Brayola Could be a Serious Contender for ‘Girl’s Best Friend’

August 3, 2015

9:00 am

A startup out of Israel is changing the way that women shop for bras. Brayola has created a platform that has personalized and customized the bra selection process.

Bra shopping can be torturous. There’s no perfect science to it. Just like most clothes, different brands size differently. And let’s not forget that 2/3 of women are walking around in the wrong size bra to begin with. Most women I know, myself included, get so frustrated with bra shopping, that when we happen to find out bra unicorn that fits perfectly, we attach a fierce loyalty that is hard to break.

Brayola knows our struggles. They’ve taken an innovative course and decided to give crowdsourcing a try. So, how does one crowdsource the perfect bra, especially when buying a bra online? First you have to find out what women are already wearing and loving. Here’s how their platform works:

  1. First-time Brayola users are asked to create their own personal Brayola drawer. This will consist of a collection of bras that she already owns and loves, including her size.
  2. The Brayola team then scans their database to find other users in the system that also own the same bras with the exact same size. Brayola then finds the perfect bra through its crowdsourced algorithms and data.
  3. Brayola will then suggest the perfect style, size, and shape bra to fit the user.

The founder of Brayola is Orit Hashay. She’s a serial entrepreneur with over fifteen years experience. Prior to Brayola, she was responsible for Israel’s most popular wedding site, Mit4Mit. She has a lot of experience in software and business development, as well as some experience in being a female (obvi).

Hashay explains on the Brayola website why crowdsourcing bras actually works: “Although we like to think we are unique, and we are 🙂 some parts of us are similar to other women all around the world. Somewhere out there, there are women that have my size, shape, style and taste…”

If you’re a guy and you’ve made it this far, congratulations! This means that you know from the women in your life that the struggle is real (or maybe you couldn’t care less about the struggle, but appreciate seeing women in well-fitting bras). Either way, this is a topic that both genders can benefit from.


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Kristin is an aspiring entrepreneur who is enthusiastically navigating her way through the DC startup space. She has an unending passion for learning and is never satisfied with the status quo. During the day she is an ops, biz dev, and marketing maven for Fission Strategy

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