Tomima Edmark is the President, Chief Executive Officer, and founder of The Andra Group in Dallas, Texas. She founded the company in 1999. Its first venture, HerRoom.com, offers lingerie, shapewear, swimwear, hosiery, and similar items. In 2002, she created a companion website, HisRoom.com, which offers men's undergarments, sleepwear, swimwear, and other products. Ms. Edmark and her staff handpick the products available on both sites, and each item contains a detailed description, user reviews, and Tomima Edmark's tips. This comprehensive approach to product descriptions educates shoppers and helps them to make informed decisions about the products they purchase.
In March of 2012, HerRoom launched Universal Cup Sizing™ a revolutionary feature that allows full-busted and full-figured women to easily shop online for bra styles. This tool allows women to simplify their bra shopping experience by taking all brand sizes at HerRoom and creating a universal cup size across all brands. This allows shoppers to easily find their bra sizes, no matter the brand. The tool was featured in a USA Today article.
HerRoom continues to enhance the way women shop for lingerie online. In September of 2012, HerRoom created and launched the Know Your Breasts Bra Finder, a new way for women to find the very best bras for their unique breast attributes. The In-depth questionnaire was featured in this New York Times article.
Tomima Edmark funded The Andra Group with personal investment funds she had earned from the tremendous success of another business she founded based on her invention, The TopsyTail Hairstyling Tool. Using her marketing savvy, Tomima Edmark generated coverage in women's fashion magazines, placed the product in major department stores, and secured a direct response television campaign. The TopsyTail Corporation has earned more than $120 million in global retail sales. Television shows such as the Oprah Winfrey Show have featured Tomima Edmark's product. The TopsyTail also received coverage in major business publications, including Forbes Magazine and The Wall Street Journal. Along with founding and running two highly successful businesses, Tomima Edmark is a prolific writer. She maintains a lingerie blog at Tomima.com, where she shares insights and advice about choosing lingerie and shapewear. In addition, Ms. Edmark has written 12 books, including 365 Ways to Date Your Love; The Kissing Book: Everything You Need to Know; and Cigar Chic: A Woman's Perspective.