Swimwear shopping is a nightmare for most women, but Hayley Segar decided to do something about it. She’s the founder of onewith swim, the first swimwear brand that fits like underwear. In this episode, she shares how she built a category-breaking fashion product from scratch, what really goes into launching a DTC brand, and why her mission is as much about confidence as it is about style. We talk about product development, founder resilience, women’s body image, and the emotional power of getting dressed. Hayley also opens up about what it takes to lead a brand on your own terms without losing yourself along the way.

Chapters:

00:00 Why Hayley hated swimsuits (and decided to fix it)

02:00 The lightbulb moment: "What if swim fit like underwear?"

03:30 From idea to launch: 2.5 years of development

06:00 Production delays, anxiety, and startup scrappiness

08:00 The case for launching before it’s perfect

10:00 Hiring a technical designer vs. going to design school

11:30 Building a tiny but mighty team

13:00 Decision fatigue and founder energy management

16:00 Teaching your team how to think like you

17:00 Behind the seams: what makes onewith so technically complex

18:45 Learning the language of production and operations

20:00 What she’s most proud of: grit, polish, and showing up for women

21:45 Customer DMs that will make you cry

23:30 Helping women feel powerful in their own skin

25:00 How she keeps her customer service team connected to the impact

26:00 What “powerful ladies” means to her

29:00 Why she avoids making the brand about herself

33:00 Leading with transparency while holding boundaries

36:00 Growing faster than planned and how viral moments changed everything

38:00 Product-based business = future living

40:00 Stripping back distractions to focus on what matters

43:00 The one non-negotiable habit that made it past the velvet rope

45:30 Stress weight, movement, and founder self-care

48:30 “You can only do one project at a time”

50:00 Her steady power level-and why she owns it

52:30 What Hayley is manifesting next

The Powerful Ladies podcast, hosted by business coach and strategist Kara Duffy features candid conversations with entrepreneurs, creatives, athletes, chefs, writers, scientists, and more. Every Wednesday, new episodes explore what it means to lead with purpose, create with intention, and define success on your own terms.

Whether you're growing a business, changing careers, or asking bigger questions, these stories remind you: you're not alone, and you're more powerful than you think.

Explore more at thepowerfulladies.com and karaduffy.com.

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