This Friday Underlines chats with Lisa Chotard, founder of the luxury swimwear label, Beliza. The brand recently made its first approach into the British market when they took part at the Wonderland Show last month. With her love of the sea, sea animals and the oceans, it was nearly inevitable that she would carve a career in swimwear and beachwear.
Life before Beliza
I was born in Paris, to an Armenian mother and French father. After school, I studied Fashion Marketing at ESMOD Fashion School in Paris and graduated with a Master’s Degree, before joining Hugo Boss as a Sales Manager.
Why swimwear & beachwear?
My two big passions are fashion and diving. I have been diving since age 15 and just love the freedom and the beauty of the sea. I travel the world, seeking out new adventures and diving in beautiful locations. One day, in 2010, while sitting on a beach in Sinai, I just thought, why not do something that brings my two passions, fashion and diving, together? So that was it, BELIZA was born! The sea and its beautiful creatures are my biggest inspiration.
A typical week?
I would go to office, work with my team on whatever exciting challenges the day throws at us. Then, I would go to pilates and do some cooking, which I really enjoy too.
What is the best thing about your work?
I get to do the two things I love most! Creating beautiful swimwear, inspired by the wonders of the sea, is a way for me to share what I see and discover in the ocean with others.
What is different about working in this sector?
It combines fashion design with functionality in a very unique way. You’re not just creating something beautiful , it also has to fit perfectly, stay in place, resist water, sun, salt… and make women feel confident in their own skin.
It’s a very intimate piece of clothing, so the relationship with the customer is strong. As a designer, I need to truly understand women’s bodies, their expectations, and insecurities, and create pieces that empower them.
Also, it’s a very seasonal and competitive market, which constantly pushes us to innovate — whether it’s through sustainable materials, new cuts or fresh inspirations. But that challenge is exactly what makes it exciting and rewarding.
What’s special about working in this sector is not only the creative challenge of designing technical yet elegant pieces, but also how enriching it is to meet so many passionate people — from artisans and fabric suppliers to photographers, models, and other designers.
The swimwear industry is vibrant and dynamic, and every collaboration brings new energy and ideas. It’s inspiring to be part of a community that shares the same love for fashion, beauty and freedom.
Whom do you admire in the industry?
My mother. She used to have a multibrand store in the 80s in Emirates Abu Dhabi. The name of the store was French Boutique, and it was filled with beautiful pieces from high-end brands such as St Laurent and more. This inspired me and from an early age, I was fascinated by beautiful clothes, beautiful materials , nice finishing , creativity .
If you were not working in this industry, what do you think you would be doing instead?
I would be actress , or I would have work related with nature, animals and the sea, maybe a vet in South Africa!
Any other ambitions for your brand?
Another dream of mine is to open Béliza pop-up boutiques or concept stores directly in beach clubs or coastal resorts. Places where our community can discover the brand in a relaxed, beautiful setting that reflects our spirit of freedom and elegance.
The goal is to build a lifestyle around the brand, where women can experience not just the product, but the whole Béliza universe.
Life outside of work?
I love to spend time with my family. We are very close. I taking part in sports, cooking and Pilates. I also really love trekking in the mountains, and of course, diving. Being close to nature.
Your greatest challenge?
I’d say the biggest challenge is finding the right balance between being creative and running a business. You have to be everywhere — designing, producing, managing a team, growing the brand.
Also, the swimwear market is super competitive, so staying true to your identity while constantly evolving is not always easy. But honestly, that’s what keeps it exciting.
Also all my challenges in diving, from being an instructor to diving deep and with sharks so many years and finding the pure connection with animals in the sea.
Proudest moment to date?
When I landed my first BELIZA listing in department store, 10 years ago. It was that feeling that this is real, we are a “real brand” now and settled in the market …
Worst move so far?
When I did my first production. I received the swimwear with great excitement, only to discover it had been made too far big. The panties were like Pampers!
What do you think you will be doing in 10 years’ time?
I would continue my brand, but would like to focus more on the design and not manage the company all the time, and I will be living in Greece with animals all around me.
The one product you can’t live without?
Our KATE reversible black and gold bikini. I even wear it when I go diving! All our pieces are made to last with great quality fabrics, but I can personally vouch for the durability of the KATE. I put mine through a lot! Diving all the time in sea salt water, in the sun, everywhere. Pretty and tough!
Time out?
Cooking, freediving, walking, reading, being with my cat and my family, traveling.
Pet Hate?
Being with too many people or crowds. I love calm. That’s why I love Greece so much. There is space and freedom to live.
For more information on the Beliza brand contact Alison at alirhodesagency.com.
