An Australian bikini designer is selling one pair of her popular swim ‘booty shorts’ every minute since she launched her latest collection online.
Tara Jane was just 21 years old when she used $10,000 she had saved for a trip to Europe to instead launch TJ Swim from the laundry of her parents’ Sydney home in 2015.
Seven years later, her multimillion-dollar brand – which specialises in premium quality Brazilian cut bikinis that last for more than one summer – has a global following that includes A-list celebrities such as Kylie Jenner, Chrissy Teigen and Rosie Huntington-Whiteley.
Her latest collection is a mixture of swim and summer-appropriate outfits, and after the launch day yesterday is proving to be one of their biggest sales days to date.
Her latest collection is a mixture of swim and summer-appropriate outfits, and after the launch day yesterday is proving to be one of their biggest sales days to date
‘We had a huge influx of traffic and sales. It has been our biggest launch to date. We saw the booty shorts in particular sell every minute,’ she said
‘We had a huge influx of traffic and sales. It has been our biggest launch to date. We saw the booty shorts in particular sell every minute,’ she said.
‘The Sage green has been a favourite and the weather in Sydney is proving to work in getting people thinking about swimwear.’
The swim shorts are crafted in Amni Soul Eco biodegradable and eco-friendly fabric, are full coverage and have a soft, supportive waistband.
The company wanted to add summer accessories and apparel to wear with and complement the swim and noticed customers would style their swim with denim or linen shorts.
‘But we wanted to create something more flattering that could be worn both in and out of the water. Inspired by the 1920s fitted swim shorts, we created our Jade swim shorts,’ Tara said
The brand has certainly made waves in both the fashion and eco space since launching in 2015
‘But we wanted to create something more flattering that could be worn both in and out of the water. Inspired by the 1920s fitted swim shorts, we created our Jade swim shorts,’ Tara said.
‘It’s a great option for those who prefer more coverage. The shorts have been so popular with our influencers, everyone has requested a pair.’
She added: ‘Another favourite seller are the bucket hats which 70 per cent of orders are adding to their cart. Its been an incredible new collection launch’.
The brand has certainly made waves in both the fashion and eco space since launching in 2015.
‘From shipping customer orders from my parent’s laundry at the start to having to move warehouses twice for more space,’ Tara said. ‘We’re expanding exponentially.’
‘Those who have been with us from the very beginning will remember the trend-focused, neon/bright and bold micro bikinis,’ she said.
‘Today we’re creating swimsuits and summer accessories for women worldwide of all body types, our focus is on longevity and sustainability.
In the early days, Tara said she used her natural affinity with social media to promote the business to as wide an audience as possible
Tara said the promotions have been unpaid and organic, as stars like Kardashian are reported to charge six-figure fees for social media endorsements
‘Our swimsuits are timeless, designed to last and will forever remain a classic piece in your wardrobe. We look forward to continuing to create premium swimwear and expanding our product range even further.’
In the early days, Tara said she used her natural affinity with social media to promote the business to as wide an audience as possible.
Demand began to surge when some of the world’s biggest names including Kim Kardashian and Miley Cyrus started wearing the brand on Instagram.
Tara said the promotions have been unpaid and organic, as stars like Kardashian are reported to charge six-figure fees for social media endorsements.
She said she still pinches herself every time she sees a star wearing the label in an Instagram photo, which almost always prompts a sell-out of her reasonably priced designs.
Tops start from $99.99 with matching bottoms in a range of coverages from $89.99, while one-pieces cost $179.99.
Tara said her brand stands out in an increasingly saturated market because of its commitment to quality, sustainability and promoting body confidence for women of all shapes and sizes.
***
Read more at DailyMail.co.uk