Aussie couple’s viral biz idea solves common beach problem

A frustrating beach trip in 2021 inspired a now-viral business idea that’s set to take Aussie shores by storm this summer.

When Jeremy Scott and Elizabeth Afrakoff went on a beach date in 2021, they struggled with a cumbersome beach umbrella.

The beach date disaster, however, inspired Scott, who grew up on the beaches of Sydney and has a background in sports, and his fiancee Afrakoff, who has a background in finance – to create a compact, portable, and more stylish shade solution.

Unlike the popular cabanas that have soared in popularity in recent years, they aimed to design a beach cover explicitly for solo beachgoers, addressing a clear gap in the market.

“We wanted something that not only saves space but also ensures an unobstructed view and flexibility, allowing users to set up anywhere on the beach,” the pair told news.com.au.

“Our research showed that a considerable number of people still weren’t bringing any shade to the beach at all because they couldn’t find a suitable option, and we wanted to change that.”

They began to explore their idea further, spending countless hours sketching and prototyping in their backyard until they found a design that stuck.

Then, they took one of their samples on holiday to Hawaii, where they put it to the ultimate test.

After ensuring it was windproof and finetuning the measurements, colours, and materials, they were prepared to launch their business idea.

In December 2024, their brand Swim Shady was founded.

The Swim Shadys come in five unique prints and weigh just 1.8 kilos, making them ideal for travel and for fitting into your beach bag.

Aussie couple Jeremy Scott and Elizabeth Afrakoff launched their business Swim Shady in December 2024. Picture: Supplied

Their ultra-portable sun shades aimed to fill a gap in the market for solo beach coverings. Picture: Supplied

Their UPF 50+ diamond-shaped canopies are designed to mirror the natural shape of the body, while the pole at one end ensures that other beachgoers can still see out to the ocean.

It’s also equipped with a rotating hinge that allows people to adjust the shade’s direction and angle throughout the day as the sun moves.

The design process. Picture: TikTok/swimshadyjs

Jeremy prototyping in his backyard. Picture: TikTok/swimshadyjs

The brand also sells other products, including reversible, water and sand-resistant swim bags, towels, and quick-dry swim shorts, but it’s their hero product that has propelled them into the mainstream in recent months.

The co-founders had the idea to start posting on TikTok, and their first video openly addressed the beach cabana debate that reignites every summer.

Over footage of Balmoral Beach in Sydney, bustling with the giant shades, the brand captioned the post, “not everyone needs a cabana” – highlighting the fact that many couples or small groups use cabanas, despite them being large enough to accommodate a large family.

Their first TikTok they posted. Picture: TikTok/swimshadyjs

A snippet from their latest TikTok, which has over 2.2 million views. Picture: Supplied

Their account quickly gained traction, and one of their more recent videos, showcasing the day they launched on Aussie beaches, has just reached over 2.2 million views.

“I have been searching so long for something like this,” said one commenter.

“Genius,” said another, as someone else declared the idea as just “making sense”.

“The entire construction of this is BRILLIANT. Not blocking anyone’s view and is functional,” said another new fan.

The diamond design aims to mimic the body’s natural shape. Picture: Supplied

The couple say the response has been “incredible,” and the number of views are climbing by the second.

“The viral moment has connected us with a global audience and validated our mission,” the entrepreneurs shared.

“The reach has also translated to sales and introduced Swim Shady to new markets worldwide. It’s now been sold in over 20 countries.

“The excitement and interest from customers have been incredibly encouraging.”

The Swim Shady is designed to be compact enough to fit inside your beach bag. Picture: Supplied

Whenever something like this goes viral, users are quick to suggest new product iterations.

“Any chance you’ll be looking to do a double Swim Shady for two people?” one commenter asked on TikTok.

While the business is less than six months old, the founders say they will “consider everything” in the future, and exploring new products is definitely on the radar.

But for the time being, their focus is on the growing international demand.

“We’d love for Swim Shady to become a must-have accessory for European travellers,” they shared.

“With new laws across Europe requiring 50 per cent of beaches to remain open for public use, travellers are increasingly choosing portable shade to avoid the hefty fees charged by beach clubs.”

With summer on the horizon Down Under, we think it’ll soon be a cult accessory on Aussie beaches too. Watch this space.

Originally published as Aussie couple’s viral biz idea solves common beach problem