Meet the stylish young mom who runs a swimwear business on the side

An obsession with finding the perfect beach-ready styles led this Dublin-born mum-of-one to channel her love for fashion into swimwear brand Boha


Dubai-based Faye Rooney admits that if her luggage was ever overweight while jetting off on holiday, it was probably to do with the never-ending roster of swim options she would have in her stash. After getting frustrated with the lack of high-quality offering available on the high street, she put her head together with a friend to create Boha Swim —  a neatly-curated edit of affordable, minimalist-yet-chic bathers and bikinis.

Here, the 28-year-old tells IMAGE about the process of getting the brand off the ground, as well as how her own personal style inclinations have changed since her son Hugo came on the scene.

What makes you excited about getting dressed in the morning?

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Whatever I have planned that day, I'll be excited to dress myself for it. Whether it's a business meeting, brunch with the girls or a beach day with my family I'm always excited to style myself for the occasion.

When/why did you decide to launch Boha?

Myself and my partner Hayley [Ryan] decided to create Boha Swim last February. The idea was born when we both found we were spending too much on high-end swimwear brands but didn't feel like anything in the high street stores was our style. We figured there was a market for high-end design with reasonable price points and so Boha Swim was born. We spent 12 months working with different suppliers and trying to find the right fabrics. It was a long process but we are so proud of the pieces and how everything has come together.

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Where do you get inspiration for Boha?

We're both in love with the South of France. The style in Cannes and St Tropez is so chic and effortless. We definitely took a lot of inspiration from our trips there. We wanted our brand to consist of neutral tones with no fussy prints or hectic styles. Our goal is for our customers to feel comfortable and chic while stripped back on the beach.

Have you always been obsessed with swimwear?

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I've always loved swimwear. My suitcase would mostly consist of bikinis for any holiday; I have hundreds of pieces!

What’s your failsafe, go-to look for a day when you’re lacking inspiration?

You can never go wrong with a pair of mom jeans, a plain white tee, sliders and some gold jewellery.

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What's a typical 'off duty' look for you?

Always some denim — jeans or shorts — with a plain t-shirt.

Has your style changed since becoming a mom?

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I have less time now to overthink outfits and trends, so I've really found my personal style since becoming a mother. I'd say my style is comfortable and classic with a little bit of what's trending mixed in.

Where do you shop usually?

Zara.

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If you have something big coming up, where do you look for a killer outfit?

Brown Thomas in Dublin. In Dubai, I'd shop online on The Outnet or Net A Porter.

What do you do with your fashion purchases when you no longer need them?

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I always give my clothes to friends/family members when I'm doing a clear out. Anything that's not taken, I'll donate to charity.

Last outfit you’d wear on earth?

For my last day on earth, I'd probably go very extra and glam with a custom floor-length dress by J'Aton Couture.

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Best ever bargain purchase?

I bought a vintage velvet Dolce and Gabbana dress on Hardly Ever Worn It for my brother's wedding. It was €100 and I LOVE it; it's so 90s.

Designer you’d wear all the time if you won the Lotto?

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Saint Laurent.

Where do you seek style inspiration?

Instagram. I'm always on Instagram saving outfits I love. I love anything neutral and classic.

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Trend you’d never be caught dead in?

Balloon sleeve tops and dresses. I do love the trend on other people, but I think with my gangly arms I just look ridiculous.

Trend you’d wear ‘til the cows come home?

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Jeans with a bodysuit. I love this because you can wear it from day to night by swapping out trainers for a pair of heels and some jewellery.

One thing that’s been on your wishlist forever?

A Saint Laurent Sac Du Jour bag is number one on my wishlist right now, closely followed by a pair of Bottega Veneta black padded mules.


Read more: Blogger Sarah Hanrahan is proof that the best fashion finds are hiding in charity shops

Read more: Meet Audrey Hamilton, the artist with a closet as colourful as her eye-catching artwork

Read more: The fashion PR with a die-hard love for vintage

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