When Patricia Schaefer and Ron Kogod opened Atlanta Beach in 1984, they wanted their customers to feel comfortable while shopping for swimwear. They sent staffers inside the dressing rooms for private fit consultations, and they put robes in each room to help women feel more comfortable.

Decades later, shoppers at Atlanta Beach still spend an average of 45 minutes searching the store’s expansive collection of fashion forward swimwear — and worrying about how they are going to look in it.

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Bita Honarvar/bhonarvar@ajc.com

A cutout one-piece (from left) helps the eye see an hourglass shape. This black cutout is the ‘Ringtone,’ by Hurley, $42 at www.zappos.com. Diagonal stripes also help create an hourglass silhouette. Bandeau top with halter tie, $52, and brief bottoms, $44, ‘Line it up’ by Hurley, available at Macy’s.

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“It is a critical purchase because you are never more exposed in public than when you are in a swimsuit,” Kogod said. The anxiety that comes with breaking out the bathing suit explains why one woman once spent seven hours in the store searching for the perfect look or why another customer patiently tried on almost 50 different suits to get the right fit.

Years ago, the store carried swim trunks as well, but men were not the ideal customer. “They have a preconceived notion of exactly what they want whether it fits them or not, and men are not going to spend as much money on a suit as women,” Kogod said.

So the Atlanta institution has stuck with its mix of designer bathing suits, casual clothing and swim and sun accessories for women. Each season they bring in new styles and colors carefully curated by Schaefer that range from body-contouring one-pieces to slinky string bikinis.

As for that anxiety? Check it at the door.

“There is nothing you can do about your body once you are in here,” said Atlanta Beach general manager and fit expert Michelle Semrau. “No one is happy with what they have. That’s why we are here.”

Most women are focused on their bottoms for some reason, Semrau said. “My philosophy is that less is better on the bottom. The more you minimize what you are trying to hide, the smaller it appears,” she said.

Semrau gave Style some basic figure fixes and other tips to help get the right swimsuit this season.

Hips: Wider hips look better in a string bikini bottom, Semrau said. The string tie bottom adds length to legs, won’t cut across love handles and is adjustable. Another option is a low-rise style either plain or embellished.

Over 50: Age is just a number, Semrau said. It’s all about body confidence. “I recently had a 68- year-old grandma purchase a tie- side bikini,” she said. However, one-piece suits have come a long way in the last five years. “There are one-pieces that have deep v-necks, a higher rise on the leg and color or embellishments that are a lot more fashion forward,” Semrau said.

Semi-modest Mom: A one-piece with side cutouts or a tankini can feel like a bikini without exposing as much skin. Hot colors include solids in jewel tones or always popular prints.

Large bust: For women who need a little support, “halter tops are awesome,” Semrau said. Another option is underwire in one or two-piece styles.

Itty-Bitty Committee: Bandeau tops are a good choice to enhance a chest you don’t have, Semrau said. Triangle tops are also a good option. “It’s the basic bikini top and our No. 1 best-seller,” she said.

Plus-size: The most flattering styles are one-piece suits or two-piece tankinis, Semrau said. Skirted bottoms are also gaining popularity with short and sassy styles that suit a variety of body types.