Breast cancer survivor Alexandra Perry is hoping to boost women's confidence after surgery by revolutionising bra design. The founder of H.E.R. Bodywear has secured £14,500 funding to fill a gap in the market by creating "modern, vibrant, bold and fearless" garments.
She started the Nottingham-based company after being diagnosed with the disease twice in 2013 and 2020, saying no woman should feel like she's been marginalised because of her health. H.E.R. garments are designed specifically for women who have undergone surgery for breast cancer or cosmetic breast surgery.
Alexandra said: "Recovery after breast surgery is not just physical but also emotional, and psychological and that's why H.E.R garments and designed specifically to boost self-esteem." The bras are reviewed by the best breast surgeons in the UK, ensuring they are medically approved.
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Funding was awarded by First Enterprise - Enterprise Loan, a start-up loans company and government-backed scheme that offers a repayable loan to individuals looking to start or grow a new business. The money will allow her to start production and market the products.
Alexandra, who has a BA in fashion management, found it difficult to find attractive bras after her operations. She did her dissertation on the post-surgery bra market. Discovering a significant gap in the UK market for bras specifically designed for post-surgery or mastectomy patients inspired her to start her own company.
Alexandra said: "First Enterprise provided me with a very straightforward process, and I was supported all the way through it. Now, I have a strong target to achieve within six months, and I feel positive and motivated to achieve it. It's a great pressure that's pushing me in the right direction. To have the support for me to aid a gap in the market that will benefit people is exactly what I needed and now I'm looking forward to making a change."
Simon Mitchell, investment manager at First Enterprise - Enterprise Loans, said: "It was immediately obvious to me that Alexandra had a personal passion for her business plan and at First Enterprise we wanted to support her ambition and passion for the cause. Alexandra is a breast cancer survivor and is now using her experience to potentially help many fellow survivors with a product that improves both comfort and styling. I am full of admiration for Alexandra – she was a pleasure to work with and I am sure she will be a fabulous success leading her new company.”
Start Up Loans, part of the British Business Bank, has recently announced Enterprise Loans East Midlands (ELEM) as the new regional Business Support Partner (BSPs) for the scheme.
