Jessica Liao Mayers: From $300 Startup to Successful Swimwear Sale
Jessica Liao Mayers embarked on her entrepreneurial journey at the age of 21, launching Slate Swim from her home in November 2015. With an initial investment of just $300 for fabric and a sewing machine she already owned, she crafted each piece to order while balancing her role as a buyer at Tobi, an apparel company. Fast forward eleven years to July 2026, and Mayers successfully sold her bootstrapped business in a seven-figure deal, a testament to her strategic growth and dedication.
The concept behind Slate Swim arose from Mayers' frustration with the swimwear market, which she found dominated by either mass-produced, thick nylon swimsuits or high-end, trendy options. Recognizing a gap for minimalist swimwear that offered comfort, she set out to create a brand that would fill this void. Slate's designs emphasize minimal seaming, allowing the swimsuits to lie flat against the body, and utilize a thin, soft fabric that enhances comfort.
Mayers' first major breakthrough came when the Agenda Trade Show discovered Slate's early Instagram presence and invited her to exhibit. With only 30 handmade samples prepared in her apartment, she took a leap of faith, notifying Tobi of her absence just a week before the event. At the trade show, Slate Swim secured partnerships with 22 retailers, including Diane's Beachwear, which propelled the brand into the retail space. Early production was handled by a small Los Angeles shop before moving to a family-owned manufacturer overseas, a connection she made through her work at Tobi.
Mayers' Strategic Growth Decisions
Throughout her journey, Mayers opted not to seek outside funding, instead reinvesting the profits back into the business. This approach allowed her to maintain control and grow at a manageable pace. She was careful with inventory and focused solely on swimwear, resisting the urge to expand into menswear or resortwear. This focused strategy paid off, as Slate Swim experienced a remarkable 36% year-over-year growth in its final three years under her ownership.
News & Launches
In July 2026, after listing the brand with an online brokerage following Slate's 10th anniversary, Mayers completed the sale of Slate Swim. She sought a buyer who appreciated the brand's identity and had a background in swimwear and fashion. The deal was characterized by its speed and efficiency, as the brand was organized and profitable, relying on contractors rather than full-time employees. Mayers plans to remain involved during the transition and is set to launch Knitte, a contemporary minimalist womenswear brand, in spring 2027.
Mayers emphasizes the importance of starting with a genuine point of view, being resourceful, and maintaining commitment over the long haul. Her journey from a $300 startup to a successful business sale serves as an inspiring example for aspiring entrepreneurs in the swimwear industry.
