CEO and Founder,
True & Co.
After having her own grueling bra fitting experience in 2011, Michele Lam was determined to change the way women shop for bras. As CEO and founder of True & Co., Lam is revolutionizing the way lingerie is designed and engineered. Lam developed a simple, quick quiz that has collected input from over 2 million women which yielded over 6,000 pieces of proprietary data. Lam discovered that more than 50 percent of women were wearing the wrong size bra, and while the industry was focused on only using a woman’s band and cup size to determine the best fit, she layered on a new dimension — breast shape.
This data was translated into the True & Co. online shopping experience, where each woman has her own personal shop filled with the best-fitting bras based on their specific breast shape. Each personal shop features a curated mix of styles from the True & Co. brand as well as styles from over 40 well-known lingerie brands that have been “True-approved.” Under Lam’s leadership, True & Co. is offering an unmatched lingerie experience hallmarked by beautiful product and a truly personalized fit.
Prior to establishing True & Co., Lam was the first female investor at Bain Capital Ventures, where she worked with multiple startups including LinkedIn, Rent The Runway and EDGAR Online. After starting her career at PricewaterhouseCoopers, Lam built a broad background in investments and operations, including tenures with renowned companies such as Boston Consulting Group, Microsoft and Parthenon Capital.
Lam was born in the small town of Unionville in Ontario, Canada, where she excelled early on as a synchronized swimmer and concert pianist. Earning a Bachelor of Arts (BA) and a Master of Accounting (MAcc) from the University of Waterloo in Canada, Lam had a contributing role in writing the book “Trading Up: Why Consumers Want Luxury Goods – and How Companies Create Them.” Lam is a frequent speaker on the topics of business, technology and fashion, and has been named one of Fast Company’s Most Creative People.