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Swimwear designer’s million-dollar brand of ‘mummy and me’ bikinis blows up on Instagram OVERNIGHT

A shopaholic-turned-entrepreneur has made over a million dollars by selling ‘mummy and me’ matching swimwear on Instagram, as she reveals how to boost sales even in winter.

Designer Gemma Crowe, who is based in Melbourne, introduced her label Infamous Swim to the market in September 2018, but it wasn’t until she relaunched with a mini range that customers came flocking.

‘I just did not expect the response I got. My Instagram blew up, practically overnight’, the 35-year-old mother told FEMAIL.

‘My designs are feminine, fun and comfortable. We don’t believe in one-season wear – what mum has time for that? We want our swimwear to last. Bold patterns, flattering cuts and high quality materials define the Mini Swim range.’ 

Designer Gemma Crowe, who is based in Melbourne, introduced her label Infamous Swim to the market in September 2018 (pictured with her husband)

With more than 250,000 followers on the brand's Instagram page Mrs Crowe believes she'd cracked the code when it comes to social media marketing

So enthusiastic messages of body positivity are rife on her pages with all types of models wearing her swimwear

Infamous Swim sells products for mothers, children and even fathers at a reasonable price point (swimwear pictured)

Mrs Crowe, who loved to shop as a teenager and had a keen eye for design, sells her swimwear styles in six different prints – including leopard, tropical, black and white – and offers board shorts and rash vests for boys and men too.

Pricing ranges between bikinis and one pieces but they don’t exceed $150 on the website, making them comparable to other major brands.

With more than 250,000 followers on the brand’s Instagram page Mrs Crowe believes she’d cracked the code when it comes to social media marketing, and wants others to know how it can be done.

‘Being a mother of three boys myself I wanted the brand to have a genuine and personal voice which other women, especially mothers, could relate to,’ she said.

'Being a mother of three boys myself I wanted the brand to have a genuine and personal voice which other women, especially mothers, could relate to,' she said

‘Being a mother of three boys myself I wanted the brand to have a genuine and personal voice which other women, especially mothers, could relate to,’ she said

How do you grow your business on Instagram?

* We have a customer service team who get back to all questions customers have, we help fit the customers so they get the right swimwear for their body.

* We use real captions but also really focus on great photos and make the feed aesthetically pleasing.

* Naturally engaged with mum influencers and bloggers, build a great group of supportive and accepting people who can talk about their bodies, about getting back into swimwear, breastfeeding in swimwear, anything about mum life really.

* We work with a small amount of brand ambassadors but most of the traction we get is from everyday customers who are loving themselves in our swimwear and therefore repost to their tribes which is of course free exposure.

* We love posting real bodies so when our customers tag us in their swimmers we love to share.

* We now have a marketing tool that allows us free access to our key demographics, connects to our customers on a personal level and is intuitive and easy to use. 

So enthusiastic messages of body positivity are rife on her pages with all types of models wearing her swimwear.

Engaging captions, reposting customer photos onto the feed and having a ‘niche’ product in the way of mum and bub swim have all helped build the company. 

‘If you aren’t on social media, your business isn’t going to reach its full potential,’ she said. 

Even when the weather turns frosty Down Under Mrs Crowe sells swimsuits, ensuring they can sell through their images all year round.

The key is to focus on overseas travel during these winter months.

Even when the weather turns frosty Down Under Mrs Crowe sells swimsuits, ensuring they can sell through their images all year round

Even when the weather turns frosty Down Under Mrs Crowe sells swimsuits, ensuring they can sell through their images all year round

She believes the key difference between Infamous Swim and its rivals is that they produce flattering pieces for all shapes, sizes and ages

She believes the key difference between Infamous Swim and its rivals is that they produce flattering pieces for all shapes, sizes and ages

‘A lot of the influencers I work with travel overseas during winter so help spark the travel bug with our customers, and so many customers love a winter sun break as well so come to us for their new swimmers,’ she said.

‘We build hype through pre-sale orders and also the comfortability of our pieces to wear as undergarments as well. Our tops are worn by so many women as bras.   

‘We are actually not a seasonal summer brand, even though we sell swimwear, we like to call ourselves a resort brand. 

‘When we say resort we mean school holidays, long weekend breaks, and winter breaks, we have a big spike right before any of these breaks or holidays because mums are holidaying with their families.’

She believes the key difference between Infamous Swim and its rivals is that they produce flattering pieces for all shapes, sizes and ages.

And with a seven-figure net worth during their first year of sales Mrs Crowe hopes to increase by 500 per cent during the holiday season in Australia.    

The brand is constantly reinventing to raise revenue and draw in customers

The brand is constantly reinventing to raise revenue and draw in customers

What are Mrs Crowe’s best business tips?

* Use influencer marketing, but stay in your niche – this is huge for us, we pride ourselves on genuine connections with our influencers and it’s an incredible way to introduce our brand to new customers, you have gained trust immediately.

* Do your research, play to your strengths and outsource those pesky tasks that don’t come naturally to you. Running your own business can be stressful enough without wasting energy on the things that aren’t within your skill set. Spend your time doing what you’re passionate about. 

* Hustle and hustle hard. Ask for help, learn from mistakes and take on board what your customers say. 

* Forget that you’re playing in a saturated market and keep your eyes on the prize. Invest in new eyeballs (marketing initiatives) where you can and keep pumping them.

* Think of campaign driven sales techniques – with a purpose. This year we launched a women’s empowerment campaign and organised a photoshoot with some influential influencers.

* Build an army of other business owner supporters and collaborate, collaborate, collaborate! 

Read more at DailyMail.co.uk


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