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Brazil’s New London Pop-Up
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Berluti Opens to Big-Time Business in London
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Burgeoning Business for Full Cup Swimwear Designer Aerin Rose
July 24th, 2006 @ 11:25 AM
As a huge heat wave has America in its fiery grip, what better time to talk about swimwear than right now? For designer Aerin Kwait of Aerin Rose Swimwear, every day of the year is about creating swimsuits that fit a special figure type - that of women blessed (or cursed?) with very full bustlines. Women just like her, in fact.
"I had always had this idea I was going to do a line of swimwear for fuller busted women, because I had terrible problems finding bathing suits that supported me on top, similar to a bra, but that still looked like a bathing suit and didn't have granny bottoms!" Kwait explained in a recent phone call.
Remembering her start back in 1999, the 33-year-old designer and businesswoman reminds us that just those few years ago, things in the swimwear market were very different.
"Back then suits were all sold as sets, there were hardly any separates at all and nothing was bra sized. So a decent suit was really, really difficult to find. If it was bra-sized to fit large breasts, it was either a really matronly print or one of those ridiculous palm tree Hawaiian prints. You couldn't find anything that was made of a stylish contemporary-looking fabric. So I decided I was going to start doing this swimwear business on the side. I was a TV producer at the time."
Cut to today, and Aerin Rose Swimwear is a burgeoning company sold in over fifty swimwear specialty shops, as well as direct to consumers at www.aerinrose.com.
"We have four prints and six solids," she elaborated proudly. "Each one is sold in a variety of different top and bottom styles, and sold as separates. The average top and bottom combined would be around $110. And we are adding more prints for next year. It will be about eight prints then."
The key to the special fit of an Aerin Rose swimsuit is in the construction of the top, of course.
"Every single suit I make has an underwire in it, we use a 'floating bra' construction with underwire. Basically you are getting a bra built separately within your suit," Kwait explained.
With brights and darks, patterns and solids, more coverage or less, full-breasted women can choose the Aerin Rose look that works best with their particular body types. And with so much positive feedback and burgeoning sales, Kwiat (who long ago left her previous career behind to focus on her swimwear company) has big plans for her New York-based firm.
"We are merging with a cover up company called Jordan Taylor. The problem is that we are growing and I don't have enough staff to fill each department," she revealed. "And we are doing a plus-size line for next year because the fuller-bust size naturally lends itself into the fuller sizes all over. Our sizes now are women's small, medium, large, and extra large, so we will make a separate line, an actual plus line."
Filling the stylish swimwear needs of every large-breasted woman in America is Aerin Rose's ultimate goal, and it seems the company is making quite a good start, one overflowing top at a time.