Orit Hashay: Revolutionizing the Lingerie Industry with Brayola

Orit Hashay’s journey is a shining example of innovation, determination, and the power of understanding customer needs. Through Brayola, she not only transformed the lingerie shopping experience but also paved the way for future entrepreneurs, especially women, to challenge norms and redefine industries. Her story serves as an inspiration, a testament to the limitless possibilities that emerge when passion meets innovation.

Born and raised in Israel, Orit Hashay's educational background was rooted in computer science and economics, providing her with a solid foundation to navigate both technological and business challenges. From an early age, Hashay displayed an innate ability to identify problems and find innovative solutions, laying the groundwork for her entrepreneurial pursuits.

Brayola emerged from a simple yet relatable problem: the overwhelming and often unsatisfactory experience of shopping for bras online. Hashay recognized that women needed a personalized and accurate solution to find bras that fit perfectly. Brayola's uniqueness lay in its algorithm, which used data from millions of women worldwide to recommend the perfect bra based on shape, size, and personal preferences. By leveraging reviews and feedback, Brayola created a community where women could share their experiences, fostering trust and reliability. Orit envisioned Brayola as a digital boutique - intimate, personal, and tailored. Through Brayola, she recreated the boutique experience online, offering a curated and customized shopping journey.

Breaking through industry norms in the lingerie business was no easy feat. This industry, traditionally dominated by established brands and conventional retail models, was challenging to disrupt. Hashay's proposal of a data-driven, personalized approach was a departure from the norm. Being a woman in the male-dominated tech industry and venture capital world also presented its own set of challenges. Yet, her unwavering conviction in her vision and her ability to demonstrate Brayola’s potential led her to secure significant investments. In 2020, Brayola’s success did not go unnoticed and was acquired by Israel-based Delta Galil Industries, one of the world’s leading manufacturers of branded and private label apparel.

Orit Hashay's leadership stands out for several reasons. At the heart of Brayola was the customer. Hashay prioritized understanding the challenges women faced, ensuring Brayola addressed them head-on. She continually adapted Brayola's algorithms, ensuring the platform's recommendations were ever-improving. Importantly, Orit championed the empowerment of women, not just through Brayola's platform but also in her leadership style, fostering an environment where ideas and innovation flourished.

Before Brayola, Orit had already made her mark in the tech world by founding Israel's leading wedding services platform, Mit4Mit, akin to WeddingWire in the US. Her knack for identifying gaps in traditional industries and introducing tech-driven solutions is a testament to her visionary approach. While Brayola remains Orit Hashay's most prominent venture, her impact on the tech industry extends beyond this singular platform. She has consistently championed the integration of technology in traditional sectors, advocated for female representation in tech, and showcased the vast potential of Israeli innovation on the global stage.

Orit Hashay’s journey is not just a personal triumph; it is a beacon of what’s possible when innovation meets dedicated leadership. Her ability to transform a traditional industry with technology and her commitment to empowering women in the tech space are emblematic of her extraordinary contributions to making Israel the celebrated startup nation it is today. With her sights set on future endeavors, there is no doubt that Orit Hashay will continue to break barriers and inspire a new generation of entrepreneurs.