I’ve written before about my preference for more petite-chested women; and while previous posts on the subject have typically revolved around B-cups, I’m certainly not averse (and in fact, in many ways prefer) even smaller A-cups …

And it seems like more and more women are getting comfortable with that concept themselves … enough that the New York Times found it important enough to cover.

IT is commonly assumed that small-chested women feel that nature’s lottery has left them coming up short. The parade of heaving bosoms in Victoria’s Secret catalogs not only suggests that bigger is better but also that supersizing with a push-up bra is universally desired.

Wrong, says Ellen Shing, the owner of Lula Lu, a Web site and boutique in San Mateo, Calif., that cater to AAA- to A-cup sizes. She says that while a small number of her customers come in looking for padded bras and tell her, “Make me as big as you can,” the majority “don’t want to supersize themselves.

Those customers, including ones who are nearly ironing-board flat, “are happy with their bodies,” said Ms. Shing, 42, who wears a 36AA. “It’s a misconception still that you want to be bigger if you’re smaller.” She isn’t sure if the small-and-loving-it attitude she has noticed is “about pride or more like being O.K. with who they are.” But it’s fueling her sales.

In the last three years, said Elisabeth Dale (formerly Squires), who wrote “Boobs: A Guide to Your Girls,” there has been “a huge surge in Web sites and online retailers that specialize in smaller bra sizes in a very empowering way,” like evesappleslingerie.com. “They are not about ‘Here’s how you stuff your bra,’ ” she added. “They are like, ‘The way you are is perfect, and here’s how I can help you.’ ”

These days, it’s not uncommon for women with modest busts to flaunt what little they’ve got with a deep V-neck cut or a halter top. And more small-chested ladies seem to be openly celebrating their look on Twitter, Facebook and various blogs.

A new blog, smallbustbigheart.com, has become a venue for these women, according to its author, to “gush about the lingerie and clothes that scream, ‘Can you handle me?’ not ‘Am I enough?’ ”

Read the rest of the article at For the A-Cup Crowd, Minimal Assets Are a Plus – NYTimes.com.

I like it. A lot.