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Hidden Treasure

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  • Posted on 23rd Sep, 2022 02:16 AM

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This story appears in the December 1999 issue of Entrepreneur. Subscribe »

Linda Jackson of Salem, , is a survivor whofound post-mastectomy garments so sparse that she started her owncompany, Ladies First Inc., 10 years ago to offer women a bettersolution. Her collection, Softee Garments, is specially designedfor the four- to six-week period after . Jackson laterexpanded the line to include post-recovery wear. She uses the adshown here to get specialists to prescribe her products, which arecovered by and most insurance carriers, and to motivatemedical suppliers and post-mastectomy retailers to provide theproducts.

The ad is attention-getting, especially the torn-away-page look.But one of the best elements is barely noticeable: It's thesmall line at the very bottom that says "Helping women feelfeminine and confident following breast surgery."

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