Glamourous sun-protection brand seeks international partners
18/08/2007
A specialist beachwear brand, Aquadonna, is preparing to make its range more widely available across the world.
Living in Australia, “the skin-cancer capital of the world” designer Jill Cook, founder of Aquadonna, accepts completely the importance of protection against ultraviolet radiation from the rays of the sun.
But one day 18 months ago she decided that women were getting a raw deal in the protection stakes and that she was going to do something about it.
She says: “I was lying on my back in the sea at one of Sydney’s gorgeous beaches. I was slathered in sunscreen and wearing an oversized-shirt to protect myself from the harsh Australian sun. It was not a good look.
“Then I thought that if sun-protection tops were available for the boys on the boards and young children, then stylish versions ought to be available for women. So I went to sewing classes and made myself a top that everyone began to comment on. I decided to make a few more and that’s how Aquadonna began.”
The range has been available in Australia for a year now, with most sales coming from online enquiries and word of mouth, although a magazine advertising campaign has also helped.
Customers have been very complimentary, praising the look, feel and functionality of the tops while walking, sitting on the beach and taking part in water-sports.
Ms Cook uses Italian-sourced Lycra that is scientifically processed for high performance and is certified to meet UV protection factor 50 + by the Australian Radiation Protection and Nuclear Safety Agency.
She has begun to receive enquiries from individual customers in Asia, North America and Europe and, as a result, she believes the time is now right for her to take Aquadonna international. As well as continuing to expand online sales, she would like to build relationships with distributors and major customers who have what she calls “complementary products”.
She points out that skin cancer is now the most common form of cancer in humans, and that more than half of all new cancers are of this type. Overexposure to ultraviolet light is the greatest risk factor for skin cancer.
She also says Caucasian people with with fair skin have four times the risk of developing melanoma as those with olive skin, and that redheads and blondes have as much as a four-fold increased risk of developing melanoma.
Ms Cook claims no company except hers is producing “a really good-looking” sun protection top for women. “There is one big brand that makes tops for women but they have a small Mandarin collar and are short-sleeved, and therefore don’t provide great sun protection,” she adds.
She knows of another brand that has tried to pitch a sexy top to the younger market, a stance she criticises because it could encourage young women to take less care of their skin than they should. She adds: “Sadly, gorgeous girls think they will be young forever and don’t worry about damaging their skin. It’s a big mistake.”
She says her prime motivation is to design, produce and distribute high-quality sports leisurewear that makes women look and feel good when active, while offering them the necessary levels of protection.
She is working on new styles, but the range available already runs from sizes eight to 18 and comes in baby pink, red, chocolate, light blue, royal blue and pink. Prices start at about US$65.
