Erin Deering's Entrepreneurial Journey: From Beach Date to Swimwear Empire

Erin Deering's story is a testament to the power of taking a chance and turning a simple idea into a global business. What started as a conversation on a Melbourne beach, turned into the wildly successful swimwear brand, Triangl.

• Deering and her then-partner Craig Ellis identified a gap in the market for affordable, stylish swimwear, leading them to launch Triangl.
• Their commitment to the business led them to relocate to Hong Kong, closer to the supply chain, demonstrating their dedication to success.
• They faced financial challenges and even faced issues with manufacturers copying their designs, highlighting the risks and hurdles that often accompany entrepreneurship.

A Lean and Focused Business Model

Triangl's success was rooted in a lean and efficient business model, which allowed them to maintain a strong cash flow from the beginning. They focused on direct-to-consumer sales, prioritizing customer experience.

• Deering and Ellis initially operated out of their apartment, taking on various roles within the business to keep costs low and maintain a hands-on approach.
• They embraced the concept of "working lean," staying flexible and adapting their strategy to meet evolving market needs.
• Their marketing efforts relied heavily on social media, particularly Instagram, where they strategically engaged with influencers and celebrities to gain visibility.

Social Media Marketing: A Key to Triangl's Success

Deering's innovative social media approach played a pivotal role in propelling Triangl to international prominence.

• Their early strategy of sending swimsuits to influencers with no obligation to post yielded impressive results, garnering genuine endorsements and generating word-of-mouth marketing.
• Their breakthrough came with the adoption of their swimsuits by high-profile celebrities like Hailey Bieber and Bella Hadid, further amplifying brand recognition.
• Social media platforms like Instagram became essential for reaching a global audience and showcasing Triangl's unique designs.

The Balancing Act: Business Success and Personal Fulfillment

While Deering achieved remarkable success with Triangl, she also faced the challenges of balancing her personal life with the demands of running a growing business.

• The pressure of being a successful entrepreneur took a toll on Deering's well-being, leading her to prioritize her mental health and personal identity.
• She recognized that external validation and material success were not enough for true fulfillment and happiness.

Taking a Leap: Embracing Self-Discovery Beyond Business

Deering's decision to leave Triangl in 2018 marked a significant turning point in her life.

• She made the difficult choice to prioritize her personal growth and reconnect with her core values.
• She recognized that "being a brand" was not a sustainable way of living and that finding fulfillment required a deeper sense of self.
• She used her experiences to mentor other entrepreneurs and embarked on a new career path as a wellness entrepreneur.

Lessons for Entrepreneurs: Adapting to Change and Finding Balance

Deering's journey provides valuable insights for aspiring entrepreneurs navigating the complexities of building a business and maintaining a fulfilling life.

• She emphasized the importance of staying true to your core values and finding a balance between professional success and personal well-being.
• Her experience serves as a reminder that entrepreneurship is a journey of continuous learning and adaptation.
• Deering's story encourages entrepreneurs to prioritize their mental and emotional health, recognizing that a fulfilling life requires both professional and personal growth.

Facing the Challenges: Dealing with Copycats

Deering's experience with copycats during Triangl's growth highlights a common challenge faced by many successful businesses.

• Protecting intellectual property through trademarks and copyrights is crucial for safeguarding a brand's originality.
• Deering recommends hiring a legal team with expertise in product and intellectual property law to effectively address copycats.
• She emphasizes the importance of focusing on innovation and continuous development, remaining ahead of the curve rather than dwelling on competitors.