Part of a backpacking trip around Southeast Asia that Tatiana took in 2023, while surfing she noticed how difficult it was to find a swimsuit that combined both the functionality required for the sport and the aesthetics she desired.
Realizing that she was unlikely to be the only woman who had this problem, Tatiana recognized an opportunity. After conducting some initial research, she decided to strike out on her own to find the solution. One year later, she launched Coastal Reef, a swimwear brand designed to provide minimalist and functional designs for female athletes who are passionate about sustainability issues such as marine waste and ocean pollution.
Here, Tatiana gives an insight into her startup journey and how studying a specialized entrepreneurship master's—plus having the opportunity to incubate her startup at business school—has provided her with the tools for success.
Tell us about your business?
Coastal Reef is a French swimwear brand for women who practice water sports. Our mission is to provide minimalist, functional, and sustainable swimwear that combines style with high performance. Unlike conventional bikinis which often slip or lack support, Coastal Reef designs stay securely in place, allowing women to move freely and confidently.
Our swimsuits are crafted from recycled fishing nets, turning ocean waste into high-quality swimwear while promoting circular fashion. Manufactured in Portugal, our production ensures both ethical labor conditions and premium craftsmanship. Every swimsuit sold contributes €1 to Coral Gardeners, an initiative dedicated to restoring coral reefs, reinforcing our commitment to sustainability. Our zero-plastic policy in packaging and logistics also aligns with our eco-conscious values.
What inspired you to start Coastal Reef?
The inspiration behind Coastal Reef came from a personal need. While traveling through Southeast Asia, I discovered surfing in Siargao, a well-known surf destination. However, I quickly realized that traditional bikinis were not designed for active water sports. They would slip, shift, or simply not provide enough support.
When I looked for alternatives, I found that most available options were covered in bold patterns and didn’t align with my minimalist style. That’s when I saw a clear gap in the market and decided to create something different—simple, elegant, and functional swimwear for water sports enthusiasts.
What’s your USP?
What sets Coastal Reef apart is our unique blend of performance, sustainability, and timeless aesthetics. Each piece is tested and approved by professional and amateur athletes to ensure optimal support and comfort, making it a reliable choice for surfers, kiteboarders, and other water sports enthusiasts.
Beyond selling swimwear, Coastal Reef is a community-driven brand that empowers women in sports by promoting female athletes and encouraging more women to engage in water-based activities. As a brand incubated at ESSEC Ventures (a startup incubator at ESSEC Business School's Cergy campus in France), we also serve as an inspiration for aspiring entrepreneurs—especially women—who dream of turning their ideas into successful businesses.
How many people do you employ?
For now, Coastal Reef is a one-woman journey, and I’ve been managing every aspect of the brand myself—from product design and sourcing to marketing and sales. As a young startup, I’m currently handling everything hands-on, but I plan to expand the team as the brand grows.
What part did your b-school experience play in developing Coastal Reef?
My experience at ESSEC Business School has played a key role in developing Coastal Reef, providing me with the knowledge, network, and resources to turn my idea into reality.
One of the biggest advantages was being incubated at ESSEC Ventures, where I worked in a dynamic startup ecosystem surrounded by other entrepreneurs. This environment not only challenged my thinking but also pushed me to take action, turning my concept into a structured business. Masterclasses and networking opportunities introduced me to very inspiring entrepreneurs who motivated me to think further and see bigger.
Beyond the technical knowledge, ESSEC also helped me develop the entrepreneurial mindset: learning to navigate uncertainty, embrace failure as part of the journey, and stay resilient when faced with obstacles. Before this experience, I thought entrepreneurship was mainly about having a great idea, but I quickly realized that execution, adaptability, and persistence matter just as much, if not more.
Finally, being in a traditionally male-dominated field, the support from ESSEC’s initiatives promoting female entrepreneurship gave me the confidence to fully believe in Coastal Reef. Having access to funding opportunities and programs designed to empower women in business reinforced my belief that my project had potential and that I could bring it to life.
How do you apply the skills developed at business school?
At business school, I learned how to pitch my project effectively, refining my storytelling and communication skills to engage potential partners, investors, and customers. Developing a strong marketing strategy was also key—I gained insights into branding, positioning, and audience targeting, which helped shape Coastal Reef’s identity and outreach.
Also, courses in finance and data analysis taught me how to interpret key numbers, from pricing and margins to sales forecasts, helping me make informed, data-driven decisions. These skills have been essential in structuring and growing my business with confidence.
How would you describe a typical day at work for you?
During peak season, no two days look the same! I start early with some movement to stay active and clear my mind. Then, I check emails, pack orders, and create content for Instagram and TikTok to engage with my community.
I also spend time contacting new resellers, updating the website, and responding to clients. When I’m not managing operations, I work on new designs and future collections. It’s a fast-paced, ever-changing routine… but that’s what I love about entrepreneurship!
What obstacles have you encountered along the way?
One of the biggest challenges I’ve faced is uncertainty, from coming up with the idea even until today. As an entrepreneur, there’s no clear roadmap, and every decision comes with a level of risk.
I’ve learned to embrace uncertainty by staying adaptable and data-driven. Instead of waiting for the 'perfect' moment, I focus on testing, gathering feedback, and making adjustments along the way. Surrounding myself with mentors and fellow entrepreneurs has also helped me navigate doubts and gain perspective.
Where would you like Coastal Reef to be in five years’ time?
In five years, I see Coastal Reef as a leading brand in water sports swimwear, known for its elegant, high-performance, and sustainable designs. More than just a brand, it will be a community that empowers women, giving them the confidence to excel while staying true to their values.
Coastal Reef will prove that fashion and sustainability can coexist. Beyond swimwear, I want it to be a movement that inspires, uplifts, and drives positive change.
What is one surprising thing you’ve learned since starting out?
One of the most surprising things I’ve learned is that no matter how much you study business, the real learning happens when you take action. Business school gave me valuable tools, but nothing truly prepares you for the reality of running a company—you learn the most by doing, making mistakes, and figuring things out along the way.
The best lessons come from trial and error, not just textbooks, and I’ve realized that embracing uncertainty and staying flexible is what truly makes an entrepreneur.
What advice would you give to someone thinking about starting their own business?
My biggest advice for anyone thinking about starting their own business is don’t wait for the perfect moment—just start.
I read the following quote in which I found a lot of peace: “Perfection is the enemy of progress. Waiting for the ‘perfect moment’ guarantees that you will miss every opportunity.”
There will never be a perfect time, product, or strategy. The best way to learn is by taking action, making mistakes, and improving along the way. If things don’t go as planned, that’s okay—you’ll have grown, learned, and maybe even enjoyed the ride.
