Dana Donofree, Founder and CEO of Philadelphia-based AnaOno, intimately understands the realities of leading a small, mission-driven company in today’s challenging global marketplace. Diagnosed with breast cancer at age 27, Dana founded AnaOno to address a deeply personal need—creating beautiful, comfortable, and inclusive lingerie tailored specifically to breast cancer survivors navigating surgery, treatment, and recovery.

“We say two boobs, one boob, no boobs, or new boobs—we’re here to support you,” Dana explains. Over the past decade, AnaOno has evolved into a globally recognized brand, committed to empowering patients worldwide. However, rising tariffs and policy uncertainty are now threatening this critical mission.

The Real Impact of Tariffs and Trade Uncertainty

Like many small businesses, AnaOno faces substantial challenges from shifting global trade policies. Dana highlights recent struggles with tariff increases, customs delays, and mounting costs—pressures that are significantly impacting small enterprises without adequate warning or relief.

“We’re deeply concerned about the ongoing impact of tariffs,” Dana emphasizes. “As a small business, we’ve already absorbed numerous rounds of cost increases due to global inflation, supply chain disruptions, and rising manufacturing expenses. Many of these costs have already been passed to our customers, reducing sales volume as prices rise. Continuing to increase prices risks harming long-term customer relationships and restricts accessibility for the very community we serve.”

Financial Pressures and Difficult Choices

AnaOno manufactures its products mainly in Colombia and distributes them globally, making logistics costs and tariff uncertainty particularly damaging to their operations. Even a modest tariff increase, such as the current 10%, significantly impacts small businesses.

“Unlike larger corporations, small businesses don’t operate on wide profit margins or extensive capital reserves,” Dana explains. “Any unexpected increase forces difficult decisions, like reducing staff hours, pausing hiring, scaling back customer service, or limiting our support for breast cancer organizations. These are painful choices that directly impact our community.”

AnaOno’s contributions include donating thousands of bras, sponsoring community events, and supporting breast cancer survivors directly. Yet, rising operational costs threaten the continuation of these vital efforts.

The Hidden Costs: De Minimis Thresholds

Another significant issue is the erosion of de minimis thresholds, which previously allowed shipments under $800 into the U.S. without customs duties or cumbersome processing. This streamlined approach was critical in maintaining affordability for AnaOno’s customers.

“With de minimis protections under threat, we now sometimes pay nearly as much in tariffs and fees as the cost of the product itself,” Dana notes. “This undermines our ability to serve our global customer base effectively.”

The Burden of Unpredictability

Trade policy unpredictability further complicates daily operations, making planning nearly impossible for small businesses like AnaOno.

“Every day, I have to monitor tariff updates and policy shifts,” Dana says. “This uncertainty impacts our ability to plan financially and operationally. Unexpected expenses, even minor ones, can disrupt our cash flow and force us to reevaluate critical business decisions. This kind of volatility is unsustainable for small businesses.”

AnaOno previously generated 20% of its revenue internationally, a figure now cut in half due to increased logistical costs and disruptions.

Policy Solutions to Support Small Businesses

Dana urges policymakers to implement clear, actionable solutions to help small businesses survive these turbulent conditions:

• Stimulus and Loan Programs: Similar to the COVID-era Paycheck Protection Program, designed explicitly for businesses impacted by tariffs.
• Transparency and Predictability: Clearly communicated trade policies with sufficient lead times, allowing entrepreneurs to effectively plan.
• Protect De Minimis Thresholds: Maintain and protect thresholds to ensure global customers can access essential products without burdensome extra costs.
• Support Cross-Border Infrastructure: Strengthen customs and logistics infrastructure, particularly for niche, mission-driven global products.

“Small businesses are closing daily,” Dana warns. “If we must shoulder these financial burdens, we need equitable access to financial support and resources.”

An Unwavering Mission

Despite these obstacles, Dana remains determined. “Our mission to support breast cancer survivors is too critical to abandon. We provide comfort, beauty, and dignity, helping survivors feel whole again—that purpose drives us forward, regardless of challenges.”

AnaOno exemplifies resilience and underscores the critical need for policies that empower, rather than hinder, mission-driven small businesses committed to making a difference.