Leila Shams is a graduate of Parsons School of Design with over 20 years of experience in the fashion industry. Originally from New York City, Shams is now living (but definitely not driving!) in Los Angeles, California. In 2009 she founded Leila Shams, LLC, creating a celebrity-loved contemporary collection focusing on printed, embellished and washed pieces. Fans included Kendall Jenner, Kim Kardashian and Nicki Minaj. Shams sold her collections through Harvey Nichols UK, Neimans, Revolve, Planet Blue, and Curve LA.
Her latest endeavor is creating a confidence boosting, mega sculpting swimwear line and operating as CEO of TA3 SWIM. Shams experienced self-consciousness and doubt whenever beach season arrived. She admits her first thought was always, “I need to go on a diet,” and she recognizes that almost all women experience a similar reaction, no matter what size or shape they might be. Traditional swimwear just didn’t fit well or boost her self-esteem. Working in the fashion industry, she was in the perfect place to do something about it. Shams spent three years developing a bathing suit that fits comfortably, yet dramatically sculpts the waist, lifts the bust and smooths the belly.
Shams began marketing her suits through social media, and was particularly successful with TikTok, where posts about the suits went viral. In August of 2021, scarymommy.com called the Lacey suit one of the best supportive swimsuits available.
TA3 suits are made from a matte, ultra-lightweight scuba fabric for the outer layer. Scuba fabric It offers great support & recovery. While it can sometimes develop creases during shipping, the lines are easily removed with water or steam. The suits come in different styles and colors, and can be ordered through their Facebook page and the website.
Shams says that making women love the way they look in a swimsuit has been the greatest thrill of her life and that working insanely hard on something that makes women feel confident is beyond satisfying!
TA3 Swim in the Shark Tank
Leila Shams, the founder of TA3 Swimwear, appeared on Season 13, Episode 12 of Shark Tank. She pitched her shaping swimwear for women, asking for $500,000 in exchange for 10% equity, valuing the company at $5 million. TA3 Swimwear, known for its corset-like construction, had achieved $1.4 million in sales within the first 13 months and held a patent-pending status. Shams’s marketing strategy primarily relied on social media.
Despite impressing the Sharks with her sales and product quality, Shams didn’t secure a deal. Barbara Corcoran withdrew due to past experiences with a similar business. Mark Cuban and Kevin O’Leary also opted out, citing a lack of connection with the product category. Daymond John expressed concerns about the risks associated with seasonal inventory, leading him to withdraw. Lori Greiner, the last remaining Shark, suggested licensing the technology to major retailers, but Shams was not interested in this approach, leading Greiner to also opt out.
| Entrepreneur | Leila Shams |
| Business | TA3 Swimwear |
| Ask | $500,000 for 10% equity |
| Valuation | $5 Million |
| Sales | $1.4 Million in first 13 months |
| Result | No deal |
| Sharks Involved | None |
TA3 Swim After Shark Tank
Increased Customer Engagement and Online Presence: Despite not securing a deal on the show, TA3 continues to resonate with its audience. The company leveraged social media influencers for marketing, which included endorsements from figures like Lisa Rinna. This strategy contributed to reaching 138k+ followers on Instagram by January 2023, a significant increase from the 100k followers achieved in August 2022.
Implementation of Virtual Fitting Room Technology: To enhance the customer experience and reduce returns, TA3 Swim adopted virtual fitting room technology. This innovation significantly reduced their return rate by 47%, demonstrating an effective approach to addressing customer fit concerns.
Market Performance and Brand Recognition: The company maintained a valuation of $5 million and effectively marketed its products nationwide. Recognized by various media publications, including Insider, Sun, New York Post, People, Forbes, Seventeen, and InStyle, TA3 Swim established itself as a notable brand in the women’s swimwear market. As of January 2023, the company was still operating successfully with its headquarters in Los Angeles and employing around ten people.
Expansion of Product Range and Viral Marketing: TA3 Swim expanded its product line to include over twenty signature designs in various colors, catering to diverse customer preferences. The brand effectively utilized TikTok for marketing, where their designs went viral due to their unique compression feature. The hashtag #TA3Swim garnered over 44.5 million views on TikTok, and the brand received an endorsement from Drew Barrymore, highlighting its appeal and reach.
TA3 Swim’s journey post-Shark Tank reflects a successful pivot in marketing strategy, innovative use of technology, and a strong connection with its target audience, leading to sustained growth and brand recognition in the competitive swimwear market.
