In the heart of Toronto’s Roncesvalles Village, Bathing Belle Swimwear is redefining what it means to shop for the perfect swimsuit. Founded by designer Danica Salajko, the boutique specializes in creating custom swimwear that not only fits well but also makes every customer feel confident and celebrated. Since opening its brick-and-mortar location in 2018, Bathing Belle has gained a reputation for its personalized service, unique designs, and commitment to inclusivity.
For Salajko, swimwear design is more than just a business—it’s a lifelong passion. “I’ve always been doing bathing suits,” she shares. “My mom and my aunt owned a custom swimsuit shop when I was growing up, so I was always around it.” This early exposure to the industry, combined with her background in fashion, film, and photography, gave Salajko the skills to launch her own brand, which now caters to a diverse range of body types and personal needs.
The Journey to Opening a Storefront
The journey to Bathing Belle’s physical location began unexpectedly. While on vacation in Bonaire, a friend encouraged Salajko to take the leap into opening a store. At the time, she hesitated due to family obligations, but the idea stayed with her. Eventually, she secured a space at 355 Roncesvalles Avenue in Toronto, an area known for its vibrant mix of independent retailers and community-focused businesses.
“I saw a sign for an available space and just knew I had to have it,” she recalls. “I didn’t even see it first, but sometimes you just get a feeling about something.” With a loan from BDC, she transformed the second-floor apartment into a boutique, showroom, and production space, complete with a dedicated sewing room and a back patio used for customer appreciation events.
More Than Just a Swimwear Store
What sets Bathing Belle apart from other swimwear retailers is its commitment to personalization. The store offers both ready-to-wear pieces and custom alterations, ensuring that customers leave with a swimsuit that fits them perfectly.
“We offer free alterations for any suit purchased from us,” Salajko explains. “A lot of women settle for a swimsuit that doesn’t fit well just because they’re in a pinch. We’re changing that.”
Bathing Belle also provides specialized options, including mastectomy swimwear, suits for individuals with ileostomies, and custom designs that accommodate body changes due to menopause. “We want people to feel comfortable and confident, no matter their shape or size, offering specialized options for individuals with unique needs, including those undergoing gender transition, mastectomy patients, and people with medical conditions requiring tailored swimwear. “We take pride in creating a space where everyone feels accepted and celebrated,” Salajko adds.” she says.
In addition to women’s swimwear, Bathing Belle caters to men as well—although on a custom-only basis. “We mainly do James Bond-style boxer briefs, Speedos, and even the occasional Borat suit,” Salajko laughs. “We’ve also recreated vintage 1920s men’s swimsuits and would love to get into making wrestling outfits!”
Inclusive Representation in Swimwear
Salajko is passionate about showcasing real bodies in her designs. “Having a girl with a few more curves actually sells bathing suits better than using thin models,” she explains. “Women want to see themselves in the photos. That’s how I shop online, and that’s how I want to present my brand.”
Bathing Belle has also expanded its offerings to serve the transgender community. “We provide swimwear for transgender men and women. It’s a learning process, but we’ve had great success working with clients to create pieces that make them feel comfortable.”
Surviving and Thriving Through COVID-19
When the COVID-19 pandemic hit, Bathing Belle faced an existential crisis, like many small businesses.” With travel grinding to a halt, demand for swimwear plummeted. But instead of waiting for the situation to improve, Salajko pivoted.
“I started making masks using the fun prints from our bathing suits,” she recalls. “At first, I was donating them to frontline workers and seniors’ homes, but when I posted about it online, things took off.”
A news story on CTV catapulted Bathing Belle into the national spotlight. “That one feature changed everything. My website went from zero to a gajillion overnight,” she says. “Hearing that ‘cha-ching’ sound every time we made a sale was surreal.”
Despite not qualifying for government assistance, the sudden boom in mask sales allowed Bathing Belle to stay afloat. “It saved my business,” Salajko says. “I was working 16-hour days, living at the store, sewing non-stop. It was exhausting but necessary.”
Looking Ahead: Expansion and Growth
With Bathing Belle’s strong footing in Toronto, Salajko is now considering the brand’s next steps. “I’d love to open another location in Toronto ” she says. “I’ve also thought about mass manufacturing certain styles that we know our clients love, so we can focus on the more fun, custom pieces in-house.”
The brand’s commitment to sustainability also plays a role in its growth strategy. “All of our swimsuits are made in-house by me and my colleague Jennifer, who has been with me since the beginning. We source high-quality, eco-friendly fabrics from Canadian and UK suppliers. It’s important to us that our products last and that we support local businesses.”
A Unique Approach to Swimwear Shopping
For many, swimsuit shopping is a dreaded experience. Bathing Belle aims to change that. “We create a welcoming space where people can feel comfortable,” Salajko says. “We offer one-on-one consultations, and I can often tell a customer’s size and the best style for them just by looking at them.”
One loyal customer told her recently: “I don’t know why anyone would shop for swimsuits anywhere else. It’s so easy and stress-free here—you can pick a style, choose a fabric, and it just fits.”
