Orit Hashay
Co-Founder and CEO of Brayola 

Q: When we say “team” what do you think?

A: Love the team you pick, they’re going to become your family after all.

If everything‘s under control, you’re not moving fast enough!

Before founding Brayola, I was a software developer for many years and, most recently, an investment manager at Carmel Ventures. I founded and coded my first company, mit4mit, 11 years ago and it went on to become Israel’s most successful wedding platform.

Bra shopping had always been less than ideal for me, as it usually requires going to a store to be measured by a stranger. After researching existing options for bra shopping, I discovered that although brands and retailers were thinking about using data to solve the fitting problem, they failed to address an intangible aspect: personal preferences. That was my aha! moment for Brayola, when I got the idea to crowdsource not only measurement, but also women’s preferences to create the best way to shop for bras online.

The launch of Brayola was such an important time in my business and personal life. Simultaneously, I gave birth to my son, Daniel, so it really did mark the beginning of everything life-changing. There are so many changes that occur almost every day in the startup world, so in order to grow a business, you have to be willing to change constantly. And I always remember this quote from Mario Andretti: ‘If everything seems under control, you’re just not going fast enough.’

Orit Hashay is the CEO of Brayola, a lingerie retail site that leverages crowdsourced data to create a more personalized bra shopping experience for women. Orit is a serial entrepreneur with over 15 years of experience in software and business development. She is a former investment manager at Carmel Ventures and founded Israel’s most successful wedding platform, mit4mit.co.il, which she coded herself.


This article was published in ‘the Hundert Vol. 8 – Female Startup Founders Europe’, May 2016.