Our Story

Our story

From the Flight Line
to the Sisterhood

The foundation

For over two decades, my life was defined by duty, honor, and a uniform. From my days studying at Tuskegee University to earning my wings and ultimately retiring as a Navy Commander, I walked a path shared by a select few. I commanded spaces, stood the watch, and lived the definition of "Brave" every single day.

But as women in the military, we often have to tuck away pieces of ourselves to fit into a world built for standard issue. We trade our individuality for tactical gear, masking our softness to lead with iron strength.

When my final watch ended and the uniform came off, I faced a question that so many of my sisters face: Who am I now?

The journey of rediscovery

I'll be honest — the transition from military life to civilian life is a profound journey, and learning who I am again has taken a lot longer than I ever expected. When you spend twenty years as part of something so massive, rediscovering your own voice, your own style, and your own identity outside of rank takes time. It takes patience.

But it was exactly within that journey of rediscovery that the spark for this brand was born.

I realized that while our chapters in uniform end, our spirit doesn't change. Yet, when I looked at the apparel available for veterans, it rarely spoke to the multifaceted truth of who we are. It was either hyper-masculine, boxy, or treated our service as an afterthought.

I wanted something that honored our grit without sacrificing our grace — an apparel brand that shouted to the world that a woman can be a fierce protector, a brilliant leader, and a stunning, vibrant individual all at once.

That is why I founded Brave & Beautiful Co.

Our mission

Brave & Beautiful Co. is an apparel brand designed exclusively for women veterans. We aren't a monolith. We are resilient and refined. We have navigated some of the highest-pressure environments on earth, and we deserve a style that reflects both our service and our sisterhood.

Every piece we design is a tribute to your journey — wherever you are on it. It is a reminder that you don't have to choose between your strength and your beauty. You earned both.

"I wore the cloth of our nation for over twenty years, and now, I am honored to design the clothes that celebrate your next chapter.

Welcome to the sisterhood. You are Brave. You are Beautiful."

— CDR Joi Cunningham, USNR, Ret.  ·  Founder, Brave & Beautiful Co.