Namak Magazine - Bita Saviss

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Bita Saviss: The Sexiness of Confidence
by Behzad Tabatabai
Namak Magazine, Fall 2005 - pg. 10

We all have days when we smile at what we see in the mirror and days when we cringe. That's when we spend an extra hour scouring our closet, putting on and taking off each outfit we own (more than once) and trying new combinations. Usually, on those "off" days, we eventually surrender to an old favorite and head off into the world, running late and not feeling entirely confident in our look. We also decide to go shopping for new clothes.

Bita Saviss takes a different approach when facing an off day. It started when she became dissatisfied with the bras she owned. Instead of heading to the mall, she headed to her sewing machine. It took 6 months of effort and the first prototypes were not perfect, but it was a start and she was determined. As she points out, "when (what you're creating) comes from your own personal need, you know exactly what you're looking for."

Three years later Bita has not only perfected and patented her initial bra design — called the "Lavand Distraction Bra" — she has added many items, including a new line of g-strings and sachets. Her lingerie company, Bita Saviss, Inc., is fast growing and women across the nation have one less worry when they glance in the mirror.

The key ingredient in Bita's formula for success is quality. While that's a word tossed around carelessly these days, Bita understands its true meaning. She tests all new products herself. Her designs reach the racks because they've met her rigorous standards for fit, comfort, color, style, and the look they create.

Many women have responded to Bita's passion for quality, filling her mailbox with letters of thanks, particularly for the Lavand Distraction Bra which increases the bust by two cup sizes. Bita is proud. As a graduate of the Entrepreneur Program at USC's Marshall School of Business, she knows satisfied customers won't stray. But she also takes pleasure in knowing she is helping women feel comfortable, confident and sexy.

Bita's sole focus is on the woman. Asked if she considers a man's point of view in her designs, she answers that she only concentrates on a woman's comfort and beauty. When women feel good, their confidence radiates; when they're confident, they're sexy. Of course, men notice. After all, her top-selling bra carries the word "distraction" in its name. In fact, many of Bita's customers are men purchasing gifts for girlfriends or wives. Although gift certificates are available, men typically know (or have been told) exactly what to buy.

Hollywood is catching on too. A number of celebrities and stylists swear by Bita's creations. Again, she is proud, considering it an honor that high profile women with no purchasing restraints and jobs that require them to look their best, consistently choose her products.

Bita's own confidence has grown with experience and success. It radiates as she speaks. She says she was never shy but admits to being less comfortable talking to strangers about bras and panties in the beginning, than she is today. She recalls, "I didn't know what the response would be to my products. I also didn't have as much experience (in the industry)."

Thankfully her family was supportive. Bita gives them a lot of credit. She knows that in the Iranian culture "parents tell us what we should do and become," yet she is quick to add that "you have to follow your own dreams." She is grateful her family stood by her when others were cynical. Now her initial critics are converts. Boutiques that wouldn't carry her line a year ago are calling to place orders because their customers ask for Bita Saviss' products by name.

Bita never took other people's skepticism to heart anyway. She knew that her conviction and hard work would pay off. She tuned out negative comments, even from a few close friends, by reminding herself that their doubts are "not personal… they are just opinions."

Now, at 28, Bita is a business veteran with hard-earned wisdom to pass on to younger would-be entrepreneurs. Her top advice is to get an education. "I'm big on school," she says. She is also big on giving back. She considers it a critical part of being successful. "It doesn't have to be a charity," she explains, "you can help anywhere you see a need."

The commitment to being responsible also extends to her policy of not using materials that cause animal suffering, or fabrics that are produced using sweatshop labor.

Bita Saviss is poised to turn her growing company into an international brand. It's a lofty goal given the intense competition, but she is optimistic, focused, and above all, confident.

For more info visit www.BitaSaviss.com.