By  on November 23, 2015

A woman will tell you what she wants if you ask her, according to True & Co. cofounder and chief creative officer Michelle Lam.

At the digital forum, Lam shared her start-up journey and how she has come to know so much about what women want from their bras, and from her company, which utilizes an in-depth quiz and additional feedback to make an online shop personalized to each customer’s needs.

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