I've spent up to $150 US for a European brand, Prima Donna. Not custom, just super high quality design, support, and materials, in a wide range of sizes (G cup for me). They last forever with hand washing. I really only replace them if I have a significant weight change and need a change of band size, or if the stretch/support starts to weaken - very infrequently. After I gained weight and started sizing out of store brands, I went to a bra specialty shop for a real fitting, and discovered this brand. Once I had a professional measurement, I could search around online for the brand, and have had confidence that it will fit consistently.