Tomima Edmark

Last updated
Tomima Edmark
Tomima Edmark.jpg
Born
Tomima L. Edmark

1957
NationalityAmerican
Alma mater Stephens College
The University of Texas at Austin
OccupationAuthor and founder of HerRoom and HisRoom
Known forInventor of TopsyTail, Halo Hat and Bowrette
Website www.tomima.com

Tomima Edmark (born 1957 in Seattle, Wash.) is an American entrepreneur, [1] author, and inventor of TopsyTail, Halo Hat and Bowrette. She is the founder of HerRoom and HisRoom, an online lingerie and men's underwear retailer based in Dallas, Texas.

Contents

Education

Edmark earned a BFA and BA degree from Stephens College in Columbia, Missouri in 1979 and then she attended The University of Texas at Austin where she completed an MBA degree in 1983. [2]

Career

In 1984, after receiving her MBA, she worked with IBM as marketing executive in Dallas, [3] before leaving in 1992. [4]

In 1989 Edmark filed for TopsyTail patent, received in April 1991 and established TopsyTail Corp. to market and sell the product. [5] TopsyTail earned more than $150 million in revenue. [4]

In 1994 Edmark introduced the Bowrette, a barrette patterned after the TopsyTail that turns ribbons and scarves into hair ornaments. [2] [6]

In 1998, Edmark began an e-commerce retail start-up The Andra Group, LP. [7] She launched HerRoom on March 3, 2000 [8] and the men’s site, HisRoom.com was launched two years later. [9] After listening to her friends' complaints that they hated having to try on undergarments in department store fitting rooms, she wanted to let women buy bras that fit online. [10] [11] [12] [13]

In 2011, Edmark was awarded business method patent #8,078,498 for using back and side views as well as the front. [14]

Edmark have been featured on television shows like Good Morning America, Dateline NBC, 20/20, The Oprah Winfrey Show [3] and in business publications like Forbes Magazine, and The Wall Street Journal. [5]

Books

Related Research Articles

Danica McKellar American actress, mathematics writer, and education advocate

Danica Mae McKellar is an American actress, mathematics writer, and education advocate. She played Winnie Cooper in the television series The Wonder Years from 1988–1993, and since 2010 has voiced Miss Martian in the animated superhero series Young Justice.

Carole King American singer-songwriter

Carole King Klein is an American singer-songwriter who has been active since 1958, initially as one of the staff songwriters at the Brill Building and later as a solo artist. She is the most successful female songwriter of the latter half of the 20th century in the US, having written or co-written 118 pop hits on the Billboard Hot 100. King also wrote 61 hits that charted in the UK, making her the most successful female songwriter on the UK singles charts between 1962 and 2005.

Dita Von Teese American vedette, burlesque dancer and model

Heather Renée Sweet, known professionally as Dita Von Teese, is an American vedette, burlesque dancer, model, businesswoman, fashion designer, singer, actress, and author. She is credited with re-popularizing burlesque performance, earning the moniker "Queen of Burlesque".

Frederick's of Hollywood was an American lingerie retail chain, with stores in many shopping malls across the US. After filing for bankruptcy in 2015, 93 retail stores were closed, the brand was acquired by Authentic Brands Group and it was relaunched as an online-only store.

Its Too Late (Carole King song) song by Carole King

"It's Too Late" is a song from Carole King's 1971 album Tapestry. Toni Stern wrote the lyrics and King wrote the music. It was released as a single in April 1971 and reached number 1 on the Billboard Hot 100 and Adult Contemporary charts. Sales were later gold-certified by the RIAA. Billboard ranked "It's Too Late" and its fellow A-side, "I Feel the Earth Move", as the No. 3 record for 1971.

Petronėlė Gerlikienė, née Kromelyte, was a Lithuanian painter and textile folk artist. She lived and worked in a farm in Samogitia; after retiring, she moved to Vilnius to live with her son's family. Gerlikiene began creating large-scale tapestries in 1972, paintings in 1976 and began participating in exhibitions in 1974. Petronele Gerlikiene's art has won recognition and numerous prizes in Lithuania and abroad.

HerRoom

HerRoom is an online lingerie and men's underwear retailer based in Dallas, Texas. It was founded and is owned by Tomima Edmark, inventor of the TopsyTail. Edmark runs both HerRoom and brother site HisRoom, through her company, the Andra Group LLP.

History of bras

The history of bras is inextricably intertwined with the social history of the status of women, including the evolution of fashion and changing views of the female body.

Bra size measure (usually 2 factors) to determine proper bra fit

Bra size indicates the size characteristics of a bra. While there are a number of bra sizing systems in use around the world, the bra sizes usually consist of a number, indicating the size of the band around the woman's torso, and one or more letters that indicate the breast cup size. Bra cup sizes were first invented in 1932 while band sizes became popular in the 1940s. For convenience, because of the impracticality of determining the size dimensions of each breast, the volume of the bra cup, or cup size, is based on the difference between band length and over-the-bust measurement.

Ultimo (brand)

Ultimo was a Glasgow-headquartered designer lingerie brand, majority owned by Sri Lanka-based lingerie group MAS Holdings. It was founded in 1996 by Michelle Mone , via her company MJM International Ltd., with her ex-husband Michael. In 2013, after their marriage collapsed, Ultimo was transferred to joint venture company Ultimo Brands International Ltd, an equal partnership between Michelle Mone and MAS Holdings. In November 2014, Mone sold the majority of her stake to MAS Holdings. In August 2015, Mone resigned from the boards of MJM International Ltd and Ultimo Brands International Ltd.

Michelle Georgina Mone, Baroness Mone, is a Scottish entrepreneur, global speaker, designer, innovator and parliamentarian.

Bra undergarment for supporting and concealing/displaying breasts

A bra, short for brassiere or brassière, is a form-fitting undergarment designed to support or cover the wearer's breasts. Bras are designed for a variety of purposes, including enhancing a woman's breast size, creating cleavage, or for other aesthetic or practical considerations. Swimsuits, camisoles, and backless dresses may have built-in breast support with supportive bra cups. Nursing bras are designed to facilitate breastfeeding. Some women have a medical and surgical need for brassieres, but most women wear them for fashion or cultural reasons. There is no evidence that bras prevent breasts from sagging and one study even suggests the opposite, with the exception of wearing them during sports exercices.

A training bra is a lightweight brassiere designed for girls who have begun to develop breasts. Girls who are developing breasts are at Tanner stage I and II. It is intended to be worn during puberty when the girl's breasts are not yet large enough to fit a standard-sized bra. They do not provide actual support of any kind. They serve aesthetic purposes to fulfill cultural norms and local beauty standards.

Underwear as outerwear Fashion trend

Wearing underwear as outerwear is a fashion trend popularized by celebrities, sports and media. It began as a practical and comfortable variation of clothing, such as the t-shirt and the bikini, but would later become fashion statements that would be controversial and accused of being provocative. 21st century versions include the display of thongs and bras in women's clothing, and the display of underpants under low-slung pants in men. Wearing underwear as outerwear has historical antecedents in the display of undergarments in the sixteenth and seventeenth centuries.

Kay Cohen designer

Kay Cohen is an Australian fashion designer and business woman based in Sydney, Australia. Cohen has led a number of lingerie design brands, most notably as Founder and Creative Director of Pleasure State and as General Manager and Creative Director of Elle Macpherson's Lingerie label Elle Macpherson Intimates, also Cohen is known as the inventor of the Biofit uplift bra.

Journelle

Journelle is a multi-line, multi-brand luxury lingerie company based in New York. Founded by women for women, the name Journelle comes from the archaic French word “journellement" meaning “daily”, as lingerie is designed to be worn everyday.

Baci Lingerie American womens lingerie retailer

Baci Lingerie is a large retailer of women's lingerie founded in the United States, with multiple stores located internationally on several continents.

True & Co. is an American online lingerie startup, headquartered in San Francisco, California.

Fleur du Mal is a lingerie and ready-to-wear brand that sells at retailers including Shopbop, Barneys, and Net-a-porter. The company was founded in 2012 by Jennifer Zuccarini with a goal to change the way women approach to lingerie, by creating lingerie that could be worn every day.

Cora Harrington is an American writer and lingerie expert. She is the founder and editor-in-chief of the blog, The Lingerie Addict. In 2018 she released the book In Intimate Detail: How to Choose, Wear, and Love Lingerie.

References

  1. Warren, Ellen. "Mother Of Inventions". Chicago Tribune. Retrieved 10 May 2016.
  2. 1 2 "Hair-raising Success". Sun-Sentinel. Retrieved 28 April 2016.
  3. 1 2 Communications, Emmis. Hair-raising Experience. The Alcalde. Retrieved 28 April 2016.
  4. 1 2 Portillo, Caroline McMillan. "The creator of the TopsyTail on life after overnight success — and why it's better to play the long game". The Business Journals. Retrieved 28 April 2016.
  5. 1 2 Stringer, Kortney. "If at First You Do Succeed..." The Wall Street Journal. Retrieved 28 April 2016.
  6. Haber, Holly. "The Topsy Tail Inventor Scores Again". D Magazine. Retrieved 10 May 2016.
  7. "There Is an Algorithm for Everything, Even Bras". Nytimes.com. Retrieved 3 March 2016.
  8. Reily, Stephen. "Bras For Boomers -- And Other Lessons In Retail". Mediapost.com. Retrieved 28 April 2016.
  9. "Online retailer HerRoom.com aims to make bra shopping better". Dallas Business Journal. Retrieved 3 March 2016.
  10. "Finding the Best-Fitting Bra With Technology's Help". Nytimes.com. Retrieved 3 March 2016.
  11. "Tomima Edmark, inventor of TopsyTail and founder of HerRoom.com and HisRoom.com". Entrepreneur.com. Retrieved 3 March 2016.
  12. "Mary Green keeps low profile with lingerie company". SFGate.com. Retrieved 3 March 2016.
  13. "Herroom Makes Lingerie Shopping Online Easy". WWD.com. Retrieved 4 March 2016.
  14. "The TopsyTail Inventor Scores Again". Dmagazine.com. Retrieved 3 March 2016.