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A Start-up Business Provides Support for Women and Teens

A start-up business provides support for women and teens - pictured owner Becky Connelly
Charleston Magazine, March 2021
By Olivia Jane Crawford


As one of the few females in her career in male-dominated construction management, Becky Connelly strived to stand out for her hard work and not attract unwanted attention, trying everything from folded tissues to adhesive breast petals to conceal, rather than reveal, her assets.

Fed up after exhausting all the bulky options and still unable to find the ideal bra, Connelly decided to make it herself. Transforming a long-held insecurity into ingenuity, the Mount Pleasant entrepreneur launched Non Disclosure Apparel in February 2020, offering comfortable and concealing bras designed for smaller-chested women and young girls. The ”Elli” Bralette is a lightweight, no-padding, no-clasp, no-wire everyday bra that solves the concealing issue without sacrificing style.

Last October, Connelly held a Pink for Pink campaign to support breast cancer awareness by donating bras to the MUSC Hollings Cancer Center. This year, she’s adding a darker skin tone and introducing a larger size, featuring reinforced straps for support. She plans to expand her product line to include swimwear, sports bras, and camis.

A start-up business provides support for women and teens

Non Disclosure Apparel is gaining a loyal following. The ”Elli” bralette can be found Simply J Boutique and Ragamuffin Children’s Boutique, as well as on her website, ndapparel.com. While the pandemic has created challenges for growth, women working from home are increasingly looking for comfortable undergarments. “Women are slowly finding out about it,” reports Connelly. “And the women who do say, ‘This bra is everything I’ve been wanting, I can’t believe this thing exists,’ which is exactly why I’m doing this.” —Olivia Jane Crawford

 

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