Cherry Blossom Intimates

Cherry Blossom Intimates, rebranded as Myya, operates an accredited medical facility housed within a lingerie boutique in the Washington, D.C. metropolitan area, serving breast cancer survivors with post-mastectomy bras and customizable breast prosthetics. The business combines retail intimates with durable medical equipment services: certified mastectomy fitters, in-house medical billing, and insurance verification for products that most plans cover annually. Prosthetics can be customized by skin tone, nipple size, freckles and veins, and are offered in 36 skin tones; bras are stocked in an extended size range.

The website organizes products by surgical situation — flat closure, unilateral mastectomy, bilateral mastectomy, lumpectomy care — and also offers radiation therapy bras, recovery kits and reconstructive surgery care items. Customers can book virtual or in-person fittings, or use a self-guided "Fit Concierge" sizing tool described as built from survivor data and clinical expertise. A provider-facing section supports patient referrals and a provider portal. Orders over $100 ship free and FSA/HSA payment is accepted.

During the COVID-19 pandemic the company shifted from an in-store model to virtual care delivered over Zoom with measuring tools and technology, shipping items directly to patients, which the founder described as extending the company's reach nationally. A planned smartphone app was described as scanning a user's body for measurements and supplying breast prosthesis by prescription, alongside educational and community resources.

Founding story

Jasmine Jones's grandmother was diagnosed with breast cancer and died during Jones's sophomore year of college; Jones recalled shopping with her for post-mastectomy bras and prosthetics inside medical supply stores, where products came in a single beige-pink color that did not match her grandmother's skin and were tried on behind a curtain, leading her grandmother to stop wearing them. Jones, a Trinity Washington University entrepreneurship graduate and former Miss D.C. USA 2016, later met breast surgeon Dr. Regina Hampton — originator of the concept and a co-founder of Breast Care for Washington — at a breast cancer walk near the cherry blossom trees at the Tidal Basin in Washington, D.C. The two launched Cherry Blossom Intimates in October 2018 in Glenarden, Maryland.

Business model

The company sells mastectomy bras, breast forms and prosthetics and related recovery products through a boutique location and online, pairing product sales with fitting services from certified mastectomy fitters delivered in person or virtually. It operates as an accredited medical facility and durable medical equipment provider, verifying patient insurance benefits, handling in-house medical billing for insurance directly, and accepting FSA/HSA payment, with an alternative offered to customers lacking appropriate coverage.

Revenue comes from sales of mastectomy bras, breast prosthetics and recovery products, billed to health insurance where covered and otherwise paid by the customer, including via FSA/HSA. A subscription-based box plan was described as in development. The founder stated in 2021 that the business had reached six figures and paid for itself month to month.

Traction

The company reported reaching six-figure revenue that covered monthly operating costs, according to its founder in 2021. Virtual fittings tested during COVID-19 were described as successful and as expanding the company to national reach. It is listed in MedStar Family Choice DC's provider directory as a durable medical equipment facility with BOCDME accreditation, and its site displays customer testimonials about insurance-covered fittings.

Latest developments

The company now operates publicly under the Myya brand, offering virtual and in-person fittings, a self-guided Fit Concierge sizing tool, insurance eligibility checks, FSA/HSA payment and a provider referral portal, with product lines organized around flat closure, unilateral and bilateral mastectomy, lumpectomy care, radiation therapy and reconstructive surgery recovery.