This splashy kids’ beachwear boutique in Long Branch is redefining swim style for the next generation in a chic, joy-filled space.

BY EMMA FLOYD  •  PHOTOS BY ALEX BARRETO

Some people stumble into fashion. Others are born into it. For Sarah Antar, founder of Lil Swimmas, her story doesn’t begin on a runway or in a design studio, but on the sun-soaked shores of Myrtle Beach, South Carolina, where building sandcastles and splashing in saltwater were as much a part of daily life as riding bikes or playing hide-and-seek.

Growing up in a family that owned and operated beachwear stores, Antar was no stranger to the business of dressing people for the beach. Helping out at the store, the young Antar learned the rhythms of retail, fostering a natural instinct for style and trends while developing a deep understanding of what customers truly want when hunting for sun-ready attire. It was an upbringing that gave her something most designers spend years cultivating: a genuine, lived-in relationship with beachwear culture.

What she didn’t realize at the time was how much she had taken it for granted. The ability to find a swimsuit from the family store at any given moment was a convenience she never thought twice about, until she became a mother.

When her first child arrived, she set out to find the kind of high-quality, durable, fashion-forward kids’ swimwear she always had access to while growing up, only to discover a surprising reality: the market simply wasn’t delivering. Swimwear for little ones was either functional but flat on style, or trendy but lacking substance. The intersection of all three attributes – quality, durability, and fashion forward – was nearly impossible to find. For someone raised in a family beachwear business, this felt personal. She wasn’t merely a frustrated shopper; she knew exactly what was missing and why it mattered.

In 2012, Antar took matters into her own hands. Starting small, she began sourcing pieces through her mother’s closeout business and selling them on Instagram, one carefully chosen style at a time. There was no major launch, no marketing budget, no flagship store. There was just a mother with an eye for fashion, a deep knowledge of beachwear, and a desire to make something better for her own children and for families everywhere who deserved the same. The response was immediate, and the momentum never stopped.

Located a short walk from the beach in one of New Jersey’s buzziest shore towns, Long Branch, Lil Swimmas has since grown into a sweeping one-stop destination for parents who don’t want to compromise style and substance when dressing their little ones for the water. The brand’s approach is intentional and joyful: make it easy, make it fun, and make it fashionable, all in one place. The extensive selection, sourced from notable brands like MC2 Saint Barth, Flowers by Zoe, Molo, Malibu Sugar, and others, spans everything from one- and two-pieces, swim shorts, and coastal clothing for girls, boys, and babies, plus a generous collection of shore-ready accessories like handle bags and pouches, hats and visors, slip-on sandals, sunglasses, bikini charms, and more, all in a variety of bright colors and punchy patterns. Here, Antar has created an environment that invites families to shop with ease, whether they are prepping for a sun-fueled summer on the Jersey Shore or packing for a Caribbean cruise.

“Whether you are local or traveling to any hot-weather destination, our store gives everyone that feeling that they want to hold onto when making family memories and having fun in the sun,” noted Antar. “Our goal is to enhance that experience by sourcing the cutest outfits and accessories – which, not to mention, makes the photos even better.”

At the core of Lil Swimmas is a steadfast belief that the memories made in the sun are among life’s most precious. The laughter at the water’s edge, the afternoon spent chasing waves, the jubilant family photo that will be framed and treasured for years to come – these are the moments worth celebrating, and Antar’s mission is to bring them to life in full color.

For its founder, the boutique is not simply a business. It is a continuation of a longstanding tradition that began in her parents’ store decades ago, one that she’s carrying forward with the same passion for swimwear, dedication to quality, and understanding that getting dressed for a day at the pool or beach is its own kind of happiness. Lil Swimmas is a journey in progress, and by every measure, the season is just getting started.

Lil Swimmas  —  61 Brighton Avenue, Long Branch  •  732.531.2311  •  lilswimmas.com