I'm a stonking 35JJ and have been uncomfortable in bras for most of my life.
I can't wear underwired bras as I have an odd skin condition which makes my skin very prone to sores, and yep, underwires give me sores.
I spent years wearing Triumph Doreen, which was mostly ok but it has bits of boning in the side seams which yes, gave me sores. So I would have to unpick the stitching there and remove the boning, and then add padding to the sides so that the tightness of the band didn't give me more sores.
A year ago I was in Nottingham and walked past the Bravissimo branch there. I walked in assuming they'd just try to make me wear an underwired bra, like all the other specialist fitters I'd been to had tried. Instead they listened to me, spent over an hour bringing me bras to try on, and told me why each bra did or didn't work.
I ended up with a Freya Dynamic soft cup sports bra. No underwires at all. They told me that despite all previous bra fitters telling me I was a 38D I was actually a 36 JJ, and showed me how that size actually fitted me.
I've worn that same model and size bra ever since and am suddenly, miraculously comfortable at long last. I no longer feel the need to remove my bra at the earliest opportunity. I don't do all that shrug-and-wriggle thing any more. I am going to go back to Bravissimo next month to get another fitting and make sure that I'm still in the right size and shape. I cannot recommend them highly enough.