I know a lot of you wonder what it’s really like to start your own swimwear brand from scratch. I’m happy to be able to share an interview with Celeidy from House of Leidy, a swimwear brand that launched in April 2020. Celeidy has kindly shared her experience of starting a swimwear business, her company values and some stunning photography too. Make sure you check out the range on the House of Leidy website, here or follow along on Instagram here.
How would you describe your brand?
House of Leidy is a contemporary, playful, unique, young and trendy brand for petite ladies from 4”10 to 5”7. We focus on casual style for the petite woman that is always on the go but with especial touch of style.
How do you differentiate yourself from other brands?
We are not a fast fashion brand. Our main focus is to bring the essential pieces to our community. Yes, we will bring a trend here and there but is not the priority. Our brand is for petites with a casual style, who does not like to invest in clothes that they can only wear once. Is important to us to give the petite community the experience of having a store where they can find the pieces and sizes that other brands do not provide. Like regular sizes, we petite women come in different shapes and sizes. We follow 3 elements requested for our clients: sizes alternatives, quality and budget friendly. And that’s what makes House of Leidy unique and different from the rest.
Yes, there are other petites brands in the industry but often we found they are not accurate when it comes to sizes and in top of that prices are a little over the top. Also there are brands that are cheap but the quality is not good and for that reason we created an in-between for the petites who wants to express their self through fashion.
What was your background prior to launching in the fashion industry?
I come from a long line of seamstress in my family and I did my own fashion designs (drawings) when I was in my senior year of high school back in 2003 with a little help of trazabel silhouette because my drawing skills are not perfect. In addition to that I was a model from 19 to 25 years old mostly swimwear and lingerie, that was the closest I got to the fashion industry. I was also a fashion stylist for family and friends; they always called me to see how they could combine styles or pieces and what pieces they should buy. In addition to that, I obtained my bachelor degree in 2012 in Business Communication from the Pontifical Catholic University of Puerto Rico Campus of Mayaguez.
What made you want to start a swimwear brand?
First of all I have always been a fashion lover. And one of the reasons that made me start my brand was the lack of work in this field in Puerto Rico. As I mentioned I had my designs created since high school and I always wanted to make them but I didn’t know where to start. Puerto Rico is full of boutiques in every square mile, the mall is full of shops for women and I did not want my brand to be more of the same or similar to any other. It was and is important to me that it was something unique and different. So in the beginning since I live in a very tropical place it makes sense to me to start with a swimwear brand but that quickly change. It is ironic because I had the answer in front of me but it wasn't until I started listening to other woman that I realized that I had to focus in the petite market. That is why instead of creating a line of swimsuits; I changed and focused on a line for petites. Because when you sent me to do the survey, the answers I received were the same from everyone. When I saw the answers I said wow I feel the same way too and I know the struggle first-hand of finding clothes that fit well, long last and to be able to afford it. That’s how House of Leidy was born and built.
Now since the brand is based in Puerto Rico and over here we have summer all year long that’s why I started with a summer collection introducing swimsuits for petites. Of course later on we are going to expand to other pieces like pants and other things.
What was the inspiration behind the collection?
I always knew it needed to be a tropical collection but it wasn’t the plan to make it about Puerto Rico specifically. My plan was to make the collection based on all the little islands that exist in the Caribbean because they all have the same climate, the same exotic colors and etc ...
But the more I looked for fabrics to create the collection the more I was inspired by something related to the west area of the island where I live here in Puerto Rico and that's how the pieces came to life. When people think of Puerto Rico immediately think of Old San Juan, but Puerto Rico is more than that and has a western area rich in culture and natural beauty that must be seen like the rest of the island. For example the piece Mar is inspired by Combate Beach (means Combat) in Cabo Rojo, Puerto Rico. I can be sure that many people are unaware of it worldwide, as well as the Piña Colada being original from Puerto Rico as well. When it comes to the names of the pieces I choose the first word that came to my mind when I see the fabric.
What I want the petite gals to take from this collection is a piece of the Caribbean with them.
How long did the launch take from initial concept through to launching the website with products for sale?
It took me a year and 3 months.
What have been your main challenges when starting a new brand?
Getting people to trust you, to start the conversation and keeping going, getting them to know you and marketing.
And what’s been the highlight?
The feedback I receive from followers. They are very specific and I love it, especially telling me what they want to see from the brand. The ladies have been very vocal they want summer dresses.
Your branding has been really strong and on point right from the start. Would you say that you’ve put as much time into the marketing, as you have the product itself?
Thanks you so much. Yes, it was really important that everything was and look cohesive because I want the customers to receive what they see. From the execution of the piece to the photo shoot I put the same amount of time and dedication because everything needs to go hand on hand to look the absolute best. I’m very picky so I take extra time for all the little details and the final product.
You value positivity and diversity and therefore don’t retouch your images. Is this something that you’d like to see more of in the fashion industry?
Definitely, I think is something that needed to happen a long time ago but I’m glad we are getting there now. Every woman deserves to feel represented with a healthy mind-set, we all came in different shapes and shades and we need to see more of that. It is important to me as a brand that they see that being imperfect is something that makes you unique and special. Gorgeous in every way.
I was very grateful when you signed up for my course! Why did you feel it was important to get extra help before launching?
I’m very grateful that I found you. Your course taught me things I didn’t know exist or that I needed to know. It was really important because when you go to business school everything is so generic but your course was focus on fashion and that’s what I needed to create my brand. I have the idea but I didn’t know where to start or what to do next. That’s why I needed the extra help to make the brand happen. I wanted to learn how to start from scratch, what considerations should I take, what were the most important aspects, what should I focus on. I wanted to be guided by someone who knew first-hand how this industry worked. Gladly I found your course and it changes my life for the better. I’m forever grateful to you Vicki.
What’s the biggest piece of advice you’d give other startups wanting to launch a brand?
To search, learn, ask and listen. To have a clear imagine of what they really want to create. To have a list goals because without them you are working in the dark with not light. To follow their hearts and never lose hope. It takes time and is not simple or easy but if they are consistent and keep putting their brand out there eventually get positive results.
What are your future plans for the brand?
We want to keep bring it awareness of House of Leidy so petite girls now we exist, we want to keep expanding our sizes range, keep bringing the quality/price that our customers want, keep expanding our offer, launching our fall collection, we want to support a cause that align with our brand, a pop up shop and maybe (I said maybe cause it takes time) in 5 years open our first physical store.
Thank you so much to Celeidy for taking part in this interview, I really appreciate it and I’m so excited to see what’s next for the brand…..I’m eagerly following along. If you haven’t already, make sure you take a look at House of Leidy on their website here, or on their Instagram here.
If this post has inspired you to create your own fashion brand, you can check out my free masterclass on launching your own swimwear brand, by clicking here.
Pickleball outfit inspiration……