To say that launching a start-up is challenging is an understatement. Particularly when you throw a horrific Australian bushfire season and a global pandemic into the mix.
Frustration with ill-fitting swimwear, that often compromises quality and durability for fast fashion, is where Ellenny Swim began. Most women dread shopping for swimwear, and I, Megan Davis, was one of them. I noticed a gap in the market for swimwear designs that were sun-safe, supportive and sustainable. A brand that caters to the ‘average-sized’ women.
The launch of my eco-conscious swimwear label was delayed not once but twice. Back in January, the bushfires first delayed my progress and soon after COVID-19 sent the world into a spin. Now that it’s spring and we are coming out of COVID-19 hibernation, Ellenny Swim is already growing a strong online presence.
Here’s four lessons I’ve learnt since starting Ellenny Swim.
It is often expected you should know everything about the industry before starting your business, although this isn’t usually the case. I had little fashion experience, but I had a clear idea of what I wanted my product to be. As a graphic designer, I have an eye for design and a strong attention to detail. I knew where my strengths were.
I knew the importance of creating a strong visual brand was essential to connect with an audience. My skillset was an ultimate strength, but I knew I had many gaps I needed to fill. Realising very quickly that I couldn’t do it on my own, I sought help from business mentors, manufacturing agents and garment designers.
I joined a number of business groups to learn from the advice and experience of other business owners. Also, don’t underestimate the power of social media. I have collaborated with female models and influencers on Instagram that have continued to grow my strong online presence.
Launching Ellenny Swim was a really challenging time as I had already bought all the stock but had to keep delaying the launch. I kept finding myself back at square one as disaster after disaster hit. Like most businesses this year, I had to shift and find other ways to get my brand out there.
Despite all of the hurdles I faced launching Ellenny Swim, my passion for the brand never faltered. Maintaining a clear goal in mind for my label helped me stay motivated and on track through those tough times. The reason I created Ellenny was to fill a gap in the market.
I wanted to create a brand that aligned with my personal ethos of being as environmentally friendly as possible. I can also empathise with women of all shapes and sizes that are often let down by brands that don’t cater to them. I’ve always been curvy and have felt frustrated with swimwear that doesn’t fit properly. I’m very proud to help women feel confident and empowered while relaxing by the pool or beach.
I was determined to create swimsuit designs that were sustainable and durable, instead of producing fast fashion that only creates more problems for the environment. However, I didn’t realise how complicated the process was from idea to prototype. It’s much more complicated than other clothing garments.
I had to be patient. Sourcing an eco-friendly fabric manufacturer took time. My research led me to Carvico – an Italian textile manufacturer that uses recycled old nylon products such as discarded fishing nets to create material that is perfect for swimwear.
There were many features that I wanted to include in my designs that took time to perfect. We’ve all experienced swimwear with removable pads that scrunch and fall out, so I wanted to create a secure rashie design with a built-in-bra that didn’t move around in the water. It was also important to me that my designs provide strong support while also being sun-safe with a UPF50+ rating to block out 98% of the sun’s harmful rays.
Once I got the samples, I tested the swimsuits on myself for at least six months, to make sure they survived the harshest conditions. I tested them in chlorine, salt, 45-degree Celsius temperatures and ran them through the washing machine to ensure they were durable and didn’t fall apart.
Despite the lengthy process, I have created a product that I am incredibly proud of. A range of swimwear designs that are high quality, eco-friendly, flattering and durable.
I couldn’t have launched Ellenny Swim without the support of other small businesses. I feel very proud to support a whole line of small businesses, particularly in Australia, who are benefiting from my business.
Supporting women in business is also very important to me. I worked with a number of business owners and leaders, some who are also mothers, that helped me navigate the process.
About the author
Perth stay-at-home mother of two, Megan Davis is a former graphic designer who created a brand aligns with her personal ethos and is environmentally friendly. Check out Ellenny Swim.
I love being a part of the Leaders In Heels community as it offers the ability to network and meet inspiring women worldwide. Sarvin operates her self-titled international sustainable luxury clothing brand from the UK. Leading up to International Women’s Day, I wanted to include her interview about starting a sustainable fashion brand as a source of inspiration to those who are looking to start their own company. Whether it be in the fashion, food and beverage or tech, I have come to realise that entrepreneurs all have the same struggles and doubts, but possess similar qualities to succeed.
My name is Sarvin and I am the owner of Sarvin, which I launched three years ago in the UK. It started as a hobby, sketching in my flat while I worked a full-time job. I always loved dressing exclusively and the feeling of luxury fabric. I decided to work with a self-employed dressmaker, and once the garments were ready, I would upload a few images of myself wearing the samples either as a selfie in front of the mirror or attending various events. I still remember it as if it was yesterday when I received my first few orders via email and Instagram. It was at this moment that I realised that this is what I love doing. As a result, I decided to create a brand focused on sustainable fashion made from high-quality fabrics and distinct attention to details.
Sustainable fashion focuses on reducing textile waste and environmental depletion while increasing ethical treatment of workers; the goal is to slow down the global production and consumption process to form an industry that will be more sustainable in the long run.
At Sarvin, sustainability is the core of our business. We aim to increase the message behind sustainability by providing quality garments and using eco-friendly material.
In our latest collection, we have used ethically sourced, eco-friendly fabrics to create extraordinary garments. All manufacturing methods are sustainably based, with 75% in the UK supporting local artisans.
We keep our supply chain local to the fibre origin to minimise transportation through the production process.
Yes, I always loved working for myself. I knew it would not be an easy journey and I was aware I would not be earning a steady income. However, this was a path that I knew would make me incredibly happy and excited to wake up to every day. I grew up in a family where both of my parents were self-employed and from a very young age my Dad would take me to his company and teach me important matters about his business.
A regular day starts with exercise so I feel energetic all day. I work from home for a couple of hours and then head to my second part-time job in the afternoon.
I believe scheduling downtime is essential. In my spare time, you can find me experimenting with new recipes or hiking with my partner.
The entire process was very organic and selling from different marketplaces helped me gain exposure.
I honestly never had a feeling of giving up completely, but there were times I would think that it would be much easier if I had a 9 to 5 job and a steady income. After experiencing such thoughts though, I would remember why I started in the first place and think about where I am now. It would only provide me with the courage to move forward and not look back.
I remember the first time I got an international order. I turned around and said to my partner, “Can you believe that there is someone on the other side of the world that loves my design?”. He just smiled and said, “let’s work hard and turn that one into many more”.
Starting a sustainable fashion brand takes much longer than fast fashion garments; we take our supply chain process very seriously and test our garments many times before launching. Before creating a new line, we take action on a long-term strategy based on a sustainable environmental philosophy. We consider every aspect of our production process, from our handcrafted accessories to our finished garments. We make sure we are using quality sustainable materials and working with the right people. As a small business, this takes a lot of time and energy.
When you are starting a sustainable fashion brand with no background or knowledge in running a company, the lack of experience makes it much harder to find the right people to work with and that understand your vision. I have learned not to be too trusting with people you have just met and to be more diligent with background checks regarding their skills and reputation.
I think it is so important to monitor every aspect of your business and to often look from an outsider’s perspective to see what needs to be done to take your business to the next level.
Focusing on quality rather than quantity. I don’t follow fast fashion and I do not follow trends. I love designing for women that love and appreciate the touch of luxury fabric and have a strong desire to look rare wherever she goes. I am also so excited that Sarvin will soon be launching our first ever print collection that is vegan, eco-friendly fabric.
By taking pride in being a sustainable-focused business, I am:
1. reducing waste by choosing the right manufacturer and fabric companies;
2. one of the first few independent sustainable luxury labels that use vegan fabrics in their garments;
3. increasing productivity and working with like-minded businesses;
4. “doing good” for the planet and creating quality garments over quantity;
5. spreading the message behind sustainability and caring about our planet’s future.
Do thorough research in the months before launching your business. Take on internship roles for start-up companies because this will help you gain more experience and exposure in your field. If you feel like giving up, take a deep breath and remember why you started this journey. Take the time to celebrate how far you have come.
I personally love all the Leaders in Heels products, but my favourite has to be the Phenomenal Woman Planner. It helps me a lot with planning my daily tasks and keeping me on track with my schedules and appointments. What is great about this planner is that it gives you that kick every morning to make you feel like a phenomenal woman. For my fellow female leaders, you can do whatever you want in life as long as you work for it!
Follow Sarvin
See Sarvin’s most recent collection for yourself at www.sarvin.eu.
The glass ceiling might be shattered in places, but plenty of shards are still there. According to research from Carta, despite women founding roughly 13 percent of companies, they hold less than half that percentage in equity. It’s a gap just begging to be addressed.
Perhaps the best way to attack this equality disparity is for female entrepreneurs to take charge of their own destinies with personal branding. Women are in a unique position to brand themselves and the companies they start. It all boils down to firmly knowing who you are and forging ahead without fear of barriers.
Ruth Bader Ginsburg knew all about pushing the boundaries and creating her own brand.
As a female lawyer in a man’s world, she rose through the ranks by ignoring the status quo and doing her job on behalf of everyone she served, including minorities. We all know what happened as a result: She received a coveted spot on the U.S. Supreme Court.
While I could only hope for Ginsburg’s recognition, I’m devoted to being just as stubbornly tenacious, and I encourage other women to do likewise.
My world is venture capital (VC), which is also traditionally male-dominated. Except it’s changing by quantum leaps — the industry has been shaken up by public sexual harassment claims. Add to those accusations the fact that 74 percent of VC firms don’t have a woman partner, and it’s plain to see the field is ripe for disruption.
This is an exciting opportunity for anyone willing to flood the venture capital realm with gender diversity. Forty-three percent of people think female corporate leaders create safer environments for everyone, according to Pew Research. It’s an awakening of massive proportions, and it’s fueling great innovations.
Of course, you don’t have to be in venture capital to make waves of your own or develop a strong personal brand. Almost every field is trending toward diversity. If you can create your own story and path, you can own a piece of your industry’s real estate.
If you’re ready to wake up and leverage your unique perspective as a woman in the business world, solidify your story (and your brand) by following these four tips:
Your company’s brand and your personal brand must work together to effectively support your messaging. This is especially important when you’re recruiting and bringing other people into your business.
Instead of hoping for confluence, construct a plan to ensure your business becomes an extension of you as a leader. Neelima Jain is a great example of a powerful leader who understands this point: As the regional head of Energy Efficiency Services Limited, Jain believes a woman’s personal brand is enhanced by unwavering persistence.
“Doubling the effort to achieve the organization’s objectives has enabled me to neutralize the gender divide in a technical field that is still predominantly male-dominated, even in mature markets,” she said in a recent Entrepreneur article. “Commitment to this belief has enabled me to grow as an individual and a professional, today leading the establishment of my company’s operations in the UK toward making this organization a formidable force for change in international energy efficiency markets.”
Many professionals — especially women — often mistake pride for cockiness. However, if you don’t sing your own praises and share your expertise, no one will realize your value. To avoid getting left in the dust, solidify your personal brand and highlight your strengths.
Creating content, for example, can boost your reputation as a thought leader by strengthening people’s overall impression of you and establishing your mettle. Case in point: I’ve written a guide to help other business owners take initiatives and avoid pitfalls, which allows me to help others while also putting my name out there.
Another method to establish your personal brand involves speaking at prestigious, cutting-edge events. To cement my role as a VC player, I’ve talked at events like Slush, Collision, APEC CEO Summit, and Davos World Economic Forum.
I have built my overall reputation and track record from the ground up, and holding these talks is just an added bonus. But securing these coveted speech spots did land me a place on Forbes 30 Under 30 and the 2018 Young Global Leaders by World Economic Forum. People recognize my work, my name, and, above all, my brand. And it’s because I’m deliberate in making impressions about what I’ve done and can do.
You can’t talk your way into street cred; it comes directly from the outcomes you and your business generate. Your personal brand affects collaboration with your team and what your team can accomplish, which in turn spurs innovation. But how do you get closer to innovating?
Several studies suggest diversity can be a key. No wonder organizations across the country are adding people of all backgrounds to their teams. Perhaps they’ve read the North Carolina State University research, which reveals that diverse workforces have higher productivity averages and ingrained cultures of resiliency.
When recruiting, hire people who offer differing perspectives while supporting the company’s core brand. That way, your culture will become richer without losing the principles it’s grounded in.
From a client perspective, what could be better than working with a firm that offers consistent branding and predictable results? At Fusion Fund, our team works hand-in-hand to raise the bar and collaborate. For instance, we don’t babysit founders. We look for founders with clear solutions and wait for them to ask for resources when they need assistance.
Having this kind of reliable energy and operational foundation means a great deal to our clients. Even founders we’ve rejected have referred us to their friends — that’s the power of the credible brand, both corporate and personal, that Fusion Fund and I bring to the table.
Women are continuing to make the tech and VC industries their homes as rulemakers, not rule breakers. Those that find, explore, and embrace their individual brands early will no doubt shine brightly as they rise through the ranks.
Lu Zhang is the founder and managing partner of Fusion Fund, a company dedicated to promoting early-stage venture capital for entrepreneurs. She is also a member of Forbes’ 30 Under 30 list and was nominated as World Economic Forum (Davos)’s 2018 Young Global Leader.
