In the world of indie swimwear, Emily Sims is designing more than bikinis—she’s shaping memories. As the owner and designer of Beach Bum Club Swimwear, she creates feminine, nostalgic pieces meant to make women feel confident in their bodies. Her work channels the magic of cottage mornings, road trips with the windows down, and the kind of summers you wish would never end. What began with a pop-up in Halifax and a sewing machine has grown into a brand built on confidence, self-love, and the belief that a bikini should make you feel free, not self-conscious.

We sat down with Emily for a Deep Cut conversation about the sparks that inspired her, the challenges of building a brand in a shifting fashion landscape, and why confidence has nothing to do with size. What emerged was a portrait of a designer who isn’t just making swimwear, but reshaping how women see themselves in it.

What’s the first spark you remember that made you think, I could build a swimwear brand?

Designing swimwear came naturally to me, I loved putting colours, patterns, and details together to create a bikini that I couldn’t find anywhere else. One of the first sparks I felt was when I did an in-person pop up on the waterfront in Halifax, Nova Scotia. This was a one week pop up that I operated mainly myself, with some help from my mom. Seeing my customers in person dig through the bins of bikinis that I designed myself gave me a different perspective, it reminded me of when I was a teenager myself, digging through stores looking for a new piece that was destined for me. At that moment I realized: I actually did it! I made something other people love and want to spend their money on.

Starting something new can feel intimidating — what gave you the push to actually launch Beach Bum Club?

Life is too short not to go after what you love. When I was 17, I moved across the world alone for a school exchange. I was terrified, but it ended up being the most pivotal experience of my life. Now whenever I’m faced with something outside of my comfort zone, I refer back to this “get on the plane” moment. Launching Beach Bum Club felt exactly like this, scary, but worth it. I knew I had to take the leap.

When you think back to your very first design, how does it compare to what you’re creating now?

My first design was sewn myself using a tiny old sewing machine, no pattern, mismatched thread, and just me trying to figure it out . Even with my first few professional styles I created timeless pieces that wouldn’t go out of style. I still have some of these designs like the Bella set which is one of our bestsellers. Now my designs reflect more of my personal style, they’re the pieces that you’ll get the most compliments on. The quality has grown too, it’s comparable to other brands who charge 4x the price.

Swimwear can be both fashion and identity — what do you want people to feel when they put on your designs?

I want people to feel free. To stop thinking about their bodies for once and just enjoy the beach, their friends, the moment. That’s what Beach Bum Club is about, creating bikinis you’ll wear for your favorite summer memories.

Your designs tap into nostalgia while still feeling current — how do you strike that balance?

I design what I’d want to wear. A lot of my summer memories play a role in my inspiration – cottage mornings, grass under your feet, even fruit with a little sand in it. Comfort always comes first so I stick to classic, flattering silhouettes that feel good. It’s the perfect mix of past and present and I think that’s what makes my bikinis resonate with other girls.

Who is your customer — tell us about her.

She’s the girl who lives for summer. She’s confident, fun, and the one blasting music with the windows down on the way to the beach. She’s snapping photos with her best friends, always the first in the ocean, and laughing until her stomach hurts. She doesn’t overthink, she just wants to feel good in her skin and make memories that last.

How much of your own personal style shows up in Beach Bum Club, and how much are you creating a new lane?

It’s a blend. I design bikinis I would actually wear, but Beach Bum Club has become bigger than me. I also take a lot of input from my audience’s feedback, I love to involve them in the design process.

Was there a moment where you thought, this might not work — and how did you push through?

Honestly, I think about it every day. Running a business is unpredictable, and my brand has been through the pandemic, financial struggles, having to take legal action, tariffs.. you name it. But I remind myself the only way it truly doesn’t work is if I quit. As long as I keep showing up and pushing through, that’s what matters.

On the flip side, what’s been the most unexpectedly joyful part of building this brand?

Definitely my customers, seeing people wearing my designs, living their life and making summer memories in them. That’s what I do all of this for.

Swimwear is tied so closely to confidence and body image. What have you learned about confidence through your customers?

That confidence has nothing to do with size. I’ve seen women the same age and shape, one saying “I could never wear this” while another rocks the bikini with no care in the world. Confidence is a mindset. It’s how you talk to yourself, if you can shift that it changes everything

What’s one thing you wish more women believed about themselves before they put on a bikini?

Omg so many things we’re not taught to believe about ourselves as women! That they are beautiful the way they are, that the little things they see as flaws are usually what people love most about them.

Has running a swimwear brand changed the way you see your own body or style? 

Yes. I used to be the teenage girl who never felt good enough. Running a brand has forced me to practice what I preach, to embrace myself and be a better role model for the younger girls who follow my brand.

Who’s your dream collaborator — someone you’d want to see rocking or designing with your brand?

Spencer Barbosa. She stays true to the self-love message that’s exactly what Beach Bum Club stands for.

When you’re not working, where do you go (or what do you do) to feel most like yourself?

The beach obviously! 

Imagine five years from now — how do you want people to describe Beach Bum Club in one sentence?

Sun, salt, self-love.