Originally hailing from the Sunshine State, Ellery has 7 years of experience working in corporate and retail environments. After starting her career in publishing at Food Network Magazine in NYC, she followed her passion for cooking to HSN joining the culinary team where she transitioned into retail. At HSN, Ellery lead the culinary e-commerce Category Management team where she focused on digital content and user experience to optimize site traffic, grow sales and increase digital penetration and conversion. Most recently, Ellery was the brand marketing lead for the culinary division, overseeing the development of category and brand strategies for launches, events, programs and campaigns that drove incremental sales, customer growth and brand engagement. She managed a cross-functional team that created comprehensive, onmi-channel marketing plans to establish customer advocacy, awareness and brand loyalty. Fruutfull’s mission to empower women to love their fruuts resonated with Ellery because she, like so many women, always struggled to find the “perfect bra” (much to her surprise, she had been wearing the wrong bra size prior to joining the Fruutfull team!). She is thrilled to be part of a company dedicated to improving the lives of women and encouraging them to be their breast selves.

Fruutfull was founded out of Danielle’s love for fashion and the frustration she would feel when trying to find supportive bras. She shied away from wearing certain styles of clothing due to the lack of support existing bra options provided. After years of accepting there were outfits she could never wear, Danielle bought a sewing machine and started teaching herself to sew. It quickly became clear to Danielle that women are in dire need of better bra options altogether. Fruutfull’s mission is to prove that style has no size, only limited size options. Creating her bra design through the eyes of a consumer, Danielle’s new approach to bras will empower women to feel confident and supported in their outfit options, rather than limited. Prior to founding Fruutfull, Danielle spent her career at HSN where she developed extensive experience at the intersection of fashion, retail and technology. Starting on the fashion team she was able to identify trends within the fashion industry, conceptualize new ways to optimize the user experience, and create comprehensive digital campaigns all while providing insight on consumer behavior and shopping habits on multi-channel platforms. Danielle’s role expanded to the social media team where she created targeted campaigns through her understanding of the science behind social media marketing.