Jade Abramson, a senior at UM, transformed an idea born in quarantine into a growing business. Her swimwear brand, Lions & Willows, combines sustainability, femininity and strength to reflect her creativity and entrepreneurial drive.
“L&W is a feminist and sustainable brand,” Abramson said. “The willow tree represents feminine energy, so I thought that tied together our two missions nicely.”
Abramson first envisioned Lions & Willows when she was 16 while quarantining in New York City during the COVID-19 pandemic. With time on her hands, she began sketching swimsuit designs and researching fabrics, unknowingly laying the foundation for what would become Lions & Willows. By the time she arrived in Miami, that fascination had become a concrete business plan.
“I came to Miami in order to start the brand,” Abramson explained. “But Miami has definitely impacted how it’s grown over the past two years.”
It is easy to see the city’s influence. The beaches, color and constant warmth of Miami are reflected in the designs. Each collection feels curated for a confident, coastal lifestyle while maintaining a commitment to sustainability and ethics.
Behind the scenes, the brand runs on values as its aesthetic. Its bikinis are manufactured in Bogota, Colombia, by an all-women team over forty years old. This was a strategic decision Abramson made to support female employment and fair labor. “It was important to us to work with a manufacturer that shares our values,” she said.
The brand also uses recycled fabrics, low-fuel transport methods and an upcycling program to minimize environmental impact. Customers can turn in old bikinis, which are then carefully deconstructed and remade into new designs. The process turns old pieces into fresh creations while offering to receive 10% off their next order from L&W.
The initiative creates a cycle of creativity and accountability, giving customers a chance to participate in the brand’s values. “We want people to feel like they’re part of the brand’s mission, not just buying from it,” Abramson said.
When asked why she chose to invest in sustainability instead of expanding production, Abramson didn’t hesitate. “I’d rather grow slower and do it right,” she said. She feels that fast fashion moves fast, but that is not the point of her brand.
Balancing entrepreneurship with academics has been another challenge Abramson said she’s grateful that her major allows her to merge coursework with her company’s goals. Some of her entrepreneurship classes double as project opportunities to test new strategies for Lions & Willows. “It’s hard,” she admitted, “but having that overlap keeps me focused and helps the brand evolve.”
Still, visibility remains one of her biggest obstacles. She spends countless hours shooting content, managing collaborations, and growing the brand’s online presence. “The hardest part has been getting the brand out there and having people discover us,” she said.
Abramson has leaned on social media to build awareness, with Instagram, TikTok and pop-up markets driving most of her exposure.
Looking into the future, Abramson sees Lions & Willows growing beyond swimwear with hats, claw clips, cover-ups and a men’s swim line.
Lions & Willows wants to create swimwear for everyone, but is having trouble reaching everyone. Abramson follows her business mantras to push past that doubt and create a one-of-a-kind sustainable swimwear brand.
“Be confident in yourself and your idea,” Abramson said. “You’re the only one who can make your vision come to life.”
Lions & Willows is the result of Abramson’s persistence and purpose. What started as a concept has evolved into a brand with momentum, proving that even small ideas can grow into something lasting when treated with conviction and care.