This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

How a Surf Vacation Led to a New Niche in Women's Swimwear An investment-banker-turned-entrepreneur finds success in a line of bikinis designed to stay on, no matter how rough the surf.

By Margaret Littman

Opinions expressed by Entrepreneur contributors are their own.

An investment banker who worked long hours at a London-based firm, Anna Jerstrom found herself with a glut of unused vacation days when 2009 came to a close. She decided to give surfing camp in Costa Rica a go.

That trip changed everything. Jerstrom, who grew up in Sweden, loved the sport so much she quit her job, moved to Costa Rica and became a surfer.

"It was like Blue Crush, without the handsome leading man," she says. "I was super-scared, but I fell in love with surfing."