Hilda Varley
The StrapTrap

The Invention
StrapTrap is a bra strap retainer. It is sewn into the shoulder seam of a garment and the bra strap slips through. In this way the two garments stay aligned and the bra strap does not slip and show. This is a perennial problem for women all over the world. Over the past 100 years a number of people have tried to solve this problem, with some attempts looking like implements of torture!

The Inventor
I am Hilda Varley I live and work in East London. I have done a number of things over the years. I would have liked to be an artist or designer but was guided into something much more ˜secure™ occupational therapy. This was a tough course and although I have used the knowledge and skills I learnt there over the years, it was not for me. I was accepted onto the Art Foundation at the then Hornsey School of Art but was refused a grant by the ILEA , seen as unreliable I suppose. Eventually I landed up working as an information officer, which involved a researching and organising and disseminating  - you've guessed, information. At this time I went to The City University and took an MSc in Information Science. The Patent and Intellectual Property module has proved very useful as an inventor. Then there came raising a family and I now work as a tutor and run StrapTrap- as well as developing other inventions.

The Idea
People ask how I got the idea and did I have a particular problem with drooping straps. I just put up with straps like everyone else. I can recall being in the kitchen and thinking about it I got out the toolbox and had a look at a bra. I thought about Velcro, poppers, and pins. I went to John Lewis™ haberdashery section to see if I have missed something. The only things on the market had been around for since the war. I had a look on the web; I went to the British Library to look up patents and registered designs. After a few weeks trying discounting other methods of securing straps I realised the metal bits on a bra are small but strong and thought how I could use them. Pretty quickly I came up with the basic shape for StrapTrap. I can remember flapping my arms up and down and realising it worked.
The biggest problem for me was getting any information or help. I was too small, I was in the wrong area, not out of work, in the wrong sector, required too little cash. But cash was not really the problem. Finding an organisation that would even see me let alone have hard facts and information at the ready was the real problem. I was even stood up by one business adviser in a Slug and Lettuce (he did not even ring to apologise or re-arrange the meeting!) As a trained information professional I was amazed. There is a difference between information and advice and if I see one more course on preparing a business plan or becoming self-employed I will¦¦. I needed to know who makes small bits for bras, whereto get small quantities of packaging with euro slots. One company that did reply charged me £90.00 for something like a small car part when I sent him a slider from a bra! I suppose he could have charged me more and I was legally obliged to pay!
The big break came when I was short-listed for the Female Inventor of the Year 2003 and I was persuaded to go to the launch of The Knowledge Dock and The East London Inventors Club. By this time I was a bit jaundiced by the business advice industry. I found the launch and the speakers very uplifting realising many inventors face closed doors e.g. Trevor Baylis and it does not mean your idea is bonkers.

The Solution
The solution was meeting people from Knowledge Dock and being in the right place to benefit from their launch offer of free practical help. I went to UEL with my homemade samples and the day before the BFIY awards I collected my first decent samples and some leaflets. Through the Knowledge Dock I learnt about the different types of plastic and through a Business Breakfast there I found a plastic mouldings company. With some better samples I was able to assess the design with the help of Knowledge Dock and some changes were made.

The Success
I would not call myself a success until I am rich! But it is an achievement to get an idea onto the market I am told. The publicity and credence the BFIY gives to an invention is invaluable. So I would advise all female innovators and Inventors to have a go and enter. Every time I get an order from a couture dressmakers or a big wedding dress company like Pronuptia I am reassured - it works! One customer described StrapTrap as the best new product she has seen in 25 years in the business. In fact 90% of my customers are trade - and they know their onions. Most recently I have had a few enquiries from BIG manufacturers as they have been asked to supply garments with a strap retainer so hopefully posh frocks will come with StrapTrap and spare buttons in the future.

Conntact Details
Hilda Varley
Email: hildavarley@eastlondoninventorsclub.com

www.straptrap.co.uk