From Idea to Success: How a Female Entrepreneur Created the Etalon Posture Bra

On International Women’s Day, we celebrate the strength, innovation, and leadership of women shaping the world. One such woman is Kristina Rudzinskaya, the creator of Etalon Posture Bra—a revolutionary product redefining posture support. Kristina’s journey is not just about creating a posture bra for women, but about empowering women to feel confident, comfortable, and aligned in both their bodies and their lives.

In this exclusive interview, Kristina shares the inspiration behind Etalon, the challenges of launching a startup in the wellness and fashion industry, and how women’s motivation and leadership play a crucial role in bringing groundbreaking ideas to life. From overcoming self-doubt to securing a patent for an innovative back support bra, she dives into the reality of female entrepreneurship, offering valuable startup advice for other women looking to turn their ideas into reality.

Keep reading to discover how Kristina transformed a simple idea into a game-changing posture brace bra, the impact of women’s health and posture, and why more women need to claim their place in innovation and product development.

What problem were you trying to solve when you created the Etalon Posture Bra?

I’ve never thought that I would create a startup in the fashion industry and wellness, I was simply trying to solve my own problem. I’d spent years practicing Pilates, learning how small adjustments in posture could transform the way I felt - more energized, more confident, more at ease. But when I looked for posture support and posture correctors, everything on the market felt harsh, restrictive, and almost punishing.

Most posture products weren’t designed for a woman’s body - they felt like medical devices rather than something you could comfortably wear all day. I didn’t want a rigid posture brace bra or posture control bra that forced my shoulders back. I wanted a back support bra - something that worked with my body, not against it. That’s how the Etalon posture bra was born.

Many women have great ideas but never pursue them. What made you push forward instead of giving up?

Honestly? I almost didn’t.

I was frustrated but didn’t see myself as someone who could design a product, patent an idea, and start a company. It wasn’t until I vented to a close friend about how disappointing posture products were that he said, “You know so much about posture. Why don’t you design your own back support bra for posture?”

It was such a simple suggestion, but it hit me like a lightbulb moment. Why not? It felt like I finally gave myself permission after hearing someone else say it out loud.

The process was deeply personal and vulnerable. Now that I’m a mom, I can compare it to giving birth to an idea. In the beginning, it’s fragile. You have to protect it, nurture it, and be careful who you share it with.

I once heard Sara Blakely, the founder of Spanx whose inspirational journey and success story I really admire, say she didn’t tell many people about her invention early on (Spanx ended up being a huge innovation in women’s lingerie). I completely get that. You wouldn’t hand your newborn to someone you don’t trust - treat your idea the same way.

Many people struggle to move from idea to reality. What was the hardest part of your product launch and bringing your idea to life?

The hardest part was the unknowns.

I had never designed a product, worked with manufacturers, or applied for a patent. It felt like trying to solve a puzzle when I didn’t even know what the final picture was supposed to look like. I was stepping into a completely new industry, and somehow, I had to bring my idea of posture bras for women to life and make people care about it.

And then there was the self-doubt. Who am I to invent something? Will anyone take me seriously? That little voice was always there, making me question myself.

The only way through was to stay connected to my mission and values - to keep doing things my way, in a way that felt authentic. Over time, as the product started helping people, it got easier. Seeing real impact gave me confidence.

But if I’m honest? Self-doubt never fully disappears. It still shows up, buzzing in my ear. The difference is, I’ve learned to not let it stop me.

Looking back, if you could give your past self one piece of startup advice at the beginning of this journey, what would it be?

Trust the process, progress takes time. I used to think success meant moving fast - launching quickly, hitting milestones, always doing. But some of the best decisions came when I stepped back, gave ideas room to breathe, and trusted my intuition. It’s okay not to know everything. You’ll figure it out one step at a time.

Also, create space for yourself - to tinker, to fail, to move at your own pace. That’s tough when you’re juggling work, family, and life. Women often wear so many hats that there’s little room left for creativity.  That’s why women’s motivation and support systems matter. Not because we’re less capable, but because we’re already doing so much. When we lift each other up, we create the space needed to build, invent, and bring new ideas to life.

Why do you think women’s patents make up only 13% of all patents, and what challenges do female innovators face in securing them?

It’s not that women aren’t inventing - it’s that they often don’t have the time, support, or resources to turn their ideas into patents. Many women are already juggling careers, families, and household responsibilities, leaving little room for the long, and mentally demanding patent process.

Then there’s the confidence gap. Women tend to wait until they feel 100% ready to pursue an idea, but the truth is, you’ll never feel completely ready - there’s always uncertainty. Meanwhile, many great ideas never get formalized simply because women second-guess themselves instead of just going for it.

How has motherhood influenced your work-life balance as an inventor and business owner?

Motherhood has completely shifted my perspective. Before having my son, I could work late, obsess over prototypes, and give Etalon my full attention.

Now, time is limited, energy is precious, and priorities are crystal clear. If something doesn’t align with my long-term vision, I don’t waste energy on it.

It’s also made me more passionate about creating products that truly support women beyond bras for posture - because when you’re balancing work, family, and life, you need tools that make your day easier, not more complicated.

What advice would you give to a woman with a great product idea but no idea where to start?

Start small. You don’t need a business plan, a manufacturer, or a flawless prototype from day one. In fact, most prototypes start out messy and imperfect (you haven’t seen our first bra for posture! - it wasn’t pretty at all) - the job is to test functionality first, and the aesthetics come later. What really matters is taking small, consistent steps - because over time, those steps will lead you somewhere truly magical.

Is there a female innovator who has inspired you along your journey?

There are so many incredible inventions, but one that always amazes me is the Jogbra, created by Lisa Lindahl, Hinda Miller, and Polly Smith in 1977.

Before the sports bra, women had to layer multiple bras just to exercise comfortably. It’s shocking to think that less than 50 years ago, many women couldn’t run without discomfort. Their invention wasn’t just about comfort and support - it completely revolutionized sportswear, women’s health and wellness, and gave women the freedom to move with confidence.

That’s the kind of impact I hope Etalon can have - creating innovative bras for posture improvement and beyond that truly empower women in their daily lives.

What’s one message you’d like to share with women this Women’s Day?

Whether you’re bringing an invention to life, starting a business, creating art, or offering a service, do it wholeheartedly! The world needs what only you can create.

Women’s leadership, women’s entrepreneurship and innovation shape industries, communities, and lives. Whatever you’re working on, believe in it, trust yourself, and keep going. You never know how many lives you might change.

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