After a successful debut, Hyams Beach Swim is just weeks away from unveiling its second summer swimwear collection.
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Founders Natalie Croker and Amanda Bergin said the first season was incredible thanks to support from the Illawarra and South Coast community.
But the interest has also been global.
"The first collection was amazing," Ms Croker said.
"We received so much support from women who live on the South Coast.
"We had ladies we don't even know purchase five or more bikinis from us.
"That was a big surprise because we thought our first customers would most likely be friends, acquaintances and family.
"We have also had girls in Hawaii and the Bahamas wear our bikinis. And we get lots of website traffic from the US and UK. We have definitely been reaching a global market".
Many customers were impressed with how the first Hyams Beach Swim collection was 75 per cent made from eco-friendly fabrics.
This year the label has stepped it up, with the second range set to be 100 per cent eco-friendly.
In April Ms Croker and Ms Bergin traveled to Indonesia to finalise samples for the new summer collection to be launched in November.
"It is exciting that our new range will be 100 per cent eco-friendly," Ms Bergin said.
"All fabrics used in this collection are an Italian fabric imported from Italy and made from recycled plastic bottles which means it is all sustainable".
Ms Croker said following the success and feedback from the first collection they now have a better idea about what their customers want.
"We are investing in more one-pieces," she said.
"And we have a top for women with a DD-plus cup size. It will be a lot more supportive. We are really trying to cater for that market".
Ms Croker said Hyams Beach Swim actively seeks feedback from its customers so it can keep improving its range.
"We want to know if they like bright colours or want more natural colours," she said.
"We are really trying to accommodate for what people want".
Due to overwhelming demand they are doing a restock of the popular leopard print in the new summer collection.
"Our leopard print one print sold out in eight weeks when we launched," Ms Corker said.
"We have had people messaging us every day for it. It will be the same design but it will be the new fabric this time. It is a premium high-quality fabric. It is the highest quality you can get on the market for an eco-friendly fabric. But the collection will be affordable. Affordability is a big focus for us".
Due to popular demand, the label has launched a pre-order for the Leopard One Piece, for delivery early September.
The packaging and postage bags will also be eco-friendly.
Ms Croker said the business was still in the startu-p phase but she and Ms Bergin are really happy with and bouyed by their initial success.
She said the first pop-up store was also a hit.
"We were so shocked to see so many local women come to the store who we didn't know," she said.
"They all wanted to chat to us and congratulate us. They told us what we were doing was so exciting".
Ms Croker said Hyams Beach Swim will be finding local stockists for the next collection which will also be available online.
Asked what they had learned from the first 12 months of their business it was not to be afraid of following their own instincts/gut feelings.
Rather than question themselves each step of the way they have given everything 120 per cent and done the best with each idea as it comes.
"Taking a few risks has benefited us. We have just given it a go and they have worked out," Ms Croker said.
"We want this to be a long term thing. We don't want to just be seen as an overnight success. We want to be a brand people will know in 20 years time".
Ms Croker said it was very rewarding when they get emails from women saying how much they love their designs and how they make them feel comfortable and confident.
"We just feel so grateful and so excited that the hard work is starting to pay off," she said.
The campaign shoot for the new summer collection will be done at Jervis Bay in September.
The goal is to showcase diversity and the local models will be photographed at several locations including Hyams Beach.
Hyams Beach Swim is presently looking for models of different sizes and ethnicities.
"I think this year is going to be really big for us," Ms Croker said.
"We are really excited. And we will then hopefully be launching another business early next year. It will be fashion related again and inspired by the South Coast".
"We have been best friends for 15 years now and it is amazing working together. My weaknesses are Amanda's strengths and vice-versa. Which is allowing us to work so well as a team".
Read more:
- How a South Coast beach inspired the new swimwear fashion label Hyams Beach Swim
- Following strong community support fashion startup founders Natalie Croker and Amanda Bergin are giving back by helping others starting out
- First pop-up store opens in Shellharbour for new fashion swimwear label named after Hyams Beach at Jervis Bay
Greg Ellis
Almost four decades in electronic, print and digital media. A writer, presenter, emcee, photographer and videographer with degrees in business management, marketing and human resources and tertiary qualifications in photography.
Almost four decades in electronic, print and digital media. A writer, presenter, emcee, photographer and videographer with degrees in business management, marketing and human resources and tertiary qualifications in photography.
