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Made in London, Sold Worldwide: Claudine Payne's Blueprint for a Successful Fashion Brand.

Leyla Maya officially launched on 14th February 2025 as a new luxury swim and beachwear brand. It’s a small, independent, female-founded label, with every piece designed and made in London. The brand was created to offer beautiful, flattering pieces that make women feel confident and stylish on holiday.


Founder Claudine Payne started the business as she approached her 50th birthday, after years of struggling to find swimwear that truly made her feel good. Having previously built and run a successful theatre and dance school for children, Claudine had seen first-hand how body image issues affect both young girls and women. Craving a new career direction and inspired by her love of travel and fashion, she founded Leyla Maya to empower women to feel fabulous in their own skin.


Three women are seated on a white couch with orange trim. Claudine Payne, the founder of Leyla Maya, is in the center, smiling. She has medium-length brown hair and is wearing a dark blue cover-up over a light blue swimsuit. The two women on either side of her are wearing dark blue swimwear and gold jewelry. All three women are smiling and appear to be enjoying each other's company.

Follow Leyla Maya on Instagram HERE


1 - Starting a Business Later in Life & Advice for Others: It's so inspiring that you started

your dream swimwear and resort wear business at 50. Could you share what that experience was like for you, and what advice would you give to someone who might feel it's "too late" to pursue their entrepreneurial dreams?


It’s definitely been a challenge, but I wouldn’t change it for the world. I truly believe it’s never too late to start something new, and having a fresh challenge at this stage in life has given me a renewed sense of purpose. I’d run a business before, so I knew how hard it would be—but launching a brand in a completely different industry has opened up a whole new world for me. I’ve learned so much, met incredible people, and discovered a lot about myself in the process.


My daughter had just left for university and my son had started running his own business, so I had a bit more space in my life—and I wanted something that was just for me. If you’re thinking about it, the best thing to do is just start. Don’t be afraid. Every single day presents a new challenge, and I still question myself constantly, but this journey keeps me mentally alive.


Stepping outside of your comfort zone is always scary, but it’s also incredibly rewarding. At 50, I feel like I can bring a wealth of life experience to the table, and I’m also constantly learning from younger generations, who have so much to offer. Don’t let age define you—whether that’s in wearing a bikini or starting a business. Make your own rules, follow your own path.



2 - Navigating Seasonality & Year-Round Sales: Swimwear and resort wear naturally have peak seasons. How will you approach sales and marketing during the winter months or off- season? Do you have a specific campaign or strategy idea you will employ to maintain engagement and generate sales throughout the year?


Oh gosh, I really learned this the hard way launching a summer product in February—ha! It’s been a big learning curve when it comes to marketing and sales. My target customer isn’t someone who only holidays in the summer, so the idea is to reach women who travel all year round and want to enhance their holiday wardrobe.


Ultimately, I plan to sell in holiday destinations around the world—that’s the long-term strategy. The tech and analytics side of things is the hardest part for me, as I come from a creative and hands-on background, so it’s something I’m still learning and need to invest more time into. I am also not great in showing up personally on social media as its totally out of my comfort zone!


Two women are seated on a white boat railing, with a bright blue sea and a distant city visible in the background. The woman on the left has long dark hair and wears a white lace top with a deep neckline, sunglasses, and gold jewelry. The woman on the right has brown hair, wears a white lace strapless top, a white hat with a small blue embellishment, sunglasses, and gold jewelry. Both women have a serious or contemplative expression. The sky is clear and blue.

3 - Combining Design & Styling Expertise:You've successfully combined your roles as a

fashion designer and a stylist. How do these two aspects of your work complement each other? Do they ever-present challenges, and what advice would you offer to other stylists looking to launch their own fashion brands?


When I started, I wasn’t a fashion designer or a stylist! I’ve grown into both roles organically. I’ve always loved fashion and knew exactly what I wanted in swim and beachwear for myself. Initially, I thought I’d bring in a designer, but I realised I wanted to create the designs myself.


The styling side of my business evolved naturally, too. When I opened my home studio, friends and private clients would visit, and I’d spend hours helping them choose the right pieces for their body shape, accessorising with jewellery, hats, and bags. It became the part of the business I love most.


Working so closely with women has made me far more aware of different body types and how important it is to design pieces that truly fit and flatter. I’m currently developing designs for fuller-busted women and more mature customers who might have felt overlooked by the swimwear industry. For example, I’ve created a piece called “Michele” for a beautiful fuller-busted woman, and “The Gina” for a wonderful friend in her 60s who wanted something glamorous but practical enough to chase after her grandkids in.


All my pieces are ones I wear myself. When I’m on holiday in my own designs, people often stop me to ask where my outfit is from—which is such a compliment. For stylists looking to launch a fashion brand, I’d say: you already have access to your ideal client. Listen to them. Collaborate with them. Design what they actually want and need.


Follow Leyla Maya on Instagram HERE


A woman stands on a boat with a bright blue sea and clear sky visible in the background. She wears a light pink bikini, pink tinted sunglasses, and gold jewelry. She has brown hair and is looking directly at the camera with her arms outstretched, resting on the boat's railing. The water is a deep blue and the sky is a lighter blue.

4 - Made in London Production & UK Manufacturing: Your commitment to having your

designs made in London is a significant point of difference. Could you tell us about the process of setting up your UK-based manufacturing? Were there any particular challenges or key learnings you experienced, and what advice would you give to other brands considering UK production?


I’m a very hands-on person—probably to the point of being annoying! Ha! I wanted to be involved in every stage of production, and finding a factory in London was the best decision for me. It took time—especially as I was new to the industry and didn’t have many contacts—but being able to visit the factory, drop off fabric, and make changes quickly has been invaluable.


I’ve been the fit model for every design, so I can really feel how each piece wears and make adjustments until it’s right. I’m incredibly proud to manufacture in the UK. That said, it does come with higher costs, which makes scaling into wholesale more difficult, and you have to factor that into your pricing.


I also import fabrics from Europe, which adds to customs and shipping costs—whereas producing in places like Portugal would avoid some of those expenses. But I’ve built a great relationship with my factory, and after a lot of back-and-forth and patience on both sides, we’ve created something special.


A woman with long brown hair poses on the white railing of a boat. She is wearing a semi-sheer patterned dress, a straw hat with a frayed edge, and a necklace. She is reclining on the boat's railing, with her legs extended and her feet visible. The background shows a calm body of water and mountains in the distance. The boat has a wooden trim.

5 - Creative Style Shoots & Building a Strong Network: The style shoots and imagery on your website are incredibly creative and impactful. What inspires the vision behind these shoots, and did you need to have established contacts to bring them to life? What advice would you give to someone looking to build a strong network of contacts to support their business's creative and marketing efforts?


I’ve been incredibly lucky to have a strong network of friends who have supported me from the very beginning. I had a clear vision for my first shoot and collected reference images from magazines and Instagram to communicate what I wanted.


One of my best friends, who has a background in fashion and music management, came on board as my creative director. Another friend was a photographer who did such a great job of capturing the shots and who also introduced me to an amazing videographer. I even flew to Spain to cast models for the shoot and found two girls who were friends—they had a fantastic rapport and made the shoot come to life.


Two women sit on a light-colored sofa with blue pillows, on a boat with a dark, reflective surface visible behind them. The woman on the left has dark hair and wears a white lace cover-up over a swimsuit, sunglasses, and gold jewelry. She is smiling and holding a red cocktail with a green garnish. The woman on the right has brown hair pulled back in a ponytail and wears a white lace strapless top and sunglasses. She holds a yellow cocktail. Both women appear relaxed and are looking towards the right. The background is bright and sunny.

I was on a tight budget, so I worked with a model agency who were also just starting out—we helped each other, and they exceeded my expectations.


My advice? Choose your team carefully. Always look at someone’s work before you commit to working with them. Join networking groups. Ask questions. Don’t be afraid to reach out for help.


One of my closest friends owns a hair salon—Sotira Georgio on the New Kings Road—and she’s been an incredible support. She has already hosted two pop-ups for me and introduced me to her clients, many of whom have now become my customers. Their feedback has been invaluable.


I really believe in giving back, and I think when you help others, it always finds a way to come back around. Surround yourself with supportive, inspiring women—and that energy will reflect in everything you do.


Claudine Payne's journey with Leyla Maya is a powerful reminder that it's never too late to pursue your passion and build a business that reflects your values. From navigating the challenges of seasonal sales to championing 'Made in London' manufacturing, her insights offer invaluable lessons for aspiring entrepreneurs. But perhaps the most impactful takeaway is her unwavering belief in empowering women and building a supportive community. As she proves, with dedication, creativity, and a willingness to learn, anything is possible.


Two women stand on the white railing of a boat, with a clear blue sky visible in the background. The woman on the left has dark hair and wears a light purple one-piece swimsuit and gold jewelry. She is looking to the left. The woman on the right has brown hair and wears a pink bikini and gold jewelry. She is looking directly at the camera. The boat's railing is horizontal and silver. The sky is bright blue and clear.

Follow Leyla Maya on Instagram HERE

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