Our story

A Life-Changing Journey

Our Founder Bryley had spent almost 20 years in the corporate world, but her entire world turned upside down during her third pregnancy when her son was diagnosed with a life-threatening condition (hydrops fetalis) when she was 20 weeks pregnant. This led to invasive in-utero surgery and his premature birth. His lungs were so severely damaged that at birth he required resuscitation, this was followed by seven weeks of ventilator life-support. 

Bryley waited an excruciating three long weeks until she could finally hold her baby in her arms for the very first time as he was so critically unwell. After an incredibly challenging 148 days in hospital her family were finally able to welcome him home. (You can listen to her pregnancy and birth journey on the Australian Birth Stories podcast)

Throughout this life-changing experience, her outlook underwent a profound shift, and a clear understanding emerged: the importance of self-belief, the nurturing of her health and wellbeing, and cherishing moments with her young family took center stage.

Breaking Taboos and Empowering Women

As a mother, Bryley felt responsible for setting the best possible example for her children—especially her two daughters. But she realised that she still had her own hang-ups around her period. When she had her period, she could only swim and play in the pool with the kids if she wore a tampon or menstrual cup, both of which are invasive, uncomfortable, and ultimately end up in landfills. The leak-proof period options available were daggy (she may be a mum, but that doesn’t mean she's given up her style), single-use, and harmful to the environment.

Embracing Freedom and Confidence

Enjoying the beach or pool on a hot summer’s day is part of the Australian way of life, and Bryley didn’t want her daughters to see her shrinking away and sitting on the side lines during "that time of the month." She wanted to set an example that women can run, swim, play, and do anything they set their minds to, at any time of the month. She wanted stylish, discreet period swimwear that both her, her sisters and daughters could confidently wear at the beach or pool. So, in 2021 she decided to create it for herself, her daughters, and women and teens across the country who deserve to be playful, active, and inspired, whether it’s their first period or their fortieth.

Inclusivity, Empowerment, and Innovation

At Azure Belle, we recognise that periods are highly personal, and each woman is in a unique phase of her own journey. Our brand is built on the principles of inclusivity, empowerment, and innovation.

Azure Belle goes beyond being just your typical period swimwear—it's a celebration of freedom that wholeheartedly embraces femininity and all that comes with it. We embrace the good, the tough, and yes, even those uncomfortable moments (although our vision is centered around minimising those). Our goal is to create a warm and welcoming environment where you can feel comfortable and confident, knowing that we've got your back throughout your journey.

We understand that periods can be challenging, and we want to make sure you feel supported and empowered to be yourself, no matter what time of the month it is.

Choosing a sustainable option

By choosing Azure Belle, you're making a conscious decision to choose an eco-friendly option. Our pieces can simply be washed and re-worn, eliminating the need for single-use plastic menstrual cups and tampons that contribute to waste. You can feel good about your purchase, knowing that you're making a positive impact on the planet.

Your Happiness Matters

We believe in providing exceptional customer service and want to ensure your satisfaction, that's why we offer our 100% Happiness Guarantee. We want you to feel confident and happy with your Azure Belle experience, and if for any reason you're not completely satisfied, we'll make it right.

We hope you, your mum, your daughters, your sisters, and your friends love Azure Belle as much as we do. Step into your next chapter with unwavering confidence, embracing the freedom that our swimwear provides.

Join our Azure Belle sisterhood and be part of a community that supports and uplifts women and teens across the country.

Yours in freedom,


Win! Monthly giveaway

We run a monthly giveaway to win a $200 Summer beach pack, simply tag @azurebelleswimwear and #periodswimwear on your socials together with a photo or video of you and your Azure Belle product.