In Her Business: Marketing on a Budget with Heather Wornoff of Curv Appeal
Like most women, Heather Wornoff struggled with finding properly fitting bras. Her bras would shift/rub, cause "back fat" and the straps were constantly falling down. After watching Tim Gunn's Guide to Style, Heather made an appointment at a specialty boutique in NYC. That day changed her life, because, for the first time, she was wearing bras that fit her curves, supported her in the right places, and were actually cute and sexy!
From that point on, Heather has made it her mission to bring the women of Columbus, Ohio where her company is based the best bra fitting experience! With over 80+ sizes and over 500+ bras, Heather shows every woman the proper size, shapes and styles that will enhance her unique curves.
Curv Appeal gives women the confidence to love their curves. With over 80+ bra sizes, it fits a woman’s individual shape.
In this post, Heather shares why she started her business and tips for marketing on a budget.
Why did you start Curv Appeal?
Statistics show that 85% of women are wearing the wrong bra size. 85%! That means that 85% are living with bras that dig, shift, poke and rub. Too many women blame their bodies when the fit of the bra is to blame. I want the women of Columbus to know how incredible it feels to wear beautiful bras that fit and flatter their unique curves! Something so simple as a bra fitting can help a woman look slimmer, feel more attractive, and love her curves.
What challenge did you face in growing your business?
The biggest challenge has been marketing the business on a strict budget. Every penny counts and I have to be extremely mindful of which marketing opportunities have the most bang for the buck.
What did you do to address your marketing challenge?
Two things:
- Develop a business worth mentioning! You can have a very large marketing budget but if you don’t have a good business, no one will buy your products. Because word-of-mouth marketing is so important, I always have to make sure that my products, services, and brand are something women will want to share with their friends. Before I launched Curv Appeal, I did a ton of research to ensure that I had the best products and developed the most complete bra fitting experience.
- Know your target market! The undergarment business is a large market and the shopping behaviors of women are very different. I worked hard to clearly define Curv Appeal’s target market and make sure that all marketing speaks to that shopper. Otherwise, I run the risk of spending marketing dollars with little return.
What advice do you have for other women business owners?
Surround yourself with good people – the kind of people who have your best interest at heart. I have been so fortunate to meet some of the smartest and most incredible people. They inspire me, but they also challenge me to aim high both personally and professionally. Without their support and input, I wouldn’t be where I am today.
Go inside of Curv Appeal by checking out more photos on Flickr and Facebook.
Do you have tips to share about marketing on a budget or a "bra fitting awakening"? Feel free to share in the comment section below.
In Her Business is an article series published by The Women's Book. It takes you inside innovative and growth-oriented women owned businesses. Do you know someone who would make a great profile? Got a tip to share? Contact us.
I have had a fitting at Curv Appeal and it is a wonderful experience, but better than that the bra I bought not only makes me look better, but feel wonderful. I didn't realize how uncomfortable I was until I had my fitting with Heather. Every woman, no matter what size, needs to go to Curv Appeal.
