Designed for Dignity: Nicole Cuervo on Building Springrose
Some of the most meaningful brands in our industry begin with a quiet observation. For Nicole Cuervo, founder of the adaptive intimates brand Springrose, it happened over merienda, the Argentine afternoon snack, with her grandmother Rose.
“It was the summer between my junior and senior year of college. I’d gotten an internship in Miami, so I was able to live at home and commute to it. During this time, I got to spend more time with my grandmother. It was one of those times we were having merienda together that I massaged her shoulders in passing and noticed how they were sunken where her bra straps were digging in. I started asking her about it and learned that bras were a painful part of her daily experience. However, it wasn’t like she complained. She just said, it’s the way it is. And in that moment, I decided I would buy her a better one as a gift.”
The gift proved impossible to find. Rose had arthritis, and the only adaptive option on the market was a shapeless white cotton style in three sizes. Drawing on her background in human-centered design, Nicole set out to create something better. The idea came in 2015, the company followed in 2020, and the name honors Rose: Springrose, like the season and the flower.
Listening First
Nicole interviewed and surveyed hundreds of women, along with physical and occupational therapists, before designing her first bra.
“I originally thought I would have to make 10 different bras, but the more people I spoke with, the more everyone just wanted the same things. Sure, people can have different opinions on lace v no lace, or padded cups v no padding, but ultimately, almost everyone described their ‘perfect’ bra somewhat similarly.”
That research shaped every decision. When 58 of the first 60 women she interviewed said they disliked underwire, Springrose went wire-free. When 75 percent asked for straps that adjust at the front, the straps moved to the front.
Three Years and a Box of Prototypes
Springrose’s flagship bra can be put on eight different ways in under 15 seconds. Reaching that point required patience.
“It took three years and I have a box with 20+ rounds of prototypes and samples. We sacrificed time and speed to market in order to build something innovative and overall a better product. Even now though, we’re still making changes behind the scenes to the product. They’re often small changes, so most people won’t notice, but it’s all based on feedback we’re still collecting from people.”
One fitting with a woman who had tremors showed Nicole that a blunt Velcro tip kept missing the slider, so the tip became pointed. Requests from women with sloped shoulders brought racerback straps to every style since the Goddess Lift.
The Hunt for the Right Components
“It was challenging! We needed trims that were very functional, but not hideous or unappealing. Our Velcro took a little bit of time to figure out, but the most challenging was finding the optional gripping rings. I originally ordered a ton of samples from more industrial companies, but nothing worked or it was huge and wouldn’t work with our product.”
The ring, suggested by a hand therapist for wearers with limited grip strength, took 17 versions from different suppliers. The center slider changed too, after clinicians noted that clear silicone was hard to see for people with low vision. “Every little bit of the bra was designed and selected based on feedback from clinicians and users.”
Why the Work Matters
Springrose now serves customers living with more than 50 conditions, from arthritis and long COVID to frozen shoulder and recovery after surgery. One email has stayed with Nicole ever since it arrived.
“There was one specific person that wrote to us after getting her bra and she said she was grateful for it, because she no longer sat at the edge of her bed crying every morning since she no longer needed to ask her adult son for help putting on her bra.”
For Nicole, that independence sits at the heart of the brand’s purpose: helping people thrive unhindered.
What Comes Next
“We have new products in the works, we are expanding to lingerie boutiques across the US so people can shop in person, and we’re launching in Australia soon as a trial run. I want to make sure people have options that respect their dignity and provide them with independence. We’ll keep growing and making sure we’re serving people the best we can, especially in other categories that are currently ignored.”
Those categories include an adaptive sports bra planned for early 2027 and a swim collection expected around 2028, as Nicole extends Springrose into every layer that touches the skin.
Nicole Cuervo with her grandmother Rose
Rose’s sore shoulders gave rise to a brand, and every woman who now dresses independently each morning carries her story forward.
Nearly everyone knows a mother, grandmother, or friend who struggles with getting dressed, so share www.springrose.co with her today. You’ll find Nicole and her growing community on Instagram at @springrose.co.
Contact:
Nicole Cuervo, Founder and CEO of Springrose
Email: nicole@springrose.co
Website: www.springrose.co
Instagram: @springrose.co
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