Amber Boyers launched swimwear brand, Baiia in 2016 while working three jobs and managing a successful fashion blog. Fast forward to 2023 and the brand is on its way to reach $8 million in revenue this year.

The brand features inclusive, ethical swimwear and a tailoring service for those who have undergone a mastectomy, would like extra comfort while breastfeeding, or want the suit to fit them perfectly.

“I started Baiia at a time where I was becoming increasingly self-conscious in my body, especially in a swimsuit. I thought back to when I felt the most free and self-assured, and it was when I was a young girl roaming along the beach in swimwear. I wanted to recreate that feeling, but for a new, older version of myself who wanted to feel sexy in a swimsuit,” Boyers explained to Retailbiz in a recent interview.

“At the time, I was looking for a swimsuit made from recycled materials and I couldn’t find anything that I liked, or was made specifically to create the illusion of curves. I played around with ideas of designs, and once I realised the sexiest I felt was in a wrap dress, then I knew I had to recreate that feeling but in a swimsuit – and that’s when our iconic wrapsuit was born.”

The focus on sustainability comes from Boyers’ personal drive to protect the environment and naturally it had to be foundational to her business.

“Our largest focus is on the sustainability of our fabrics, inks, product packaging and innovative designs that encourage more use per purchase, as well as the day-to-day operations such as using solar energy, recycling stations, composting, carbon neutral shipping and charitable contributions to environmental projects,” she said.

“Personalisation is also important when it comes to intimate garments like lingerie or swimwear but it’s something largely ignored by current industry leaders. I knew I had to offer unique ways to customise the fit and look of our swimwear to match the unique shapes of my customers.

“We do this through offering personalised consults, designing products that allow our customers to purchase different sizes for different parts of their bodies, and financially reimbursing them to assist with personal alterations of their swimsuits.”

During Covid, instead of panicking about the uncertainty, Boyer disciplined herself to take educated risks and think outside the box about ways the business could continue to generate revenue.

“Luckily though, ecommerce started to boom and I believe it was because I didn’t pull back on marketing spend, product orders or wages that I was able to make it through a quiet period that turned out to be much shorter than initially anticipated,” she said.

“I was able to capitalise on the growing demand of online shopping and fulfil customer orders in a timely manner. We are fortunate to have grown quite a lot during Covid, but it wasn’t all smooth sailing. There were lots of shipping delays, product faults due to fabric shortages and general operation and supply chain problems but you need tenacity, discipline and adaptability to see it through.”

Baiia swimwear has seen a lot of appetite from customers in the northern hemisphere. Up until now, the brand has only been able to send product from Australia to international customers, but in 2023 the groundwork is being laid down to make the products more accessible for international clients.

“We’ll also be expanding our product range to further assist and alleviate concerns our customers have in swimwear – new innovative fabrics and designs are something I’m excited to be sharing with our community,” Boyers said.