Who is Elation The Label?
This is for every woman who lives for the ocean. The ones who go for it. The ones who paddle out, dive in, show up, even when they're not sure.
Elation is supportive swimwear made for her. Designed to stay put when you duck dive, turtle roll, wipe out, paddle hard, so you can stop adjusting and start living for the water.
But it's more than swimwear.
It's a community of women who back each other in the water. Who go for the wave even when they're not sure. Who show up for the surf and stay for the women.
We're built on three things, support, sustainability for the ocean that gives us everything, and community.
For the girls who go for it. That's us.
Let me tell you how we got here.
— ✧ —
Firstly, I’m Mel - The owner of Elation The Label.
Bright in the way my love shines for people. Caring in the overly emotional, got-your-back kind of way. And bold, because if I want something, I make it happen.
Case in point: I loved a swimwear brand so much I bought the whole business.
But we'll get to that.
— ✧ —I'm half Balinese, half Australian and two years ago I moved back to my roots, here in Bali. This move changed me in ways I didn't expect. I stopped rushing and started watching. The way the ocean shifts every single day. The way it can hurt you and heal you in the same breath. The way it holds an energy entirely its own.
In Balinese Hindu culture, we give offerings and gratitude for everything we take from, the animals, the plants, the earth, even our vehicles. And the ocean. Especially the ocean.
That stopped me in my tracks when I first started to understand it. Because how often do we just... take from the ocean? Show up, surf, leave. She gives us everything and we rarely stop to say thank you. That relationship changed how I move through the water and how I think about everything I put into the world.
I stop now. Every single time. I tell the ocean I love her. And it changes everything about how I paddle out and leave the water.
That philosophy is woven into everything Elation does.
— ✧ —
The swimwear problem that drove me absolutely mad
I tried so many brands. Beautiful ones. Ones that looked incredible on land, in the mirror, on the 'gram.
And then I paddled out.
Things slipped. Things moved. I was adjusting between every wave, holding back on sets in case I fell, coming in feeling flat instead of stoked. I didn't realise how much my swimwear was getting in my own way until I found something that didn't.
Elation was the only surf swimwear that actually worked in the water. The only swimwear for surfing that stayed put when I turtle rolled, wiped out, paddled hard. The only one that made me feel supported, confident and completely myself out there, without ever having to think about it.
So I kept buying it. And buying it. And buying it.
When the chance came to buy the business, it wasn't a business decision. It was an emotional one. Elation had already changed how I showed up in the water. I wanted to give that to every woman who had ever held back on a wave.
— ✧ —The ocean gave me my people, and I want it to give you yours
Here's something nobody tells you about surfing: it will give you the best friends of your adult life if you let it.
I've moved to new places and found my entire world through the lineup. Women who hype you up, laugh at your wipeouts, paddle out with you at 6am without question. That kind of friendship is rare. Surfing hands it to you.
That's what Elation is becoming too. Not just a surf swimwear brand, a community of women who back each other in the water. Who show up for the waves and stay for the women.
The girls who go for it. That's us. Come find us.
And honestly? The response has blown me away.
Our community keeps growing and I am loving every second of it. Women who have been with Elation through every change. Women who found us recently and haven't looked back. So many ladies on their 7th, 8th, 9th order.
And then there's Hannah. The lovely Hannah ordered her 6th pair in the space of 7 months.
Six times in seven months.
That tells me everything. Not just that the swimwear works, but that when a woman finds supportive swimwear that actually makes her feel herself in the water, she comes back. Every single time.
That's what we're building here. And we're just getting started.
— ✧ —What we actually stand for
Every woman deserves to feel completely herself in the water. Not a distracted, adjusting, second-guessing version of herself.
That starts with supportive swimwear that actually works. Not supportive in the way brands throw the word around, genuinely, functionally, confidently supportive. In the surf, in the sea, wherever the ocean takes you.
Because when your swimwear supports you, everything else opens up. You stop holding back. You go for the wave. You come in stoked instead of flat.
That's what we build at Elation. Supportive swimwear made for women who surf and live for the ocean, built with sustainability and the ocean in mind, because we take from her every single day and the least we can do is protect her back.
Ocean first. Always. In every material we choose, every decision we make, every wave we ride.
You've got this. We've got you. 🤍
