Giuliana Rancic Hosts CureDiva Launch Party for Women with Breast Cancer


On October 10, women and members of the media gathered in New York at the Bryant Park Hotel for the launch of hosted by Guiliana Raincic. As guests sipped on Champagne and nibbled on small bites, they were able to try out first-hand, the launch of CureDiva from pink-covered tabletop iPads. 

Giuliana Rancic candidly spoke of her battle with breast cancer and the difficulty she faced in finding resources. The charismatic E! Entertainment Host chose to share her story of breast cancer with the hopes of making women aware of the disease and take preventative measures.

When Efrat Roman, CureDiva Co-Founder, was diagnosed with breast cancer and couldn’t find a community online for her new lifestyle as a breast cancer patient, she realized missing the element and wanted to fill it. With this in mind, CureDiva was formed as the first and most extensive online breast cancer solutions store helping women facing breast cancer to better their lives in style. The community and shopping site caters to all women’s lifestyle needs at their various stages of cancer.


It also offers a personal, comprehensive and tailored social shopping experience for women along with their families and friends who support them. CureDiva features a cutting-edge social e-commerce platform, easy to use navigation of product reviews, a robust search engine, recommended items and tips for each phase, forum discussions, blogs and ‘do’s and don’t’s lists’ for recently diagnosed women.

CureDiva is a destination where visitors can buy a pocketed camisole and a scarf, have a chat with a friend and get great tips, support and advice from women who have experienced what they are currently going through. It is a practical, comfortable and stylish arena that makes a woman’s needs and quality of life top priorities. Women visiting the site will also be able to ask questions to provide support and clarity.


Efrat Roman, Tovi Rigler (another breast cancer survivor), and Ester Gofer, together with two of the founders of Born Free baby bottles, Dan Vigor and Gil Lemel, joined forces to found CureDiva. The team quickly mobilized to bring something that can make a difference and be rewarding to society; on one hand, answering women’s urgent needs regarding breast cancer; and on the other, growing a successful business.

“Through the endless noise that came with my diagnosis, CureDiva became my journey and the answer I so badly needed,” said Efrat Roman. “CureDiva will bring awareness to the lifestyle needs of these women, rather than to the disease itself. It will help breast cancer patients like myself continue to feel like women, maintain their femininity and gain access to the answers and products they need, all in one place.”