‘Surfer girl’ wanted to design her own bikini; makes millions after designs go global

An enterprising young Australian woman is making big waves in the swimwear industry.

Karina Irby, 26, has made a fortune utilizing social media to showcase and advertise her unique designs, the Daily Mail reported.

Taaaa daaaaaarrrrrr @MOANA_BIKINI #touristshot #gloating #cheesey

A photo posted by karinairby (@karinairby) on

(Karina Irby pictured above.)


“When I launched we had about 100 pieces in 12 different styles online, they sold out within a week. It was really amazing because I didn’t know what to expect,” she told the Mail, after explaining that she taught herself how to make bikinis using tutorials on YouTube.

From Australia to Russia to the United States, her swimwear sells out in minutes.

“We’re dropping 24 styles with over a 1,000 pieces. The most recent sold out in four minutes,” the owner of Moana Bikini said.

“I always liked the cheekier styles that were sold in beautiful places like Hawaii but couldn’t be found in Port Macquarie,” Irby said. “When I was around 18 or 19, I went over to Hawaii and got inspired by the amazing styles and bikinis.”

Irby, who said she was a “surfer girl who lived in swimwear” before she started her business, told the Mail that while she was in Hawaii, she received an offer to be a bikini distributor in Australia, but she declined.

“I turned it down because I wanted to design my own bikinis,” she said.

It proved to be a wise decision. Irby soon found an Australian manufacturer and began selling her wares which, from the start, flew off the shelves.

Despite the company’s rapid growth and popularity, with more than 340,000 Instagram followers, she still uses social media to advertise and communicate with her clientele.

“I love my customers, I like to take the time to talk to people. That’s why I take it to heart when I disappoint them,” she said.

“People have contacted me on Instagram angry or disappointed that the designs have been sold out. So we’re hoping to be able to expand this year.”

Carmine Sabia


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