Cover (Photo: Blackbough Swim)

A passion for swimwear has led Jemina Ty to found a bikini empire beloved by the likes of Vanessa Hudgens, Kendall Jenner, and Elsa Hosk

What does it take for a brand to go international? Does the answer lie in fancy diplomas, in hefty marketing budgets, or in years of experience?

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For Jemina Ty, it seems the only thing she needed to get started was passion. The first thing she said to me was, "I genuinely love bikinis"—and indeed the young twentysomething always seems to be wearing one. Her business, Blackbough Swim, is simply a physical manifestation of that. A quick Instagram search will wow those who aren't following the brand yet; with over seven hundred thousand followers, Blackbough Swim is nearing cult status—though perhaps your favourite celebrities, donned in Blackbough Swim, have already cemented that position in your mind.

 

 

 

Tatler Asia
Above (Photo: Blackbough Swim)

"I bought a one-piece [from an Australian swimwear brand] when I was in college with the allowance I had saved," Ty, Blackbough Swim's founder, reminisces. "I was so excited to wear it to the beach, because [they] were known to make unique prints, and have great quality. When the suit finally arrived, I was genuinely so disappointed. Maybe it was the style, but on me, the suit was see-through, ill-fitting, and flimsy. I felt like I had wasted my money, and I knew I could make something better." 

And she did! Without knowing it, Ty laid the foundations for Blackbough Swim (named after her favourite colour) in her own bedroom. Creating small batches of bikinis of her own design, Ty's pieces soon became a hit. Packages began flowing out from her bedroom and into her living room, dining room, and kitchen. "Starting a business takes a lot of hard work, time, and grit," she admits. "From being my own web designer, logistics team, graphic designer, social media manager, marketing director and photographer, to being able to hire people and focus on what I love doing, which is design and creative direction, I’m incredibly proud of how Blackbough started and where Blackbough is now."

Like many young female entrepreneurs, Ty has had to master the art of balance. But her success snowballed at a rate faster than she foresaw, and Ty soon found she had to take a risk. "When Blackbough started gaining more and more traction, I decided to leave school to pursue it further, and from that point there was no turning back," she shares. "Leaving school isn’t for everyone, but I couldn’t be happier with where we are now because of the time and effort I put into the business."

And indeed, Blackbough's cult following only proves that Ty (like most successful C-suites) made the right kind of calculated risk for her business. Her designs have been worn by Vanessa Hudgens and Kendall Jenner, and have been acknowledged by Forbes and Elle as among the best swimwear brands. "All placements I’ve gotten from big celebrities and influencers are organic," Ty says. "Seeing them in my brand is when I know my products speak for themselves. It wasn’t just hype, money, or 'Instagram magic'."

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At the bottom of it all—beyond the whimsical designs, beautiful models, and glamour of a beach holiday with Blackbough Swim—is a suit that is simple and straightforward. In her words, Ty admits that she did not have a lot of background in fashion or design. "I just bought lots and lots of swimsuits and had a good idea of the competitive landscape and what makes a good product," she reveals. And with this grassroots knowledge, she strove to create the "perfect no-nonsense bikini": something, she shares, that one can pick up from one's closet and wear to instantly look good. A suit that fits perfectly and allows one to move with confidence. "No unnecessary gimmicks or overly complicated styles—just well thought of designs and patterns that speak for themselves." Known for their "buttery-soft texture", Blackbough Swim seems to have hit a sweet spot not just for Ty, but for her hundreds of thousands of customers as well—many of whom have been featured on their page (a hallmark practice of Blackbough's friendly marketing towards customers old and new).

Now, Ty leads a team of over 40 and the young founder is only getting started. But this doesn't preclude her from experiencing the anxiety of such a fast-paced business. "There is a possibility that tomorrow, everything crashes down, disappears and the business fails," she mentions. "There’s a reason most small businesses do not last more than 5-10 years. It takes a toll. It’s freaking exhausting. You need to prepare for this and make sure to take care of your mental health." But as Ty now faces the incredible challenge of going head to head in the same space as the brands she previously "fangirled" over, the young entrepreneur reminds herself of everything that helped her get to where she is now. 

First, the mammoth importance of staying true to one's self. Some years ago, Blackbough Swim pivoted itself to cater to an international clientele. Though this alienated a few local buyers, it allowed Ty the space to stay true to her creative vision. "The culture in the Philippines is very conservative and my personal style isn’t!" she laughs. "[But] I wasn’t going to change my personal style to cater to the Philippine market, nor am I able to change Philippine conservative culture."

Ty is also keen on the philosophy of carpe diem. "Opportunities will not always be around! You need to be prepared to catch that flash of lightning," she reminds us.

"In the early days when your resources are limited, it’s important to just choose a handful of things, and do that extremely well," she adds. At the end of the day, she knows that "if it's good, everything else will follow." 

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With an incredible international market share, a dedicated team of young and in-the-know marketers and designers, Blackbough swim seems to already have it all. So what is there left? "Every year gets more exciting than the next, to be honest," Ty shares. "We have new prints, new styles, even menswear (so my business partner can finally match with me!), and several amazing collabs we can’t disclose just yet! I [also] want to feature the vibrant and rich Filipino fashion and culture more through our products, which has admittedly been lacking in the past. I’m [also] currently working with small businesses in the province to produce uniquely Filipino beachwear & accessories." 

In a nutshell, Ty refuses to stay stagnant. With almost bi-weekly drops and constant updates on new products, Blackbough constantly keeps us on our toes. New accessories, new prints, and new bags are just the tip of the iceberg when it comes to this locally grown brand—and who knows, they may even follow up with something completely different. "An NFT?!" Ty teases.

Well, if it's from Blackbough, then we're definitely looking forward to it. 

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