Today we’d like to introduce you to Dana Wilson.
Hi Dana, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Over 15 years ago I was working at the local prosecutors office and while on my lunch break I read an article in Family Circle about a woman in Chicago fitting women for bras with a mobile business. I thought, “How fascinating!”. No one in my area had been able to correctly fit me. I was 27 years old and had recently gained weight trying to get pregnant with my second child and needing hormone treatment. I felt uncomfortable in my own skin and didn’t recognize myself in the mirror. I googled to see if anyone in my area did the same thing. I found a woman 2.5 hours away in Northern New Jersey. I asked her to meet me half way and she agreed. That weekend she met me at a children’s clothing boutique that her friend owned. She fit me for a bra and put the first one on me. It was a miracle. A bra actually fit me. See what most women don’t know is that department stores only carry about 5-10% of sizes that exist so the chances of finding a decent fit are slim. I immediately felt more confident and couldn’t believe that something like a well fitting bra could change the way my clothes laid and made me look 20 pounds thinner instantly. I purchased 4 bras and started my drive home. 10 minutes into my drive I called my husband and said, “I’m quitting my job and selling bras from my van. If I can make women feel how this woman just made me feel I want to do this for the rest of my life.” I quit the hormone treatments, focused on our 3 year old son, my new business and my health. Within months of helping women with their bras I was happier than ever. This was my passion. My calling. Then, I got pregnant. For the next 9 months I was traveling all over fitting women with my suitcases full of bras. Once I had both boys at home and spent some time focused my health I went back to fittings at night when husband came home. For 6 years I worked my mobile business until one day a client of mine reached out to tell me about a small rental unit 1 minute from my home. She was convincing but I thought about the overhead and declined. My youngest began school and my oldest was very involved in sports and I was missing out on everything because I always had fittings on nights and weekends. That’s when I decided that with a store front I could make my own hours and my clients could now come to me. I rented a 600 square foot store front in a busy shopping center on a 2 year lease and because I already had a reputation It hit the ground running. I named the store, Yes She Can!. Thinking about all my clients through the years and their struggles, my own personal health struggles and due to all the naysayers sayers who thought I couldn’t open a store without any real working capital. The name was so popular that within only a year of operation I received an award at The Best of Intima in NYC (the leading award show in our industry, for my creative name and innovation). My lease was close to ending and I was outgrowing my space rapidly. Across the parking lot from me was a 2000 square foot Hallmark store that had been there for 25+ years or so. I looked out my window at it, locked my door, walked across the street and introduced myself to the owner. I asked her if she would consider selling her building to me. She declined. I came back to my store feeling defeated but knowing that now I was looking for a larger space. 2 days later I received a phone call from the Hallmark owner, “Dana, I thought about our conversation and I spoke with my husband and I’d like to discuss the details of selling to you.” WOW! This could be it. I could finally have a space that would allow me to help everyone. I wanted ALL sizes of bras, bra sized swim, mastectomy , nursing, all types of sports bras. All of it! Just 5 months later I sat at settlement and signed the paperwork. I asked my clients to give me 2 weeks. In only 2 short weeks, my husband, 2 sons and a few friends and family helped me convert a Hallmark store into one of the largest bra and swim boutiques on the entire East Coast. I knew that with all this inventory I needed someone with extensive knowledge of retail. I called my sister who had been working in management in corporate pet care retail. I offered her the job of managing my business, she accepted and overnight it became a family business. It went from a one woman show to a Women run business. Our 2000 square foot location just celebrated 7 years of success in uplifting ladies not only from our area but from all over. Women travel a great distance to get to us. We are inclusive, empowering and a place that offers confidence like a quick snap of the fingers, I get emotional just writing this thinking of all the ladies through the years that have hugged us, cried to us and walked in slumped over and walked out shoulders back and head high. Yes She Can! Is simply, Magic.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Thinking about my story and this interview I wanted to include my years of struggle. I haven’t had it easy. Multiple autoimmune issues, surgeries, hospital stays, collapsing on the showroom floor. But, I don’t want my health issues to define me anymore. I want to be remembered someday for the work in my community, as a great mom and wife, daughter, sister, etc, Although, I’ve had to work twice as hard as most people I believe my health problems have made me a better bra fitter. When women walk into that dressing room most feel vulnerable or awkward and I have a gift that makes them feel comfortable and understood and supported, I am sympathetic and I validate their worries and emotions. Everyone has something or many things that they’ve had to overcome or in the case of chronic illnesses, live with everyday. I acknowledge them and then show them how I can improve their everyday comfort. My health may require me stop and rest, but it also has made me more resilient. Yes She Can!
Can you tell our readers more about what you do and what you think sets you apart from others?
The art of bra fitting is just that, an art. The measuring tape can only take a fitter so far. You can line 5 women up with exactly the same measurements that all require a different size and style. Mastering all the styles and sizes is a gift. I am really proud to have this ability because it’s allowed me to be inclusive at my store, We had a woman travel 5 hours this summer to get to me because in her state no one had the sizes or expertise that she needed. Her everyday life will be easier now. Bras are not just about vanity. It’s about breast health too. Our store also focuses on the average woman, everyday styles and affordable prices compared to most bra fit boutiques.
What are your plans for the future?
I have been a one woman show for many years. I’m currently trying to pass my knowledge onto others so that I can focus more on running my business and have help in the dressing rooms.
Pricing:
- Bras Average $60-$120
- Swimsuits Average $90-$160
Contact Info:
- Website: https://YesSheCanNJ.com
- Instagram: yes_she_can_nj
- Facebook: yesshecanNJ
