Wednesday, May 16, 2007

The Bra Strap Niche

Entrepreneur Dao Tran-Boyd is hoping never to be strapped for cash again after finding the holy grail of business: a niche product.

Bra straps sound like the kind of idea that could get laughed out of the Dragon's Den but as Mrs Tran-Boyd, founder of Glamorous Bra Straps said: "The simple things in life are the best".

That maxim holds true in business and 18 months after its launch the company has been shortlisted by the Gift Association for its Best Gift of the Year Award.

Mrs Tran-Boyd, from New Malden, said: "We are absolutely delighted to be shortlisted, especially as we have been trading for just less than a year, but have already achieved a retail and wholesale customer base across the UK, Ireland, Channel Island, Europe and even as far as Egypt and Nigeria.

"Until now bra straps have been a fashion nightmare, but not any more."

She started making the items at home selling them at school fairs. When interest grew, she took the plunge and invested money to approach a wholesaler in China.

The company is now taking enquires from agents in the USA and Canada and has over 150 hand-made straps in its collection.

Having a keen interest in community and charities, Mrs Tran-Boyd is happy the straps have been a hit with breast cancer sufferers and she now hopes to use the product to further good causes.

"Its simple, but it makes women feel sexy and glamorous," she said.

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