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For many women, finding the right bra is a challenge. Enter Israeli startup Brayola, a new site that aims to make it easier for women to find their next favorite bra. Brayola helps women find their perfect bra size and discover new bras that match the style she likes. Founder Orit Hashay explains that online stores fail to consider how important bras are to women, and that finding a bra is a highly personal experience. Additionally, an ill-fitting bra can cause serious discomfort, including back pain and other problems. The result is that most online shoppers buy a bra that they already own, since they are familiar with the brand.
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