I went bikini shopping one day at one of my favourite stores, that stocked both imported and local brands.
As a single mom, I couldn’t even look at the imported items, and I remember feeling sickened at the prices, thousands (of Rands) for a bikini or beautiful dress. And the local brand’s fits were just not cutting it, especially not for the prices they were and I couldn’t justify spending that amount on an item I would wear a handful of times and shove to the back of my cupboard and probably not want to wear the season after due to changing trends.
And then it dawned on me! I would create an affordable, multi-functional range with pieces that the wearer could use for purposes other than just swimwear. I always wished I had a bralette that was seamless, comfortable, minimalistic, and could double up as a bra or swimming top.
And with that epiphany, TATUM was born!
With extensive research, it was confirmed there was nothing like it worldwide! I can confidently say I was the first to create a multi-functional brand where you could seamlessly move from gym to pool in your TATUM’s, or wear your outerwear as underwear and in reverse.
My desire to create something more than just swimwear flourished into a brand that represented a love for supporting local, female empowerment, and being different.
Starting out wasn’t glamorous. I began with just one seamstress in the spare room of my home. We worked tirelessly, turning my living space into a creative hub. Those early days were filled with passion, and a lot of learning. I knew that if I wanted to bring TATUM to life, I had to wear many hats, including that of a web developer. For four intense days, I didn't move much. I was YouTubing up a storm, fueled by coffee and determination, learning everything I could to build my website from scratch. I couldn’t afford to pay someone to do it, but that didn’t deter me. Instead, it motivated me even more. I knew I had to start somewhere, and that somewhere was right where I was.
It wasn’t easy, but I enjoyed every phase of the process. As I learned to crawl and eventually walk, I took things slowly and absorbed as much knowledge as possible. As an infant in the designer world, I made sure to draw on my strengths and let others with skills I didn’t have help me grow where I couldn’t.
My focus has always been on keeping women feeling confident and comfortable when they put on their TATUM’s. I knew exactly what it felt like to spend money on something that felt like a waste. I wanted to take women on a journey with me, knowing that by supporting a slow fashion brand, they would be making a difference to their immediate economy and women who needed their support. Unlike large fast-fashion chains that didn’t care, offered no personal customer service, and contributed hugely to the massive global fashion wastage issues we face, TATUM was built on principles that matter.
From a single seamstress in a spare room to a brand loved by many, my journey with TATUM has been a testament to the power of starting small, dreaming big, and believing in oneself. If I could do it, so can you. Just start.
I have enjoyed not only growing the brand but getting to know my Tatum babes personally and watching how they live their lives and their best moments with joy in the items I design. It has been an honour to be a part of people's lives, adventures and memories.
The journey from lugging hundreds of kilos solo around China to selling my own clothes and now to dressing thousands around the world has shown me the possibility of achieving anything you put your mind to. And you don't need funding and people and all the other things that are holding you back, you just need the guts to start, the determination to keep going and the authenticity to be yourself. And thrive you will!
Coming Soon: Why Financial Independence Is Crucial For Women
Much Love,
TATUM
