Just add water

Tears, anxiety, kicking and screaming, hair pulling and sleepless nights. These ailments can all be brought on by women's most dreaded shopping quest: the swimsuit. Jennifer Cermak, owner of Nani Nalu Beachwear Boutique in Edina, has seen it all and understands the sentiment. "It's lingerie that you wear in public," she said. It's her mission to fit women of all sizes -- and make them feel comfortable -- in their dream suits. When Dawn Zouber, a lawyer who is currently a stay-at-home mom, walked into the store, she was completely at ease -- probably because a friend had referred her. While petite, Zouber had just had her third child a year ago. "We spend the summer at the pool," she said. "I like to feel good about myself and look comfortable." Her concerns? A baby pooch and lack of cleavage. "I really like halter tops," she said. After listening and getting sizes, Cermak laid down the house rules. "I pull the suits for you," she said. While it seems strict, there's a good reason: Most people are attracted to colors, and Cermak's top priority is getting the fit. Then, if necessary, she can custom-order a suit in a different color. As she grabbed hangers and sent Zouber to the fitting room, Cermak added: "Show me the first one on. I have tricks with a lot of them." Bound for the beach

Even though she grew up in Hastings, Cermak, 28, was always drawn to the beach. As a child, she made drawings of palm trees, the ocean and a swimsuit store. Although most of her tropical daydreams came from National Geographic magazine and beach-themed movies, she was no fan of cold weather.

She'd threaten her parents: "I'm going to leave and live somewhere with palm trees out my window."

When she was 15, she went to visit her grandparents on Gulf Shores, Ala., and that was it. Two years later, in 1998, she started college at the International Academy of Art in Tampa Bay, Fla., where she earned a degree in fashion and brand management.

She became a surfer and started her own line of apparel, Palekaiko Moku, Hawaiian for "paradise island." She also worked at Abercrombie & Fitch, eventually becoming regional visual manager and helping with its swimsuit collection.

In 2002, everything changed. A hurricane destroyed her house on a Tampa Bay beach along with everything else.

So she moved back to Hastings. She thought it was a temporary arrangement. But a terribly awkward blind date with Grant Cermak, a software engineer, turned into a whirlwind romance. She moved in with him in Minneapolis after two weeks and then got engaged two months later.

"I cried! I was an average size and I have boobs, but come on! What do real women do?" she wondered.

Then she and her new husband came up with the idea to start a business -- swimsuits for real women. In 2006, it happened. They opened Nani Nalu, meaning "beautiful wave" in Hawaiian, at Ridgedale. Then in November 2008, the store moved to the more intimate and boutique atmosphere at 50th and France.

Looking for the perfect fit

Stepping out of the cabana-like dressing rooms at Nani Nalu, Zouber wore a halter and was tugging at the top.

"I feel like I'm wearing this wrong," she said.

Zouber then disappeared behind the palm-tree covered curtain. When she reemerged, Cermak helped her retie the suit to give more side breast coverage and lift, and experimented with shaping inserts. Cermak also adjusted the bottoms to have a slight scoop in the front, making Zouber's torso look longer.

Most swimsuit shoppers head to the mall, where customer service generally isn't all that helpful.

"The bulk of the swimwear business is still in department stores," said Kim Friday, Women's Wear Daily's senior fashion editor for sportswear. "At a specialty store, they can help and guide you. There are so many hidden features in swimsuits. There might be panels on the inside front of the suit and you wouldn't know that looking through the racks."

After spending about an hour trying on suits, Zouber bought two bikinis -- a peacock-blue halter top, which was the second suit that she tried on, and a strapless black one. Cermak says eight out of 10 customers buy one of the first three suits they try.

It's all part of her mission to suit up every woman. On a recent trip to Jamaica, her husband made a comment about a woman in a suit that was several sizes too small and encouraged Cermak to talk to her.