For many women, it can feel impossible to find a bra that really fits. Wherewithal is on a mission to change that and revolutionize bra sizing for women in the 21st century. Their patented bra design allows women to personalize their bra size at any moment, making Wherewithal the most size inclusive bra company to-date, with less than 2 years in-market.

In this episode, Abbey chats with founder Danielle Rushton about:

• How Wherewithal was born from a lifelong frustration with bras and her process of creating her own "franken-bra" prototype
• The main challenges she faces getting the business off the ground (finding manufacturers, going through 15+prototype variations and building the right team)
• How their innovative adjustable bra design helps them offer more size inclusivity AND reduce waste at the same time
• Tips for pitching to investors and dealing with rejection

Follow Wherewithal on ⁠Instagram⁠ and ⁠Tiktok⁠

Shop their bras: ⁠shopwherewithal.com/⁠

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You can find the full episode show notes and more heart-led brand building advice at ⁠https://wayfarerdesignstudio.com/blog⁠.