Today we’d like to introduce you to Dana Dinerman.
Dana, can you briefly walk us through your story – how you started and how you got to where you are today.
I created my line due to my initial battle with breast cancer. In 2011, I was diagnosed at the age of 34 with stage III breast cancer. I decided to remove my right breast and opted out of immediate reconstruction. My focus was getting into treatment, so the cancer cells would be destroyed. At the time, I was not thinking about what I would be wearing in the coming months. I could only think about saving my life, so I could be here to raise my son, who was just 1 at the time. I was able to reconnect with my body a few months later after I was finished with chemo when I walked into a swimsuit store to find a swim piece for an upcoming trip to Hawaii. I then realized my body was no longer going to fit into swimwear in the mainstream market. I felt like I was being re diagnosed again with this realization. I did some research and found majority of women who were in my situation purchased their suits at medical supply stores where the merchandise is not very fashion forward. I also asked fellow young survivors about how they shop for swimwear and lingerie and majority of them had the same issues as I did. I then decided to create a small line to help raise awareness for the need of more clothing options for breast cancer survivors. The line included wider pockets for prosthetics, extra coverage in areas that only survivors would typically want it, yet I also selected fabric that was higher quality and had sun protection but also most importantly gave the women better options, fashionable options.
Since then, I have battled my cancer multiple times, having lost my hair now three times in the past six years. My cancer has now been described by doctors as a chronic diagnosis then a curable one. I have at times considered stopping the line as my health became a major concern during the recurrences, yet a force keeps pushing me forward. As I see women enjoying the pieces I have created for them and as I go out and support the cause with the line, it reminds me of why I need to keep pursuing my goal of making fashionable swimwear available to all women. The line has walked runway shows included FWSD 2017 and this year it will be be featured in the 2018 runway too in October. I decided to create couture/custom pieces too as many of the women have asked for certain colors and trim that I may not have readily available in the ready to wear line so I now can offer them swimwear they desire by having it made to order. This process is available to any woman in San Diego not just breast cancer survivors. I have the ability to find sources for the suits that majority of people may not have. The line has become a name in the community which I am proud of and I seek to help my fellow survivor sisters out when I am able. I have also been given the opportunity to be an ambassador for Susan G Komen and also my story has been featured in Glamour Magazine October 2017 edition. I hope to encourage all brands to give more to the market of breast cancer survivors so we all can feel more included when it comes to clothing and fashion in general.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I have been rediagnosed multiple times during the past six years with recurrences. I have had to take breaks from the line during treatment due to side effects from the medicine. This has left me at times with not being able to attend conferences or participate in gatherings that help spread awareness for Stage IV breast cancer. Also, in general, the fashion industry is over saturated with cheaper fewer quality products made in China. This can be quite tough when consumers try to compare pricing with my pieces and perhaps a piece from Target or H&M. The reality is a small business like myself will never be able to offer low bargain prices that are found at these stores as I have less inventory and I don’t have employees. This can be quite frustrating because some of my potential clients may opt to get a suit at Target and figure out a way to cover up on their own instead of supporting a locally made business with a designer who understands their needs. This also goes into women needing specific types of swimwear for their bodies, initially I could only offer the pieces I had made prior to selling and many women kept asking for certain colors and/or trim. I did not like to say no so I would suggest having pieces made by my sample maker. The majority of them would decide to go ahead with a custom piece which would cost more than my ready to wear pieces yet they seemed to not mind once they tried on their own custom swimsuit, made just for them! I always try to figure out a way through the bumps! That is what life is supposed to be like anyhow!
Please tell us about hulabelle.
My business is custom swimwear, meant initially to help women who have been through breast cancer treatments. I then decided to not pigeon hole myself and to be inclusive so I made it my mission to market to all women. I thought of this while shopping for my own swimwear and lingerie items because I would be encouraged to shop at medical supply shops. I was not able to shop at the regular stores like my friends who have never been treated for breast cancer. I do not want my line to be ‘exclusive’ because then it will mean that it is not serving the main purpose to help everyone. I am known to specialize in swimwear and apparel for the beach and also for being an advocate in my community. I like to be a voice for those who may not have one. I also like to be an advocate for the future generations.
I am proud of the fact that my company is one of the first swimwear brands created by a breast cancer survivor to help fellow survivors yet also cater to every woman. I am proud of the fact that I do not have a background in fashion and I have been able to build a business from a need that I found from my own personal experience. Also, I am so happy when I see pictures posted on Social Media from my clients who are on their summer vacations in the hulabelle brand saying they feel wonderful. It truly makes my day. I believe what sets me apart from other brands is I am not in this industry for fashion and fashion alone. I come with a purpose and that is to be a voice for those who need our help. It is give something that is needed to help people feel like they are not forgotten and that they can move forward with their lives even if it is in an altered body. That doesn’t matter though when one has a swim piece made FOR them by someone like them.
Do you look back particularly fondly on any memories from childhood?
My favorite memory from childhood is living a simple life. I lived a bohemian southern California lifestyle in the east county of San Diego. I loved going outdoors barefoot riding my bike, playing with friends who lived on my street. I also enjoyed visiting my grandparents who lived in Lakeside. They had a wonderful home with a creek behind it where I would go to find pollywogs and I would help my grandmother feed her chickens. I would also help her take care of orphaned cats who had kittens and I always wanted to take them home with me. I got the chance to do that on occasion. She also showed me how to sew and I would also go into her room and look at all her sparkly clutches, shoes, and jewelry hoping she would allow me to try them on which I would, of course, get to. The women in my life were creative, business-oriented and advocates for their community too.
Pricing:
- Swimwear Ready to Wear $150-$200 includes a request for color change
- Swimwear Ready to Wear with minor adjustments $230-330 add trim, fabric, textured fabric.
Contact Info:
- Website: www.hulabelle.com
- Phone: 619-370-1976
- Email: ddinerman@hulabelle.com
- Instagram: hulabelleswim
- Facebook: https://facebook.com/hulabelleswimwear
- Twitter: @hulabelleswim
Image Credit:
FWSD Runway 2017 and 656 Photography, Nikki Incandela Photography, Dana Dinerman Ruby Nagel a.k.a. Tinkermcswaggins
Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
