After moving from Sydney’s western suburbs to the Gold Coast in 2018, Ashya McDonald felt shell-shocked and more than a little exposed.
The mother-of-two had been excited for her family’s sea change but couldn’t quite come to terms with how revealing everyone’s swimming costume seemed to be.
Speaking to FEMAIL, Ashya, who was 38 when she headed north, said she went into store after store to look for a bikini but couldn’t find one which ‘covered her bum’.
‘You would think with all of the brands and stores on the Gold Coast I would have been able to find something. But the only swimsuits which would even almost cover my bum would be tucked into the back corner and almost always in black,’ she said.
‘I had a teenage son at the time as well so not only did I not want to wear anything like that… but he definitely didn’t want me to.
Moving from Sydney ‘s western suburbs to the Gold Coast in 2018 left Ashya McDonald feeling shell-shocked and more than a little exposed
The mother-of-two had been excited for her family’s sea change but couldn’t quite come to terms with how revealing every swimming costume seemed to be
‘Those bikinis are great for people who can rock them and who love them but nothing catered for the rest of us women.’
Ashya kept joking with friends that she would have to come up with her own designs for people who didn’t feel like rocking a tiny swimsuit – and would call them ‘full bums’.
Then it became a reality.
‘My friend told me to stop talking about it and to just do it,’ she said.
She’s now celebrating her second year in business and has made over $300,000 with her swimwear gamble with sales through the roof.
‘We had our busiest June ever, and we are expanding into the US soon.’ she said.
In fact the blonde beauty has had to hire a team to help with the brand and no longer works in any of the other family businesses.
Ashya, pictured with her daughter Eden, says the business flourishing
The path to success wasn’t easy as Ashya kept having to send samples back to manufacturers who missed the point.
‘I would unwrap them excitedly and they would be cut wrong. I would have to call back and be like “this isn’t full coverage”,’ she said.
Finally, a year after deciding to gave the business a go, it was time to launch.
‘We launched in September 2021 and it went crazy. People I didn’t know were contacting me and supporting the business,’ she said.
‘I was shocked because it wasn’t all just friends and family. People were thanking me for coming up with something different.’
Her entire range sold out in just 48 hours and it has continued to be popular in Australia as well as gaining traction in New Zealand, the US, Canada and the UK.
The swimsuits cover more than most options on the market
Most of Ashya’s customers are mums in their 30s and 40s with some styles popular with women in their 50s and 60s too.
And the mum was surprised to see youngsters enjoying the designs as well.
‘My daughter is 13 now and it is good for her to see there is no pressure to wear the G-string bikinis,’ she said.
‘It is perfect for the pre-teen group because it is still fashionable without giving too much away.’
Ashya also shared some touching comments from her customers which she says makes all the difference when coming up with new ways to expand the range.
‘I had a husband reach out to me and say, “I just want to thank you. We had the best family holiday, and I’m putting it down to my wife’s swimwear. Most years she would hide in the beach tent and this year I watched her swim, having fun and playing with the kids”,’ she said.
‘I didn’t think that would be an outcome from starting a swimwear brand, that it would change people’s holidays or how they perceived themselves out at the beach. It’s really beautiful.’
The family moved to the Gold Coast from western Sydney, for a tree change
This year Full Bums Swimwear won three AusMumpreneur Awards, including Gold in the ‘One to Watch’ category
Others have written in to say they never thought they would have the confidence to get in a bikini again, or that their insecurities over cellulite melted away when they tried on their new costume.
The range boasts a bright array of colours and styles from hipster bottoms to high waists, triangle bikini tops to one-pieces, in sizes six to 20.
Each year Ashya collaborates with Australian artists printing their original works on the swimwear.
She’s passionate about supporting Australian creatives, while providing unique swimwear options for her customers.
This year Full Bums Swimwear won three AusMumpreneur Awards, including Gold in the ‘One to Watch’ category, and has been named a finalist in the 2023 SHE-com Awards with the winners to be announced in September.
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