We caught up with the dynamic duo behind the sustainable swimwear brand, Lola Baia, that began life round a kitchen table in Brum and now sells globally
In a crowded swimwear market, sisters Daisy and Georgia Quirke hatched a plan in 2023 to create 100 per cent sustainable pieces with a timeless nostalgic feel. The following summer they launched Lola Baia. Exposure through last season’s Love Island raised the brand’s profile and increased sales, but more importantly, the positive feedback they receive from customers is the biggest boost.
Daisy and Georgia always wanted to run a business together. They’d watched their father and uncle successfully build and run a family firm in Birmingham and liked the idea. The concept of launching sustainable swimwear was born out of the frustration of trying to find the perfect bikini for summer trips abroad. They found themselves having to order swimwear from Australia and the US with high import duties and long shipping times plus they were shocked at the lack of sustainable options.
INSPIRATION
In 2023 Lola Baia started life at the kitchen table in Birmingham with sketches and mood boards taking inspiration from campaigns from the Sixties including swim skirts and boy shorts which Daisy and Georgia felt were missing from the market. They researched sustainable fabric suppliers, manufacturers, how to build a website and all the other aspects of running a business that were new to them. The sisters say: “It was all a bit DIY at first!” The pair found a manufacturer in Portugal that shared their ethics and vision and after numerous sample rounds and fit sessions, the first collection was complete and ready for market.
One of the biggest challenges Daisy and Georgia have faced has been the drive to be 100 per cent sustainable. Everything takes longer and costs are higher. As well as the fabric costing more, they found that working with an ethical, sustainable factory is also more expensive. While it’s more effort and investment, sustainability remains at the core of what Lola Baia is about, so it’s worth it.
They say: “The factory we work with specialises in sustainable production and small-batch manufacturing, which means we’re able to maintain high quality standards while also reducing waste.” The swimwear is crafted from premium Italian recycled fabrics made from regenerated ocean waste – so plastic bottles, ghost fishing nets and other marine debris. It’s made to last for years – this isn’t fast fashion.
TV DEBUT
When a stylist for one of the contestants on Love Island messaged Lola Baia asking for pieces, it was a surreal moment. Daisy and Georgia say: “It was so exciting! We had no idea if they’d actually end up being worn. We sent them off and just crossed our fingers. When we finally saw one of our bikinis on Love Island, it was honestly surreal.” Being on national TV gave them a confidence boost and raised the brand’s profile. Instagram started growing and there was a big spike in website traffic and sales. It brought a new audience to the brand, and it’s opened doors to potentially exciting opportunities.
With a new collection launching this month and plans in the pipeline for a shoot abroad, 2025 is set to be exciting not least because Georgia recently had a baby. Motherhood has inspired some early-stage planning for a cute baby swimwear collection to match the womenswear pieces. Mom and daughter matching Lola Baia could be a thing.
Long term plans for the business are to expand into resortwear opening pop-ups in some of Daisy and Georgia’s top holiday destinations. Eventually they’d like to grow the business into a full lifestyle brand maintaining the Sixties inspired feel and ethical values.