NEW YORK (FORTUNE Small Business Magazine) - A grueling shopping trip with his wife inspired Romney Evans, 28, to start a new online retailer that will help shoppers track down the jeans that fit them best.

"Christina was practically in tears trying to find a pair that would fit," recalls Evans.

More from FSB Help wanted for HR firm A CEO and rodeo queen King of the mountain bike Current Issue

So the MBA candidate at Babson College teamed up with classmate Jessica Arredondo, 27, to create True Jeans.

This spring the Wellesley, Mass., startup expects to begin selling 15 nationally known brands that retail from $50 to $200.

Relying on a licensed search technology, the firm will give each style it sells a "fit rank," calculated by comparing a customer's measurements with the specs of each line of jeans.

True Jeans uses data customers enter into its search engine -- height, weight, and shape (inseam, waist, etc.) -- to help them find the fashionista's Holy Grail: jeans that really fit well.

The challenge: making sure True Jeans' specs always match the manufacturers'.

Says Patti Freeman Evans, a retail analyst with Jupiter Research in New York: "If they can do that, then this is a new and great idea."

Next innovation: Long-lasting sandwiches