We were lucky to catch up with Dana Donofree recently and have shared our conversation below.
Dana, thanks for taking the time to share your stories with us today To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.
Before founding AnaOno, my journey began with a search for a mastectomy bra following my cancer diagnosis. However, the options I encountered were far from appealing—utilitarian, matronly, and certainly not designed with an ounce of sensuality. As I delved deeper into my quest, I realized that the styles available were predominantly showcased on models with intact, naturally beautiful cleavage, a stark contrast to the reality I and many others faced.
This was a painful reminder of the lack of representation and understanding in the industry. How could these brands advertise products tailored for individuals with different body types while perpetuating the image of an idealized, conventional form? It felt like yet another unjust blow.
From the very outset, AnaOno’s core philosophy has been centered around inclusivity and authentic representation. A bra designed for someone with one breast should be celebrated and demonstrated on someone with a similar physique. Similarly, for those without any breasts, it is essential that they witness how the product would fit their unique body type. This fundamental principle seemed evident to me, yet it remained an overlooked aspect in the market.
At AnaOno, we firmly believe that all chests should be equally represented, irrespective of the size of the community. We recognize that every individual’s journey is deeply personal and distinctive, and thus, our mission is to empower breast cancer patients to make choices that resonate best with their lives and individual needs.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
As the founder of AnaOno, a lingerie and loungewear brand designed specifically for those who have undergone breast or chest surgery, facing a cancer diagnosis, or live with other conditions that cause pain or discomfort, my journey has been one driven by personal experience and a commitment to empowering individuals through comfortable, beautiful, and inclusive intimate apparel.
At the age of 27, I was diagnosed with Infiltrative Ductal Carcinoma, an aggressive form of breast cancer. The subsequent mastectomy and reconstruction process not only challenged me physically but also emotionally. It was during this trying time that I recognized the severe lack of stylish, comfortable, and well-fitting undergarments for those who have undergone similar procedures. This realization ignited a passion within me, that drew upon my lifelong experience in the fashion industry, to create a line of intimate wear that prioritizes comfort, style, and inclusivity for all individuals, regardless of their chest type.
AnaOno offers a range of products, including bras, panties, loungewear, and clothing, all meticulously crafted with the utmost attention to detail and consideration for the unique needs of breast cancer patients & survivors, individuals with chest surgery scars, and those with chronic pain conditions. We prioritize using soft, breathable fabrics and seamless designs to ensure the utmost comfort without compromising on style.
What truly sets AnaOno apart is our unwavering commitment to inclusivity and diversity. Our brand not only caters to a specific segment of the population but also aims to represent and serve individuals of all shapes, sizes, and backgrounds. We believe that everyone deserves to feel confident and comfortable in their skin, and our products are a testament to that belief.
One of my proudest achievements is building a supportive community around AnaOno. Our brand isn’t just about clothing; it’s about fostering a sense of belonging and empowerment for those who have faced physical challenges. Through our online platform and various support initiatives, we have created a safe space for individuals to share their stories, find solace in one another’s experiences, and embrace their bodies with self-love and acceptance.
For potential clients, followers, and fans, I want them to know that AnaOno is more than just a brand; it’s a movement. We are dedicated to challenging the norms of the lingerie industry and advocating for a more inclusive and empathetic approach to intimate apparel. With us, you’re not just purchasing something to wear; you’re becoming a part of a community that celebrates resilience, beauty, and individuality.
Can you talk to us about how your funded your business?
When starting a business, it’s crucial to create a well-thought-out business plan, something I initially didn’t do myself. Often, securing funding is essential, but it’s equally important to conduct thorough market research to ensure your idea is well-positioned. In my case, I founded AnaOno with a passion for assisting others, even if it meant sewing bras at home after my regular job, just to help people feel beautiful and confident like myself.
As the business grew, I frequently asked myself a critical question: what did I need the most — time or money? Initially, it was money that I required for materials, pattern makers, web development, and production. However, as the business evolved, time became a more pressing need, leading me to make the bold decision to leave my career and dedicate myself fully to the business. It was a daunting transition into business ownership, requiring me to be resourceful and make every dollar count.
To sustain the business, I explored various avenues for support, such as participating in corporate small business contests, securing assistance from organizations like FedEx and Intuit, and accessing local grants. Eventually, I sought funding from the Angel network to facilitate the scaling of my business. Overnight success is a myth; it entails relentless hard work behind the scenes before the public recognizes it.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
Certainly, here’s a polished version of the answer:
Having dedicated years to the fashion and retail industry, one book that deeply influenced my approach is “The Nordstrom Way.” This insightful work highlights the remarkable journey and triumphs of the Nordstrom family and their business. At its core, the book champions a client-centric philosophy, emphasizing the significance of prioritizing the needs of customers in every decision and approach. One particular anecdote that resonated profoundly with me was about a customer who, having undergone a leg amputation, required just a single shoe. This narrative echoed the ethos I was cultivating within AnaOno, underscoring the significance of recognizing the unique requirements of each client, especially in contexts as varied as post-mastectomy recoveries.
The profound impact of this story lies in its illustration of accommodating diverse needs. In the spirit of this narrative, we aim to provide tailored solutions to each client, acknowledging the individuality of their experiences, from one chest surgery to another. The instance of the store associate offering a pair of shoes at a discounted rate, recognizing the client’s specific need, aligns with our mission to empower our team. We instill in them the belief that they possess the capability to deliver the utmost satisfaction to our clients, regardless of the circumstances they face.
In essence, the invaluable lessons drawn from this book reinforce the notion that by placing our clients at the forefront of our endeavors, we will all get the love and support we deserve.
Contact Info:
- Website: https://www.anaono.com/
- Instagram: https://www.instagram.com/anaonointimates/
- Facebook: https://www.facebook.com/anaonointimates/
- Linkedin: https://www.linkedin.com/in/danakassedonofree/
- Youtube: https://www.youtube.com/channel/UCVagmuzu5ulih-uuPy9aTeQ
- Other: https://www.instagram.com/daynadono/
Image Credits
ANAONO LLC