At HTA, we love celebrating the incredible businesses we get to work alongside, and Sheila May Swim is a shining example of passion, creativity, and resilience. What began as a side project for founder Toni, has grown into a vibrant brand known for bold, joy-filled swimwear that helps women feel confident and comfortable.
Inspired by her late nan and fueled by a vision to make swimwear that’s both fun and functional, she’s built a business that’s empowering women around the world, and along the way, she’s gathered some wise words to share about what it really takes to grow and thrive in business.
Tell us about Sheila May Swim — what do you specialise in, and what services/products do you offer?
Sheila May Swim is all about creating bright, joy-sparking swimwear that makes women feel confident, comfortable, and ready for fun. We specialise in mix and match separates in sizes 6-24, designed with supportive shelf bras, sewn-in cups, full of bum coverage and a choice of styes so that you can find our perfect fit.
Our collections feature bold prints, vibrant solids, and are in collaboration with Aussie artists – all made from high-quality recycled fabrics. Alongside our swimmer we also offer practical, fun extras like beach coverups and beach bags. Everything is designed with real women (and busy family adventures) in mind.
What’s the story behind your business? Are there any key milestones or strategies that have really shaped your journey so far?
Sheila May Swim is named after my late nan, Sheila May – the most down-to-earth, hard-working woman I have ever known. She taught me that life is meant to be enjoyed, and that you can always find joy in the little things. I started the brand because I couldn’t find swimwear that was both fun and functional – I was looking for pieces that felt supportive, flattering and still had personality. I wanted women (especially mums) to feel excited to put on their swimmers, not dread it.
In the early days, it was very much a hobby business – something I juggled alongside my career as primary school teacher and being a mum of 4 children. The biggest turning point was seeing that there was a real demand for my product in the market, shifting my mindset and treating it like a ‘real’ business. That meant getting serious about strategy, streamlining processes, and surrounding myself with a network of people who are far smarter than me in their areas of expertise.
What makes you stand out from other similar businesses/brands? What do your clients value most?
We’re not just making swimwear – we’re creating piece that women actually want to wear. Every style is designed with comfort, support, and real-life practicality in mind. Our prints are bold, happy and unique so you won’t see them anywhere else. But what makes us stand out is the impact we’ve had on our customers’ lives. We have had countless messages from women around the world saying they’re finally able to relax and enjoy special moments with their families without worrying about how they look – and from women who have got back in the water for the first time in 10+ years, all because they feel confident again. That’s the magic we are most proud of.
Looking back on your success, what advice would you give to other business owners hoping to grow and thrive in their industry?
Back yourself, even when it feels scary – you will continually run into roadblocks and tricky situations. Push through and don’t let these push you off course.
Stay in your own lane and don’t compare yourself to other businesses. It’s a quick way to lose focus on what makes you special. Be prepared to put in the hard yards and long hours, and devote time to learning constantly. Surround yourself with people who are smarter than you in their fields, and actually listen to them.
And don’t be afraid to pivot or change something you think has been working well – chances are there are better ways to do things that will save you time, money and sanity, Most importantly, keep your customers at the heart of everything you do. When you focus on solving their problems and making their live better, the sales follow naturally.
How has working with HTA supported your growth and goals along the way?
HTA has been a game-changer for my business. They’ve cleaned up my books and given me immense clarity on my number, which has allowed us to shift from guesswork to data-driven planning. Together, we’re using those numbers to make smarter decisions about stock buying, increasing profit, and freeing up cash flow. They’ve also been instrumental in helping me securing funding to support my fast growth.
I feel so confident having Julie and that HTA team on my side – knowing I can make decisions based on solid data rather than just my gut and wild dreams has been a huge step forward in growing the business.
What’s next for you? Are there any exciting projects or plans coming up that you can share with us?
The past 18 months have been a whirlwind of growth, and the next year is all about making that growth sustainable and driving our profit up. We’re taking a closer look at every part of the business to make sure we’re working smarter, not just harder. One of the biggest projects ahead is reworking our supply chain. We are embarking on the journey to find a set up that’s more efficient, more cost-effective, and will support even bigger growth in the future. It’s a big task, but it’s going to lay the groundwork for everything we want to achieve next.
At heart, I’m a creative and my mind doesn’t switch off! I have a loooong list of future projects I can’t wait to bring to life. I have big dreams for Sheila May Swim, and I’m excited to see where the future takes us.
Whether you’re based in South Yarra, the Sunshine Coast, or anywhere in between, we’re here to help you with all your accounting and finance needs. Reach out to us today to start the conversation.
