Photo: Aarthi Ramamurthy
There’s no secret formula to finding the perfect bra — just a lot of standing around half-naked in a dressing room, trying on dozens of bras until one fits.So Aarthi Ramamurthy and Michelle Lam figured out an algorithm that could figure out your bra size, so you can skip the dressing room all together.
The two entrepreneurs co-founded True & Co. It takes an Amazon-like recommendation approach and applies it to lingerie.
Size is all relative, depending on what kind of bra you are buying. Not to mention, bras have 20 different components in them. This makes it hard to buy bras online.
“We wanted to take those unwritten rules and write them into code,” Ramamurthy said.
When you sign up, you take a quiz to answer questions like what shape your breast is.
Photo: True and Company
After you take the quiz, the technology can make recommendations to you. Every bra on the site costs $45.
Ramamurthy used to work on the Xbox for Microsoft in Seattle. She got into consumer tech while she went on her honeymoon. Ramamurthy and her husband created a photo sharing app called Bubblegum, which brought a Instagram-like service to the Windows Phone 7, and this got her featured in the New York Times.
The couple moved from Seattle to San Francisco when Ramamurthy got a job at Netflix. “Netflix was data centric,” she said, but she had already caught the entrepreneurial bug.
So last year in October, she co-founded True & Co. with Lam. It took the two entrepreneurs a few months to write the code, and put up a landing page.
If you want to test out the service, SAI readers get to skip the line, so click here.
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