Learn all about the founder of Xel (shell) Swimwear and how she’s making a name for herself in the swimwear space!

Meet Courtney Craft.

The inspiring founder of Xel (pronounced: shell) Swimwear is talking to HOLR about her start in the industry, what consumers can expect when shopping the brand, what’s next for her, and so much more!

Keep reading to learn all about Courtney, and Xel Swimwear- plus, how to shop this season’s most-coveted swim brand!

Talk to us about how you started your brand and your passion for creating and designing swimwear.

Xel Swimwear is a small, Canadian-run business. We started in July 2020, so it was just the start of COVID. Things were a little rocky at first, but we got through it.

The passion I have behind fashion in general really started this business, for me. I was trying to decide what I wanted to do- I was in University, looking into healthcare, and it wasn’t until my partner pushed my passion to turn it into a business. We then took it from there.

Swimwear was something I wanted to get into- I love travelling! The name itself has significance. My partner and I went to Mexico one year and we saw a place called Xel-Há and that made us decide that this was an interesting way to start a brand and name it something so unique. We were trying to figure out the name and Xel stuck with us. We really went with it and rolled with it.

Things were going really well! I came to an epiphany with the name, in which Xel is like a seashell. I took the name and created a community around the whole “break-free” notion. Break-free is our motto – breaking free from whatever is holding you back. That’s what drove the initial basis around our brand. Our products are amazing, but it’s also the community around them that makes it so great. We have blogs that showcase our Xel Babes community, and it’s a way for people to see that there are real people out there who go through things that are tough and hard to break free from.

This is essentially what’s driving the brand now- continuing to maintain a larger outreach with the brand and its community.

That’s the background of the brand- I have always had a passion for fashion, and I’ve sewn many things. We also outsource our products but I am the designer and the face of the brand, down to the marketing, and managing the website and social. I am the face of Xel, and it’s a passionate thing I strive for. I would say I have a natural gift to put outfits together and make things look fun. I have the drive to make things look beautiful and have a message behind the product.

What can consumers expect when they shop Xel Swimwear?

The first and foremost thing is when they try the swimwear- the quality. We order small quantities to ensure the quality is there. The overall outtake of the actual product needs to be there, as well. Our swimwear is also versatile and customizable (tops and bottoms sold separately) to ensure everyone has the right fit.

A lot of our pieces are as versatile as you can get- we try to strive for this.

Another thing is customer service. I’m the face behind it on the website chat, and socials, and I’m there when you send an email- I’m everywhere! I try to have a quick response time and it’s important for people to have someone to talk to. I want to be the helpful person there to answer those questions, as the person most qualified.

Back to our blog and testimonials, are one of the highlights of our website. A great way for individuals first shopping Xel can scroll through our blog – we are brand passive products, and we’re so much more than that. People can see it’s more than just a regular swimwear brand.

We’re also able to style different pieces together, which is great for people who love to mix and match and play around with colour. They can have the flexibility and comfort to express themselves with different styles. We want to instill that creativity and expression with fashion as much as possible.

A lot of people have issues with being able to trust a new brand, so we have safe payment options. We really try to instill that there’s a safe payment plan. We offer different major credit cards and payment plans. Another huge thing is that people love to use PayPal.

Lastly, we have a very personalized experience at our brand. Our brand is more than just products. I’m more than a just brand owner, too. I want people to be comfortable reaching out, responding to me, etc. I’m here to make a safe space for our customers. That’s another thing I find that comes into play after everything we’ve been through- I want people to know they can come to our brand and that it’s a judgment-free zone.

We love how body inclusive your designs are! Talk to us about how you’re embracing body positivity at Xel Swimwear.

There are a lot of people dealing with body image issues, trying to embrace that part of them with something as revealing as swimwear. A big thing we are trying to encourage- down to our testimonials and blog- is showing that these are real people who feel the same way, and that this is a safe space. We want our customers to feel comfortable in their skin.

I know there are a lot of brands out there pushing for body inclusivity, but I think we stand out the most in terms of being a safe space for everyday people who don’t fit that stigma of a “model” body. It comes down to more than just swimwear because body inclusivity surrounds anything you wear. With regards to our blog and community, we really try to celebrate that entirely, not just with our customers. We try to celebrate all people coming out with their stories. We are encouraging people to feel comfortable in their skin by showcasing people who go through the same things. It’s okay not to be okay sometimes.

We also want to get into post-partum, as well. Women go through amazing transformations and we want to showcase the post-partum industry, helping individuals feel comfortable in their own skin. This is something to celebrate!

Tell us about the different collections we can shop from the brand.

One of our very first launches was The Classics. The materials are more sporty- almost like spandex. It holds you in more and you can do fun, sporty things on the beach, in addition to tanning and lounging in them.

Another is The Hamptons collection. I really love it and had so much fun designing it. It’s a more luxurious collection and we actually included one of our one pieces (The Marilyn) in The Classics. It features a softer fabric but gives you a luxury look and feel. We played around with colours and gave it a Hamptons vibe. The fabric is like butter!

One of the most recent collections we launched is the Miss Miami collection. That one is probably-to date- my favourite! The colours are so vibrant and fun. We just launched our first swimwear fabric skirt, as well. It’s the Remi skirt in Taffy, then we have the Piper suit in Taffy, and the Willow Suit in Limoncello. Our second two-piece is the spin-off from the Hamptons, and it’s the 2.0 version. It features a new crinkle fabric that’s super soft and holds you in. They’re also higher-waisted because people wanted more coverage, which we completely understand.

There is possibly some more coming!

What are some of your top-selling items we should definitely add-to-cart?

Probably from our Classics collection, the Naomi in French Lilac. It sold out faster than I thought! That specific style is a definite add-to-cart. The Naomi in Emerald is also popular. It’s a softer, supple fabric from The Hamptons Collection.

The Sophia in Expresso from the Hamptons collection is perfect for tanning. Brown is so in! It’s a colour that will never go out of style.

Recently, the Piper is one of my favourites and it’s definitely a popular style.

What’s next for the brand? Are there any updates you can hint at for 2022?

Potentially! We might be getting into more of the accessory side- coverups, linens, adding to what we already have. Maybe coming up with styles geared more to the 30+ age range, adding more coverage and cup support. We’re possibly looking into tankinis and a print, as well! We’re in the process of coming up with our first print. You should expect a print to come out within the next couple of months.

Possibly something with men, as well! We want to get into the male side of things and get into the matching suits with your significant other or brother, etc. That’s something you can see for the future of Xel. Just being able to talk about this gets me excited!

Published by HOLR Magazine.