"Don’t give up but be willing to let go" with Kara Froula

Photo Cred: Steve Martine

Before Kara Froula created BackEmbrace, she had constant tension and strain in her upper back, neck, and shoulders. She tried posture supports, but they were bulky, uncomfortable, irritating to the skin — and far from stylish. Kara realized she wasn’t the only one hunching in front of her computer for countless hours, so she created posture support that is attractive, effective, and actually feels good — like a gentle embrace.

Can you tell our readers about your background?

I was raised in Nashville, TN. I grew up with an underlying belief that I needed to choose a career path that was sustainable and safe — regardless of whether or not I found it enjoyable or particularly interesting. So I suppressed my passion for creativity, design, and fashion and devoted myself to a career in Accounting. I felt isolated and somewhat stuck in my career choice and it wasn’t long before my accounting career was taken over by more of a “drinking career.”  In 2007, I got sober and moved to Los Angeles where my “Back Story” began.  

What inspired you to start your business?

I was working for a startup in Los Angeles which meant long days and extended periods of time behind a computer. Over time, my posture was really compromised which led to chronic tension and strain in my upper back, neck, and shoulders. I went to massage therapists and chiropractors but only received temporary relief. I even tried wearing posture support from a local orthopedic store and surprisingly noticed an improvement in my posture that seemed to alleviate the tension and strain. However, there were some drawbacks to my newfound solution– although it was effective in pulling my shoulders back, it was quite bulky and restricted my range of motion, not to mention it wasn’t exactly attractive. Let’s just say it wasn’t the fashion accessory I was looking to incorporate into my wardrobe! I tried nearly every posture support available, but what I found was bulky, uncomfortable, irritating to the skin, difficult to put on and take off, and not something I wanted to wear in public.

Later that year, I went back home for the holidays and shared my experience with my mother. Together we came up with a temporary solution and she sewed a cover to make the posture support I was wearing more comfortable and more attractive. I knew I was on to something when strangers were stopping me and saying “I need that!” 

Where is your business based?

BackEmbrace is based in Nashville, TN. 

How did you start your business? What were the first steps you took?

I started my business by designing prototypes and testing countless materials for strength, durability, and softness. It wasn’t long before my living room began to resemble a small factory. Eventually, I created a uniquely designed posture support. I knew I finally had it right when my friends would conveniently “forget” to return the latest prototype. 

One of the most effective steps I took in the beginning was connecting with the Marketing department at my local university, which was UCLA. I always remembered having to do case studies on real life companies in college, and I didn’t have the money to hire a marketing agency, so I pitched BackEmbrace to one of the night classes and a few groups of students took it on as their semester project. They shared my enthusiasm for what I was creating and several weeks later, I was presented with their market research and lots of critical feedback that helped me refine my prototypes.

The steps of researching and finding the right manufacturing partners were arduous. I was adamant that BackEmbrace be made in the USA and while it has increased the cost, I am very proud I was able to make it happen.

I started with small manufacturing runs, producing 100 units at a time, which was also just about all I could afford. I spent nearly all of my 10 annual vacation days (which felt like the ultimate sacrifice) at my full-time job to travel to trade shows and expos. This is how I tested the market. I was overwhelmed with positive feedback and purchase orders from pharmacies and medical equipment stores across the country. The success I had in those events and expos gave me proof of concept and confidence to move forward on a larger scale. I knew that if I nailed it with the medical experts, everyday consumers would love it too.

What has been the most effective way of raising awareness for your business?

The most effective brand awareness raised for BackEmbrace has been through Public Relations. In early 2020, I had a friend suggest that I hire a publicist. Although I was reluctant, I found an incredible freelance publicist who literally put BackEmbrace on the map. Before I knew it, we had press coverage in all the major news outlets like Good Morning America, Real Simple, Women’s Health, CNN, SHAPE  and Well+Good to name a few.

What have been your biggest challenges and how did you overcome them?

From a business standpoint, my biggest challenge has been supply chain management. It’s been most challenging because there are a lot of moving parts with multiple vendors and it’s really difficult to make sure everyone is delivering on their goods or services and on time. It can be very stressful. Especially with the pandemic, it has even complicated this critical step even more. I’ve learned to be more patient and have leaned in on the importance of developing and maintaining strong relationships. When you find someone who does what they do well, keep them close by and treat them well.   

From a personal perspective, one of my biggest life challenges is also what I perceive to be a gift. This past year, I celebrated 13 years of sobriety. Through my sobriety, I have developed emotional, mental and overall well-being tools that have become an essential part of my self-care. It’s helped me persevere through many business challenges with the launch of BackEmbrace.

How do you stay focused?

Especially as we are experiencing unusual work from home situations, I find it’s critical to take time to situate myself mentally and physically. I practice meditation whether I’m at my desk or during a virtual yoga class. I also swear by my essential oils. I like to use essential oils like peppermint or something invigorating in a diffuser. Sometimes I’ll dab a drop at my crown (top of my head), under my nose, and right between my heart and belly button. Those are powerful meridian points. Engaging the olfactory senses in this way helps prime me so that when I smell that specific scent, I am making the correlation from my physical senses to my mind, that now is time to focus.

How do you differentiate your business from the competition?

There really is NO other posture support on the market that is comfortable, effective, and stylish like BackEmbrace. All of our patterns are uniquely designed and each BackEmbrace is made with soft, premium material that can be worn over or under clothing.

What has been your most effective marketing strategy to grow your business?

I would say the press relations within our public relations program. I haven’t done any other traditional or paid marketing efforts. With PR outreach alone, the BackEmbrace business grew by 800% in a matter of months.

I also think that it’s critical to have a strong social presence as well. We work hard to ensure our narrative and POV is accurate with our audience. 

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t give up but be willing to let go. Let me explain that… During my prototyping phase, I was planning to move forward with a particular design, but I wasn’t 100% satisfied with it. I felt stuck. I gave it some time and space. Several weeks later, sitting on the living room floor playing with a stretchy band, the idea came to me almost effortlessly. That would become the design that would soon be on store shelves. I let go of my preconceived ideas about what BackEmbrace should look like and suddenly there was space for my creative energy to flow.

What's your favorite app, blog, and book? Why?

My favorite app is The Calm app. I love how I can quickly jump into a 10 minute meditation but also have the ability to go deeper through its focused meditative series.

I’m not much of a blog follower but my favorite Podcast is the Bulletproof Executive by Dave Asprey. I love all the research he’s done on how to optimize your health and overall wellbeing as it relates to productivity for professionals and people who are committed to wellness.

It’s been forever since I’ve had time to sit down and read a book, so we won’t even go there!

What's your favorite business tool or resource? Why?

Canva has truly become my favorite go-to tool. It’s great for someone who doesn’t have the full photoshop or illustrator skills. It’s perfect for when creative is needed and you’re in a pinch.

Who is your business role model? Why?

Sara Blakely is my business role model. She is a self-taught self-made entrepreneur who took something that was traditionally considered pretty unsexy and completely transformed it into an aspirational lifestyle brand. Thanks to her, we view and wear shapewear differently. She’s a disruptor in her industry and I admire the work that she’s done as a businesswoman and philanthropist. 

How do you balance work and life?

I always try to find time to do things during my day that make me (and only me) happy. Whether it’s a really hard workout, playing with my cat, or learning a new TikTok dance challenge, I know that I need to be strong to carry my company and my team forward.

What’s your favorite way to decompress?

My favorite way to decompress is really just to be active. Whether it’s a barre class, yoga, or dance, movement helps me stay present in my body and gets me out of my busy mind.

What do you have planned for the next six months?

Collaborations and new designs! We have a lot of amazing things happening at BackEmbrace in 2021. We are fortunate to have amazing fans who are influencers and category experts.

How can our readers connect with you?

I invite everyone to follow us on our social channels:

https://www.instagram.com/backembrace

https://www.facebook.com/BackEmbrace/

And, I can be contacted directly via email at hello@backembrace.com