During a vacation several years ago, Kathleen Hearod said shopping on the trip included buying an expensive brassiere. However, the new bra didn’t last long, after a thread got snagged on a drawer at home, Hearod said.
“I was upset about that,” she said.
That led Hearod to begin designing a contraption in which she could store her bras. It resulted in the creation of Diva Wings, a bra organizer Hearod said is designed to allow women to store their bras in a “neat and tidy way.” Shaped like a pair of angel wings, Diva Wings is made of soft velvet and acts a hanger to store bras.
While initially made for her personal use, Hearod, who has invented other products, decided to begin selling Diva Wings. The product is sold online as well as at bra shops.
“Anytime you can create need or desire, you could possibly have a product somebody else would like to have as well,” Hearod said.
The product: The Diva Wings is a bra organizer designed to allow women to store their bras in a “neat and tidy way.” Shaped like a pair of angel wings, Diva Wings is made of soft velvet and be used to hang bras. It has a wingspan of 17 1/4 inches, which Diva Wings claims provides adequate space to accommodate more bras than most other bra organizers. The product includes a hook that can be used to attach it to a door or hang in a closet.
Where the product is sold: Diva Wings is sold online, as well as at select retail locations, including Ann’s Bra Shop in Chesterfield. Diva Wings sells for $24.99.
Where the product is made: It is assembled in America, according to the company.
Ideal customer: Diva Wings says its ideal customer is a 25 to 36 year old woman who likes organizational products.
Size of the market: Diva Wings estimates the U.S. market for its product includes 132 million women.
Competition: Diva Wings says its competition includes other bra organizers sold online that are made of wood and wires.
Competitive advantage: Diva Wings said it believes it has an advantage over its competitor products due to its bra organizer being aesthetically pleasing and simple to use with a “feminine quality.”
Expansion plans: Diva Wings said it would like to pursue expansion by partnering with major bra retailers and brands such as Victoria's Secret, Adore Me, ThirdLove and Vanity Fair.
Founder and her background: Kathleen Hearod is creator of Diva Wings. She is an inventor who has created other products, including the Stop-It-Stick, a device meant to keep items from falling behind and in between the seats of a car. Hearod is a member of the Inventors Association of St. Louis and the United Inventors Association.
Company advisers: Hearod has been mentored by Jessica Jones, who is creator of the Zipper Genie, a device to help zip up a dress. She has also been assisted by her daughter.
Capital raised: Diva Wings has raised $4,600 from family and friends.
More about Diva Wings
- Company name: KapturedV LLC
- Headquarters: St. Louis
- Year founded: Diva Wings was founded in 2022
- CEO: Kathleen Hearod
- Website: therealdivawings.com
Editor's note: This story is part of The Creators, a new online feature that profiles St. Louis-based consumer-facing startups, entrepreneurs and innovators. The goal of this series is to highlight innovative products being created in St. Louis while also examining the business model, manufacturing processes and investment pitch behind the brands and their products. Through The Creators, St. Louis Inno hopes to offer a glimpse into the sizable cohort of consumer-focused startups and brands launched in St. Louis. Companies interested in being featured in The Creators can reach out to St. Louis Inno Editor Nathan Rubbelke at nrubbelke@bizjournals.com.
