DELRAY BEACH, FL
Looking back on the past year since we launched Caloosa Waterwear, my husband Ray and I would like to extend our heartfelt thanks as we've had a really amazing year! We had so much fun but with that came a lot of hard work and a little frustration but it was worth the lessons learned and meeting the wonderful people who have supported us along the way. We exhibited at only 4 shows in 2016 and got to meet so many new customers. The best part was we got to hear directly from YOU and learned what you wanted. With a background in menswear design, I thought for sure that our main customer would be male, but WOW were we surprised (and delighted) to learn that our core customer is a woman. Once I was really able to emerge myself in the south Florida fishing and boating apparel market, I learned that there really is not an affordable solution for fashionable performance wear for women who like to be out on the water. Most women, myself included, don't like to wear sporty looks unless we are at the gym. We like soft comfortable, fashionable, feminine apparel - that fits us - and can be worn on the boat, beach, running errands or eating a casual lunch. So this has become my mission, to give women performance apparel that makes us feel beautiful while at the same time gives the same performance features, like UPF protection and wicking, that the men have had for years.
Another lesson that we learned was that going through a third party for our manufacturing did not allow for competitive pricing or the quality we wanted Caloosa Waterwear to stand for. So, we took matters into our own hands and purchased equipment to print our shirts in house. I am thrilled to let you know that in 2017, we will be able to offer you personalized and custom designs at affordable prices. I look forward to launching this new part of our business in 2017 and of course you will be the first to know about it. We will soon be offering other changes and enhancements as well. Ladies, I heard you loud and clear (and I agree) that we need to add v-neck ultra comfort shirts. Ask and you shall receive! Please look for the v-necks coming soon into the new year along with fishing shirts for women and new fashion t-shirt designs. Also look for new accessories, such as jewelry, flip flops and bags. And guys, don't worry we haven't forgotten about you. Look for more designs coming soon on both our ultra comfort shirts, fishing shirts and custom designs.
I want to extend my sincere appreciation to you, our customers, who have supported us this year. You are truly inspirational with all of your kind words, support, help, feedback and purchases. We could not have done this without you. I also want to thank both of our families who have been so supportive in every aspect of this business. From financial and basic business advice to tech and website support. Of course I can not forget the amazing copyrighting, modeling, social media support and even physically helping us sell at our shows. Your support means the world to Ray and I and we absolutely couldn't have done this without you either.
So, cheers to 2016 and an even more successful 2017! As a huge THANK YOU to those of you who have supported us, I am giving you a gift. Please enjoy 50%...yes I said 50% off your entire order from now until the end of 2016. Just use discount code 'THANKYOU16' at checkout. This discount will expire on December 31, 2016.
Wishing you all the best this holiday "Sea-Sun" and we look forward to seeing you all again in the new year!
Rebecca & Ray Fordham
