“Ms. Grassell, now 18, is not merely interested in joining the ranks of teenage entrepreneurs. She is bent on changing the bra industry and starting a social movement among her customer base. “There shouldn’t be so much of a hurry to grow up so fast,” she said.
Her mission began after a shopping expedition last spring with her younger sister, Mary Margaret, then 13, at a mall near their home in Jackson Hole, Wyo. “The minute I walked into the dressing room, I was like, ‘Oh my God, you can’t wear that,’ ” Ms. Grassell said she told her sister, who was in the market for her first bra. The options looked uncomfortable and risqué.”
“There’s no better inventor than a frustrated consumer,” Ms. Blakely said. “You can be a frustrated consumer at any age and see an opportunity to make something better and fill a void.”