Tell us a bit about your design background and career path. What drew you to the swimwear market?
I graduated from the University of Massachusetts in 2012 with a dual degree in Legal Studies and Sociology. Needless to say I had no design background or design training. During my junior year in college I did a domestic exchange in Miami, Florida and fell in love with the city, especially with the weather and pristine beaches. I decided to move to Miami and worked my first year as an auditor for a pharmaceutical company. During my year with the company I realized I wanted to be my own boss and desired to start my own company. In February of 2013 I launched my online swimwear boutique Fierce Simplicity, specializing in women’s designer swimwear. Swimwear was a natural choice living in Sunny south Florida, where I ventured to the beach every weekend. With rapid growth I realized I had a knack for curating retro swimsuits, sexy bikinis, and unique cut out Monokinis from luxury designers such as Pily Q and Maaji and discovering small lesser-known brands with excellent designs.
As the year progressed and I learned my customers’ taste I began sketching my own designs. In March of 2014 I traveled to Colombia to meet with swimwear manufacturers to bring my sketches to life.
Describe your swimwear; why is it different and who is your target market?
Fierce Simplicity Swimwear is luxurious, edgy, sexy, classy, and sporty. With a vast collection of sexy bikinis, athletic crop top bikinis, classic one piece color block swimsuits, unique silhouettes, and retro high waist bikinis this collection has bathing suits for every type of woman.
Fierce Simplicity is an international lifestyle brand for influential women making a difference. The typical customer is a dreamer, a barefoot traveler, and an impact maker who not only enjoys the simple luxuries like relaxing on the beach, but also is a woman that wants to be heard and not just seen.
Fierce Simplicity is dedicated to providing luxury swimwear designed with both fashionably bold and adventurous women in mind. We design not only to ensure outstanding quality but also to enliven our customer’s confidence with exceptional, well fitting swimsuits.
With a commitment to helping all women realize their true potential, Fierce Simplicity has launched Live Fierce, a charitable organization providing a vessel for women to make an impact in society. By creating programs that encourage confidence, creative self-expression, and innovation ensuring the development of women today, for a better community of tomorrow.
What are some of the ways you’ve been successful in marketing your brand?
With a grass roots approach to marketing via social media I have been very successful in marketing my company. In less than two years Fierce Simplicity has amassed a strong loyal following of over 100,000 trendsetting fashionistas. Our Instagram @fiercesimplicity has 48,000+ followers alone. Through social media marketing Fierce Simplicity has become an internationally recognized brand with sales in over 35 countries, and has been featured in various magazines such as Sports Illustrated, Ellements Magazine, Arsenic Magazine and Creativ Magazine.
With the use of Facebook, Pinterest, and Instagram we have been able to connect with our customers directly, gaging their taste, current trends, and getting direct feedback for what they are looking for in swimwear. We found that the swimwear market lacks swimsuits for women with large DD cups and bigger chests along with flattering plus size swimsuits. By connecting to our customers directly we have been able to fulfill this void in the swimwear market to bring our customers figure flattering swimsuits for all body types. As Fierce Simplicity continues to grow I make sure my brand is always in tune with my customer’s needs directly by focusing on direct feedback.
How does the brand plan to evolve and grow in the near future?
Our next step is to begin selling the Fierce Simplicity label in national boutique retail locations and expanding the company label. We are currently working on expanding our resort wear collection as well with a strong focus on Bohemian lace cover-ups, crochet maxi dresses, and unique beach accessories like barefoot sandals and belly chains. I am also working on a nail polish collection to expand the business into cosmetics. Nail polish and bikinis go hand in hand.
If you could leave our readers with one last piece of business advice, what would it be?
My advice is to never stop learning and to never be afraid to explore your ideas. The outcome of teaching yourself the rules of a new trade in order to make your ideas a reality are limitless and can lead to amazing results you never knew you were capable of achieving.