Every product we make is rooted in three promises:
True Comfort. True Support. True Embrace.
About us
A women-owned comfort and supportwear brand
True Embrace™ is a women-owned comfort and supportwear brand created to bring back the design’s women loved — and build what comes next. We purchased the original Ruby Ribbon intellectual property, including its proprietary fit technology, to protect innovations that made a real difference in women’s daily comfort.
But we’re not recreating the past. We’re building a new brand from scratch with a clear purpose: modern, functional bra-replacement and supportwear you can reach for every day. No wires. No digging. No complicated sizing. Just thoughtful design that lifts, smooths, and feels good from morning to night.
Founder story
It began with a personal need
True Embrace® began with a personal need.
For more than three decades, Co-Founder Kimber Maderazzo has built her career creating products that help people look and feel their best. Throughout her leadership roles with some of the world's most recognized beauty and skincare brands, she witnessed firsthand how the right skincare or makeup could transform not only someone's appearance, but also their confidence and quality of life. Helping people feel better in their own skin became her life's work.
What she never expected was that the next product to change lives wouldn't come from a bottle or a jar.
It would be apparel.
Like so many women, Kimber struggled to find comfortable support she could wear every day. Traditional bras dug into her shoulders, shapewear felt restrictive, and soft bras offered comfort but lacked the lift and support she needed. She wanted something that felt natural, supportive, and effortless, but it simply didn't exist.
Everything changed when she discovered the original Ruby Ribbon® designs. For the first time, she experienced support without discomfort. As she became involved with the company, she realized she wasn't alone. Thousands of women were searching for the same solution, and many shared deeply personal stories about how these products helped them feel more comfortable, more confident, and more like themselves. She also witnessed an extraordinary community of women encouraging one another and celebrating each other's journeys.
She partnered with her life partner Rob Lafferty, a successful two-time entrepreneur with a passion for building businesses that solve real problems. Beyond founding and growing companies, Rob dedicates his time mentoring entrepreneurs every day through SCORE, helping aspiring and established entrepreneurs build stronger businesses. Together, Kimber and Rob invested their own resources and built True Embrace® from the ground up.
True Embrace® is not a continuation of the former company. It is an entirely new company built on innovation, integrity, and a commitment to the women who inspired it.
Today, Kimber and Rob are preserving the innovations women loved while developing the next generation of bra replacement technology and everyday supportwear. They're creating new fabrics, silhouettes, and performance features designed to move with women's bodies, providing support that feels natural instead of restrictive.
Their mission has never been about selling apparel.
It's about improving everyday life.
Just as Kimber spent her career helping people feel better through skincare and beauty, she now sees the opportunity to improve women's lives in a different way. When women are comfortable, supported, and free from constant adjusting, they can focus on what truly matters. Sometimes the smallest changes have the biggest impact.
True Embrace® exists to solve real problems with thoughtful design, meaningful innovation, and everyday comfort women can trust because every woman deserves support that feels less like something she's wearing and more like a gentle embrace.
Brand Values
Women-Led
We design from the lived experience of the women who wear our products. That means paying attention to how pieces feel from morning to night, how they move with you, and where support matters most. Comfort, ease, and confidence guide every decision we make, from early concept to final fit.
Function & Integrity
Every product starts with a purpose: lift, smoothing, breathability, and movement that make a real difference in daily life. We honor the original intellectual property by building on what worked and refining every detail — materials, construction, and finish — with honesty and care. No shortcuts, no gimmicks, just solutions that stand up to real wear.
Everyday Support
Support shouldn’t be something you only tolerate for a few hours. It should feel natural, steady, and dependable from the moment you put it on. Our pieces are soft, strong, and designed for long days, busy schedules, and everything in between. You don’t have to “power through” discomfort — your clothes should work for you.
Community-Driven
True Embrace is shaped by the connection women have with one another. We listen to your stories, your needs, and the real moments that inspire change. The brand is more than product — it’s a space where women feel seen, supported, and part of something meaningful. That sense of belonging fuels everything we create.
Intentional Innovation
Innovation doesn’t have to be loud to be effective. We take a thoughtful, steady approach, developing new bra-replacement and supportwear solutions that solve everyday challenges with real comfort. We experiment, test, refine, and move at a pace that honors quality. Fresh ideas matter, but thoughtful execution matters even more.
Sustainable Materials
Better comfort includes better choices. We’re moving toward plastic-free fabrics and low-impact blends that feel great on the body and reduce environmental strain. Our goal is simple: create pieces that last, wash well, and support a future where sustainability and comfort can coexist without compromise.
