Devin Brugman’s journey from college entrepreneur to cofounder of a multimillion-dollar swimwear brand is a testament to her vision, determination, and savvy business acumen. Her story began with a simple Facebook friendship that evolved into a successful blog and, eventually, a thriving swimwear line known as Monday Swimwear. With an impressive Instagram following of over 1.3 million, Brugman has proven that with the right mix of passion and strategy, it’s possible to turn a creative idea into a global brand.
The roots of Devin Brugman’s entrepreneurial journey trace back to her college years. Originally from Hawaii, Brugman moved to Los Angeles to pursue a degree in photography and marketing. It was during this period that she met Natasha Oakley, an Australian who had also relocated to LA. The two connected on Facebook and quickly became close friends. Their bond extended beyond social media as they began collaborating on various creative projects.
Brugman started working with Oakley at her production company, where she assisted on shoots and contributed her creative vision. Their shared passion for photography and fashion led them to embark on their own projects during their free time. This creative synergy eventually gave birth to the blog A Bikini A Day in 2012. What started as a fun, passion-driven project soon garnered significant attention, setting the stage for Brugman’s future success.
The success of A Bikini A Day was a turning point for Brugman and Oakley. Initially, the blog was a platform for sharing their love of swimwear and beachwear. However, its rapid growth on social media proved to be a game-changer. The blog’s increasing popularity led to a surge in Instagram followers, which became a crucial asset in their entrepreneurial journey.
Brugman reflects on this period as a milestone in her career. “Starting A Bikini A Day and realizing that we could monetize our passion was a huge breakthrough,” she says. Initially, the duo did not anticipate the blog’s impact or the potential to generate income. They were focused on sharing their love for fashion, but soon recognized the opportunity to collaborate with brands and leverage their growing audience for advertising purposes.
Instagram played a pivotal role in this transition. The platform allowed Brugman and Oakley to build a strong personal brand and create a substantial following. This social media success laid the groundwork for their next big venture: Monday Swimwear. What began as a $30,000 loan evolved into a multimillion-dollar swimwear brand within a decade.
For Brugman, Instagram is more than just a social media platform; it is an integral part of her business strategy. “Instagram has been essential for growing both my personal brand and Monday Swimwear,” she explains. The platform’s visual nature aligns perfectly with the aesthetics of a swimwear brand, enabling Brugman and Oakley to showcase their designs and connect with their audience effectively.
Monday Swimwear’s success is closely tied to the brand’s strategic use of Instagram. The company takes pride in sharing inspirational imagery and collaborating with influential figures. This approach has not only enhanced the brand’s visibility but has also helped build strong relationships with celebrities and other influencers. High-profile endorsements and collaborations have significantly contributed to the brand’s growth and popularity.
Among the celebrities who have embraced Monday Swimwear are Jennifer Lopez, Bella Hadid, and Kendall Jenner. Their endorsements have provided substantial exposure and credibility to the brand. Seeing their swimwear on such influential figures has been a major boost for Brugman and Oakley, validating their vision and hard work.
As the brand continues to grow, Brugman remains focused on maintaining its strong image and expanding its reach. One of her priorities is to ensure that Monday Swimwear continues to resonate with its customers. “Maintaining a positive relationship with our customers is crucial,” she notes. Over 40% of Monday Swimwear’s customers are repeat buyers, reflecting the brand’s commitment to quality and customer satisfaction.
Brugman is also keen on building and sustaining strong public relations. She recognizes the importance of maintaining a favorable brand image and working with other influencers and creatives who align with Monday Swimwear’s values. This involves setting clear goals and working closely with the company’s PR team to achieve them.
The COVID-19 pandemic presented unique challenges, requiring immediate adjustments to business strategies. Travel restrictions and event cancellations led Brugman to focus on virtual connections and digital engagement. Despite these challenges, Monday Swimwear successfully navigated the situation, continuing to build relationships with influencers and maintain its presence in the fashion industry.
Looking ahead, Brugman is enthusiastic about the future of her brand and her personal career. “Shifting gears and focusing on growing my brand personally has been incredibly rewarding,” she says. While most of her time is devoted to Monday Swimwear and her personal brand, she is also open to exploring new ventures and opportunities in the future.
Reflecting on her journey, Brugman feels fortunate and accomplished. “2020 has been one of my best years yet for my personal career,” she shares. Her achievements are a testament to her hard work, creativity, and entrepreneurial spirit. From a college friendship to building a multimillion-dollar brand, Devin Brugman’s story is an inspiring example of how passion, perseverance, and strategic thinking can lead to extraordinary success.