“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 vogue, just lately created a brand new function for herself – feminine founding father of a swimwear line that promotes physique positivity, protects ladies’s pores and skin, and offers again in an enormous method.
Earlier than launching her swimwear line, which is constituted of recycled fishing nets and could be worn from road 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 crew.
However life threw O’Brien a curve ball and wow did she hit it out of the park.
From Most cancers Survivor to Lady Boss
O’Brien is a real “waterwoman,” captivated with water sports activities and happiest when on the seaside. Nonetheless, as she continues to struggle an eight-year battle with leukemia, she’s been advised to keep away from the solar. She needed 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 earnings.
As her model grows in recognition (Katie Couric just lately featured O’Brien’s merchandise as a part of her Howdy Summer season Giveaway), there’s a lot to be realized from a lawyer turned most cancers survivor turned vogue founder. Right here’s what she realized:
Outline your mission. Pulling from her life experiences, O’Brien needed her model to deal with sustainability, physique positivity, wholesome existence and assist defend the oceans and struggle most cancers. Her model espouses these values constantly in its merchandise and messaging. In truth, all firm earnings are donated to charities that assist our oceans (so becoming as we have a good time World Oceans Day right this moment!) and struggle most cancers. Establishing and constantly 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 good friend – who had misplaced her baggage – rode waves in her Lululemon leggings and tank prime. Whereas not a super cloth or match for physique browsing, her good friend 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 an extended 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. Nonetheless, none offered a extremely curated choice, a singular focus or her most well-liked aesthetic. She noticed an incredible alternative. Discover that good 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. “Prospects can swim in them after which take a 20-mile bike trip and by no means have to alter,” explains vogue trade 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 important.
Align your self with consultants. You could not know all of it, so it’s essential that you realize who does. Set up relationships with consultants in your trade and leverage their data and connections. Whereas struggling to evolve her enterprise in the course of 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 her work with Style For The Entrance Traces – that have been clamoring for enterprise and who may present small manufacturing runs even in the course of 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 knowledgeable 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, maintain asking your self – what did you be taught right this moment?”
“I ordered the swim costume and I felt protected, comfy, engaging…I felt FREE,” wrote one Line In The Sand buyer, additionally a most cancers survivor. One other buyer says the clothes is strictly what she must reside by her spiritual requirements but be comfy. Evaluations like these make O’Brien’s coronary heart swell. Her arduous work is making an actual distinction – empowering ladies and the planet.