This International Women's Day, Meet Lily, the founder and designer of Azure Fashion London who turned her years of frustration with the lack of flattering, supportive, and glamorous swimwear into an award-winning brand!
Like many women, she was frustrated by the lack of swimwear that combined style AND support. The options were either ultra-skimpy bikinis that offered no coverage or support or frumpy designs that lacked glamour. Seeing a gap in the market, she used her time in lockdown to turn her creativity into action—bringing her vision of sexy, but supportive and sophisticated swimwear to life! A combination that every woman could do with in her life.
What started in her bedroom is now recognised in the retail industry as a leader in the next wave of inclusive swimwear, with her Lace Me Up Swimsuit winning “Best New Product” at the UK’s biggest retail show, Spring Fair’s 75 Years of Excellence Awards! Proof that when you believe in your vision, anything is possible!
Lily (right) receiving her award for "Best New Product" At Spring Fairs 75 Years Of Excellence Awards, for her best selling 'Lace Me Up Swimsuit'.
Join us in our Q&A with Lily, where we find out her highs and lows so far as a business owner, what she likes to do in her spare time, and what keeps her going!
Q: What inspired you to start Azure Fashion London?
A: Through my own difficulties of finding swimwear that flattered my body, I noticed a gap in the market for swimwear that was both flattering and glamorous, but also sophisticated and didn’t show too much off! As I spoke to other women I realised this was an issue that needed resolving! Either we could get hold off itsy bitsy bikinis, or frumpy designs and there was nothing in between.
Q: What’s your favorite part about running your own business?
A: Without a doubt, it’s seeing women transform when they put on a piece of Azure Fashion London. You can see you their faces literally light up, and a wave of confidence come through. It is the best feeling being able to empower women through my designs.
Q: What challenges have you faced, and how did you overcome them?
A: Oh as a new businesses owner I’ve made so many mistakes already haha! But I do just look at them as learning curves so I know what not to do next time. As a young, female business owner I have been exploited and scammed a number of times within a very short time of running a business. Once with a factory who delivered faulty goods that wouldn’t refund me, and most recently a ‘magazine’ that promised me features, covers, walking Miami Swim Week, a press room with buyers, you name it, and did not deliver. These have taught me to always do my research, and if you have a bad gut feeling to follow it… I’ve also developed thick skin from these experiences and am still learning not to let my impulses win and jump at every ‘opportunity’ and to pick them wisely.
Q: When you’re not working, what do you love to do?
A: To be honest, my work is my hobby. I love what I do, and I don’t necessarily see it as working. However if it’s not Azure I like to keep creative and so I will do some Art, or I’ll see friends and family, go for nice food and cocktails or most recently I’ve been getting back into my fitness to help with my mental wellbeing and overall health!
Q: What’s your biggest achievement so far?
A: As a new brand in the market I have found it difficult to reach my audience organically. I haven’t invested any money into advertising yet, but that being said it hasn’t stopped us from making our mark. I’m super proud of our partnership with John Lewis doing pop ups in their stores last summer. And most recently winning Spring Fair’s (The UKs biggest retail/trade show) “Best New Product” in Clothing & Footwear. This recognition solidifies Azure as a leader in the next wave of inclusive swimwear and I couldn’t be prouder.
Q: What’s one thing that guides you to keep going?
A: My passion to make a difference to society and promote body positivity in a day and age where we constantly compare ourselves to others on social media is what motivates me mainly. The more women I help to feel confident in swimwear the more I want to keep going!
If you have any more questions for Lily about Azure, feel free to leave a comment on this blog post and she will do her best to answer!