Brayola Ltd. today launched its website for the online selection of bras by women. The company's platform offers virtual bras from which women make their selection based on brand and cup size.
Users create an identity on Brayola's website, and an algorithm searches for women who picked the same bra and offers recommendations from the items in its drawer. The algorithm assumes that if two women select a particular brand and size, other brands will likely also fit. This makes it possible to buy bras online.
Brayola scrupulously maintains the privacy of its users. It does not disclose their identity; the bra comparison from the drawer is made behind the scenes. The system is based on collective user wisdom to offer the perfect bra fit for each woman.
Brayola was founded by Orit Hashay, who previously founded bridal accessories website Mit4Mit Ltd. and recommendations and advisory sharing site Ramkol Ltd., and was an investor in Carmel Ventures for two years. She said, "The idea of Brayola is simple. Somewhere outside is a woman, who might not look the same or act the same, but has exactly the same bras in her drawer. Brayola's product will recommend new bras on the basis of what other women with the same dimensions and styles picked."
Hashay added, "Women tend to believe that they are unique, but they share a lot of needs, especially when it comes to bras. Women can now help each other find new bras by simply sharing their bras.
Brayola's investors include GetTaxi founders Shahar Waiser (Smirin) and Roy Mor.
Published by Globes [online], Israel business news - www.globes-online.com - on February 28, 2012
© Copyright of Globes Publisher Itonut (1983) Ltd. 2012