From the final exam to organizing fashion shows: how a start-up swimwear designer launches her brand
Juggling work and study are difficult at the best, but for Tara Jane, 2018 is more challenging.
If you had to choose to showcase your start-up swimwear brand or complete the final exam during Miami Week, which one would you choose? This is the decision of the 23-year-old Tara Jane, who had to take it to a new level after running the two-year swimwear brand TJ Swim.
“A few months ago, when we were invited to showcase our Spring/Summer 19 collection during the Miami Swimming Week, I felt like I was at a crossroads, and I was in the last semester of the university and preparing for the final exam. At this point I have to decide whether I should focus on the university, spend all my time researching my finals, or should I accept the invitation to showcase this series,” she shared with Vogue.
“I finally decided to participate in the swimming week because I think this is an incredible opportunity not to be missed! Finally, I was able to participate in my finals and participate in the swimming week.”
The decision was rewarded. TJ Swim is now worth $3 million, has more than 200,000 fans on Instagram, and has been worn by people like Chrissy Teigen and Jen Atkin – for a brand that starts shuffling from the laundry. Not too bad. Tara Jane’s parents’ home.
“I launched TJ Swim at the age of 21 in December 2015. I worked in my parents’ laundry for the last two years. Today the company is in my hometown and we moved to Sydney’s office/warehouse, which is exciting! “Tara Jane said she confirmed her design in Australia but produced in Bali.
“Our swimsuits were designed by the TJ Swim creative team in Sydney and produced by our excellent production team in Bali. We have high standards of sustainable practices and focus on corporate social responsibility,” she said.
TJ Swim offers a minimalist 80s style swimwear that definitely has a place on the market, with many influential people showing their swimsuits on Instagram – Tara Jane relies on a marketing platform. Tara Jane cited her biggest fashion designer influence as Dion Lee, and she also looked forward to the business and fashion inspiration of supermodel Elle Macpherson.
“For those who motivate me the most, I have to say Elle Macpherson. Elle’s sports pictorials of the 80s and 90s not only inspired my design, she also inspired me to be a successful female entrepreneur.”
Tara Jane recently added a range of brand sizes and found that inclusiveness has become a selling point for the brand, with many fans including those who want to fit a swimming brand of all sizes.
“This is just the first step in our efforts to cater to every size. We plan to continue to increase this size range with the demand, and we are currently designing bra-sized swimwear to cater to a larger bust,” she said.
So where are you going next? Tara Jane is eyeing the international market: “We have a strong online presence and global followers, and we look forward to further development in the US and European markets!”