Welcome to Good News Stories, a feature series where together with Murdoch University, we’re shining a spotlight on the people and West Aussie businesses sparking positive change.
Bold, sustainable, and a powerhouse for self-love, Jalayimiya Swim is a WA-based label that's making a splash. Founded by proud Walmajarri/Gooniyandi woman Brodie George in 2022, the thriving brand is a self-described love letter to her culture, connection to the land, and passion for design.
For the uninitiated, George’s swimwear collections are known for their bold colours and flexible fits for all body shapes, picking up more loyal fans with each release. Every piece is a reflection of her Walmajarri heritage—celebrating beauty, diversity, and the stories of everyday women.
Rounding out a year of international runways and fashion mags, we teamed up with Murdoch University to speak to George on finding her love for creating clothes, empowering women, and drawing inspiration from her Walmajarri mob’s desert art.
“Growing up, art was everywhere—quite literally.”
Raised in Fitzroy Crossing in The Kimberley, George spent her early years watching her elders turn stories into stunning works of art.
“Their use of bold colours and storytelling captured my imagination and sparked my love for design,” she says.
A move to Perth as a teenager introduced her to her second great love: the beach. “Being close to the ocean brought its own kind of magic—days at Scarborough Beach as a teen, soaking up the sun, and, of course, bikini shopping," she adds.
The combo of rich Kimberley roots and Perth’s sunny beach vibes kick-started her vision to create a swimwear brand that could bridge those two worlds—something equally vibrant and meaningful.
Fast forward to two years later, Jalayimiya Swim’s been busy jetting to New York Fashion Week, joining the Kimberley Aboriginal Fashion Textiles Art (KAFTA) runway in Broome, and splashing the pages of Elle Magazine and Harper’s Bazaar.
“Seeing Jalayimiya Swim on an international runway felt like a dream come true.”
“It’s been so exciting to showcase designs inspired by my culture on such a big stage—and to see people from all over the world connect with them,” she says. “These moments have reinforced that the stories I create resonate far beyond what I ever imagined.”
Closer to home, working on the ground at photoshoots and seeing her volunteer models thrive was another pinch-me moment for George.
“One of the most meaningful ways we give back is through our work with volunteer models, many of whom are from the Aboriginal community,” she says.
“They’re my friends and family, volunteering to push boundaries and showcase their natural beauty, unfiltered and unedited.”
“Every design tells a story inspired by my community, my culture, and the vibrant landscapes of The Kimberley.”
For George, Jalayimiya Swim's true purpose is to empower women, champion sustainability, and celebrate culture. From collaborating with her customers on every collection to using amateur models of all shapes, sizes, and stages of life, this purpose shines through in every element of the beloved local biz.
"We intentionally avoid editing or photoshopping the images from our shoots because we want to capture and honour the authentic beauty of these women," she says.
From a sustainability perspective, Jalayimiya Swim's fabrics are eco-friendly and high-performance, with considered production practices. Every design is a celebration of George's roots, weaving through years of storytelling and culture to give back to her community.
“By supporting authentic Aboriginal businesses, you’re helping ensure our designs and stories are shared by us."
It's unfortunately common to come across non-Indigenous brands profiting off First Nations culture, without true understanding or respect for their origins. With every purchase from an Aboriginal-owned business, George points out that your contribution goes beyond just buying a product. "You're supporting cultural pride, economic independence, and the ongoing fight for equality and recognition,” she says.
Supporting Aboriginal-owned businesses also directly uplifts the remote regions where businesses like Jalayimiya Swim operate. “When you buy from an Aboriginal-owned business, you're helping to build a stronger future for communities that have long been underrepresented in the business world,” she adds.
So who else should you be adding to your shopping wish list? According to George, jewellery brand Litiyalla, textiler Emma Jane Weaving, and fashion label Deadly Denim are just a few Aboriginal-owned businesses you can support in 2025.
"These businesses exemplify the importance of cultural expression, sustainability, and community empowerment," she says.
George's busy imagining her fresh line of swimwear for the new year. "The Core Collection is a refined edit of our best-loved styles, designed to meet the needs of everyday women," she says.
"The Core Collection is the perfect balance of comfort, functionality, and bold, cultural storytelling—everything Jalayimiya Swim stands for."
The university of choice for people who care about giving back to their community, Murdoch University is committed to changing lives for the better through accessible education and research. Find out how here.
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Images: Sarah Kemp, Letitia Green, Sarah Cowrie.