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Jewel Toned is taking on the shapewear market. | Image screenshot: Jewel Toned

Jewel Toned raises $500,000 seed funding round to expand shapewear brand

Jewel Toned, a women’s shapewear brand based in West Hollywood, California has raised $500,000 in seed funding. The company has raised $1.29 million to date.

The investment came from angels Amy Chang, Natalie Newman, the brand’s marketing and design director, and Jonathan M. Kaye.

Rachael McCrary founded the brand in 2014 to solve a common problem women face in finding comfortable shapewear.

The shapewear is manufactured in house and is designed as seamless, light control inner-wear that can also peek out clothing if the wearer chooses. In addition to its shapewear assortment, the brand sells underwear and bras on its website.  

Jewel Toned executives did not reveal what the recent investment will be used for.

By Emily Miller

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