Lively Lively is a lingerie, swimwear, and fragrance startup launched by Victoria's Secret alum Michelle Cordeiro Grant in 2016. The store sells more than 50 different types of bras, including bralettes, t-shirt bras, push-up bras, and plunge bras. Each one costs $35. Cordeiro Grant said the company will never offer markdowns on its bras. If Michelle Cordeiro Grant learned one crucial lesson from her five-year stint at Victoria's Secret, it was that discounting doesn't pay off.
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