By women, for women Essential Bodywear raises money for Pink Daisy Project
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simple observation by a couple of Essential Bodywear was named one friends attending a craft show almost of the top Michigan companies to watch a decade ago sparked an idea that has in 2010 by the Edward Lowe Foundation, grown into a national business an honor that was presented by former headquartered in Commerce Township, an Gov. Jennifer Granholm. opportunity for women all over the country When asked what she likes most to earn money, and a way to help make a about the business she helped to create, difference in women's lives. Now, while Cubitt said, "I love that we get to make a they continue to go about the process of difference. We have a great opportunity for growing their business, they're also making women with a great bra and a great an effort to provide financial assistance to opportunity to make money." an organization that serves breast cancer Charlick explained that Essential patients — with a little help from their Bodywear's business model is based on customers. home parties centered around Essential Marcia Cubitt and Carrie Charlick were Bodywear's Certified Bra Fit Specialists. friends before a trip to a scrapbooking expo "Who doesn't love bra shopping in 2003 inspired them to become business when it's at a party? It's like Tupperware partners. Charlick said she noticed at the for your breasts," she said. "We are selling expo that many of the women attending a need and not a want. A woman can go "were sagging and had panty line issues." to work without her lipstick on, but not "Next year I am coming back and I am without a bra, or she might get some selling bras and thongs," she said at the funny looks." time. As part of the business' commitment That idea grew into Essential Bodywear, to serving women, Essential Bodywear a business specializing in women's will once again support October's National bodywear. Breast Cancer Awareness Month. From Essential Bodywear continues to grow Oct. 1-30, Essential Bodywear will donate with a strong sense of mission: to support $2 for every Jacqueline Wire-Free Bra sold and uplift women everywhere by to the Pink Daisy Project. The donation revolutionizing the way women shop for will be doubled if the goal of 2,000 bras quality, properly fitting bras through home sold is reached. parties. Many traditional retail outlets don't Essential Bodywear's exclusive pink carry a complete line of sizes or rhinestone Breast Cancer Awareness experienced salespeople, resulting in a high Ribbon adorns every Jacqueline bra percentage of women wearing the wrong during the month of October. Carrie Charlick (left), CEO and co-founder of Essential Bodywear, and Marcia bra size. With bra sizes A-H, Essential The Pink Daisy Project is a nonBodywear not only found a need, but also Cubitt, president and co-founder, started the business in their homes with an initial profit organization dedicated to helping investment of $250 each. It has since grown exponentially. (Photo/Amy K. Lockard) has made great strides to fill a niche the women facing the hardship of breast rest of the bodywear competition has missed with their Certified Bra Fit Specialists cancer treatment by providing housecleaning help, gift cards for necessities such as that bring an entire bra store to your door. groceries and gas, assistance with prescription drug costs, and much more. The Essential Bodywear is a woman-owned, $5 million company with 14 employees organization relies solely on the generosity of individuals to help care for women and currently over 350 independent representatives in 42 states. Featured in many with breast cancer and believes it's time to move beyond just awareness. media outlets including Michigan 50 Companies to Watch as a 2010 Award Charlick and Cubitt were inspired to donate proceeds to The Pink Daisy Project Recipient, Family Circle Magazine, and The Today Show, their Certified Bra Fit after that organization provided support to a high school friend who recently lost Specialists have struck a chord with women throughout the country. Essential her battle with breast cancer. Bodywear revolutionizes the way women shop for bodywear by developing lifelong "Her favorite organization was The Pink Daisy Project. It's an amazing customer relationships, sustaining and preserving women's health and self-esteem, organization," Charlick said. "We sought out a small organization, not unlike and offering an entrepreneurial opportunity that is both profitable and personally ourselves, to support for breast cancer awareness. The Pink Daisy Project helps rewarding. women who are going through treatment with gift cards that they can use to help Cubitt and Charlick started the business in their homes, each investing $250. By pay for things like prescription costs." 2005 their enterprise had grown to the point that it required a larger facility in For more information about Essential Bodywear, shop the business' catalog, host Commerce Township, and in 2012 they moved into their new, even larger location a party or join the Essential Bodywear team, visit the company's website at in the heart of Commerce. essentialbodywear.com. For additional information, email Marcia Cubitt at "Since 2008 when the recession hit, we've just kept going," Cubitt said. "We marcia@essentialbodywear.com, or call 877-787-6631, ext. 107. You may also really are a woman-owned business based locally in Commerce, but also a company connect with Essential Bodywear on Facebook and Twitter. ✿ — Amy Lockard contributed to this report. throughout the country. We are out making a difference." OCTOBER 2012 | WEST OAKLAND WOMEN 11