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Scarsdale Women Start Swimwear Business (And Offer Discount For Readers)

The founders of Joya Swimwear: Lara Serebrier Paul, left, and Judith Heimowitzof, right, of Scarsdale. Photo Credit: Submitted
Some of the styles from Scarsdale-based Joya swimwear. Photo Credit: Submitted

SCARSDALE, N.Y. --  A visit to Mexico -- and a lament over finding the right bathing suit -- led Lara Serebrier Paul and Judith Heimowitz to create their own business.

Joya Swim -- the name means "jewel" in Spanish and plays on their company's Mexican origins (all pieces are made there and the two women love the association of their line being a "jewel of the ocean") -- was formed in March 2016 and so far, has been taking off via trunk shows and website sales.

This, despite the fact that the two Scarsdale moms had no retail experience per say. Heimowitz previously worked in media, focusing in the fashion space including InStyle, GQ, Celebuzz, and other fashion blogs. Serebrier Paul has a background as a musical theater actress, which put her in leotards every day for the better part of her childhood and twenties.

When the two moved from Manhattan to Scarsdale, they became fast friends. And, when they had that fateful family vacation, they commiserated together on the sensitive topic of swimwear shopping.

"We found a common ground in our quest for bathing suits that feel appropriate for our age and post-child bearing bodies but yet are fashion-forward, comfortable, and sexy," said Serebrier Paul.

"After unsuccessfully searching for bathing suits that fit the bill we decided to explore designing our own."

What makes Joya Swim unique, they said, is the fact that they are comfortable yet flattering, right off the rack. And, if a customer doesn't find exactly what she is looking for, she can customize any of the suits to make them into exactly what she needs (i.e. larger bust, longer torso, different colored straps).

And, because the two sell direct to consumer via trunk shows, parties and private events,  the whole shopping experience has been transformed. It's also done with experts who really know fit. "Plus," said Heimowitz, a glass of wine with friends before you go into the dressing room certainly doesn't hurt.

Joya Swim features one-pieces, tankinis, bikinis and cover-ups in prices that range from $188 to $198 (bathing suits) and $108 to $125 (for cover-ups).

See the suits yourself at Platinum Drive Realty Office at 1082 Wilmot Road in Scarsdale on Thursday, May 4 from 7 to 9 p.m. for a pop-up Mother's Day event.

Other events include May 18 in New Rochelle, June 7 in Westport, and June 14 in Scarsdale. Contact for more information (they are at private homes) or to schedule your own event, shopping party, or private style session.

The women are offering a 10 percent discount to those who say they saw the story in the Daily Voice; coupon code DAILYVOICE.

Go to for more information.

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