Custom-sizing swimsuits is perfect fit for businesswoman

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Lori Coulter always has been an enterprising sort. In high school in Monett, Mo., she started selling her own wholesale-purchased concessions at American Legion events before she could drive a car. Not so surprising then that in 2004, when Coulter was 29, she started her own business - made-to-order swimsuits. Coulter also has a patent pending on TrueMeasure, the software she uses to customize - and custom-size - her swimsuit designs. With headquarters in a former light-filled residential space on the Delmar-velous Loop, Coulter and her team of two full-time employees help women design swimsuits from a palette of lines that Coulter offers, and to develop custom measurements using her special software. She also speaks regularly to local universities and women's organizations on such topics as entrepreneurship and "finding the perfect swimsuit for your body shape."

How did you ever hit on the custom-made bathing suit idea?

A project I worked on for my MBA looked at how new technologies were affecting retail industries, with an emphasis on fashion retailing. While I was working on this, I ran across the technology to mass customize clothing. Then I went home to visit my mother and father, and my mother was getting ready for her annual trip to Naples, Fla. She was searching for a swimsuit and said to me, "If only someone could make a swimsuit that fits, they would have a gold mine." The idea just clicked.

What did you do to prepare to open your company?

Right after I got my MBA, I went to work in marketing and business development for Macroeconomic Advisers, a premier economic consulting and forecasting firm. I hate to talk about this, but I was in the World Trade Center on September 11. I was at a conference and I had worked for Macroeconomic Advisers for about two years by that time. I was looking to do my own thing anyway, so when I got back home from New York I sort of took stock. I wound up quitting and then I did some consulting work and planned my wedding. I was married in June 2002.

Did you do most of the work to open your business after your wedding?

Yes. I did a lot of research on the concept and I developed a business plan. Then I started trying to get funding. My initial investors are friends and family. I got the funding together in fall 2004, and we started selling in January 2005.

What's the most rewarding part of what you do?

My real goal is to make women feel good about themselves and their bodies and to release their inner designer.

Do you really think all women have "inner designers?"

From our experience with women and swimsuits, yes. With the lines we carry, you can customize everything - from the neckline to the leg line to the embellishments. This year, for instance, we are offering coconut wood rings and slides and rhinestone accents. Women really like to try different things when they design their suits.

Do you sell online or through your shop or both?

We do both, but women have to come into the studio to be custom measured. We use a digital body scanner to take body measurements. We are developing software so customers can do the measuring in their own homes, but we're not there yet. We do trunk shows and have shows at major retailers. We also have what we call "swanky swimsuit soirees" at the studio, where women can have parties and take their body measurements and design their suits. We offer incentive gifts for the parties that can be donations to charitable organizations. We really encourage that.

What's the cost?

There is no cost for the parties other than the cost of the swimsuits. They are $185, and then we have additional fees for things like coverups and other accessories. But the basic cost with measurements and everything else is $185.

What's your long-term goal for the company?

My goal is to roll this concept out nationwide as a new way of buying luxury apparel. We are looking for retailers around the world who may be interested. We also would like to partner with retailers and place concept shops in retail stores around the country. Acquisition might also be a possibility.

On the personal side, how does ramping up a business go when you're dealing with a new baby?

It's exhausting. At this point, about all I do is my business and my family. I have a cousin who is baby-sitting for us and that's been a lot of help.

Have you been able to do any reading?

Actually, yes. The last book I read was "The Lake of Dead Languages." And I also recently read "The Kite Runner."

Last movie you saw?

"Walk the Line."

Last thing you TiVo'd?

I don't have TiVo. I'm not that hip.

Lori Coulter

Age: 31.

Education: Raised in Monett, Mo. Coulter graduated from Monett High School in 1993 and went to Baylor University in Waco, Texas. She graduated from Baylor in 1997 with a bachelor's degree in business administration. Earned an MBA from Washington University in 1999.

Marital status: Married to Kelly Coulter who works in finance for a division of Emerson. They have a 14-week-old son named Devin.

Family: Mother and father, Terry and Sherri Thompson. Brother, Jonathan Thompson, 28, in architectural school at Clemson University.

Job: President and CEO of her own company, a made-to-order swimsuit business called Lori Coulter.

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