What a whirlwind of a year 2024 has been! Reflecting on the journey SwimSerene has taken fills me with so much gratitude and excitement for what’s ahead. From launching my dream swimwear brand to building a supportive community, every milestone has been a testament to hard work, creativity, and the incredible people who’ve believed in SwimSerene from day one.
Here’s a look back at everything we got up to in our first year.
The Launch of SwimSerene
SwimSerene officially launched on June 1st, 2024, and with it came our debut collection: Girls in Beige. This collection embraced the timeless, neutral tones that SwimSerene is now known for, featuring luxurious yet minimalist swimwear designed to flatter every body.
Our bestsellers included the Cacao Scoop Neck, Cacao Cheeky Bottoms, and the Scoop Neck Bikini Top and Thong Bikini Bottoms in Taupe. We sold out of various sizes across the range, a milestone I never imagined achieving so soon. I was overwhelmed with joy seeing so many stunning women share photos of themselves wearing their SwimSerene bikinis. Knowing that these pieces made people feel confident and beautiful was the ultimate reward.
Bringing Production Home to the UK
In 2024, I made the significant decision to move production from Bali to the UK. This wasn’t just about logistics; it was about aligning SwimSerene’s values with the local, mindful approach I always envisioned for the brand.
Now, I work closely with an incredible seamstress who handcrafts each SwimSerene piece with care and precision. The move has brought me closer to the production process, ensuring every item meets the highest standards of quality and sustainability.
The Birth of the One-Piece Swimsuit
A defining moment of 2024 was embarking on a mission to create SwimSerene’s first-ever one-piece swimsuit. This journey was deeply personal and collaborative. Freya, a talented friend of mine, handmade the very first sample in her university flat. We spent an entire weekend perfecting the design, crafting each detail by hand, and the result was nothing short of amazing.
What made this swimsuit extra special was that it was designed with input from my community. I leaned on Instagram polls, comments, and messages to create a piece my followers truly wanted. This collaborative approach is one I’ll carry forward into the future. It not only makes our designs more meaningful but also ensures we’re eliminating waste by creating products that people genuinely love and need.
Creative Campaigns and Iconic Photoshoots
2024 was also filled with unforgettable creative moments. One highlight was a dreamy photoshoot in a luxurious spa, where I worked with an amazing team of women to bring SwimSerene’s vision of relaxation, elegance, and self-care to life.
I also had so much fun shooting campaigns with friends, bringing bold and playful ideas to the table. From lounging in bed surrounded by designer bags, eating ice cream, and drinking Prosecco, to standing in Brighton city center during a massive storm holding a sign that read “Put Swimwear on Your Christmas List,” we pushed boundaries and created memories that I’ll cherish forever.
These moments embodied SwimSerene’s brand personality—fun, chic, and unapologetically girly.
Celebrating Community
One of the most fulfilling aspects of 2024 was building a small but mighty SwimSerene community. I’m constantly inspired by the love, support, and feedback from all of you who share this journey with me. Seeing your photos, hearing your stories, and collaborating with you on designs has made this year unforgettable.
Our community-first approach doesn’t just foster connection—it also reinforces SwimSerene’s commitment to sustainability. By listening to your needs and creating designs that truly resonate, we eliminate the waste that comes from producing unsuccessful collections. Together, we’re redefining what mindful fashion looks like.
Bestsellers and Milestones
While our debut Girls in Beige collection stole the spotlight earlier in the year, our newest shade, Midnight, became a fast favorite when it launched. Both the Taupe and Midnight swimsuits have emerged as some of SwimSerene’s bestsellers, a testament to the timeless appeal of neutral tones and elegant designs.
It’s incredible to think about how far we’ve come, from selling out in various sizes to launching pieces that resonate so deeply with our community.
Looking Ahead to 2025
As we wrap up 2024, I’m filled with excitement for what’s to come. Next year, we’ll be launching new collections, designed with the help of our community. I’m eager to continue working closely with you guys, crafting designs that inspire confidence, beauty, and joy in every customer.
This year has been about laying the foundation for SwimSerene—a brand built on sustainability, inclusivity, and timeless style. With so many dreams still ahead, I can’t wait to see what 2025 has in store.
Thank you to everyone who has supported SwimSerene this year, whether by purchasing a piece, sharing kind words, or simply following along on our journey. You’ve made this year everything I hoped for and more.
Here’s to many more milestones together.
Love, Timna x
