Founder Gena Stringer began her interest of waist beads in college at Lincoln University in Jefferson City, Missouri. As a wife, mother, and full-time caseworker for mothers, Gena created Waist So Lovely at a time where she needed encouragement after giving birth to her second child.
Gena understood the importance of having extra love and support when your body isn't at it’s personal best. It is her desire to spread the confidence experienced while wearing waist beads not only for postpartum mothers, but to all women no matter body type or walk of life. All women need something for themselves and have the right to feel beautiful. Gena wants women not to cover imperfections, but to enhance and celebrate the natural beauty they already possess.