In this episode of Women in Retail Talks, Women in Retail Leadership Circle Digital Content Manager Kristina Stidham interviews Dana Donofree, founder and CEO of AnaOno, an intimates line exclusively designed for women that have had reconstructive surgery post-breast cancer. Donofree discusses her personal experience with breast cancer and why it led her to create a line of bras for other women going through a cancer diagnosis (0:51), as well as how AnaOno bras are unique from other bras on the market (3:40).

In addition, Donofree shares how word-of-mouth in the cancer survivor community has helped customers discover AnaOno (7:08), details the brand’s marketing strategy, and offers insights into why true inclusion is at the core of the AnaOno brand (10:42). Donofree explains how her career in fashion design helped her launch the company (14:10), the many ways she gives back to the breast cancer community and why that’s important to her (16:25), and her goal to continue expanding globally at AnaOno to help women diagnosed with breast cancer all over the world (19:29).

Diagnosed with breast cancer at 27, Dana Donofree founded AnaOno out of her own necessity and desire for pretty, sexy, beautiful lingerie. After a mastectomy, reconstruction bras no longer fit her surgically altered body, and Dana was certain there must be more than just sports bras and camisoles. With a degree in fashion design from Savannah College of Art and Design, and a quite successful fashion industry career, she took her 10-plus years’ experience and put it toward designing, launching and growing AnaOno.

Dana is very active in the breast cancer community and is involved with several nonprofits, including being a board member of Living Beyond Breast Cancer. She is also a Metavivor advocate. Her story has been featured on USA Today, “The Today Show,” HuffPost, The New York Times, INStyle, and many others. However, she’s most proud of being able to make a difference in the lives of women worldwide, and is honored to continue to spread her mission of beauty, confidence and empowerment.

Date: November 3, 2020

Credits: Dana Donofree

Duration: 21:25