Demi George’s childhood spring breaks spent swimming in Arizona pools sparked more than just happy memories; they ignited a revolution in swimwear. Growing up in Minnesota, George noticed a recurring problem during swimsuit shopping trips for her Arizona visits. Standard swimsuits simply didn’t fit properly. If they were large enough to provide adequate coverage in some areas, they were often too big in others. She frequently resorted to tying the sides of her swimsuits just to achieve a reasonable fit. This wasn’t just a personal struggle; it was a widespread issue affecting countless women.
George’s frustration wasn’t with her body, but with the industry’s outdated sizing standards. She realized that the prevailing swimsuit sizing models catered to a specific body shape shared by less than 10% of the population. Tired of these limitations, George envisioned a new sizing paradigm. Her enrollment at Arizona State University (ASU) in 2015 became the launchpad for this vision. Leveraging ASU’s robust entrepreneurship ecosystem, she embarked on a journey to create her own swimwear brand, HeartGlass, which remarkably culminated in features at New York Fashion Week and a Times Square Billboard in 2022.
HeartGlass stands out as the first brand to commercially produce one-piece swimsuits offering separate sizing for the top and bottom. This groundbreaking approach provides women with diverse body shapes the opportunity to find swimwear that truly fits, much like finding the right fit in Asu Swim Uniforms, but with a focus on personal body inclusivity and varied shapes.
Diving into Entrepreneurship at ASU
George’s academic path at ASU perfectly complemented her entrepreneurial aspirations. She pursued a bachelor’s degree in broadcast journalism from the Walter Cronkite School of Journalism and Mass Communication, coupled with a certificate in entrepreneurship and innovation from the W. P. Carey School of Business. ASU’s academic environment fostered and encouraged her entrepreneurial spirit, allowing her to pursue her business goals while studying.
The inspiration for HeartGlass struck poolside, during one of her family visits and swims. The familiar frustration with ill-fitting swimsuits resurfaced, solidifying her resolve. “My intuition was saying, ‘I need to do this. I need to make swimwear for all body shapes,’” George recalled.
Enrolling in the Principles of Entrepreneurship and Innovation class during the fall semester, George discovered Venture Devils, a program within ASU’s J. Orin Edson Entrepreneurship + Innovation Institute. Venture Devils is designed to empower student, faculty, staff, and community entrepreneurs by providing access to crucial resources, including mentorship, funding opportunities, and collaborative spaces for idea development.
A classmate recommended Venture Devils, and George, already exploring prototypes for a couple of other startups, decided to apply with her top two business ideas. HeartGlass, her swimwear line, was selected for the program.
Venture Devils paired George with Lynn Whitman, an experienced entrepreneur and business consultant, who became her mentor. Their regular meetings proved invaluable as Whitman guided George in developing an execution strategy and plan for her innovative approach to women’s sizing in swimwear, aiming to revolutionize even the concept of standard “asu swim uniforms” by prioritizing personalized fit.
“Lynn has truly helped guide me into adulthood,” George acknowledged. “She gives me truthfully honest and clear feedback, straight to the point.” Whitman’s most impactful advice to George was to “take a step back and ask yourself what you need to do now to achieve your goals later.”
George spent her initial year with Venture Devils nurturing HeartGlass within the 1951@SkySong collaborative space, a dedicated environment where ASU-affiliated ventures could cultivate their ideas. During spring break 2018, she balanced time by the pool with preparations for her application pitch for Demo Day, a pivotal event where Venture Devils entrepreneurs pitch their ventures to secure funding.
Demi George pitches her company, HeartGlass, at ASU Venture Devils Demo Day
At Demo Day, surrounded by familiar faces of classmates pitching their own ventures, George made valuable connections. The awards ceremony brought an unexpected wave of emotion. “Later on in the awards ceremony, they were making their way up to the highest amount. I didn’t expect a lot, but then they had named all the winners for the lower tiers. They’re naming the second-highest one, and they said me,” George recounted. “I get in tears thinking about it. I will never forget how I felt that day.” George secured $8,500, providing the essential initial capital for HeartGlass.
She pitched at Demo Day again in fall 2018, winning another $5,000, and achieved semifinalist status in the Adidas Global Sport Alliance’s Global Sport Venture Challenge, earning an additional $1,000.
Navigating Entrepreneurial Challenges
While George hadn’t always enjoyed school, pursuing a degree and building a business she was passionate about transformed her academic experience. However, balancing her responsibilities and aspirations was demanding. “When I was in school, working and trying to get this product out there, I adapted a healthy routine and made sure people around me were supportive. Sometimes it was saying no to social events and having that self-discipline without being too hard on myself,” George explained.
Venture Devils provided crucial funding and a vital network of fellow entrepreneurs facing similar challenges. Seeking manufacturing and development opportunities, George took a bold step in January 2019, driving to Los Angeles without informing many people.
In Los Angeles, networking events proved fruitful. She forged valuable connections with manufacturers, models, celebrity photographers, music producers, other swimwear brands, and inspirational speakers. “I really had a blast finding myself out there and growing as a person. I was loving myself and what I was doing. This is something that I can say I do. It’s my purpose,” George reflected.
After graduating from ASU in May 2019, George dedicated herself to bootstrapping HeartGlass, focusing on product development and networking within the Minneapolis area. However, the onset of the COVID-19 pandemic in the following spring presented significant obstacles.
“I had not had enough materials in time to make enough swimwear. I had to wait,” George said. The pandemic severely impacted small businesses and entrepreneurs. Fundraising opportunities dwindled, particularly for women-led ventures. Despite fabric mill shutdowns causing delays, George persevered, continuing to promote her brand and produce swimwear samples whenever possible. “I just kept going,” she affirmed.
Full Steam Ahead to Success
Spring 2021 marked a turning point as George began in-person marketing. HeartGlass was accepted into Fashion Week Minnesota, and George also participated in Miami Swim Week. These events not only expanded her industry network but also boosted HeartGlass sales.
“It was like a domino effect. I actually had the Mrs. Colombia 2022 contestant, Gladys Marín Santa, become my first international sale,” George shared. Another significant connection was with Monique Coney, International Ms. United 2021. “We met at the airport since she was flying to a convention, and she asked if I had any swimwear on me. She tried on swimsuits in the airport restroom and decided to purchase one. It was crazy!”
These two women, alongside ten other models, showcased HeartGlass at New York Fashion Week. During Fashion Week, HeartGlass secured an advertisement in Times Square. “Everybody wanted to help out and be part of it. They just believed in the brand and what I am doing. I became a lot of the models’ favorite swimwear designer, which was such an honor,” George expressed.
Since November 2021, HeartGlass has offered client fittings at Flirt Boutique in Edina, Minnesota, supporting a local, female-owned business near the Mall of America. Recognizing the pandemic’s impact on small businesses, George aims to drive more clients to local retailers through collaborations, highlighting female entrepreneurship.
Expanding her entrepreneurial endeavors, George established Demi Glass, a business innovations and branding company, in October 2018. Through Demi Glass, she provides consulting services, assisting others in restarting swimwear lines and supporting businesses in beauty tech, wellness, and e-commerce boutiques. “It is great to be recognized for the help that I’ve brought in the community, especially after the pandemic where most businesses had to reevaluate their operations or move online,” George stated.
Looking ahead, George is focused on expanding HeartGlass’s retail presence and launching a two-piece swimwear line, further extending the brand’s inclusive approach beyond one-piece designs and potentially influencing even the concept of standard “asu swim uniforms” towards greater body inclusivity.
“Venture Devils has given me a great boost to get into the real life of being an entrepreneur,” George concluded. “It isn’t easy. If it was, everyone would be doing it. I never felt like I was missing out in college because I would work by the pool, listen to throwbacks and talk about HeartGlass with my friends. That kind of community support made my business fun.”
