Sarah Greer
Founder of Dainty Grace
Winner of the WE Innovate Final
A Purpose-Driven Beginning
From the moment Sarah joined WE Innovate, she carried a strong sense of purpose: to create a lingerie brand that truly represents small-chested women. Her idea, rooted in lived experience, challenged an industry that had long overlooked this community. With Dainty Grace, she set out to design elegant, well-fitting lingerie that offers comfort, confidence, and a genuine sense of representation.
Finding Strength in Community
Early in the programme, Sarah discovered a collaborative and uplifting environment filled with women from diverse backgrounds, each building something meaningful. The shared energy and generosity within the cohort created a sense of belonging that fuelled her momentum. Through workshops, conversations, and coaching, she began to gain clarity not only about her brand but also about herself as a founder.
A Transformational Turning Point
A pivotal moment came during a coaching session when she was told, “You are the best person to tell your story.” This insight resonated deeply. It encouraged her to step forward with more confidence, embrace her unique perspective, and speak about her mission with authenticity. As the weeks progressed, she refined her pitch, strengthened her messaging, and deepened her connection to her purpose.
The WE Innovate Final
Standing on the stage at the WE Innovate Final in London was a milestone Sarah will never forget. She delivered her pitch with clarity and heart, and the audience immediately engaged with her mission. One judge even shared that she wanted to “join the revolution.” When Sarah was announced as the winner, it was a powerful moment of affirmation - for her idea, her growth, and her journey as a founder.
Life After the Programme
Since completing WE Innovate, Sarah has continued to build on everything she learned. The programme gave her structure, confidence, and resilience, which now guide her as she refines her product range and prepares for launch. She approaches challenges with grounded determination, viewing leadership as something rooted in authenticity and purpose rather than volume or perfection.
A Vision for the Future
Sarah’s long-term vision for Dainty Grace is to grow into a global, community-led brand that shifts how the lingerie industry sees and supports small-chested women. Success, for her, means creating products that make women feel seen and celebrated while championing true diversity in design and representation.
A Message to Future Founders
For women wondering whether WE Innovate is the right next step, Sarah’s encouragement is sincere and wholehearted. The programme offers a rare blend of practical guidance and emotional support, helping founders build both their businesses and their confidence. It welcomes women at all levels of readiness and provides the tools, clarity, and community needed to grow.
As Sarah reflects, her journey through WE Innovate was empowering, transformative, and grounding - and she believes that any woman with an idea close to her heart will find extraordinary value in the experience. Her story is a reminder that with the right support, the next step you take can become the one that changes everything.