Black Country businesswomen are being urged not to burn their bras but to turn them into cash for charity.
An award-winning local company is offering to recycle unwanted bras and donate them to the Third World, as well as making a contribution to charity during Black Country Chamber's Inspirational Women Showcase, part of Black Country Boost Your Business Conference and Trade Show being held at Dunstall Park racecourse in Wolverhampton.
Maxine Sault, Black Country Businesswoman of the Year and managing director of Black Country Rag and Wiper, has agreed to recycle unwanted bras donated by visitors to the showcase on September 22 and make a donation to Breast Cancer Campaign.
There will be a prize for the delegate donating the most bras.
The underwear theme will be continued by the key speaker at the Inspirational Women Showcase, Michelle Mone, founder of the Ultimo lingerie company.
The gel-filled cleavageboosting bra she invented in 1999 was the launch pad for what has become a multimillion pound global business.
She will describe how she has managed to juggle the demands of raising three young children with developing a major international enterprise.
Other speakers will include Minister for Women Tessa Jowell, broadcaster Jacqui Harper and Patricia Sutton of Advantage Business Angels.
The event will be hosted by Midlands Today presenter Kay Alexander.
The Chamber's Boost Your Business conference and trade show is a new event designed to showcase the best of Black Country business.
The event, on September 22 and 23, will include a trade show, seminars, a meeting with senior politicians and the launch of a new scheme for young professionals.
Around 90 exhibitors are expected to attend the trade show, which will offer networking opportunities for companies wishing to trade within the Black Country and seek new markets elsewhere.
There will be seminars on topics including computer innovation, access to finance, workforce development, marketing, business growth, health and safety and employment legislation.
Dudley South MP and Trade Minister Ian Pearson will be the guest of honour at a brunch session, where he will outline current trends in world trade and debate Government policy with local business figures.
The Chamber is planning to launch a new membership category for young professionals during a giant networking evening.
Chamber chief executive Ian Brough said: "This trade show and conference is an ideal platform for us to offer the benefits of Chamber membership to the next generation of business leaders.
"Events like this are part of our continuing commitment to making the Black Country a better place to start a business and grow a business."