Client Spotlight:
Introducing Swimwear Brand Asena
An Interview With Founder Amber Dogar | By Emma Golley | May 30th 2025
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In February 2024, I began an inspiring journey with founder Amber Dogar to develop her very first swimwear line for her debut brand, Asena. Over the past year, I’ve had the privilege of working closely with Amber to bring her creative vision to life, and I’m thrilled to celebrate her upcoming launch in June 2025.
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Amber graciously shared her experience in building her first collection, the inspiration behind Asena, and her hopes for the brand’s future.
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Q: Hi Amber! Can you tell us a bit about yourself and what inspired you to start your own swimwear brand?
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A: I’m Amber, I’m 24, a cat lady, music lover, and total beach girl. I currently live in Spain and have roots in the UK, Türkiye, and Canada. I’ve struggled with body image for most of my life, from being bullied as a kid to dealing with the pressure of ballet and never quite feeling like I belonged.
Asena was born from that experience. It wasn’t just about launching a swimwear brand, it was about creating something I needed when I was younger. Something that makes women feel seen, confident, and good enough exactly as they are. It came from a place of healing, and from wanting to help others feel powerful in their own skin.
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Q: What was the moment you knew it was time to turn your idea into a business?
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A: I was laid off from my job in the music industry, it was something I had spent years chasing and building my life around. I was completely burnt out, and the thought of going back to begging for opportunities, feeling undervalued and uncomfortable with how women were treated in the industry, just didn’t sit right with me anymore. As much as I loved music and touring, I realized the culture around it didn’t align with who I am or what I stand for.
The day I got laid off was full of tears and “What do I do now?” But looking back, it was the most freeing thing that could’ve happened to me. I was in a really low place with my body image and mental health, - not the first time - and I remember thinking, I want to create something that I needed. Something that makes women feel seen, strong, and proud of who they are.
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Q: What makes your swimwear collection stand out from others on the market?
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A: What makes Asena’s collection different is that it doesn’t separate women into categories. So many brands offer trendy designs for smaller sizes and then take a more modest, toned-down approach for plus-size women. From the beginning, I wanted to create one unified collection that offered the same high-quality styles in every size. No compromises.
Asena is about shifting the mindset around swimwear and body image. I didn’t want it to be about hiding insecurities — I wanted it to be about embracing them, and ultimately overcoming them. So many of the things we’re insecure about only became insecurities because a brand or industry made us feel like they needed to be fixed. If no one ever marketed a “solution” for hip dips, cellulite, or back rolls, we probably wouldn’t have thought twice about them.
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Every piece is designed to flatter, support, and celebrate your body, not to fix or minimize it. I was really intentional with the fit, and the fabric so that no matter your shape or size, you feel strong, sexy, and fully seen. I spent time talking to friends and family about what they loved or struggled with when it came to their bodies, especially in swimwear. This really helped me figure out what was important when it came to design.
Asena isn’t just about looking good at the beach, it’s about feeling good in your skin, and refusing to shrink or hide to fit into anyone else’s idea of beauty.
We’re starting with clean, neutral, minimalist styles that let the woman wearing it be the focus.​​​​​​​​​​​​​​​​​​​​​​​​​
Q: Who is the ideal customer you had in mind when designing this collection?
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A: When creating this collection, I had the woman aged 18–34 in mind, someone who is beach-loving, confident, or on her journey to becoming confident, and values authenticity. She wants to feel sexy, powerful, and seen. She’s tired of outdated beauty standards, she’s value-conscious, and she wants to feel good in what she wears, not just physically, but emotionally too.
She’s intentional about her purchases and wants her fashion choices to mean something. She’s not just looking for another bikini, she’s looking for something that represents strength and self-expression.
"Looking ahead, I definitely want to expand into collections that cater to more age ranges. I know my mom and her friends, as well as women in other stages of life, would love pieces that make them feel just as confident, without sacrificing coverage or style."
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Q: What values or ethos does your brand Asena represent?
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A: Asena is built on high-quality pieces, inclusive sizing, women empowerment, and fashion-forward design. We’re here to make sure women of all shapes and sizes feel seen, confident, and powerful. It’s not just about having more sizes, it’s about making sure every piece fits well, looks amazing, and makes you feel like the best version of yourself. We don’t separate style by body type, everyone deserves access to the same trends and styles.
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Q: How did you find the process of developing your first collection from concept to creation?
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A: This was my first time doing anything in design, I started from ground zero with no experience, no background, just a vision. It’s been exciting, overwhelming, and definitely came with a side of “what the hell am I doing??” The process was full of good stress, the kind that comes from caring so much and wanting everything to be perfect. I had to learn a lot, fast, from industry terms to production processes I’d never even heard of before. But honestly, the most rewarding part has been watching something that started as just an idea in my head turn into a sketch, and then into a real, physical piece I can hold. It’s surreal, and makes every moment of doubt or confusion completely worth it.
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Q: What was it like working with a Fashion designer and Consultant during this journey?
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A: That first call with Emma was exciting, but I was also so intimidated. I had no idea what I was doing or talking about, and Asena didn’t even have a logo or a solid concept yet. I was scared I’d be judged for not knowing enough, but over time, through calls, emails, and feedback, I realized how powerful it is to just admit what you don’t know and be open to learning.
Emma explained everything so clearly, and I never felt like there was a question I couldn’t ask. She helped me build a strong foundation, from understanding the design process to finding a manufacturer, communicating with them, sampling, and eventually placing our first inventory order.
What I really appreciated was that I could go to her with questions beyond design too. Whether it was about production, logistics, or general industry advice, she’d always do her best to point me in the right direction. I felt confident in her opinions because I knew she had the experience to back them. Each step of the way, I felt more and more confident in the process, and I genuinely couldn’t have done it without her guidance.
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Q: How did that collaboration shape or influence your ideas and the final outcome?
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A: Emma’s knowledge really helped guide my ideas in a more realistic direction. It’s one thing to have a vision in your head, but I had no clue how certain styles were actually made, what was possible, what wasn’t, or how things needed to be constructed. When she came back with her first round of sketches, it was like she had pulled the exact image from my mind.
One of the best parts of collaborating was being able to exchange feedback, we didn’t always agree right away, but we always found the right solution. I hadn’t even thought about how things would be structured, sewn, or manufactured. That’s where Emma stepped in, she took my ideas and translated them into something that could actually be brought to life.
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Q: What have been the biggest challenges in launching your swimwear line so far?
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A: As I’m writing this, Asena is just a few weeks away from launching, which is surreal! One of the biggest challenges logistically has been the steep learning curve. There was so much I had to figure out quickly, things like importing and customs, legal requirements, and managing the financial side. A lot of it wasn’t (and isn’t) glamorous, but it was necessary, and it pushed me to learn fast.
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Another challenge has been balancing Asena with the unexpected shifts in my personal life. Since starting the brand, I spent three months in Australia and then moved to Spain, none of which was planned when I first began building Asena. Running my own business gave me the freedom to do that, which has helped me grow and shape new visions for the brand. But moving around a lot meant adjusting how I work; relying on a fulfillment service instead of packing orders myself, and managing everything from my laptop without a set base. There are definitely pros to that freedom, but it’s also something I’m still working on finding balance with.
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The most personal challenge has been learning to fully trust myself. Starting a business requires constant decision-making, and it can feel really overwhelming when you’re taking such a big risk. I’ve had to work through a lot of self-doubt, especially after years in the music industry where I was used to second-guessing myself and staying quiet. I’ve had to learn how to assert my vision, make space for collaboration without letting the brand become what other people want it to be, and stay grounded in why I created Asena in the first place. It’s still something I work on daily, but I’ve grown a lot through it.
Q: Have there been any unexpected lessons or surprises along the way?
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A: Starting a business feels like there are unexpected surprises around every corner, sometimes in the best ways, sometimes in the worst.
One of the biggest surprises came with logistics. Like many brands, I planned to focus on the North American market and ship out of the U.S., but just as we were getting ready, massive tariffs were introduced on imports. I had to pivot quickly, within two weeks, and decided to ship everything to Canada instead. It felt like the most authentic and value-aligned choice, even if it wasn’t what I originally planned.
On the positive side, I’ve made so many unexpected connections, and I’ve really learned the value of going to my village before outsourcing. My mom, who’s a business owner herself, keeps me grounded and always offers experience-based advice when it feels like the world is ending. My sister’s friend became our photographer, her other friends stepped in as models, and my marketing manager’s sister helped with our ecomm shoots and is even joining us on our first brand trip. You truly never know who someone you know might be connected to. I can be stubborn and want to do everything myself, but allowing the people around me to be part of Asena has already built such a strong and supportive community, and that’s been one of the most rewarding surprises of this journey.
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Candidly, one of the biggest lessons was just how expensive it is to manufacture and market a product properly. I knew it would be a big investment, but the reality of the costs, especially for a small brand doing things right, was a bit of a wake-up call.
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​Q: What’s been your proudest moment on this journey so far?
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A: The day I saw other people wearing Asena was my proudest moment. Nothing can top that. After working on this brand for so long, seeing it on real people, not just in my head or on a screen, made it all feel real. I was definitely nervous about how the pieces would be received, but in that moment, all the fear quieted. Even if just for a second, it silenced the imposter syndrome and reminded me why I started this in the first place. It was that full-circle moment of realizing, I really did this.
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Q: How did you approach sourcing materials and ensuring quality for your collection?
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A: I knew from the start that sourcing materials had to be intentional. It was really important to me that everything was done ethically, without compromising on quality. Emma was a huge help during this process, we worked closely together and with the manufacturer to select the right fabrics. It was a big decision, and one that could truly make or break the product, so I took time to get feedback from others and really sat with the options before deciding.
We ended up going with a reputable fabric supplier, and Emma didn’t just check the quality of the fabric itself, she also made sure the construction of each product was up to standard. There was even a point where the fabric we sourced and the construction for our cover-ups (coming soon…) didn’t meet our expectations, so we made the call to delay their release. It was the right decision, because it allowed us to stay focused on the swimwear and make sure everything we put out aligns with our values and standards.
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Q: What feedback have you received from friends, family, or early testers of the collection?
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A: So far, the feedback has been amazing! Words like classy, sleek, high-quality, and even problem-solving have come up. One detail people especially love is that our bikini tops don’t have ties, it makes lounging by the pool, laying on the beach, or even driving way more comfortable without bulky knots digging in. That small design choice made a big difference for one of our models who recently had corrective scoliosis surgery, traditional tie-backs caused her pain, and this was the first top that didn’t.
Overall, people really connect with what Asena stands for. They love the mission behind the brand, and it’s been so validating to hear how much it resonates.
Q: What are you most excited about as you prepare to launch this collection in June?
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A: I’m so excited to finally share Asena with the world and open up the community to a wider audience. This brand is such a personal project, it holds so much of my heart, and I hope that when people visit our page, make a purchase, or wear Asena, they can truly feel the love and intention that went into every detail.
I’m also genuinely excited to receive feedback. Asena is still so new, and this is our very first collection, so I know there’s a lot to learn. I want to make sure we’re delivering on our promise and creating pieces that people truly love. More than anything, I’m excited to see others step into something I’ve created and have their own “Asena moment”.
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Q: Where do you see the future of your brand, and how do you hope to grow it over the next year?
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A: I have a lot of ambition for Asena. One of my biggest goals is to eventually have an in-person office or studio space, somewhere that feels like home for the brand, once I decide where I want to settle long-term. I want to grow our team and build a strong internal community that reflects the values of Asena; supportive, creative, and purpose-driven.
Over the next year, I’d love to begin designing our second collection and bring more brand trips to life.
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I'm also focused on growing authentically, finding people, creators, and collaborators who truly align with our values and mission. While we currently ship worldwide, our marketing is focused on North America, and I’d love to expand that into Europe and Australia, which feel like natural extensions of my personal story and background.
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Looking ahead, I’d love for Asena to evolve beyond just a swimwear brand. I see us creating a space, both online and in real life, where women feel powerful, seen, and celebrated. Whether that’s through events, community activations, or future product lines, my goal is to keep building something that makes people feel good in their skin and proud of who they are.
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If Amber's journey makes you feel inspired to start your own collection, get in touch! We offer a full package service from product ideation to completion with a factory. Click here for more information.
For more fashion insights and industry highlights, keep exploring our website.
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To shop Asena's first collection click here.​​