Our Story
Hi there! My name is Lauren Coleman, and alongside my husband Jonathan, I’m the co-founder of El & Rose. We created this brand out of a frustration I faced every single year: swimwear shopping.
Every time I needed a new suit, I found myself choosing between two extremes—bikinis that were way too revealing for my personal preference or overly full-coverage suits that lacked color and style. And if I did manage to find one that was cute and offered the right amount of coverage? It was always over $100 per piece—which just felt unreasonable.
So I decided to make my own!
That’s where El & Rose comes in. We design high-quality, moderate-full coverage bikinis in super cute prints and flattering silhouettes—at a fair price. While we’re not the cheapest suits on the market, we are proud to offer exceptional value. At around $50 per piece, you're getting premium fabrics, thoughtful construction, and exclusive prints—all designed to last season after season. Because feeling confident and comfortable in a well-made bikini shouldn’t cost a fortune.
Mission
What Drives Us
At El & Rose, our mission is to help women feel comfortable and confident in their own skin by creating high quality, stylish swimwear that blends flattering designs with a flawless fit. We are committed to thoughtful design, sustainability, and inclusivity.
Values
What We Believe In
We believe in empowering women to feel confident, strong, and beautiful in every moment. We're committed to sustainability, using recycled fabrics and ensuring our factories offer excellent working conditions and living wages. With thoughtfully designed pieces offered at accessible price points, we aim to keep our quality high and our prices fair.
Vision
Where We're Going
Our vision is to be the go-to brand for high quality, thoughtfully designed swimwear that fits beautifully and feels even better. While we cannot offer everything as a small start up, as we grow, our immediate goals are to offer more coverage options, a wider size range, and utilize more models of all body types and skin colors in our content.
Sustainability
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Our Manufacturing Partner
Our swimwear is sourced from an amazing factory in Bali, Indonesia. The garment workers that make our suits earn up to three times the standard wage and work in comfortable, air-conditioned spaces. All employees are provided with full health insurance, a daily hot meal & juice, and a 13th-month yearly salary.
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Fabrics
The fabrics we incorporate into our collections are purchased from Carvico and ECONYL®in Italy and REPREVE®in the USA. They are produced from salvaged fishing nets, plastic bottles, and post-consumer waste, certified by GRS and U-Trust®. Using recycled fabrics reduces carbon emissions by up to 80%. Even recycled, they are as soft & durable, provide UV 50+ protection, and resist saltwater and chlorine.
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Dyes
Our fabrics are dyed and printed using OEKO-TEX® STANDARD 100 certified dyes, meeting the highest safety and environmentally friendly standards. Each garment is shipped to us in 100% biodegradable cassava bags, which decompose in 24 hours in any landfill.
Giving Back
El & Rose was named after our two dogs, Ellie and Rosie. They were both adopted from the animal shelter and have brought so much love and joy into our lives! To give back and help other animals in need, we donate 5% of our net sales to animal shelters in our community.