Mayers successfully identified a niche in the swimwear market, growing it into a seven-figure venture.

Her journey spanned 11 years and began in Dallas, Texas, within a family immersed in the medical field. Choosing fashion wasn’t an obvious step, yet a high school sewing class ignited a passion. "I ended up really, really loving it," she recounts. Competing in fashion competitions later led her to the Fashion Institute of Design & Merchandising in Los Angeles, where she honed her product development skills.

Upon graduation in 2014, Mayers worked as a designer at BCBG, then switched to Tobi, where she discovered the wholesale side of fashion retail. Her ability to finish tasks promptly meant she often had spare time, prompting her to consider entrepreneurship. "My boss would give me the week's worth of work on a Monday, and I would finish it in a few hours. I'd be so bored," she recalls.

Identifying a Gap in the Market

Mayers launched Slate Swim from her home in November 2015, investing $300 in fabric. She dedicated her lunch breaks to sourcing materials and sewing after work. At just 21, her motivation stemmed from a personal desire for comfortable swimwear, as she found existing options lacking.

Mayers pinpointed a significant void in the swimwear market—most suits were either bulky and mass-produced or ultra-trendy and high-priced. “There wasn’t anything more cool and reserved, and that’s very much my style," she noted. This vision influenced Slate’s design approach, emphasizing clean lines and neutral colors.

From the outset, Slate Swim distinguished itself by utilizing minimal seams and a soft fabric that resembled a second skin. Mayers even experimented with unusual lining fabrics in her early designs. Over the past 11 years, she has observed considerable shifts in the industry. "I think I came in at a really good time when social media really wasn’t being used for brands," she asserts, attributing her rapid growth to that timing.

A Major Leap

Before securing inventory or a manufacturer, Mayers caught the attention of the Agenda Trade Show, which invited her to showcase Slate Swim. Despite originally attending the event as a buyer for Tobi, she pivoted and showcased her brand, creating a significant turning point. "They had no idea," she recollects, reflecting on how her decision surprised her then-employer.

To prepare for the trade show, Mayers produced 30 samples solo in her apartment, cutting and sewing each piece herself. The exhibit proved fruitful, as she landed orders from 22 retailers, including Diane’s Beachwear, validating her vision while simultaneously presenting the challenge of fulfilling the orders without a manufacturer. Luckily, she connected with a production shop in Los Angeles to handle her initial needs.

Mayers eventually transitioned production overseas, forming a relationship with a family-owned manufacturer that offered improved quality and scaling capabilities. This partnership played a central role in Slate’s growth as reliance on local operations diminished. She strategically reinvested her profits into enhancing production and brand marketing instead of overwhelming her nascent venture.

Why She Chose Focus Over Expansion

For over a decade, Slate Swim maintained a strong focus on its core mission. Mayers deliberately sidestepped suggestions to leverage into menswear or resortwear, believing that a specialized brand would bolster its market presence. "I would much rather be successful at one thing than mediocre at many things," she stated.

This focus protected Slate’s identity rooted in minimalist design principles. Early in her journey, Mayers learned the hard way that straying from her aesthetic vision could backfire—she recalled launching a collection that included bright neon colors, which fell flat. "After that, I was like, Okay, never again," she noted. This commitment to her style resonated in her marketing strategy, which relied heavily on organic relationships rather than big advertising campaigns.

Her initial marketing strategy involved collaborations with photographers who would feature Slate’s designs in exchange for credit, establishing a distinct visual identity without hefty costs. The organic growth approach paid off when an influencer's post led to 30 unexpected orders overnight—an astonishing feat for a nascent brand.

Where She Waited Too Long

Reflecting on her business decisions, Mayers admits that one of her biggest missteps was delaying investment in paid advertising. It wasn't until 2021 that she engaged an advertising team, which catalyzed a remarkable 76% growth in their first year. The polished campaigns effectively captured the essence of Slate Swim and resonated with a wider audience.

Her first hire was a unique choice—an advertising team with an engineering background—allowing for a data-driven approach to understand platforms like Meta more effectively. Now, she reflects that embracing paid marketing sooner could have dramatically accelerated her business journey.

This newfound marketing strategy created a ripple effect. Increased orders led to the need for a warehouse or a third-party logistics provider, facilitating larger wholesale deals. As Mayers delegated more tasks, she began expanding her operation beyond a one-woman show.

Bootstrapping a Sellable Business

Slate Swim's straightforward business model—selling swimwear directly to consumers and wholesale partners—allowed for sustainable operations. An impressive 92% of sales came from direct customers, with just 8% from wholesale channels.

What stands out most is Mayers’ ability to scale without ever relying on outside funding. By reinvesting profits prudently, she managed inventory carefully and avoided overextending her offerings. This strategy not only preserved her ownership but also granted her greater flexibility when negotiating the eventual sale of her business.