“I used to paddle board by my neighborhood and felt like I used to be on stage in my underwear.”
This was the “aha second” that led Lynne O’Brien to develop her new model, Line In The Sand. O’Brien, a lawyer by coaching with no expertise in trend, not too long ago created a brand new function for herself – feminine founding father of a swimwear line that promotes physique positivity, protects girls’s pores and skin, and offers again in an enormous method.
Earlier than launching her swimwear line, which is comprised of recycled fishing nets and could be worn from avenue to sea, from park to pool and from lunch to lake, O’Brien was an achieved lawyer with levels from Princeton and Georgetown. She sits on three nationwide boards and served on (then) Vice President Biden’s Most cancers Moonshot staff.
However life threw O’Brien a curve ball and wow did she hit it out of the park.
From Most cancers Survivor to Woman Boss
O’Brien is a real “waterwoman,” keen about water sports activities and happiest when on the seaside. Nevertheless, as she continues to combat an eight-year battle with leukemia, she’s been instructed to keep away from the solar. She wished swimwear that was protecting but allowed freedom of motion. She couldn’t discover it, so she boldly determined to make it herself and provides away the income.
As her model grows in reputation (Katie Couric not too long ago featured O’Brien’s merchandise as a part of her Hiya Summer time Giveaway), there’s a lot to be discovered from a lawyer turned most cancers survivor turned trend founder. Right here’s what she discovered:
Outline your mission. Pulling from her life experiences, O’Brien wished her model to give attention to sustainability, physique positivity, wholesome life and assist defend the oceans and combat most cancers. Her model espouses these values persistently in its merchandise and messaging. In actual fact, all firm income are donated to charities that help our oceans (so becoming as we have fun World Oceans Day at this time!) and combat most cancers. Establishing and persistently sharing a model’s mission is a good way to have interaction with prospects, create credibility and set up loyalty.
Be the client. Whereas on trip, O’Brien’s buddy – who had misplaced her baggage – rode waves in her Lululemon leggings and tank prime. Whereas not a great cloth or match for physique browsing, her buddy seemed fashionable and felt extremely comfy. O’Brien realized this was the kind of product she would need to swim in. From that day, Lynn believed wholeheartedly in her new swimwear idea. She knew what her prospects would need as a result of she was her buyer. “After I tried on our first product samples, I took a protracted stroll down the seaside and I assumed – I really feel nice! My thighs weren’t rubbing collectively, I wasn’t carrying a sarong that stored falling down. I’m on the seaside and I’m a badass!”
Vet the market. Satisfied of the necessity, O’Brien got down to decide if merchandise already existed and to gauge the competitors. She discovered a number of manufacturers, resembling Coolibar, IBKUL, Mott50, Lyra Swim and Athleta, that made variations of this class. This validated the demand for such merchandise. Nevertheless, none supplied a extremely curated choice, a singular focus or her most popular aesthetic. She noticed an incredible alternative. Discover that excellent steadiness of demand and alternative.
Don’t simply promote the product, promote the idea. Promoting leggings and tops sounds simple, proper? However what about promoting leggings and shirts as swimwear? Lynne knew early on that she needed to be ready to promote a brand new idea. “Clients can swim in them after which take a 20-mile bike experience and by no means have to alter,” explains trend business guru Kay Unger. When establishing a brand new class or introducing an present product in a brand new method, be ready to outline the necessity and clarify why your product is critical.
Align your self with consultants. You might not know all of it, so it’s necessary that you realize who does. Set up relationships with consultants in your business and leverage their information and connections. Whereas struggling to evolve her enterprise through the pandemic, O’Brien turned to Unger to information her. Unger launched O’Brien to factories in New York Metropolis – whom she had met by way of her work with Style For The Entrance Strains – that had been clamoring for enterprise and who may present small manufacturing runs even through the pandemic.
It’s by no means too late. O’Brien began her model on the age of 57. She has now turn out to be an professional on analytics, hold tags and shoulder types. “Generally I really feel like my head goes to blow up however it’s invigorating. Continue to grow and studying and, as my husband suggests, preserve asking your self – what did you be taught at this time?”
“I ordered the swim costume and I felt protected, comfy, enticing…I felt FREE,” wrote one Line In The Sand buyer, additionally a most cancers survivor. One other buyer says the clothes is precisely what she must reside by her non secular requirements but be comfy. Evaluations like these make O’Brien’s coronary heart swell. Her onerous work is making an actual distinction – empowering girls and the planet.