I have recently discovered the joy of wire-free bras. It is so hard to find ones which aren't wired (and of course I exclude those granny ones you get in boxes). And the wires would always dig in to me by halfway through the day, especially in the front centre.
Now granted my chest is a modest b-cup, but the non-wireds do have pretty hefty seams that seem to offer the same firm, rounded support as a wire, but without the digging in. Ludicrously, the non-wireds come billed as Teen Bras in John Lewis (cos the teens are too smart to wear some metalled contraption like the rest of womanhood?). And I found myself a lace-trimmed number in black and a nudish-pinky one too and have gone away very happy.