With comfort, style and support at the heart of swimwear brand ALULU, founder Gemma Freeman has created a game-changer in the swim space.

Created on the coast of Northern New South Wales, the brand’s designs are as chic as they are comfortable, featuring stunning and unique prints made by Australian artists, as well as in classic and luxe colours made to stand out.

Below, Freeman shares some insights into the brand’s creation, three things she wish she’d known before starting her business and a few words of wisdom.

“Honestly, I pinch myself every time I receive feedback from customers. Knowing I have helped women feel good about themselves in a bikini is all that matters to me.”

“1. Be prepared for the unexpected
2. Trust the process
3. If you’re not making mistakes, you’re not trying hard enough.”

“By supporting these businesses, we are investing in women who are often underrepresented in the business world, and showing them that their ideas and hard work are valued and appreciated.”

“Maha Swimwear Top! They’re a hybrid between our swimwear tops with the added support our Bralette offers. It features great coverage, adjustable straps to ensure a perfect fit, and it comes in a stylish range of colours and prints. It’s the perfect item to add to your summer wardrobe!”