Bravery Co
About the Company
Bravery Co. creates stylish headscarves designed for cancer warriors. The brand's mission is to provide empowering headwear that helps women regain confidence, especially after hair loss due to chemotherapy. Each purchase contributes $2 to cancer research, helping fight the very disease that inspired the company’s creation. Emily collaborated with renowned artists to make the scarves fashionable, powerful, and full of personality, offering something unique in the marketplace.
The scarves are more than accessories; they offer women a sense of normalcy and identity during one of the most challenging periods of their lives. Emily uses her personal story to attract customers, resonating with individuals who appreciate the brand’s authenticity and mission-driven approach.
Idea Behind Company
The idea for Bravery Co. was born from Emily’s personal battle with cancer, as she was diagnosed three times with different forms of the disease. During her second treatment, she became frustrated with the lack of stylish headwear available, particularly for younger women. She started experimenting with scarves and realized that this simple accessory could drastically change how she felt and how others perceived her.
Emily's background in advertising helped her create a brand that blended style with purpose. Bravery Co. emerged from her desire to provide cancer patients with headwear that made them feel strong and fashionable, allowing them to embrace their beauty and individuality despite the visible effects of their illness.
Creating the Company
Initially, Emily tested her idea by purchasing pre-designed scarves, but she soon realized there was a gap in the market for scarves tailored to cancer patients. The fabrics weren’t comfortable, and the designs lacked vibrancy. In 2018, Emily raised $50,000 through a crowdfunding campaign, allowing her to launch her own line of scarves made from natural fibers, specifically designed to be soft and breathable for sensitive, bald scalps.
Without previous experience in textiles, Emily taught herself the necessary skills to bring her vision to life. She collaborated with artists to create bold, beautiful designs and found a manufacturer who could meet her needs. Despite early challenges, including a delayed shipment, her persistence paid off, leading to the first successful collection of scarves.
Launching the Business
Emily officially launched Bravery Co. in 2016 after recovering from her third cancer diagnosis. While traveling with a digital nomad group, she built the brand's website and marketing strategy, combining her advertising expertise with her personal story to appeal to potential customers. The early stages of Bravery were modest, with Emily freelancing to support the business financially and her mother helping with logistics.
The brand's growth accelerated through strategic marketing and PR efforts, such as collaborating with ING bank for a crowdfunding campaign and featuring real cancer warriors in promotional materials. Authentic storytelling became one of Bravery Co.'s most powerful tools in connecting with customers, attracting media attention, and establishing a strong, loyal following.
Earnings
Bravery Co. began as a side hustle but eventually became Emily’s full-time business in 2020. While revenue initially fluctuated, the company now generates around $3,000 monthly, with most earnings reinvested into the business. During 2020, sales hit six figures, thanks to increased online traffic and strategic partnerships.
Today, Bravery Co. continues to grow, with wholesale partnerships expanding across Australia and the U.S. Emily also plans to introduce new products, such as pre-tied hats and headbands, and has hired an employee to assist with operations, ensuring the business remains sustainable while continuing its mission to empower women battling cancer.
