Following on from this new special series Underlines had the opportunity to interview Nicole Cuervo, Founder of Springrose, this week. Springrose is an adaptive collection of bras and underwear, based in the USA.
Springrose was an idea that Nicole had for a long time as far back as 2015! whilst spending that summer living with her grandmother but after university she decided to work as a consultant, followed by a stint of Deloitte Consulting, where she specialised in human-centred design and strategy projects. However it was never far from her mind even while she was doing a further dual degree programme in management and innovation, tools she knew would be useful in creating her own business. And that was to create adaptive underwear and bras… .
Why underwear?
It was the biggest need in the industry and I started work on its development in July 2020. My grandmother Rose was incredibly capable and independent, but struggled to put on her bra due to her arthritis and chronic pain.
When I told people I wanted to start Springrose, no one told me it was a dumb idea. Not even the men. Everyone knew someone who could benefit.
When I started the brand, I spent a year doing research. I interviewed 60 women for an hour each, I surveyed 500+ women, and I partnered with 35 physical and occupational therapists.
Everyone confirmed that bras, more than any other item, where the biggest pain point for people
When did you launch? What is the brand’s DNA?
We officially launched September 2023! I’d been working on it for over three years at that point doing R&D on the product. We did around 15+ prototype and sample rounds.
At Springrose, empathy is at the core of everything we do. We want to make sure we’re serving people and that they’re involved in the development process. We design with people, not just for them. I wanted to focus on the people who have been largely ignored by the intimates industry and likely have few or no options available to them.
Also, I personally value creativity and innovation a lot, so that’s been a big focus for the brand. I set out to make the best possible product, not just a minor tweak to something that’s existed.
As a result, we have a completely innovative product with 7 patents granted, including 5 utility patents, and many more pending.
What is different about working in underwear?
It’s a terribly challenging category! People are very particular about their bras, they are tricky products to make, and sizing is inconsistent across the entire industry.
I started Springrose out of love and ignorance, because almost any other category would have been easier if I was just looking to start a business!
Coming from a background in human-centred design was a boon. My entire job used to be collaborating with strangers to understand their pain points and how to co-design solutions that would improve their lives. I now do the same exact thing, but instead of services it’s with bras.
Where do you get your ideas?
I talk to people! I ask them what they want, what they like, what they don’t like. I also read every Facebook and Instagram comment and we track what people request. We’re constantly listening to the customer.
A typical week?
There is no typical week in terms of what I do. However, I have created a structure for myself:
- No meetings on Mondays and mostly none on Wednesdays
- Team meetings Tuesday and Thursday mornings
- Outside meetings on Tuesday and Thursday afternoons
This is what I generally stick to, so that I can have some deep thinking and productive work time during the week, but also time to engage with the team and with outside partners.
Whom do you admire in the underwear industry?
Bra fitters, particularly if they’re lingerie store owners. They have to take on large inventory risk, pay rent on a brick-and-mortar location, compete with cheap online alternatives, and then remember every bra they have and who it might be good for. They’re amazing!
If you were not working in this industry, what would you be doing instead?
I’d probably have another startup, since I can’t imagine going back to a corporate office! It would be an industry where the product is consumable Turns out that if you make good quality bras, people don’t have to come back very often!
Your greatest challenge?
Making people aware that we exist! So often we get messages from people saying they wish they’d known about us when they had X procedure or Y accident.
It’s very expensive to market online now-a-days, so as a small brand, it’s hard to get your name out there and succeed.
Proudest moment to date?
Getting our first utility patent! It was so validating, because it proved that we had in fact succeeded in re-inventing a 100-year-old product.
I’d spent 3 years doing R&D on our flagship Easy-On Mobility Bra®, so getting that approval and confirmation was exciting. Plus, no one else in the US adaptive intimates category had a utility patent at that time.
Worst move so far?
Hiring people and agencies that produced little to no results. Contractors and agencies can be wonderful, but you have to outline very clear expectations, tie compensation to results and constantly re-evaluate if they’re bringing in more value than they money they’re charging.
Any other ambitions for the brand going ahead?
I’d love to expand into swim and sport, so we can keep serving people across different moments in their life.
Time out?
I love reading a good book while snuggling my cats.
The one product you couldn’t live without?
My Tempur-Pedic mattress topper. I love sleeping and need a solid 8-9 hours to function properly.
Pet Hate?
When you reach out to another founder and they don’t engage or support you, but then they reach out months or years later asking for your help. I’ve received a lot of help from people further along from me, and I always try my best to pay it forward.
For more infromation about Springrose you can contact Nicole on nicole@springrose.co
