Swim Briefs

Swimwear Just Like Mom

By Jennifer Cermak


As spring rolls into the lands and we joyously see the snow melting away and temperatures reach tolerable levels, it sparks a hint of hope that a summer does in fact exist, and it is on the way. The season also brings swim lessons starting and the rush of children looking for suits.


Lily Sunshine, Jenn’s daughter, in Ondade Mar

There are many options for kids swimwear outside of designer suits, Gap and Janie & Jack both offer quality options to get both boys and girls kids swimwear through the season at under $30 a suit. But if you are a swimwear fanatic, like me, nothing is more fun then to dress your little one up in your favorite designer. My daughter, Lily Sunshine, has 5 suits waiting in a suitcase for our upcoming vacation. She is only 19 months old, but … Read more

By Jennifer Cermak

We hear allot about how hard it is to find swimwear if you are big busted and or plus size, but the true petite customer is actually my hardest to fit. Petite being the complete opposite of my personal curves-for-days (in every direction) body, it has been trial and error in finding out how to flatter smaller proportions. Following up with my inventory buyers this week, we identified a few fits that worked well for our petite customers this season. What we noticed: being petite does not mean that you are ok rocking a junior brand suit, even if it fits.

So what is a petite LADY to do?

Overall Rules for petite:

Say no to boy shorts: they end up making you look even shorter.

Alterations: straps, back clasps, tankini lengths and skirt hems can all be shortened.

Don’t hide your … Read more

By Jennifer Cermak 
The polar vortex took another crack at breaking us Minnesotans in February – 17 days of school canceled and a new record breaking low of -37 in International Falls. Negative 37!! It is amazing I thawed out, and lucky me I did as the great escape is finally upon us. Spring Break is just 2 weeks away, with over 1,000 customers planned to come through my doors in the next two weeks – I am gearing up to help all those lovely ladies, and their daughters.

Spring break tends to be for the high-school age girls here in the frozen tundra. And us Mom’s use their break as an excuse to escape to Florida, Arizona, Hawaii or Mexico. It is a fun time at the store when the younger customer ventures in – looking for something different than Target, Pac Sun and … Read more

A Hint of Lingerie in Swimwear

by Jennifer Cermak
Lace has been a part of swimwear textiles for quite some time, thanks to the importance the design element holds in lingerie. The technologies to keep lace fade and stretch resistant when submerged in chlorine and hard minerals like salt have come a long way the last few years, moving the detail from only designer suits to include the contemporary collections. The trend is even bigger for 2014.

Beach Bunny set the stage when they introduced (years ago…) their “Lady Lace” bikini – a tiny little triangle and hipster, edged in lace. This suit in offered in multiple colors and prints each year; for 2014 it is paired with sequins! The lace waistband is “non-pinch” and oh so flattering, if you had the body to wear so little!


Paradizia Swimwear brings Arabian Nights in a monokini – a style still widely popular … Read more

By Jennifer Cermak

With record lows hitting the states in the path of the polar vortex, travel agents are reporting a boost in sales and last-minute vacations. Many of these clients already have a week planned in March or April, but they are calling their local agents saying “Get me the heck out of here” and book a last-minute vacation in addition to their later booked plans. And while my frozen city of Minneapolis is going after a record year of sub-zero temps (it’s -9 right now!), the citizens here are also plotting their escape, and shopping for swimwear.

We get a little jealous selling swimwear to hundreds of ladies lucky enough to break out of the freezer, since they have a reason to wear all the fabulous styles we have in store! It is a fun customer – this spur of the moment vacationer… Read more

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