Tiina Asujamaa is the founder of swimwear label, ASUYAMA. A designer, visionary and ultimate boss, Tiina has taken the fashion industry by storm. With a company ethos to be proud of, she not only makes women look and feel amazing in her designs but she makes sure she is doing her bit for the planet.
This brand is one to watch so we spent some time with Tiina to find out more…
Talk us through an average day in your life?
Oh wow, it really changes and depends! Currently I’m pretty much only working, its getting busier again as the spring time is getting closer in Europe. Its nice though after the off season in the bikini world, to be busy again! Average day is doing admin work – emails, social media, sending orders and at the moment preparing our upcoming Pop Up Store in Helsinki and also working on opening ASUYAMA designer collection at Wolf & Badger, our first online platform outside our own webshop to stock our swimwear!
You opened your first store at 22, what an amazing achievement. How did you do this so young?
I’ve always been a Doer. If I want something, I’ll go after it and just try to do it. What’s scares me most in life is regretting later on in life for things I wish I would have done but didn’t. So, I always try to do things that interest me or I feel passionate about. My mom had her own clothing store when I was a teenager, so I used to help her with her store and instead of studying, I would learn things there, since from very young age I always had a passion for fashion and a dream to own my own boutique. So the idea of my own store I had since probably 15 years old, but at the age of 22 I felt like I was ready! Funny to think now because I was so young and literally knew nothing, but as I prefer, I learned while doing and also learned from all the mistakes! Haha.
Have you had to pivot during the pandemic and if so, how?
Really had a pivot moment in the sales when the pandemic first started! Was great, everyone were online shopping like crazy! But winter time was hard for us, since no one was able to travel and go on their normal winter holidays, we really felt it with the sales and a drop off engagement.
Luckily back feeling inspired and excited for the spring time and upcoming bikini season more inspired than ever.
Looking back since launching the brand, is there anything you would do differently?
Theres always things you could have done differently and better! Now with more information and knowledge, yes for sure I think theres a lot I probably should have done differently, but then again I don’t want to spend too much time worrying the whats ifs and should haves, what’s done it’s done and I will take those learnings and use the new knowledge for future. Like I said, I do learn the best by doing.
Your garments are to be worn from the beach to the city, how do you want women to feel when they wear your designs?
Nothing makes me happier than a person who feels amazing in something I’ve designed. My background is in styling, so I’m very particular in the garment fits and proportions. You can make a woman’s body look so much better with the right proportions and fit in the clothing or swimsuit. Most of the swimsuits and bikinis also double up as tops or bodysuits and can be worn from beach to city looks and I want to make designs for women to have effortless and stylish pieces to wear! If you feel good in a piece of clothing you wear, it will show, and that is what I am after in my designs. To have women SHINE and feel good!
What has been your proudest moment since launching the brand?
I can be pretty hard on myself and in the moments when I should be proud I often feel I could be doing more. But I’m learning to be more patient with myself and also give credit to myself, as I would have give to any other person! But if I must say a moment, I would say the moment I received my first order in our webstore, it’s a moment I never forget. I cried for 10 minutes, haha. It was a moment where I felt like all the hard work and effort was worth it and I was just happy to feel I was on the right path.
Our readers love to travel, what destination is at the top of your bucket list?
The world really. I don’t have just one destination, but as many as possible. I’ve always felt most alive when traveling to a new destination, so this pandemic hasn’t been the easiest, but at the same time very needed. It will be all so much more amazing after we get to travel again!
First destination would probably be Australia since my boyfriend is Australian and lives there. Also I really miss Bali and my friends there so will definitely travel there to catch up and work! Really craving some island and tropical vibes so Maldives is big on the list. I Also really want to visit Galapagos Island and do an African safari for wildlife in the near future.
To any aspiring designers, what advice would you offer them when just starting out?
Do your research. You can never be too lazy with this one! But I also believe if you’re passionate about something, you will find the time for it. Trust YOUrself, there’s million designers in the world, but don’t let that stop you. Even if you have the smallest idea but don’t know how to get started, don’t worry. You will get there and you will learn as you go. Surround yourself with creative, positive and same minded people – it’s amazing how much creativity you can inhale by just being in the presence of the right people. Enroll in school or a course, there you will meet people with same interest as you!
What does self care mean to you?
Self care is EVERYTHING. The more self care the more you’re connected within yourself and take no bullshit from the outside. Learn to love or even like yourself and your life will get so much easier and better. For me, self care is slowing down, really taking the time to do things that make me feel better – yoga, meditation, eat healthy and listening to my body and energy, saying no, that’s important. I practice self care daily and I feel just now in older age I’ve really gotten good at it
Follow Tina and her epic brand www.asuyama.com.
