If you’ve ever walked through Simon Hall or attended a seminar at the Sam Fox School, you’ve probably heard of her before. With a design studio located on The Loop and products found in Macy’s as well as other retailers, Washington University alumna Lori Coulter exemplifies what many of us want in life—success.

Having received her undergraduate degree in Marketing from Baylor University, this St. Louis native took the initiative to take fashion courses on her own and eventually received her MBA from The Olin School of Business in 1999. Four years later, the Lori Coulter made-to-order swimwear dream, TrueMeasure, was finally realized. I had the opportunity to meet Coulter for a Student Life exclusive Q & A.

Student Life: What’s your personal style? What influences or inspires you?

Lori Coulter: My style is classic with retro-bohemian influences. I like a tailored look with a twist. As for my swimwear, I am always inspired by vintage prints, landscapes, textile design, evening wear, dresses or even people-watching when I vacation at resorts. During St. Louis Fashion Week, I have a great team that helps create a concept every year based on these things.

SL: Which designer do you most admire and why?

LC: Tory Burch both as an entrepreneur and a designer. My favorite swimwear designer is Norma Kamali, due to her iconic retro influences. I love creating something from nothing.

SL: Describe your most unfashionable moment.

LC: In the sixth grade back in the ’80s, I was really proud of my bright yellow jeans and red suspenders. I also had a red-and-yellow-plaid polo that I always wore with my favorite green dress.

SL: How or when were you aware that entering the fashion industry was best for you?

LC: I always knew I wanted to work in retail. After attending Baylor University, I worked in consulting for a few years with Macroeconomic Advisers, but fashion and retail have always been my passion.

SL: What’s the most exciting thing about your job?

LC: I really enjoy working one-on-one with women, as well as presenting my swimwear to CEOs or big Fortune 500 companies.

SL: Why swimwear?

LC: One day my mother was preparing for a trip and needed a swimsuit. She mentioned that if only someone could create swimsuits that always fit, that would be a gold mine. Swimsuits are generally a hard garment for women to shop for and buy. Also, women aren’t very brand loyal so it’s an easier market to enter.

SL: Who is your target demographic?

LC: My customers are usually women ranging from ages 25 to 55. They are affluent, travel regularly, own boats, etc. They also come to me for different reasons. Sometimes I get the fashion-oriented customer who likes the customization process, or I get the wardrobe-essential customer who needs a suit quickly for an upcoming trip.

SL: What makes your line unique?

LC: With our advanced technology and engineering, we’ve created the TrueTailor 3D body scanner. In less than 12 seconds, 140 measurements are taken of each new customer. Then customers are allowed to choose everything from the neckline to the lining—basically all the design details. If they’re looking to buy from our main line, we have about 45 swimsuit styles for women to choose from. If they aren’t satisfied with those options or have an idea in mind, our couture line allows for fresh sketches, all to meet the customer’s needs.

SL: What message do you try to send through your swimsuits?

LC: Women deserve to feel confident in buying and wearing a swimsuit. We also try to revolutionize the way women shop for clothes in general.

SL: How did your products land in a well-known store like Macy’s?

CL: I had to go through the same sales process as other brands and get my product in front of the decision makers. This involves not only a degree of dependability and trust, but I also have to be relatable and sell my line in a way that they would understand. Macy’s has been wonderful to work with.

SL: Where do you see yourself going in the next five years?

LC: Having a 3-year-old son and being an entrepreneur and CEO is very hard work. I would like to expand into more locations. I currently have two factories, both in the U.S. I would also like to diversify the products offered under the Lori Coulter brand. I’ve heard lingerie might be good. Or sportswear.

If you’re looking to start your own business, whether in fashion or not, Coulter advises, “When things go wrong, just know that they are temporary. It’s our job to fulfill our God-given potential.”

—Stay Stylish!