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Bita left the corporate world at 24 to start her own company. Frustrated with the uncomfortable push up bras that didn't work, she came up with her first product, the Lavand Distraction Bra, that was rated the #1 push-up bra only a few months after it hit the market.
Her strong passion for creating a new line that would be different and better, as well as her education from The Entrepreneur Program of USC's Marshall School of Business, has made the company what it is today. Bita now speaks at USC's MBA classes to share her experience of how focusing on customer has made her company a true success and has been awarded the USC's Distinguished Speaker Appreciation Certificate. In less than a year, Bita's first lingerie collection was on TV and in magazines; not to mention the great response these products received by many celebrities and Hollywood stylists.
Bita strives for the best quality and integrity. After all, it's her name behind every product that she creates and represents. Nothing but the best is her axiom of choice. Her cutting edge style reflects on her products as she carefully chooses the finest to create the incomparable. An exceptional quality and design is not a question for her. It's a must for all her products. Using sensual, alluring and breathable fabrics from Italy and France, along with the newest trends and colors, is only a start for creating each collection.
She explains, "I wear all of my products. None of them hit the market unless I have tried them, and I'm completely happy with the fit, color, comfort, design and the look it creates. The concept of my products is not created in a closed room while old men, who have never worn lingerie, discuss what kind of lingerie will sell best. I enjoy creating products that fill a need and make women feel feminine and beautiful."
"I often laugh at how some PR agents try to mold their customers into something they're not. They advise you to not let your customers know you're a business person and to advertise yourself as "a designer" only. Basically, they teach you to be dishonest with your own customers. That goes againt everything I believe in. Yes. I studied business, but I'm also a woman. I could not find what I was looking for in stores. I knew I wasn't alone so I made it my business to fill the void. Every feedback from my customers makes my day, because I care. We're often told by our customers that we have the best customer service they have ever experienced. Having unique products is a great start, but the experience is more important. My team and I are dedicated to providing an exceptional experience to customers everyday."
"Adore the body you're in. There is nothing more attractive than a woman with confidence. Chic lingerie will enhance your beauty; just as the right make-up would. It speaks volume about how you take care of yourself. You don't need a push-up bra or a gorgeous lace brief to be beautiful. However, most women agree, when we wear beautiful and comfortable lingerie we feel good about ourselves. Going about our business at work, in that professional suit, only we know how good we look underneath it. It affects how we walk, how we talk and how we present ourselves. Fine lingerie is a beautiful experience that lasts all day."
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