How I Spent 9 Years Trying (and Failing) to Start Pink Ribbon Lingerie
In 2003, at 24 years old, I was working as an Assistant Merchandiser at House of Fraser's Head Office. I had learned the golden rule of the retail industry: the 4 P's. The right Product, in the right Place, at the right Price, with the right Promotion. But as I watched my mother—then a 7-year breast cancer survivor—navigate the world of post-mastectomy bras, I realized the 4 P's were failing for women like her.
A Realization and the Start of a Dream
For women who needed mastectomy bras, the choices were bleak. Bras were either uncomfortable, too expensive, or so plain they didn’t make women feel beautiful. They were mostly available through catalogues, one specialist shop in London, or custom-made bras that cost upwards of £100 (over £180 in today's money). I knew with my background in buying and merchandising, I could change that. And so, the dream of Pink Ribbon Lingerie was born.
I threw myself into the planning process: I attended business courses, wrote a detailed business plan, and researched manufacturers. After weeks of searching, I found the perfect factory in Sri Lanka that was experienced in lingerie production.
Setback #1: The 2004 Tsunami
It was December 2004 and I was planning to reach out to the factory to discuss production in the new year, and disaster struck on Boxing day. A massive tsunami hit affecting Indonesia, India, Thailand and Sri Lanka, devastating communities, including the area where the factory was located. I was left in shock, and my heart went out to the workers. I never found out if they survived, but I knew this was a setback I couldn't have anticipated.
The Solution: Instead of manufacturing my own lingerie line, I decided to source beautiful and comfortable mastectomy lingerie from around the world. This allowed me to broaden my product range and build a website to showcase updated collections without the hassle of printed catalogues. I was adjusting, but it still wasn’t easy.
Setback #2: Funding Roadblocks
With a strong business plan, I set out to get a bank loan. But meeting after meeting with bank representatives—all of whom were older men—left me disheartened. They questioned the need for such a niche business, doubted the demand, and balked at the amount needed for inventory. I hit a wall.
The Solution: Though discouraged, I kept moving forward. I continued working in retail head offices, gaining experience in buying, negotiation, and operations management. I then worked for an American brand, which gave me insight into different sales channels and importing goods, all while holding onto the hope that one day, Pink Ribbon Lingerie would exist.
Setback #3: A Life-Changing Book
Years later, I picked up The Alchemist by Paulo Coelho, a book that profoundly impacted me. I finished the last page with a clarity I hadn't felt in years: I had to start this business. The next day, I resigned from my job, determined to make it happen, even if I wasn’t sure exactly how.
The Solution: I spoke with my mum, who had always supported me. Together, we pooled our resources—my property equity and her savings. Finally, after nearly a decade of starts, stops, and setbacks, Pink Ribbon Lingerie was launched.
Reflecting on the Journey
Today, 15 years after finally “opening our doors” online, Pink Ribbon Lingerie is still here. We’ve faced more challenges along the way, from financial ups and downs, nearly closing due to covid plus my own Breast Cancer diagnosis in 2021. But every obstacle taught us something new. Pink Ribbon Lingerie exists because of perseverance, adaptation, and a dream that wouldn’t quit.
Through it all, our mission remains the same: to provide beautiful, comfortable, and affordable lingerie for breast cancer survivors. If you’re on the brink of giving up on something meaningful, remember this story. The journey may be longer than you expect, but you can get there.
Pink Ribbon Lingerie was launched in 2010 by mother and daughter Hilary & Camille, selling post-mastectomy products in a wide range of colours and sizes from suppliers all around the world, giving you more choices to help women feel beautiful.
