As chairman of American Breast Care, Joachim "Jolly" Rechenberg oversees a company that offers women an alternative to reconstructive surgery with its lightweight external breast prosthesis and specialized bras. The company began in the mid-1970s, when Jolly and his brother sought a way to improve existing breast forms, which at the time were being made with rice and beads. "The products were just terrible, so we said we have to find a better way to do this," he says.
In 1975, Jolly says his brother, who became a plastics engineer, designed and patented a silicone breast form for external use. From there the pair started American Breast Care and today, the company sells more than 200 different kinds of sizes and styles depending on the type of surgery and shape, softness and fullness of the breast.