfect shape.
“I am here to put a stop to a problem. No more flat bums,” she said.
“Actually, the Latin girls are going to be really mad at me because I told their secret.”
Thanks to filling a niche market, Furber has made it to CBC’s Dragon’s Den.
Dragon’s Den auditions were held in Edmonton on Saturday, Feb. 16 and Furber said she attended knowing that she sells a unique product.
Two days later, she received the call to come on the show.
On April 3, Furber and her two “models” (a devoted customer and an employee) will travel to Toronto to present their perfect, denim-wrapped glutei maximi to the rest of Canada.
Furber said she wants to ask the dragons for money to advertise and market her product. The show will air two weeks later.
“If I can make a deal with the dragon it will be the icing on the cake. And if I can’t, I will still be very grateful. I was on TV, I could show my product and a lot of people saw it,” she said.
“Either way I win.”
Monjeloco Jeans opened in May 2012 and Furber said the business has been successful ever since.
For years, she wore levanta cola – buying them in her home country, Colombia – and had friends comment on their looks.
When Canada and Colombia established a free trade agreement, she opened her store.
The jeans are hand-sewn in a factory that employs single mothers. Furber said the workers are part of a social program that provides them with health benefits and a steady income.
It’s not just that the pants lift cheeks. They also flatten bellies, giving women a slimmer figure.
And for those lacking a good-sized fanny, she even has a few jeans with extra padding in the back.
Aside from those, Furber said she’s not selling illusions though.
“You always had it, it’s almost like when you wear the wrong bra. You may look flat or they may look down. But when you wear the right one they come out,” she said.
“The same thing with the butt. In the right jean, the butt will come out and look very nice.”