"A better way" When Byoót Company Swimsuits walked away with a $50,000 loan from Shark Tank's Kendra Scott 

In an attempt to get funding to grow their company, Elyce and Nathan Billany presented their creative swimwear line, Byoót Company Swimsuits, to ABC's Shark Tank in Season 12. Elyce got the idea when she was on holiday in Jamaica and found it difficult to pull up her one-piece swimsuit in a small beach bathroom.

“I love the look of one-piece swimsuits, but I thought there has to be a better way!” she told News 8.

The duo was determined to address this prevalent issue and created a button-up swimsuit that simplifies restroom breaks without compromising appearance. The Shark Tank panel, in which business owners present their ventures to affluent investors in exchange for capital and shares, was drawn to their novel strategy.

The Billanys went into the tank with the belief that their product could upend the swimwear market and satisfy the demands of women seeking both style and functionality, even in the face of pandemic-related challenges.

What happened during Byoót Company Swimsuits’ Shark Tank pitch?

When Elyce and Nathan Billany took the Shark Tank stage, they requested $50,000 in return for 30% of their business. They promoted their button-up swimwear as a useful remedy for a prevalent but little-discussed problem.

The pair disclosed that their lifetime sales had reached $10,000, a modest amount indicative of their fledgling company. They revealed their creative shift to virtual fittings, which had garnered favorable client response, but they also discussed how the COVID-19 pandemic had halted their growth.

"It was an absolute blast getting to meet and pitch the Sharks!" Elyce later recalled the experience.

The Billanys emphasized their need for a Shark's expertise in marketing and sizing strategies more than just financial backing. They wanted guidance to scale their business and reach more customers with their practical design.

While the Sharks enjoyed the couple's presentation and connected with their enthusiasm, most weren't ready to dive into the swimwear business. Mark Cuban and Lori Greiner quickly declared it wasn't the right fit for their investment portfolios.

Kevin O'Leary, true to his "Mr. Wonderful" persona, didn't mince words. He bluntly suggested the business had limited growth potential and dropped out of consideration.

Just as it seemed the Billanys might leave the tank empty-handed, guest Shark Kendra Scott—a successful jewelry entrepreneur—saw potential where others didn't. Rather than accepting the original offer, Scott proposed a different arrangement: a $50,000 loan with 10% interest, to be repaid within three years, plus a 5% equity stake in the company.

The Billanys quickly accepted, thrilled to partner with a successful female entrepreneur who understood their vision.

The Byoót swimsuit design addressed a simple but significant problem. Traditional women's swimsuits require nearly complete removal to use the bathroom—an awkward, uncomfortable process when the suit is wet and in a public setting.

Elyce's solution? Buttons along the sides of one-piece swimsuits allow easy removal without the usual struggle. The design maintained the aesthetic appeal of a one-piece while adding practical functionality.

The concept originated during that fateful Jamaica trip, where Elyce began sketching designs after one too many frustrating bathroom visits. Upon returning home, the couple sought out a manufacturer in New York to bring their vision to life.

Their initial success came through Kickstarter, where they raised $30,000 to launch production. This grassroots funding demonstrated market interest and helped establish the company's brand before its Shark Tank appearance.

Byoót Company Swimsuits’ post Shark Tank journey

Following their February 2021 television appearance, Byoót Company Swimsuits experienced the typical "Shark Tank effect"—a surge in interest that quickly depleted their inventory. The company announced that they had sold out of all designs and promised to expand their sizing options up to 5XL.

Riding this momentum, the Billanys launched another Kickstarter campaign in April 2021, seeking $35,000 for their expansion plans. Unfortunately, this campaign fell significantly short, raising only $1,622.

By 2022, signs of a business pivot began to appear. Their Instagram activity shifted away from swimwear promotion, and by 2025, the company had dropped "Swimsuit" from its name, becoming simply "Byoót Company."

The website transformation revealed a complete change in business model—from swimwear design to consulting services. The Billanys now focus on teaching others "how to pitch yourself byoo-tifully," leveraging their Shark Tank experience as a selling point.

In the meantime, in early 2021, Elyce accepted a position as a bank's director of marketing. In homage to her own Shark Tank experience, she developed a show called "Bank Tank," where business owners submit ideas for a chance to get $20,000 in startup money.

Although it's unclear if the agreement with Kendra Scott was formally closed, a 2024 Instagram post that called Scott "the queen" implies that things remained cordial.

While Byoót's swimwear revolution may not have made the splash they hoped for in the long run, the Billanys successfully pivoted their entrepreneurial journey. Their story demonstrates that sometimes the true value of a Shark Tank appearance isn't just the deal itself but the doors it opens and the lessons it teaches along the way.

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You can watch Shark Tank in the U.S. on ABC, stream it on Hulu, or purchase episodes on platforms like Amazon Prime Video and Apple TV.