"The Climb" with Jenny Casson & Manuella Widjaja: Redesigning Bras for Broad Shoulders

Jenny Casson, a two-time Olympic rower with team Canada, and Manuella Widjaja, a former YC startup operator, are the co-founders of Daylilie, a new apparel brand rethinking bras for broad-shouldered women. This episode is part of "The Climb," our series featuring founders in the early stages of building their brands.


Expect to hear about:

– Meet-Cute to Cofounders: How a cold DM about fit surveys turned into a partnership that led to Daylilie’s founding.

– Silhouettes, Not Sizes: Why they’re challenging outdated bra design by focusing on body shape, not just cup and band.

– Prototype to Patent: Their journey through seven prototypes and securing provisional patents on their side strap and cup designs.

– Going Viral: Their internal debate about whether to push for viral moments with Daylilie or a slower but steadier social media growth strategy.


Jenny's LinkedIn: https://www.linkedin.com/in/jennifercassonoly/
Manuella's LinkedIn: https://www.linkedin.com/in/manuellawidjaja/

What is High Stakes Growth?

High Stakes Growth® takes you inside the boldest decisions behind today’s most exciting consumer brands. We bring you candid conversations with the founders and CMOs who built them—unpacking the high-stakes moments, tough calls, and game-changing strategies that made these brands what they are today. No fluff. No surface-level insights. Just real stories from the leaders who made it happen. Hosted by Forest Bronzan and Leah Lloyd, they bring a combined four decades of consumer brand expertise to these conversations.