An Underwear HeroWhen lingerie retailer Ciara Donlon noticed how breast cancer survivors were so poorly served by existing brands, she set out to research what they wanted in a bra in particular, and designed the Theya Healthcare range, pretty, feminine and designed to the highest eco standards.
This week's Kickstart Your Business featured guest consulted directly with over 80 survivors to tailor garments that are made from bamboo (which produces the softest cloth) and feature no tags or seams, all designed to minimise irritation on the tender post-operation skin.
Underwear That Hugs Rather Than StranglesGeorge was immediately struck by the extraordinary depth of research which Ciara had conducted in order to bring her range to market. I agreed that Ciara's dedication is highly unusual, and had been rewarded with extraordinary loyalty and gratitude from a market that has been largely ignored, if the many testimonials on TheyaHealthcare.com are anything to go by.
I commented that these testimonials, whilst impressive, are often quite lengthy, and suggested that Ciara extract some of the neater expressions of gratitude, and make them available on the homepage in order to encourage prospective customers that they have come to the right place. For example, "I was looking for underwear that hugs rather than strangles" captures brilliantly the immediate benefit Theya offers.
Add Your Words Of SupportCan you suggest how Ciara might continue to grow her Theya Healthcare brand from strength to strength?
Listen back to Ciara on Kickstart Your Business and let us know what you think.
Kickstart Your Business is broadcast on The Right Hook on Newstalk every Thursday around 6.25pm and is available for playback immediately afterwards on Newstalk.com.