Florine Swim Co.
Designing Confidence: How Florine Swim Is Redefining Women’s Swimwear
Florine Swim is a women’s swimwear brand rooted in the belief that swimwear should support women both physically and emotionally. While much of the market prioritizes minimal coverage or loosely defined “modesty,” Florine Swim fills a gap by designing pieces that help women of all ages feel confident, secure, and at ease. Beyond the product itself, the brand is focused on building a supportive community of women and giving back to causes that matter.
When owner Heather Greenwood opened her first business three years ago, she had no formal background in entrepreneurship. At a friend’s recommendation, she connected with the Illinois Small Business Development Center (SBDC) at SIU. “As a new business owner, I knew I needed help with the basics to get started,” she said. Today, Heather continues to work with the SBDC as she develops Florine Swim and opens her third business. “I still needed some of that hand-holding with the details of business that so many people overlook.”
Business Advisor Aimee Wigfall helped Heather launch her first business and continues to advise her as Florine Swim takes shape. Heather shared, “She was one of my biggest cheerleaders while also helping me work through the not-so-fun things that were holding me up. She had great suggestions about manufacturers and really helped me think outside the box with my swimwear brand.”
Heather also participated in the Southern Illinois Business Plan Competition Powered by Regions, where she worked closely with SBDC advisors Aimee Wigfall and Michael Jessup. Through the program’s workshops and one-on-one advising, she further developed the foundation for Florine Swim “The SBDC helped me translate my ideas into a clear, well-structured business plan by guiding me through financial projections, refining my business model, and strengthening my overall narrative,” Heather said. “The feedback and support provided is truly invaluable. The guidance I received helped me move from uncertainty to clarity and gave me the tools and confidence needed to present my business professionally and strategically.”
The experience proved transformative. “Typing out those projected numbers and realizing, ‘Dang, those numbers look pretty good,’ was something I had never done before,” Heather said. The connections made, confidence gained, and ultimately winning both the local and regional Business Plan Competition had a lasting impact. Today, Heather is working with a consultant to reassess sourcing and product development and plans to launch Florine Swim’s first piece later this year. “The services provided truly changed the trajectory of my business, and I’m incredibly grateful for the opportunity.”