Feel Good Half Naked

I just got back from the Miami Swim Show held each year at this time in South Beach. There were five of us from Swimco in attendance – three Buyers, our Sales Manager, and me. This annual show is our only opportunity to see all of the major swim lines at once for the coming year. There are hundreds of product lines and thousands of swimwear Buyers from around the world!

For four days we walk the floor, see presentations, write copious notes, and take hundreds of photos so we can remember all of the product we’ve seen. It’s a lot to absorb in a short time! By the end of the four days we feel pretty much “done in”. The challenge is to stay sharp the entire time so nothing is missed. Our business for the upcoming year is greatly affected by the impressions and decisions made at this show.

Despite the fact that our schedule is hectic, I always enjoy the Miami Swim Show. It’s exciting to see new styles and brands, meet new people in the industry, and visit with our supplier friends. We even managed to fit in a visit to the world-renowned Mr. Chow restaurant in South Beach’s new W Hotel.  The green prawns were actually green and very delicious! We also stumbled upon a live performance by the band Neon Trees and later caught glimpses of ourselves in their YouTube video.

Pictured above is part of our Swimco team with our Australian and Canadian friends from Seafolly. In my next blog, I’ll give you a sneak peak of some of the hottest 2011 swimwear trends that made waves at the Miami Swim Show!

Hope you are enjoying your summer.

Before leaving for my holiday, our footwear Buyer, Stacy, insisted that I try on a new style of Roxy sandals that we just got in. They’re called the Chakara Sandal. When you slip them on, you instantly understand the name. I can only describe the feeling as having a thick yoga mat under your feet. Heavenly!

So yes, I got a pair (thank you Stacy), and my feet have been blissful ever since.  As for the little padded “Squeeze Me” disk that comes with every pair, well, I’m sure that will come in handy somehow!

Namaste,

Yup, I’m at the beach! Well at the dock, actually. But the important thing is that I’m beside the water with my swimsuit, sunscreen and hat on, refreshment in hand. It is officially summertime. Yay!

My tasks for the day were to go for a long walk with a girlfriend, followed by coffee on the patio, inspection of my flower pots, organizing drinks with neighbours at 5 pm, blogging and playing Scrabble on my new iPad, and finishing up with a long reading session.

What to read first? My Women’s Health magazine with an article titled “Beach Ready in Just 4 Weeks” (oops, too late for that!), a business book, or my new “thriller”, The Charlemagne Pursuit by Steve Berry. I think I’ll go for the thrill.

Wish you were here.

Enjoying the good life (in my favorite Seafolly swimsuit),

Every year at this time, fashion magazines publish articles promising to reveal “The perfect Swimsuit for your shape!” or “A swimsuit that takes off 10 lbs!” Invariably, I am disappointed with the article. The advice is often incorrect, and I find myself hoping that the readers are not taking these solutions as fact.

I realize that the editors are doing their best, but they don’t live and breathe swimwear 365 days of the year like we do at Swimco. They are on tight deadlines and have to rely on advice from multiple sources. They are often besieged by press-seeking swimwear manufacturers who in many cases suggest styles that are either not matched to the model’s body type or are frankly, just plain bad.

In the latest issue of O Magazine, their Creative Director (Adam Glassman) offers swimwear suggestions for different body shapes. Although the premise for the article was good, I questioned the suits that were presented as flattering to women’s figures. I can honestly say that four of the six suits shown as solutions would be difficult for us to sell (even on clearance)!

The capper for me was “Adam’s 10 Swimsuit Commandments” in which his # 1 commandment was “THOU SHALT NOT BUY A TANKINI”. Them’s fightin’ words to me, as I am Miss Tankini. Adam (a guy) tells me (a woman) that I “won’t get real belly coverage and the top hits at a bad spot”. Adam is obviously unaware that the old “meet ‘n’ greet” style of tankini was replaced three years ago! The new longer tankinis are often gathered on the side to offer adjustable length (hip length or longer) and to provide flattering shirring across the tummy. Believe you me, my tummy is covered!

So reader beware! Just because a “fashion expert” writes something doesn’t make it gospel. Better to go in and talk to a swimwear Fit Expert who fits women of all body types everyday.  Here are a few tried and true suggestions from our Fit Experts at Swimco: http://www.theprovince.com/life/Suit+yourself+summer/3163145/story.html

* My apologies to Adam for disagreeing with some of his advice. I did agree with two of his style choices and five of his swimsuit commandments. It goes to show that fashion is a matter of personal taste. Choose the swimsuit that makes you look and feel your best. In my experience, it probably won’t be the one the fashion editor suggests in that article you’re reading!

This week we launched our new “swimwear shopping made easy” ad campaign, including a new radio commercial. Writing radio ads for a product that is as visual and personal as swimwear can be challenging. Recently we have taken a more humorous approach (because if you can’t laugh you might cry!).

We debated amongst ourselves, our families and our friends as to whether we could poke fun at ourselves as women and if so, do we dare use the term “muffin top”?

So I ask you….what do you think? Can we laugh together about our body issues and our phobias or would you prefer not to?  You can listen to our new radio ad by clicking this link: New Radio Ad

How are you feeling this week?

As I adjust my “muffin top” I look forward to hearing from you…

To me, a beach bag is like the LBD (Little Black Dress).  Once you find the perfect one, you feel great wearing it all the time and keep it in your wardrobe for years.  I have to admit that in terms of beach bags, I haven’t found “the one”. I have many in my collection, but something is invariably missing that would make it my perfect beach bag.

I find myself tossing towels, books, sunscreen, money, room keys, sunglasses, and whatever items my family wants me to carry for them, into one big heap in my beach bag.  As a result, retrieving my lip gloss becomes a “needle in the haystack” challenge, and my wet towel after a day at the beach puts a “damper” on everything else in the bag!

What I really want is a beach bag with different compartments to keep me organized, and a waterproof section for a wet swimsuit or towel. I want it to double as a carry-on bag, and look fashionable with my beachwear and summer outfits.  I want it to close up securely on top so my belongings stay put.

Too much to ask for? I don’t think so! I’m determined to find or design the perfect beach bag, and I would love your help. Are there any amateur designers out there who’d like to offer their creativity? Anyone like to add to the list of attributes of the perfect bag? Do you have a beach bag that you love? I want to hear from you!

Please send me your pictures and ideas, and let’s create the perfect beach bag together.  Maybe we’ll even name the bag after you!  “The Jessica Bag”, or “The Amy Bag”, or whatever the name of our yet-to-be-discovered bag designer might be.

Looking forward to hearing from all you beach bag aficionados!

35 years ago today, Swimco was officially incorporated as a company by my mother, Corinne Forseth (in the above photo with me). She started the business because of the lack of availability of little black and gold striped suits for me and my brothers when we joined the South Y Barracudas swim team. For years, she acted as our team’s Equipment Manager and then, with some prompting, began a mail-order business in our basement, catering to swim clubs across the country.

The business gradually grew through word of mouth and eventually the office was moved out of our home to Phillips Park in Calgary. I joined my Mom in the business upon graduating from University, and eventually so did my husband Dave and my brother Steve. Retail stores were opened in Calgary and Vancouver, and Victoria, Kelowna and Red Deer followed.

Mom was an entrepreneurial woman who built the business by befriending her customers. We still hear stories from customers about buying a swimsuit in our basement! I remember opening our first retail location on Kensington Road in Calgary. Our staff list was short, but most were friends and are still in contact with us. My best friend Patti still works with us after 27 years, and several of Mom’s first customers and staff recently attended my brother’s wedding.

Our business grew along with our families; staff and otherwise. We had children (who often came to work with us when they were little) and we now remember many Swimco events by how old the kids were at that time. I remember my whole family working through the night to set up our first Vancouver location when I was pregnant with my son Brett, who is now almost 22 years old! My office was a nursery for many months, complete with toys and a mat on the floor for him to sleep on.

And now on Thursday May 13, our 35^th Anniversary, we are opening our newest location in Coquitlam Centre, in Coquitlam B.C. The “family” is growing again!

Swimco has been an integral part of our family for most of our lives. We are so excited to share our celebration with you; our customers, our friends. Here are some fun things happening this week in celebration of our Anniversary:

• If you happen to be turning 35 on May 13, bring valid photo ID into any Swimco store and receive a free swimsuit of your choice, as our birthday gift to you!
• Enter to win a $350 Swimco shopping spree by filling out a ballot in-store. The contest runs from May 10-16^th, with one winner selected from each store.
• Do you have a Swimco story from the early years? We’d love to hear from you. Email your story to us at storycontest@swimco.com by May 16, as we will be awarding a $100 Swimco gift card for the best story. It’ll be fun to reminisce!

Please join us in celebrating Swimco’s 35^th Anniversary. I look forward to hearing from you!

Hola! Buenos Dias amigos. Although not exactly fluent in Spanish, I did pick up a few things in Mexico while on our family vacation last week. Not only some key phrases (margarita por favor, gracias, banyo?) but also some tips to pass on to fellow travelers:

Vacation Tip #1

Do a pre-vacation spray tan! After a quick 20-minute session the day before our departure, I felt ready for the beach. Suddenly my legs looked like they belonged in shorts, and being half naked in public was far less painful with my beautifully-bronzed complexion. Most importantly, I didn’t have to subject my skin to harmful sunrays in order to get some color. I did way too much of that in my younger years!

Vacation Tip # 2

Swimsuit cover-ups are essential and of great value. On numerous times I found myself in a grocery store wearing simply my swimsuit and a cover-up. I love cover-ups because they make me feel stylish and less exposed while going from the beach, to the hotel, to the store, and out for lunch – all the while protecting my skin from the sun!

Vacation Tip #3

Sundresses are the best in après beachwear. They’re comfortable, cool, forgiving, and fashionable. Dress them up with strappy sandals and jewelry, or dress them down with a pair of flip-flops. Have you checked out the “8-Way Dress” video on Swimco’s website? It’s the most versatile vacation wardrobe piece you’ll ever own!

Other Things To Pack…

• Several swimsuit styles so that you can vary strap tan-lines and coverage.
• Comfy sandals that you can dress up or dress down depending on the time of day.
• Big beach bag to hold towels, books, lotions, games, drinks, hat, etc.
• Lots and lots of sunscreen.
• Rashguards to wear in the water. Swimco carries a surf tee that looks like a t-shirt but has SPF 50+ sun protection. A must for kids in the sun, snorkelers, and surfers.
• Bug spray, “after bite” lotion, and antiseptic for minor scratches and cuts.

It can take a lot of planning to make sure you are well-equipped for your holiday, but it’s worth it to be prepared. There were things I wished I had brought, such as a 2-piece (I can’t believe I just said that – I’m a tankini girl!) and another sundress.  Oh well, lesson learned for next time.

I had a tremendous holiday in Los Cabos with my husband, two sons, my brother Steve and his wife Nicole. To me there’s nothing more special, nor more memorable than a family vacation. It’s worth all the planning and preparation!

And now I’m headed to the gym to start working off those margaritas and nachos. Adios for now!

My husband Dave got me hooked on Dancing With The Stars, so every Monday and Tuesday night we spend way too much time sitting in front of the TV. I find myself admiring the amazing outfits on the ladies, but at the same time wondering how on earth anyone can dance in something that skimpy!  Dave commented that the stars on the show wouldn’t normally wear such “barely there” clothing (well, most of them anyway), much less dance in it on TV.  But because of the excellent fit and construction of the clothing, they’re able to dip and spin without anything “popping out”.

Dave’s s comment was an “ah ha” moment for me. I have a vacation coming up, so I knew I had to try on swimsuits, even though it wasn’t going to be easy after watching these tightly-toned stars strut their stuff. After all, I don’t stand a chance stacking up against Pamela Anderson. Yikes.  However, my standards had been raised.  I vowed to find a swimsuit that would make me feel as confident as the dancing divas on “The Stars”.

After passing on the first few swimsuits, I slipped on a pin-dot halter 1-piece by Miraclesuit. I knew instantly that I’d found “the one”.  I have never worn a Miraclesuit, but because they’re supposed to make you “Look 10 Lbs Lighter in 10 Seconds”, and the fact that so many of our customers swear by them, I thought I’d give it a try. To my delight, I actually seemed to look 10 lbs lighter!  The extra Spandex in the Miraclesuit helped to tuck everything neatly into place.  And most importantly, I felt like I could face the public, half naked, with confidence.

Ladies, it’s all about the fit. Once you feel secure that you’re covered up in a flattering manner and certain body parts will stay in their place, you are ready to dance in front of millions of people. Okay, maybe not millions. But I will feel great on my trip and I will walk the beach with confidence. Thankfully you don’t have to be Pamela Anderson to look good in swimwear, you just have to find “the one”. Hallelujah, it’s a MIRACLE.

‘Til next time,

Last month I attended the annual Enterprising Women Conference held in Miami. I was honored to have been one of the Enterprising Women of the Year Award recipients, selected by Enterprising Women Magazine, a national magazine for female business owners. What a treat to attend the Conference and meet so many talented, entrepreneurial women. Their stories and words of wisdom were truly inspirational.

My new friends ranged from Sandy, who successfully took over her late husband’s business in the male-dominated industry of agriculture, to Leslie, who recently launched her Washington D.C. Scandals and Scuttlebutt self tour app on iPhone. You can download Leslie’s app to learn about juicy scandals that have happened at prominent locations in the U.S. capital!

Everyone I met was intrigued by the fact that I was a Canadian swimwear retailer, and wondered how a business can survive selling swimwear in the snow. I filled them in on how Canadians cope with our long cold winters… by fleeing to the tropics!  Ahh yes, makes sense.

At the Conference, I became known as “The Bag Lady” because each attendee received a Swimco collectable bag. I saw Swimco bags being toted all over the hotel and poolside. It’s a perfect beach bag, and was reported to be “the best gift in the conference goodie bag”!

Pick up a beautiful Shannon Wing collectable beach bag at any Swimco location for just $2, and the proceeds will go to Look Good Feel Better in support of women undergoing chemotherapy.  Enjoy it on your next holiday, or use it every day for work, the gym, or grocery shopping. Thanks to Shannon Wing, the talented Artist who provided the colorful beach image on our bag.